Брендинг в инновациях - новая коммуникационная реальность from Coursera

Практический курс для тех, кто хочет разобраться, что такое брендинг, и научиться успешно выстраивать стратегию продвижения брендов высокотехнологичных проектов. На основе полученных из курса знаний вы сможете: - определять стратегию брендинга для конкретного высокотехнологичного бизнеса; - соотносить брендинг и маркетинг как две непересекающиеся составляющие бизнеса; - строить алгоритмы проектирования и управления брендом в инновационных проектах; - разрабатывать техническое задание и осмысленно выбирать подрядчиков на выполнение работ на протяжение всей жизни бренда, то есть в процессе его создания, роста и управления; - оценивать всё разнообразие и потенциальную востребованность брендинга как специальности (в курсе - надежный гайдлайн с проработкой базовых понятий и терминов); - раскрыть потенциал нового продукта инструментами брендинга; - планировать стратегическое управление бизнес-процессами с помощью эффективных инструментов коммуникаций; - исследовать и создавать ценностные предложения; - конструировать модели бизнес-процессов; - проектировать торговые марки и бренды; - управлять коммуникациями бизнеса; - понимать психологию потребителя. Курс продемонстрирует, как правильно организованный брендинг не только повышает эффективность коммуникаций, но и увеличивает стоимость продукта и бизнеса в целом, влияет на продажи, общение с партнерами и сотрудниками внутри компании. В нем рассматривается большое количество инструментов брендинга, готовых к применению, и приводятся конкретные примеры построения успешных брендов. Курс разработан кафедрой технологического предпринимательства МФТИ-РОСНАО совместно с АНО "еНано" и Высшей школой брендинга.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Suitable for those new to branding principles, thanks to its practical guidelines

Conceptual clarity in defining brand and marketing differentiation within high-tech business

Well suited for those in technology entrepreneurship given its affiliation with programs like MFTI-ROSNAO

Stresses how branding efforts lead to tangible effects, such as increased product value and sales

Reviews summary

High-yield branding course

This course is a goldmine of information on how to develop and implement an effective branding strategy for innovative businesses. The materials are comprehensive and engaging, with real-life examples that make the concepts easy to understand and apply. Learners praise the instructor's expertise and clear explanations. This course is highly recommended for anyone looking to elevate their branding skills.

Instructor is knowledgeable and experienced in branding.

""Огромное спасибо Андрею Сергеевичу Кожанову и всей команде,которая работала над созданием данного курса!""

""Большое спасибо за предоставленную возможность обучения по данному курсу. Андрею Сергеевичу и его Команде огромное спасибо за отлично проработанную подачу обучающего материала!""

Topics are presented in a logical and clear way.

""Все процессы рассмотренны на хороших примерах, что помогает усвоить информацию и понять ее.""

""Очень информативный и насыщенный курс! Нет никакой воды. Все сопровождается презентациями, которые в последующем можно скачать.""

Course provides real-world applications and case studies.

""Глубоко, последовательно и доступно. Получил полное представление о создании бренда продукта и его ценности.""

""… Очень четко и понятно объясняются все темы и подкрепляются сразу примерами!""

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Брендинг в инновациях - новая коммуникационная реальность with these activities:

Read 'Branding: In Five and a Half Steps' by David Aaker

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This book provides a comprehensive overview of branding concepts, which will help you build a solid foundation for this course.

View Strategic Market Management on Amazon

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Read Chapter 1: The Basics of Branding
Read Chapter 2: The Five Steps of Branding
Read Chapter 3: The Half Step of Branding
Complete the exercises at the end of each chapter

Read 'The 22 Immutable Laws of Branding' by Al Ries and Laura Ries

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This book provides a set of principles that can help you to build a strong brand.

View The 22 Immutable Laws of Marketing: Violate... on Amazon

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Read Chapter 1: The Law of Leadership
Read Chapter 2: The Law of Category
Read Chapter 3: The Law of the Mind
Complete the exercises at the end of each chapter

Follow a Tutorial on Brand Communication

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This tutorial will provide you with a step-by-step guide to developing effective brand communication strategies.

Browse courses on Brand Communication

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Find a tutorial on brand communication
Follow the steps in the tutorial
Apply what you learn to your own brand

Five other activities

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Complete a Set of Branding Exercises

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These exercises will help you to develop your skills in brand strategy and management.

Browse courses on Branding Strategy

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Find a set of branding exercises
Complete the exercises
Review your results

Attend a Peer Networking Event

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This activity will allow you to connect with other professionals in the field and to learn from their experiences.

Browse courses on Networking

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Find a peer networking event
Attend the event
Introduce yourself to other professionals

Write a Blog Post About a Branding Trend

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This activity will help you to stay up-to-date on the latest branding trends and to think critically about how they can be applied to your own brand.

Browse courses on Marketing Trends

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Research branding trends
Write a blog post about a branding trend
Promote your blog post

Develop a Brand Strategy for a New Product

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This project will allow you to apply the concepts you learn in this course to a real-world scenario.

Browse courses on Brand Strategy

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Identify a target market for your product
Develop a brand identity for your product
Create a marketing plan for your product
Implement your marketing plan
Evaluate the results of your marketing plan

Contribute to an Open-Source Branding Project

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This activity will allow you to gain hands-on experience in branding and to contribute to the open-source community.

