Este curso forma parte de Programa especializado: Marketing Mix Implementation

4.7
estrellas
2,447 calificaciones

95 %

Luis Rodriguez Baptista

90.276 ya inscrito

Ofrecido Por

Programa especializado: Marketing Mix ImplementationIE Business School

Acerca de este Curso

33.566 vistas recientes

Identify the critical information needed to develop a product and brand strategy that generates both quick-wins and long-term value. By completing this course, you will be in position to create an activity plan to bring your brand strategy to life - both externally towards consumers and internally to employees.  You will be able to define the right metrics for determining success in the implementation of your product and brand strategy, considering any adjustments that may need to be made under a test and learn methodology.
Luis Rodriguez Baptista - a professor at IE University and Marekting Consultant - will guide you through six modules that look at first understanding the challenge of managing products through their 'life-cycle' and culminates with learning how to equip your employees with knowledge of how to deliver on your brand promise.  The course features interviews with consumer and industry professionals, which help illustrate the importance of brand strategy. 

Brand and product management is a unique course which enables you to first understand the importance of brand and product management and then use brand development, architecture and portfolios, in order to achieve success.

Fechas límite flexibles

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Certificado para compartir

Obtén un certificado al finalizar

100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.

Curso 1 de 5 en

Programa especializado: Marketing Mix Implementation

Aprox. 14 horas para completar

Inglés (English)

¿Podría tu empresa beneficiarse de la capacitación de los empleados en las habilidades más demandadas?

Prueba Coursera para negocios

Habilidades que obtendrás

Brand Architecture
Product Management
Brand Management
Brand Engagement

Fechas límite flexibles

Restablece las fechas límite en función de tus horarios.

Certificado para compartir

Obtén un certificado al finalizar

100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.

Curso 1 de 5 en

Programa especializado: Marketing Mix Implementation

Aprox. 14 horas para completar

Inglés (English)

¿Podría tu empresa beneficiarse de la capacitación de los empleados en las habilidades más demandadas?

Prueba Coursera para negocios

Instructor

Calificación del instructor

4,72/5 (443 calificaciones)

Luis Rodriguez Baptista

Ofrecido por

IE Business School

IE Business School is an internationally recognized business school where the leaders of tomorrow shape their ideas and learn to become global citizens. For over 40 years, IE Business School has promoted innovation and change in organizations, equipping managers with an entrepreneurial mindset that generates employment, wealth, and social well-being.

Regularly featured among the top business schools in the world, IE Business School has an urban campus in Madrid and a faculty of more than 400 professors who teach students from approximately 90 countries in its undergraduate and master programs. IE uses innovative online, face-to-face, and blended learning formats, including the IE Communities Platform where knowledge and experiences are exchanged with over 50,000 IE graduates that currently hold management positions in more than 100 countries worldwide.

Mira cómo los empleados de las mejores empresas dominan las habilidades más demandadas

Obtén más información sobre Coursera para Empresas

Programa - Qué aprenderás en este curso

Calificación del contenido95%(7,461 calificaciones)

Semana

Semana 1

3 horas para completar

Launching new products and the challenge of managing their life-cycle.

3 horas para completar

8 videos (Total 59 minutos), 3 lecturas, 2 cuestionarios

8 videos

Welcome to the course.44s

1.0 Introduction to the course.10m

1.1 How do you classify new products and what is the product mix?8m

1.2 What is the product lifecycle?6m

1.3 How to grow your product offering?7m

1.4 How to calculate demand for your product.7m

1.5 How to develop and launch new products.9m

1.6 Defining your product pipeline.8m

3 lecturas

Why Most Product Launches Fail10m

How to Estimate Market Demand10m

Reading for Module 1 - Product strategy: Portfolio management concepts, types and tools. (Pages 1 to 4).12m

1 ejercicio de práctica

Module 1 Summative Assessment30m

4 horas para completar

Developing compelling brands that inspire your most critical stakeholders and impact your bottom line.

4 horas para completar

8 videos (Total 52 minutos), 3 lecturas, 2 cuestionarios

8 videos

2.0 What is a brand and why do you need one?6m

2.1 Inputs for developing your brand.7m

2.2 How to analyze your competitors.8m

2.3 Defining your brand model.4m

2.4 What is a brand essence and why is it so important?7m

2.5 What are brand values and why do you need them?4m

2.6 Connecting all the dots: Translating your brand into a positioning statement.5m

2.7 Evaluating your brand strategy.6m

3 lecturas

A Brand Guide: The Power of Branding20m

Reading for Module 2 - Product strategy: Portfolio management concepts, types and tools. (Pages 5 to 9).15m

Reading for Module 2 - Power of the Branded Differentiator20m

1 ejercicio de práctica

Module 2 Summative Assessment30m

Semana

Semana 2

2 horas para completar

Knowing how to communicate your offering: Brand Architecture & naming.

2 horas para completar

10 videos (Total 43 minutos), 3 lecturas, 1 cuestionario

10 videos

3.0 What Brand Architecture is and why you need it.3m

3.1 Brand equity and its relevance in your business.4m

3.2 Which are the different models of brand architecture?7m

3.3 What a branded house is and when to use it.4m

3.4 What a house of brands is and when to use it.3m

3.5 What a hybrid model is and when to use it.3m

3.6 How to develop a brand architecture - part 1.6m

How to develop brand architecture - part 2.3m

3.7 Top 5 indicators of a brand architecture issue or opportunity.2m

3.8 Things to consider when naming your brand.2m

3 lecturas

Build Brand Equity

Reading for Module 3 - Brand Relationship Spectrum20m

Reading for Module 3 - Leveraging the Corporate Brand20m

1 ejercicio de práctica

Module 3 Summative Assessment30m

Semana

Semana 3

2 horas para completar

Building your brand portfolio.

