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Luis Rodriguez Baptista
The main objective is identify the critical information needed to develop a product and brand strategy that generates both quick wins and long-term value. Along this course, you will learn brand and product strategy key concepts such as product lifecycle, product demand estimation, product and brand development and launching, product pipeline, competitors analysis, brand essence and identity, brand architecture, brand equity, brand portfolio, customer experience journey, purchase funnel, key customer touchpoints and brand engagement.
Read more
The main objective is identify the critical information needed to develop a product and brand strategy that generates both quick wins and long-term value. Along this course, you will learn brand and product strategy key concepts such as product lifecycle, product demand estimation, product and brand development and launching, product pipeline, competitors analysis, brand essence and identity, brand architecture, brand equity, brand portfolio, customer experience journey, purchase funnel, key customer touchpoints and brand engagement.
Read more
The main objective is identify the critical information needed to develop a product and brand strategy that generates both quick wins and long-term value. Along this course, you will learn brand and product strategy key concepts such as product lifecycle, product demand estimation, product and brand development and launching, product pipeline, competitors analysis, brand essence and identity, brand architecture, brand equity, brand portfolio, customer experience journey, purchase funnel, key customer touchpoints and brand engagement.
By completing this course, you will be able to create an activity plan to bring your brand strategy to life - both externally toward consumers and internally toward employees. You will be able to define the right metrics for determining success when implementating your product and brand strategy, considering any adjustments that may need to make under a test-and-learn methodology.
Luis Rodriguez Baptista - a professor at IE University and Marketing Consultant - will guide you through six modules that begin by explaining the challenge of managing products through their "lifecycle" and culminates with learning how to equip your employees with knowledge of how to deliver on your brand promise. The course features interviews with consumers and industry professionals, which help illustrate the importance of brand strategy.
Brand and product management is a unique course that enables your understanding on the importance of brand and product management and then use brand development tools, architecture, and portfolios, to achieve success.
This course is also available in Spanish. To join the fully translated Spanish version, visit this page: https://www.coursera.org/learn/gestion-marca-producto
Register for this course and see more details by visiting:
OpenCourser.com/course/g5rkte/brand
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What's inside
Syllabus
Launching new products and the challenge of managing their life-cycle.
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.
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Syllabus
Launching new products and the challenge of managing their life-cycle.
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.
Read more
Developing compelling brands that inspire your most critical stakeholders and impact your bottom line.
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.
Knowing how to communicate your offering: Brand Architecture & naming.
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.
Building your brand portfolio.
At the end of this module, you will be able to map your brand portfolio to maximize its value to support growth.
Translating your brand into compelling customer experiences.
At the end of this module, you will be able to define and describe the customer experience journey for your brand.
Equipping and engaging employees to deliver on the brand promise.
At the end of this module, you will be able to explain and apply the process to “embed” a brand internally within the organization.
Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
Develops core brand and product marketing skills, from ideation to implementation
Taught by Luis Rodriguez Baptista, an established marketing professional with experience with reputable brands
Offers practical strategies and frameworks for product lifecycle management and brand development
Examines various branding concepts and techniques, including brand architecture, brand identity, and brand portfolio
Helps learners understand the customer experience journey and touchpoints for effective brand engagement
This course covers a wide range of topics related to brand and product management, making it suitable for individuals seeking a comprehensive understanding of this field
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Save Brand and Product Management to your list so you can find it easily later:
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Reviews summary
Brand and product management skills builder
Learners say this online course in Brand and Product Management is largely positive with well received reviews and engaging assignments. Taught by Professor Luis Rodriguez Baptista, students appreciate the clear and direct instruction on key features like lectures, videos, quizzes, homework, exams, and a certificate. Many positive reviews highlight the course's real-world applicability and engaging content, but some mention that the course could be improved with more up-to-date materials and examples.
Helpful assignments
" The assignments were engaging and helped to understand the concepts presented in the lecture."
" A very good course for those who are new or looking to refresh their knowledge of brand management."
Straightforward and easy to understand
" The course is very informative and easy to understand."
" Clear, professional, well structured and easy to digest videos."
