About this Course
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다음 전문 분야의 5개 강좌 중 1번째 강좌:

100% 온라인

지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.

유동적 마감일

일정에 따라 마감일을 재설정합니다.

완료하는 데 약 13시간 필요

권장: 7 hours/week...


자막: 중국어 (번체자), 베트남어, 한국어, 영어, 몽골어

귀하가 습득할 기술

Brand ArchitectureProduct ManagementBrand ManagementBrand Engagement

다음 전문 분야의 5개 강좌 중 1번째 강좌:

100% 온라인

지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.

유동적 마감일

일정에 따라 마감일을 재설정합니다.

완료하는 데 약 13시간 필요

권장: 7 hours/week...


자막: 중국어 (번체자), 베트남어, 한국어, 영어, 몽골어

Course을(를) 수강하는 학습자

  • Product Managers
  • Marketing Specialists
  • Marketers
  • User Experience Researchers
  • Business Developers

강의 계획 - 이 강좌에서 배울 내용

완료하는 데 3시간 필요

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

8개 동영상 (총 59분), 1 reading, 2 quizzes
8개의 동영상
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
1개의 읽기 자료
Reading for Module 1 - Product strategy: Portfolio management concepts, types and tools. (Pages 1 to 4).12m
1개 연습문제
Module 1 Summative Assessment12m
완료하는 데 4시간 필요

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

8개 동영상 (총 52분), 2 readings, 2 quizzes
8개의 동영상
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
2개의 읽기 자료
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
1개 연습문제
Module 2 Summative Assessment12m
완료하는 데 2시간 필요

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

10개 동영상 (총 43분), 2 readings, 1 quiz
10개의 동영상
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
2개의 읽기 자료
Reading for Module 3 - Brand Relationship Spectrum20m
Reading for Module 3 - Leveraging the Corporate Brand20m
1개 연습문제
Module 3 Summative Assessment12m
완료하는 데 1시간 필요

Building your brand portfolio.

6개 동영상 (총 30분), 2 readings, 1 quiz
6개의 동영상
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
2개의 읽기 자료
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
1개 연습문제
Module 4 Summative Assessment12m
완료하는 데 1시간 필요

Translating your brand into compelling customer experiences.

7개 동영상 (총 42분), 1 reading, 1 quiz
7개의 동영상
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
1개의 읽기 자료
Reading for Module 5: Toward a compelling customer touchpoint architecture25m
1개 연습문제
Module 5 Summative Assessment12m
완료하는 데 1시간 필요

Equipping and engaging employees to deliver on the brand promise.

7개 동영상 (총 40분), 1 reading, 1 quiz
7개의 동영상
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.46
1개의 읽기 자료
Reading for Module 6: The Impact of Internal Branding on Employee Motivation and Competitive Advantage25m
1개 연습문제
Module 6 Summative Assessment12m
226개의 리뷰Chevron Right


이 강좌를 수료한 후 새로운 경력 시작하기


이 강좌를 통해 확실한 경력상 이점 얻기


급여 인상 또는 승진하기

Brand and Product Management의 최상위 리뷰

대학: SRSep 8th 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.

대학: JMAug 15th 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



Luis Rodriguez Baptista


IE 경영대학원 정보

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....

Marketing Mix Implementation 전문 분야 정보

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....
Marketing Mix Implementation

자주 묻는 질문

  • 강좌에 등록하면 바로 모든 비디오, 테스트 및 프로그래밍 과제(해당하는 경우)에 접근할 수 있습니다. 상호 첨삭 과제는 이 세션이 시작된 경우에만 제출하고 검토할 수 있습니다. 강좌를 구매하지 않고 살펴보기만 하면 특정 과제에 접근하지 못할 수 있습니다.

  • 강좌를 등록하면 전문 분야의 모든 강좌에 접근할 수 있고 강좌를 완료하면 수료증을 취득할 수 있습니다. 전자 수료증이 성취도 페이지에 추가되며 해당 페이지에서 수료증을 인쇄하거나 LinkedIn 프로필에 수료증을 추가할 수 있습니다. 강좌 내용만 읽고 살펴보려면 해당 강좌를 무료로 청강할 수 있습니다.

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