开始时间: 04/22/2022 持续时间: Unknown
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所在平台: CourseraArchive 课程类别: 其他类别 大学或机构: University of London International Programmes（伦敦大学国际课程） |
课程主页: https://www.coursera.org/course/brand
课程评论：没有评论
What?
The aim of the course is to change the conception of brands as being an organisation's visual identity (e.g., logo) and image (customers' brand associations) to an experience along "moments-that-matter" along the customer journey and, therefore, delivered by people across the entire organisation. Brands are thus not only an external promise to customers, but a means of executing business strategy via internal brand-led behaviour and culture change.
You will learn and practice the following skills:
How to build brands from a broad organisational perspective
How to lead brand-led culture change with human resource practices at the core (i.e., brand as a lever and not just an outcome)
How to build brands in multi-brand companies, across cultures and geographies
How to measure brand health in new ways, that is, internally in addition to externally
How to value and capture returns to brands across the organisation - introducing the new concept of employee-based brand equity - and how this is different from the valuation of brands as intangible assets.
Who?
This course is designed for a broad audience of marketing and non-marketing professionals, in particular human resources and finance but extending to all employees who need to understand their critical role in delivering on the brand promise. It is also accessible to students, to complement a more traditional course on branding. This course is NOT for couch potatoes as you will be challenged to do stuff in the real world!
Why?
This course allows you to develop the following aspects of yourself:
Head. Gain a deeper understanding of the evolving practice of brand management, one that goes further than practiced in most organisations today
Heart. Be motivated to engage in delivering your own brands – regardless of where you are in your organisation – thereby creating superior value for customers and for your organisation
Hands. Translate learnings into action. As Confucius is supposed to have said: “I hear and I forget. I see and I remember. I do and I understand.”
Module 1 - Brand purpose & experience
Module 2 - Brand design & delivery
Module 3 - Brand leadership & alignment
Module 4 - Brand practices & engagement
Module 5 - Brand metrics & returns
The week before the course officially starts, we'll have a soft launch with a taster video and activity.
Professor Nader Tavassoli of London Business School contrasts traditional approaches to branding - where brands are a visual identity and a promise to customers - to brands as a customer experience delivered by the entire organisation. The course offers a brand workout for your own brands, as well as guest videos from leading branding professionals.