Knowledgeable and engaging professor
" The professor is the most patient and amazing person I have seen delivering a lecture."
" Professor Luis Rodriguez Baptista reads the course very emotional and interesting which always keeps you in focus."
Enjoyable and informative lectures
" This course has greatly helped prepare me on how better to manage products and categories"
" Clear, professional, well structured and easy to digest videos."
" I loved it, it's fruitful"
" The course is amazing! The professor is very awsome and makes the concepts in a way very easy to understand"
Apply concepts to real-world scenarios
" Extremely useful for all the aspiring learners."
" I enjoyed & loved to learn the course throughout all the modules."
" The course increased my knowledge to a great extent."
" The instructor was great with excellent presentation skills who provided a wealth of information that was easy to digest."
Needs more up-to-date examples
" Some of the content would benefit from being updated in light of market shifts over the past few years."
" some course information is incorrect"
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 Brand and Product Management with these
activities:
Read: Building Strong Brands
Show steps
Gain insights into the fundamentals of brand building by exploring the concepts presented in this classic text.
View
Brand Leadership: The Next Level of the Brand...
on Amazon
Show steps
-
Read the book and take notes on key concepts
-
Summarize the main arguments and implications for brand strategy
Practice Identifying Product Life-Cycle Stages
Show steps
Reinforce your understanding of the concept of product life-cycle by identifying different stages in real-world examples.
Browse courses on
Product Lifecycle
Show steps
-
Identify products in different stages of their life-cycle
-
Analyze the characteristics and challenges of each stage
-
Develop strategies to manage products through their life-cycle
Design a Mood Board for Your Target Audience
Show steps
Develop your ability to define and visualize your target audience by creating a mood board that captures their aspirations and values.
Browse courses on
Brand Development
Show steps
-
Research your target audience to understand their demographics, psychographics, and values
-
Collect images, colors, and textures that represent your target audience's aspirations and values
-
Create a mood board that visually represents your target audience's identity
Five other activities
Expand to see all activities and additional details
Show all eight activities
Participate in Class Discussions and Collaborate with Peers
Show steps
Enhance your understanding by engaging in discussions, asking questions, and sharing insights with classmates.
Browse courses on
Collaboration
Show steps
-
Prepare for class by reviewing course materials and readings
-
Participate in class discussions, share your thoughts, and ask questions
-
Collaborate with peers on assignments and projects
Develop a Brand Development Plan for a Fictitious Product
Show steps
Apply the concepts of brand development by creating a comprehensive plan for a new product.
Browse courses on
Brand Development
Show steps
-
Define the brand's target audience, positioning, and messaging
-
Develop a brand identity system, including logo, colors, and typography
-
Create a brand launch strategy and marketing plan
-
Evaluate the success of your brand development plan and make adjustments as needed
Create a Brand Style Guide
Show steps
Enhance your understanding of brand consistency by creating a style guide that defines your brand's visual and verbal identity.
Browse courses on
Brand Identity
Show steps
-
Determine the elements of your brand's visual identity (logo, colors, typography)
-
Establish guidelines for the use of these elements across different media
-
Define the brand's tone of voice and messaging style
Volunteer for a Local Non-profit Organization
Show steps
Gain practical experience in brand building and community engagement by volunteering for a non-profit organization.
Browse courses on
Community Involvement
Show steps
-
Research local non-profit organizations and identify one that aligns with your interests
-
Contact the organization and inquire about volunteer opportunities
-
Participate in volunteer activities and contribute to the organization's mission
Attend Industry Workshops on Brand Management
Show steps
Gain exposure to industry best practices and network with professionals by attending workshops focused on brand management.
Browse courses on
Brand Management
Show steps
-
Research industry workshops and identify those that cover relevant topics
-
Register for workshops and attend the sessions
-
Connect with industry professionals and exchange insights
Read: Building Strong Brands
Show steps
Gain insights into the fundamentals of brand building by exploring the concepts presented in this classic text.
View
Brand Leadership: The Next Level of the Brand...
on Amazon
Show steps
Show steps
Show steps
- Read the book and take notes on key concepts
- Summarize the main arguments and implications for brand strategy
Practice Identifying Product Life-Cycle Stages
Show steps
Reinforce your understanding of the concept of product life-cycle by identifying different stages in real-world examples.
