Sep 08, 2018
A very good course for those who are new or looking to refresh their knowledge of brand management. All the concepts are explained well, and provide a solid foundation for building up in this field.
Jun 20, 2020
I really loved it, it's fruitful, I firstly thought I would get bored and that it would be heavy, but It's really amazing and I already got info from it that I'll be implementing in my real life.
May 16, 2019
Excellent course - good overview, full of live examples & key messages. The course delivers what it is meant to and provides a good understanding with key take-aways. Prof. Luis Rodriguez delivered the course in an interesting & creative way by exploring fnac and interacting with customers. I am happy that I enrolled for this course. I would have rated 5 star, except for one feedback that most of the content in "Reading" sections is dated to around 2012-2014. It would have been better if that content is latest, even though the principles covered are relevant.
Jan 05, 2019
It is a short course but it contains a lot of basic knowledge of marketing and very good examples to help the students to understand.
von Ricardo J O•
Feb 10, 2016
Positive: Approach to the topics is solid, readings are very valuable.
Negative: Some videos in week 3 and 4 have audio issues. Course should had a template with the course objectives, learning outcomes and grading scheme. 4 out of 6 quizzes didn't allow to see which questions were right or wrong. Social media resources such as a linkedin group for the specialization would add value. But the most negative aspect was not having the slides. A lot of the topics covered were presented very fast and not having the slides to review the materials made my experience in learning very frustrating. I note that also the course Critical Perspectives on Management had the same problems with the quizzes and also did not provide slides. what was somewhat frustrating also. Also, if IE is making an effort to become more relevant in this online space, it should allocate human resources to monitor and interact in the discussion forums. In my opinion there are a lot of opportunities to improve the student experience. What I found somewhat because being this a series of courses in marketing, a lot of these issues had to been fixed/addressed before the course started...
Nonetheless my critics - which I expect to be considered as constructive critics, it is important to thank IE and Coursera for continuing providing online courses.
I wish you luck.
Ricardo J. Oliveira
von Andrijana H•
Mar 30, 2020
As a beginner, I found this basic theory relevant to hear about. However, since there are no slides and the teacher goes through a lot of text pretty fast, it became necessary to make a lot of notes to be able to go back to that theory to learn it properly. There are no practical assignments that would teach us how to apply these concepts.
von Deuel C E•
Aug 18, 2019
This MOOC on Brand and Product Management is a great springboard in building and developing your brand. I have appreciated the work experience that I have gained as a Brand Development Supervisor through the concepts and theories discussed by Prof. Baptista. I like it how he uses real-life examples, so it is easier to relate the concepts to different business landscapes.
von Мосеев К К•
Dec 14, 2018
I am pretty sure it will be helpful for people with different types of knowledge in this field. If you are a professional you might find some good ideas here, if you are a newcomer in this area, you might acquire so much information
von Nader M A•
Mar 06, 2019
Extensive branding course, that cover main branding subjects and putting them all in an applicable context to prepare u for the immediate implementation shaping the base of branding manager mindset and knowledge. Great course !
von Jeannette M•
Aug 15, 2016
Very enjoyable, easily translatable to real world scenarios and completely relevant and focused. It was a joy to learn and I had a lot to implement after successful completion of this course
von Anthony J D•
Jun 08, 2020
This is an Excellent and a very detailed Course on Brand and Product Management.
It teaches you the concepts in a step by step and structured way.
The journey begins by looking at products and their Life cycle and how they should be developed.
In the next module you understand at developing a compelling brand for your products.
Then Brand architecture, Naming and how to communicate the offering.
You also learn how to build the brand portfolio to maximize its value and support growth, translating your brand into compelling customer experience.