Browse courses on Branding

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Find an open-source branding project
Contribute to the project
Review your contributions

Career center

Learners who complete Брендинг в инновациях - новая коммуникационная реальность will develop knowledge and skills that may be useful to these careers:

Marketing Manager

A Marketing Manager is responsible for developing and implementing marketing plans and strategies for a company or organization. They work to define target markets, create marketing campaigns, and manage marketing budgets. This course from Moscow Institute of Physics and Technology "may" benefit a Marketing Manager by increasing their knowledge of branding, marketing, and communications.

See salaries and explore the career path for Marketing Manager

Sales Manager

A Sales Manager is responsible for leading and managing a team of sales representatives. They work to develop sales strategies, set sales targets, and motivate their team to achieve those targets. This course "may" benefit a Sales Manager by increasing their knowledge of branding, marketing, and sales management.

See salaries and explore the career path for Sales Manager

Marketing Analyst

A Marketing Analyst is responsible for collecting and analyzing marketing data. They work to identify trends, measure the effectiveness of marketing campaigns, and provide insights to help improve marketing strategies. This course "may" benefit a Marketing Analyst by increasing their knowledge of branding, marketing, and data analysis.

See salaries and explore the career path for Marketing Analyst

Product Manager

A Product Manager is responsible for managing the development and launch of new products or features. They work with engineers, designers, and marketing teams to bring products to market that meet the needs of customers. This course from Moscow Institute of Physics and Technology "may" benefit a Product Manager by increasing their knowledge of branding, marketing, and product development.

See salaries and explore the career path for Product Manager

Business Development Manager

A Business Development Manager is responsible for identifying and developing new business opportunities for a company. They work with potential customers to create new partnerships and generate sales. This course "may" benefit a Business Development Manager by increasing their knowledge of branding, marketing, and sales.

See salaries and explore the career path for Business Development Manager

Public relations manager

A Public Relations Manager is responsible for managing the public image of a company or organization. They work to build relationships with the media, create and distribute press releases, and manage public relations campaigns. This course from Moscow Institute of Physics and Technology "may" benefit a Public Relations Manager by increasing their knowledge of branding, marketing, and communications.

See salaries and explore the career path for Public relations manager

Digital Marketing Manager

A Digital Marketing Manager is responsible for developing and implementing digital marketing strategies. They work to create and manage digital marketing campaigns, track their performance, and generate leads. This course from Moscow Institute of Physics and Technology "may" benefit a Digital Marketing Manager by increasing their knowledge of branding, marketing, and digital marketing.

See salaries and explore the career path for Digital Marketing Manager

Brand Manager

A Brand Manager oversees the marketing and positioning of a particular product or group of products. Their work is critical in maintaining and growing brand awareness, reputation, and sales. This course "may" benefit a Brand Manager by increasing their knowledge of branding, marketing, and business management.

See salaries and explore the career path for Brand Manager

Marketing Consultant

A Marketing Consultant provides marketing advice and services to businesses and organizations. They work to help businesses develop and implement marketing strategies, improve their marketing performance, and achieve their marketing goals. This course from Moscow Institute of Physics and Technology "may" benefit a Marketing Consultant by increasing their knowledge of branding, marketing, and business.

See salaries and explore the career path for Marketing Consultant

Marketing Communications Manager

A Marketing Communications Manager is responsible for developing and implementing marketing communications plans and strategies. They work to create and distribute marketing materials, manage social media campaigns, and build relationships with the media. This course "may" benefit a Marketing Communications Manager by increasing their knowledge of branding, marketing, and communications.

See salaries and explore the career path for Marketing Communications Manager

Creative Director

A Creative Director is responsible for leading and managing a team of creative professionals. They work to develop and implement creative concepts for marketing campaigns, advertising, and other marketing materials. This course "may" benefit a Creative Director by increasing their knowledge of branding, marketing, and creative direction.

See salaries and explore the career path for Creative Director

Social Media Marketing Manager

A Social Media Marketing Manager is responsible for developing and implementing social media marketing strategies. They work to create and manage social media accounts, track their performance, and generate leads. This course "may" benefit a Social Media Marketing Manager by increasing their knowledge of branding, marketing, and social media marketing.

See salaries and explore the career path for Social Media Marketing Manager

Brand Strategist

A Brand Strategist is responsible for developing and implementing branding strategies for companies and organizations. They work to create brand identities, develop brand messaging, and manage brand reputation. This course from Moscow Institute of Physics and Technology "may" benefit a Brand Strategist by increasing their knowledge of branding, marketing, and communications.

See salaries and explore the career path for Brand Strategist

Chief Marketing Officer

A Chief Marketing Officer is responsible for leading all marketing activities for a company or organization. They work to develop and implement marketing strategies, manage marketing budgets, and build brand awareness. This course from Moscow Institute of Physics and Technology "may" benefit a Chief Marketing Officer by increasing their knowledge of branding, marketing, and leadership.

See salaries and explore the career path for Chief Marketing Officer

Executive Creative Director

An Executive Creative Director collaborates with companies to implement branding approaches and strategies. They conceptualize and lead campaigns, products, and initiatives based on their knowledge of product development, marketing, sales, and more. This course from Moscow Institute of Physics and Technology "may" benefit an Executive Creative Director by increasing their knowledge of marketing, branding, and sales, especially in the context of high-tech projects.

See salaries and explore the career path for Executive Creative Director