Browse courses on
Product Lifecycle
Show steps
Show steps
Show steps
- Identify products in different stages of their life-cycle
- Analyze the characteristics and challenges of each stage
- Develop strategies to manage products through their life-cycle
Design a Mood Board for Your Target Audience
Show steps
Develop your ability to define and visualize your target audience by creating a mood board that captures their aspirations and values.
Browse courses on
Brand Development
Show steps
Show steps
Show steps
- Research your target audience to understand their demographics, psychographics, and values
- Collect images, colors, and textures that represent your target audience's aspirations and values
- Create a mood board that visually represents your target audience's identity
Five other activities
Expand to see all activities and additional details
Show all eight activities
Participate in Class Discussions and Collaborate with Peers
Show steps
Enhance your understanding by engaging in discussions, asking questions, and sharing insights with classmates.
Browse courses on
Collaboration
Show steps
Show steps
Show steps
- Prepare for class by reviewing course materials and readings
- Participate in class discussions, share your thoughts, and ask questions
- Collaborate with peers on assignments and projects
Develop a Brand Development Plan for a Fictitious Product
Show steps
Apply the concepts of brand development by creating a comprehensive plan for a new product.
Browse courses on
Brand Development
Show steps
Show steps
Show steps
- Define the brand's target audience, positioning, and messaging
- Develop a brand identity system, including logo, colors, and typography
- Create a brand launch strategy and marketing plan
- Evaluate the success of your brand development plan and make adjustments as needed
Create a Brand Style Guide
Show steps
Enhance your understanding of brand consistency by creating a style guide that defines your brand's visual and verbal identity.
Browse courses on
Brand Identity
Show steps
Show steps
Show steps
- Determine the elements of your brand's visual identity (logo, colors, typography)
- Establish guidelines for the use of these elements across different media
- Define the brand's tone of voice and messaging style
Volunteer for a Local Non-profit Organization
Show steps
Gain practical experience in brand building and community engagement by volunteering for a non-profit organization.
Browse courses on
Community Involvement
Show steps
Show steps
Show steps
- Research local non-profit organizations and identify one that aligns with your interests
- Contact the organization and inquire about volunteer opportunities
- Participate in volunteer activities and contribute to the organization's mission
Attend Industry Workshops on Brand Management
Show steps
Gain exposure to industry best practices and network with professionals by attending workshops focused on brand management.
Browse courses on
Brand Management
Show steps
Show steps
Show steps
- Research industry workshops and identify those that cover relevant topics
- Register for workshops and attend the sessions
- Connect with industry professionals and exchange insights
Career center
Learners who complete Brand and Product Management will develop knowledge and skills
that may be useful to these careers:
Brand Manager
Brand Manager
A Brand Manager is responsible for the development, execution, and measurement of marketing campaigns for a company's brand. They work closely with other departments, such as product development and sales, to ensure that the brand's message is consistent across all channels. This course can help you develop the skills you need to succeed as a Brand Manager by providing you with a deep understanding of brand strategy, product development, and customer experience.
Product Manager
Product Manager
A Product Manager is responsible for the lifecycle of a product, from its initial development to its eventual launch and retirement. They work closely with engineers, designers, and marketers to ensure that the product meets the needs of the customer. This course can help you develop the skills you need to succeed as a Product Manager by providing you with a deep understanding of product strategy, product development, and customer experience.
Marketing Manager
Marketing Manager
A Marketing Manager is responsible for the development and execution of marketing campaigns for a company's products or services. They work closely with other departments, such as sales and product development, to ensure that the marketing campaigns are aligned with the company's overall business goals. This course can help you develop the skills you need to succeed as a Marketing Manager by providing you with a deep understanding of brand strategy, product development, and customer experience.
Brand Strategist
Brand Strategist
A Brand Strategist is responsible for developing and implementing a brand's overall strategy. They work closely with the company's leadership team to ensure that the brand's strategy is aligned with the company's overall business goals. This course can help you develop the skills you need to succeed as a Brand Strategist by providing you with a deep understanding of brand strategy, product development, and customer experience.