2 horas para completar

6 videos (Total 30 minutos), 2 lecturas, 1 cuestionario

6 videos

4.0 What a product and brand portfolio is and why you need to define it.3m

4.1 What is the relationship between brand portfolio and brand architecture?5m

4.2 How to develop your brand portfolio - part 1.6m

4.2b. How to develop your brand portfolio - part 2.5m

4.3 Managing your brand portfolio (I)6m

4.4 Managing your brand portfolio (II)2m

2 lecturas

Reading for Module 4 - Product strategy: Portfolio management concepts, types and tools. (Pages 12 to 19).22m

Reading for Module 4 - Making brand portfolios work15m

1 ejercicio de práctica

Module 4 Summative Assessment30m

2 horas para completar

Translating your brand into compelling customer experiences.

2 horas para completar

7 videos (Total 42 minutos), 2 lecturas, 1 cuestionario

7 videos

5.0 The customer experience journey.7m

5.1 What is the purchase funnel?7m

5.2 The touchpoint concept.6m

5.3 Identifying your touchpoints.6m

5.4 Prioritizing the key touchpoints.7m

5.5 Defining the touchpoints roles.3m

5.6 Implementing the brand at the key touchpoints.3m

2 lecturas

How to understand my customer's experiences with a product? Use the Customer Experience Journey Tool4m

Reading for Module 5: Toward a compelling customer touchpoint architecture25m

1 ejercicio de práctica

Module 5 Summative Assessment30m

Semana

Semana 4

2 horas para completar

Equipping and engaging employees to deliver on the brand promise.

2 horas para completar

7 videos (Total 40 minutos), 1 lectura, 1 cuestionario

7 videos

6.0 What is brand engagement and why do you need it?5m

6.1 Defining your internal communication and training program.8m

6.2 Embedding the brand throughout the organization.8m

6.3 Measuring and tracking internal brand behavior.7m

6.4 Key success factors for your brand engagement program.8m

6.5 Closing remarks1m

Our next course: Pricing Strategy.46s

1 lectura

Reading for Module 6: The Impact of Internal Branding on Employee Motivation and Competitive Advantage25m

1 ejercicio de práctica

Module 6 Summative Assessment30m

Reseñas

4.7

534 reseña

5 stars
74,95 %
4 stars
20,66 %
3 stars
3,14 %
2 stars
0,57 %
1 star
0,65 %

Principales reseñas sobre GESTIÓN DE MARCAS Y PRODUCTOS

por RG8 de abr. de 2020

The course was very well explained and articulated by the professor. There may be few more real time examples to be added especial in the last chapter covering employee engagement.

por TV18 de ago. de 2020

Excellent pace of teaching and impeccable course content development i'm fully satisfied and learned with fantastic experience! thank you very much! it'll definitley help for my career.

por AS12 de may. de 2020

Learnt about how to build brand equity, brand architecture and brand portfolio, what is brand pipeline and how to manage brand engagement, which are going to help me in my marketing career.

por SH19 de jun. de 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.

Ver todas las reseñas

Acerca de Programa especializado: Marketing Mix Implementation

In this Specialization we will delve into the marketing mix and the skill-set needed to implement successful marketing strategies. Join us and explore the four key concepts of the marketing mix model, also known as the 4Ps: Product (Brand and Product Management), Pricing, Place (Distribution Channel Strategy and Retail) and Promotion (Communication Strategies, PR and Advertising). This course primarily focuses on implementation so you can immediately apply the lessons learned to your work or to a business idea that you are thinking of taking to market. After completing the four courses, you will be able to take part in the Capstone Project where you will have the opportunity to put into practice what you have learned in this specialization by running a real product through the marketing mix.

Preguntas Frecuentes

¿Cuándo podré acceder a las lecciones y tareas?
El acceso a las clases y las asignaciones depende del tipo de inscripción que tengas. Si tomas un curso en modo de oyente, verás la mayoría de los materiales del curso en forma gratuita. Para acceder a asignaciones calificadas y obtener un certificado, deberás comprar la experiencia de Certificado, ya sea durante o después de participar como oyente. Si no ves la opción de oyente:
es posible que el curso no ofrezca la opción de participar como oyente. En cambio, puedes intentar con una Prueba gratis o postularte para recibir ayuda económica.
Es posible que el curso ofrezca la opción 'Curso completo, sin certificado'. Esta opción te permite ver todos los materiales del curso, enviar las evaluaciones requeridas y obtener una calificación final. También significa que no podrás comprar una experiencia de Certificado.
¿Qué recibiré si me suscribo a este Programa especializado?
Cuando te inscribes en un curso, obtienes acceso a todos los cursos que forman parte del Programa especializado y te darán un Certificado cuando completes el trabajo. Se añadirá tu Certificado electrónico a la página Logros. Desde allí, puedes imprimir tu Certificado o añadirlo a tu perfil de LinkedIn. Si solo quieres leer y visualizar el contenido del curso, puedes auditar el curso sin costo.
¿Hay ayuda económica disponible?
Sí. En ciertos programas de aprendizaje, puedes postularte para recibir ayuda económica o una beca en caso de no poder costear los gastos de la tarifa de inscripción. Si hay ayuda económica o becas disponibles para tu selección de programa de aprendizaje, verás un enlace para postularte en la página de descripción.

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gestión de marcas y productos

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Habilidades que obtendrás