And lastly understanding on how to equip and engage employees to deliver the brand promise and the challenges that can bring.
von Srinivasa V•
Apr 26, 2020
Being part of the core product design team, the learning on Brand and Product Management was a pleasant experience, which provided a deep insight starting from Product Strategy and management, The process of building brand equity, its impact on employee motivation, leverage of the corporate brand, insight of brand portfolios and its typical management as well as its impact on customer touchpoint and establishment of brand architecture were clearly illustrated with practical examples. This learning has resulted in a complete change of thought process, aligned to the customer perspective.
von Shu Q L•
Jul 18, 2016
Great teaching and comprehensive, clear presentation of concepts related to the topic. I have acquired a deeper understanding of brand and product management theories, models, frameworks and concepts at a higher (more macro) and more strategic level that is very applicable to the real world. The professor is very engaging and I like his use of real-life examples (through his work experiences, etc) to make the course material very relevant. Hopefully this helps in my headstart in my career switch!
von Ghazal H•
Feb 08, 2020
This course is an exceptional experience. Thanks to the instructor for the time, patience and enthusiasm. The course has given me a chance to learn about various areas of branding, product positioning, product marketing, strategies for involving customers in new product development and much more. It provides an excellent forum to meet and share ideas with others in my area of study.
von Soyeon S•
Feb 26, 2017
This course helps me to understand better of marketing process. And real examples from the lectures was great help to apply to where I am working for (and made me understand why there are doing such programs such as brand ambassadors, dash boards, etc). I highly recommend this course to my friends who is interested in marketing and wish to listen lectures in off-line too!
von Peter I A•
Jan 07, 2020
One of the best part is the well articulated video lectures from module to module by Prof Luis Rodriguez. Best articles that empowers the whole topics from the top to finish. I’m so enlightened and equipped with better knowledge on brand and business management, why some brand and business fail and how to win and stay relevant with targeted customers always. Thank you.
von Muhammad A T•
Mar 08, 2016
First of all, i have no words to appreciate Coursera for providing such a big opportunity to study from best business schools, which was not possible for person like me. This course was very comprehensive, have learnt some new and relevant examples, teaching style was also excellent and, provided many new ways to think and practice about brands.
von Vardaan g•
May 11, 2019
Its a detailed bundle of knowledge crafted perfectly of a beginner that is inclined to Brand Management and Product Management. The unique ways in which it is taught is exemplary and the case studies shared gives a pragmatic view of the current markets. Great course and a must for people having a proclivity towards marketing and branding
von Valeria K•
Oct 17, 2017
It was a really interestting course, helps you support you practical knowledges with theory.
It's a pity that those who cannot afford to pay for the course and join just for knowledge have to way to pass the quiz or get some rewarding badge after completing the course - i've finished it but it's not even marked as complete in my profile.
von Eduardo P L•
Apr 21, 2020
Clear, professional, well structured and easy to digest videos.
I would recommend this course to anyone who is either starting a new business, willing to design a successful brand and product strategy or is entering the world of product and brand management on their career.
Kudos to Professor Luis Baptista
von patricia c z•
Jun 05, 2016
i think this course is a great opportunity to know how the work is done at IE Business School. I am very proud with my purchase of the Specialization in Marketing Mix. Moreover. i want to say thank you to the professor because he is a amazing professional and his explanations are very nice and clear.
von Paula S G•
Mar 16, 2020
The course is amazing! The professor is very awsome and makes the concepts in a way very easy to understand, althought I never had a Marketing class before. All the examples he gives help to turn the lecture even more easier, because we can notice the concepts in brands we see everyday.
von Upma G•
Jun 24, 2020
This was my first course with Coursera and I have to say I am highly impressed with the layout. Professor Luis Rodriguez Baptista has done the job amazingly well. He explained every topic effortlessly. I am extremely satisfied as this course had much more than my expectations.
von Nikhil H C•
Apr 10, 2020
The course was very good and informative about Product and Brand Management. The lectures provided the necessary insights of the program. I feel this course has instigated my interest in brand management and I am sure to further take my study to much deeper level in this area.
von Saurabh M•
Jan 08, 2018
This course provides a very good practical understanding of various concepts on Brand Management with brief overview of Product Management. The relationship between the Product and the brand, and how both of them connects to the business needs are explained very well.
von Cheryl P A•
Feb 02, 2018
Professor Rodriguez Baptista was an amazing lecturer. I really enjoyed this course and will refer back to the course materials frequently to maintain my expertise in Brand & Product Management. I can't wait to apply my newly acquired theory to real-life scenarios!
von Mahmoud A•
Jul 30, 2019
It was so fun and helpful. It's the 1st course I attached to and understand the product mix very well and the relationship between branding and product development. I recommend this course for anyone who want to learn more about marketing. It's worthy.