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Brand and Product Management, IE Business School

4.6
850 ratings
182 reviews

About this Course

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....

Top reviews

By SR

Sep 08, 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.

By JM

Aug 15, 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

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178 Reviews

By Мосеев Кирилл Константинович

Dec 14, 2018

I am pretty sure it will be helpful for people with different types of knowledge in this field. If you are a professional you might find some good ideas here, if you are a newcomer in this area, you might acquire so much information

By Ana DOliveira

Nov 13, 2018

Very well designed course that is easy to learn. the videos are great and the virtual library articles complements the videos.

By Maaz Shahzad

Oct 27, 2018

Highly reccomendable for students who want to learn more about brand management

By Rong Fang

Oct 14, 2018

Very Good

By parth shah

Sep 28, 2018

it was great

By Lama Karkaba

Sep 25, 2018

So useful and supported by clear examples! Highly Recommended

By Adji Pramanto

Sep 22, 2018

AMAZING!!!

By Jaimie Walnes

Sep 17, 2018

I chose this course because of the Professor, and to fill a gap in my knowledge and resume. Many thanks!

By Joe Todd

Sep 15, 2018

Another great coursera course. The full course dealt with formal product portfolio management. I will be implementing these practices in my company.

By soumya Khanduri

Sep 13, 2018

excellent course to understand brand. very useful