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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/brand-management
课程评论：没有评论
课程名称：品牌与产品管理 课程概述：该课程旨在帮助学员识别开发产品和品牌策略所需的关键信息，从而实现快速收益与长期价值。完成本课程后，您将能够制定活动计划，将品牌策略落实到消费者和内部员工之间。学员将掌握定义成功实施产品和品牌策略所需的正确指标，并能够在测试与学习的方法下做出必要的调整。 课程由IE大学教授及市场营销顾问Luis Rodriguez Baptista带领，分为六个模块，首先探讨管理产品生命周期的挑战，最终学习如何使员工了解如何兑现品牌承诺。课程还包含消费者及行业专业人士的访谈，以说明品牌策略的重要性。 课程大纲： 1. 启动新产品及其生命周期管理挑战： - 理解产品策略概念，并能够制定支持产品策略的事实依据。 2. 开发激励关键利益相关者的有吸引力的品牌及其对财务收益的影响： - 描述品牌策略的不同要素，并制定成功的品牌策略。 3. 如何传达您的产品：品牌架构与命名： - 确定品牌命名方式，并讲解如何开发一个适用于未来产品和品牌的系统。 4. 构建品牌组合： - 映射品牌组合，以最大化其价值以支持增长。 5. 将品牌转化为引人入胜的客户体验： - 定义和描述品牌的客户体验旅程。 6. 装备和激励员工兑现品牌承诺： - 解释和应用“内嵌”品牌于组织内部的过程。 品牌与产品管理课程独特地使学员理解品牌和产品管理的重要性，并运用品牌发展、架构和组合实现成功。
Name:Launching new products and the challenge of managing their life-cycle.
Description:At the end of this module, you will be able to demonstrate understanding of the product strategy concepts and develop the factual support to define your product strategy.
Name:Developing compelling brands that inspire your most critical stakeholders and impact your bottom line.
Description:At the end of this module, you will be able to describe the different elements of a brand strategy and formulate a winning brand strategy.
Name:Knowing how to communicate your offering: Brand Architecture & naming.
Description: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.
Name:Building your brand portfolio.
Description:At the end of this module, you will be able to map your brand portfolio to maximize its value to support growth.
Name:Translating your brand into compelling customer experiences.
Description:At the end of this module, you will be able to define and describe the customer experience journey for your brand.
Name:Equipping and engaging employees to deliver on the brand promise.
Description:At the end of this module, you will be able to explain and apply the process to “embed” a brand internally within the organization.
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.
