Brand and Product Management from Coursera

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

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.

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

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

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

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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

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Read the book and take notes on key concepts
Summarize the main arguments and implications for brand strategy

Practice Identifying Product Life-Cycle Stages

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Reinforce your understanding of the concept of product life-cycle by identifying different stages in real-world examples.

Browse courses on Product Lifecycle

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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

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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

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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

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Show all eight activities

Participate in Class Discussions and Collaborate with Peers

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Enhance your understanding by engaging in discussions, asking questions, and sharing insights with classmates.

Browse courses on Collaboration

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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

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Apply the concepts of brand development by creating a comprehensive plan for a new product.

Browse courses on Brand Development

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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

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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

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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

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Gain practical experience in brand building and community engagement by volunteering for a non-profit organization.

Browse courses on Community Involvement

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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

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Gain exposure to industry best practices and network with professionals by attending workshops focused on brand management.

Browse courses on Brand Management

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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

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.

See salaries and explore the career path for Brand 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.

See salaries and explore the career path for Product 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.

See salaries and explore the career path for Marketing Manager

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.

See salaries and explore the career path for Brand Strategist

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.

See salaries and explore the career path for Customer Experience 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.

See salaries and explore the career path for Product 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.

See salaries and explore the career path for Digital 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.

See salaries and explore the career path for Content Marketing 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.

See salaries and explore the career path for Advertising 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.

See salaries and explore the career path for Public relations 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.

See salaries and explore the career path for Social Media 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.

See salaries and explore the career path for Business Development 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.

See salaries and explore the career path for Sales Manager

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.

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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.

See salaries and explore the career path for Entrepreneur