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所在平台: Udemy |
课程主页: https://www.udemy.com/course/mini-mba-in-branding/
课程评论：没有评论
课程名称：Dekker的品牌与品牌管理：品牌战略+ 课程概述： 本课程旨在以MBA级别的视角教授品牌和品牌管理的知识，特别适合那些希望在品牌领域获得专业技能的市场营销人员和创业者。由前Sony PlayStation全球品牌经理授课，其曾在菲利普·科特勒著名的凯洛格商学院学习，并为众多初创企业提供品牌支持。课程重点关注品牌、品牌营销和品牌管理，不是一般的市场营销课程。 学员将获得品牌战略和品牌战术的基础知识，并通过丰富的案例研究（包括讲师的实战经验和研究成果）深入了解品牌管理。课程内容包括： - 奢侈品牌管理和时尚营销的案例研究，例如Lacoste品牌的成功经验 - 先进的品牌理论和利用生成性AI进行品牌管理 - 快速增长品牌的重要课程，包括影响者营销和品牌合作 - 如何有效提升品牌知名度、收入以及其他关键成果 - 针对FMCG / CPG（快速消费品/消费品）和B2B（企业对企业）品牌管理的注意事项 - 针对消费者和商家两方面的品牌管理课程 - 通过高效的品牌策略推动口碑传播 - 制定全面的品牌和品牌营销战略，获取并保障影响者品牌合作的机会 本课程将带领学员探索品牌成长的关键驱动因素，心理和情感因素在品牌忠诚度和身份中的作用，以及如何利用文化趋势和消费者行为见解来增强品牌价值。通过本课程，学员将获得一份实用的品牌管理指南，帮助其在品牌战略、品牌营销和品牌成功方面取得突破。
Top MBAs are expensive, time-consuming, and extremely difficult to get into. My goal with this course is to give you an MBA level of understanding of branding and brand management. Learn from a former Global Brand Manager at Sony PlayStation who studied brand management at Philip Kotler's Kellogg School of Management and has helped countless startups with their branding. If you sell marketing services, this gives you a sophisticated edge over other marketers. If you're a marketing manager, this gives you a strategic understanding of the role of branding. If you're a founder, this course will show you how to catapult your company to fame. This course focuses specifically on branding, brand marketing, and brand management. This is not a general course on marketing. I'll lay out all the foundations of brand strategy and brand tactics, while exploring several case studies both from my hands-on experience as well as my research. This course is built on my personal experience developing and marketing brands, my academic experience, and branding research from myself and others. I'll dispel commonly held myths about branding and give you a solid, reliable resource for understanding brands so you aren't relying on flaky Internet resources. Case study on the luxury brand management & fashion marketing leader LacosteAdvanced brand theoryBrand management with generative AIKey lessons in fast brand growth, such as the substantial role of influencer marketing & branding partnershipsMy hands-on experience in managing some of the top global brands across the USA, UK, Japan, and CanadaFMCG / CPG brand management considerationsB2B brand management driversBrand management lessons that apply to business-to-consumer and business-to-business (B2B) brandingHow to drive word-of-mouth for your brand using highly efficient branding tactics and strategiesHow to enhance key outcomes such as brand awareness, revenue, excess share of voice, reach, and frequency-both conceptually and through advertising channels such as Facebook and LinkedInHow to penetrate a new market quickly to build brand credibility and awarenessHow to leverage associations to establish a brand that doesn't yet have credibilityHow to develop a comprehensive branding and brand marketing strategyHow to source and secure influencer brand dealsKey branding sections:How Brands GrowBrand Management Lessons from LacosteBranding StrategyBranding TacticsMacro Business Perspective of BrandingRaising Brand Awareness B2B Branding Personal BrandingAdvanced Concepts in Brand DevelopmentPsychological and Emotional Drivers behind Brand Loyalty and IdentityBrand PositioningBrand Differentiation vs Distinctiveness StrategiesLeveraging Cultural Trends and Consumer Behavior Insights to Build Brand EquityBranding success starts with this course, which serves as a branding guide and mini MBA in branding, brand management, brand marketing, branding strategy, branding success, big brand strategies, and business branding.
