STARTS

Dec 5th 2016

Brand and Product Management (Coursera)

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By taking this course you will be able to identify the critical information needed to develop a product and brand strategy that generates both quick-wins and long-term value. You will be in the position to create an activity plan to bring your brand strategy to life (both externally towards consumers and internally to employees) and 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.

This course is made up of the following six modules:

1 - Launching new products and the challenge of managing their life-cycle. At the end of this module, you will be able to demonstrate understanding of the product strategy concepts and to develop the factual support to define your product strategy.

2 - Developing compelling brands that inspire your most critical stakeholders and impact your bottom line. This module will enable you to feel confident describing the different elements of a brand strategy and formulating a winning brand strategy.

3 - Knowing how to communicate your offering: Brand Architecture & naming. At the end of this module, you will be able to define how to name your brand and explain how to develop a system to incorporate future products and brands.

4 - Building your brand portfolio. At the end of this module, you will be able to map your brand portfolio to maximize its value to support growth.

5 - Translating your brand into compelling customer experiences. At the end of this module, you will feel confident defining and describing the customer experience journey for your brand.

6 - Equipping and engaging employees to deliver on the brand promise. At the end of this module, you will be able to explain and apply the process to “embed” a brand internally within the organisation.


Brand and Product Management is course 1 of 5 in the Marketing Mix Implementation Specialisation.


Syllabus


WEEK 1

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

At the end of this module, you will be able to: Demonstrate understanding of the product strategy concepts. Develop the factual support to define your product strategy.

Graded: Module 1 Summative Assessment

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

At the end of this module, you will be able to: Describe the different elements of a brand strategy. Formulate a winning brand strategy.

Graded: Module 2 Summative Assessment


WEEK 2

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

At the end of this module, you will be able to: Define how to name your brand. Explain how to develop a system to incorporate future products and brands.

Graded: Module 3 Summative Assessment


WEEK 3

Building your brand portfolio.

At the end of this module, you will be able to: Map your brand portfolio to maximize its value to support growth.

Graded: Module 4 Summative Assessment

Translating your brand into compelling customer experiences.

At the end of this module, you will be able to: Define and describe the customer experience journey for your brand.

Graded: Module 5 Summative Assessment


WEEK 4

Equipping and engaging employees to deliver on the brand promise.

At the end of this module, you will be able to: Explain and apply the process to “embed” a brand internally within the organization.

Graded: Module 6 Summative Assessment