Customer Experience Manager
Customer Experience Manager
A Customer Experience Manager is responsible for the development and implementation of a company's customer experience strategy. They work closely with other departments, such as marketing and sales, to ensure that the customer experience is consistent across all channels. This course can help you develop the skills you need to succeed as a Customer Experience Manager by providing you with a deep understanding of brand strategy, product development, and customer experience.
Product Marketing Manager
Product Marketing Manager
A Product Marketing Manager is responsible for the development and execution of marketing campaigns for a company's products. They work closely with product managers and marketing managers to ensure that the marketing campaigns are aligned with the product's overall marketing strategy. This course can help you develop the skills you need to succeed as a Product Marketing Manager by providing you with a deep understanding of brand strategy, product development, and customer experience.
Digital Marketing Manager
Digital Marketing Manager
A Digital Marketing Manager is responsible for the development and execution of marketing campaigns for a company's products or services online. They work closely with other departments, such as marketing and sales, to ensure that the marketing campaigns are aligned with the company's overall business goals. This course can help you develop the skills you need to succeed as a Digital Marketing Manager by providing you with a deep understanding of brand strategy, product development, and customer experience.
Content Marketing Manager
Content Marketing Manager
A Content Marketing Manager is responsible for the development and execution of marketing campaigns for a company's products or services through content. They work closely with other departments, such as marketing and sales, to ensure that the marketing campaigns are aligned with the company's overall business goals. This course may help you develop the skills you need to succeed as a Content Marketing Manager by providing you with a deep understanding of brand strategy, product development, and customer experience.
Advertising Manager
Advertising Manager
An Advertising Manager is responsible for the development and execution of marketing campaigns for a company's products or services through advertising. They work closely with other departments, such as marketing and sales, to ensure that the marketing campaigns are aligned with the company's overall business goals. This course may help you develop the skills you need to succeed as an Advertising Manager by providing you with a deep understanding of brand strategy, product development, and customer experience.
Public relations manager
Public relations manager
A Public Relations Manager is responsible for the development and execution of marketing campaigns for a company's products or services through public relations. They work closely with other departments, such as marketing and sales, to ensure that the marketing campaigns are aligned with the company's overall business goals. This course may help you develop the skills you need to succeed as a Public Relations Manager by providing you with a deep understanding of brand strategy, product development, and customer experience.
Social Media Manager
Social Media Manager
A Social Media Manager is responsible for the development and execution of marketing campaigns for a company's products or services on social media. They work closely with other departments, such as marketing and sales, to ensure that the marketing campaigns are aligned with the company's overall business goals. This course may help you develop the skills you need to succeed as a Social Media Manager by providing you with a deep understanding of brand strategy, product development, and customer experience.
Business Development Manager
Business Development Manager
A Business Development Manager is responsible for the development and execution of new business opportunities for a company. They work closely with other departments, such as marketing and sales, to identify and develop new business opportunities. This course may help you develop the skills you need to succeed as a Business Development Manager by providing you with a deep understanding of brand strategy, product development, and customer experience.
Sales Manager
Sales Manager
A Sales Manager is responsible for the development and execution of sales strategies for a company's products or services. They work closely with other departments, such as marketing and product development, to ensure that the sales strategies are aligned with the company's overall business goals. This course may help you develop the skills you need to succeed as a Sales Manager by providing you with a deep understanding of brand strategy, product development, and customer experience.
Consultant
Consultant
A Consultant is someone who provides expert advice and guidance to businesses. They work with businesses to help them solve problems, improve their performance, and achieve their goals. This course may help you develop the skills you need to succeed as a Consultant by providing you with a deep understanding of brand strategy, product development, and customer experience.
Entrepreneur
Entrepreneur
An Entrepreneur is someone who starts and runs their own business. They are responsible for all aspects of their business, from developing the product or service to marketing and sales. This course may help you develop the skills you need to succeed as an Entrepreneur by providing you with a deep understanding of brand strategy, product development, and customer experience.
For more career information including salaries, visit:
OpenCourser.com/course/g5rkte/brand
Reading list
We've selected 32 books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
Brand and Product Management.
Save
Provides a comprehensive overview of marketing management concepts and practices, covering topics such as market research, product development, pricing, and distribution. It valuable resource for students and practitioners alike.
"Strategic Brand Management" provides a comprehensive overview of brand management concepts and best practices, making it a solid foundation for this course.
To complement the course's exploration of brand positioning, "Positioning" provides a classic framework and strategies for effective positioning in the market.
Save
Provides a practical guide to product management, covering topics such as product strategy, roadmapping, and customer discovery.
"Purple Cow" offers unconventional yet valuable insights on creating remarkable products and brands, providing a fresh perspective on the course's focus on differentiation.
Classic work on brand strategy, offering a comprehensive framework for developing and executing a successful brand strategy.
To enhance the course's emphasis on customer experience and touchpoints, "The Brand Gap" provides practical guidance on aligning brand strategy with design.
Save
To further explore brand relevance and engagement, "Brand Relevance" offers a practical guide to creating meaningful connections with customers.
Provides a comprehensive guide to brand strategy, covering topics such as brand positioning, brand identity, and brand measurement. It valuable resource for students and practitioners alike.
Provides a beginner-friendly introduction to product management, covering topics such as product planning, product development, and product launch.
To enhance the understanding of data-driven decision-making in brand and product management, "Competing on Analytics" provides insights into leveraging data to improve performance.
For a broader perspective on the role of customer experiences in today's market, "The Experience Economy" explores the shift towards experiential value.
Must-read for anyone interested in product management, as it provides insights into why even the most successful companies can fail when faced with disruptive technologies.
Explores the challenges that established companies face when trying to innovate.
Explores the challenges of marketing and selling technology products to mainstream customers.
Provides a step-by-step guide to launching new products, covering topics such as market research, product development, and marketing.
Provides a set of principles for marketing success.
Provides a practical guide to using the lean product development process to launch successful products.
Provides a practical guide to using the lean startup methodology to create successful businesses.
Provides a unique perspective on entrepreneurship and innovation.
Provides a comprehensive guide to starting and running a successful startup.
Provides a practical guide to value proposition design, a process for creating products and services that customers want.
Provides a comprehensive guide to mapping the customer journey and using this information to drive growth.
Save
Explores the concept of design thinking, and provides practical advice on how to use design thinking to solve business problems.
Save
Provides insights into the factors that distinguish great companies from good companies.
Save
Practical guide to bridging the gap between business strategy and customer perception.
Provides insights into how to create and change habits.
Provides a comprehensive overview of brand equity and the role of advertising in building strong brands.
Save
Provides a guide to getting customers for your startup.
Provides a guide to using the lean startup methodology to innovate within your organization.
Provides insights into how to market and sell technology products to mainstream customers.
Save
Provides a framework for developing good strategy.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/g5rkte/brand
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Effort
4 weeks course, with 3 to 4 work hours weekly.
Level
Introductory
Via
Coursera
Institution
IE Business School
Instructor
Luis Rodriguez Baptista
Language
English
Transcripts
中文
العربية
Français
বাংলা
українська мова
Português
Ελληνικά
Italiano
tiếng Việt
Nederlands
한국어
Deutsch
پښتو
اُردُو,
Pусский
ไทย
Bahasa Indonesia
Svenska
Türkçe
آذربایجان دیلی
Español
हिंदी
日本語
қазақша
فارسی
монгол хэл
magyar nyelv
Polski
This course belongs to a
collection
called
Marketing Mix Implementation. It's comprised of five courses:
Good to know
Develops core brand and product marketing skills, from ideation to implementation
Taught by Luis Rodriguez Baptista, an established marketing professional with experience with reputable brands
Offers practical strategies and frameworks for product lifecycle management and brand development
Examines various branding concepts and techniques, including brand architecture, brand identity, and brand portfolio
Helps learners understand the customer experience journey and touchpoints for effective brand engagement
This course covers a wide range of topics related to brand and product management, making it suitable for individuals seeking a comprehensive understanding of this field
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