We may earn an affiliate commission when you visit our partners.

Marketing Management Essentials

Product and Branding

Dushinka Karani

In this course, discover the stages of a product's life. From inception to decline. Learn to navigate the product lifecycle, analyze market trends, and develop strategies for a competitive edge. Understand the importance of each phase in the lifecycle to optimize product strategy and market presence.

Enroll now

Or subscribe to Coursera Plus

And get unlimited access to Coursera

Here's a deal for you

Save money when you learn with a deal that may be relevant to this course.

All coupon codes, vouchers, and discounts are applied automatically unless otherwise noted.

Valid until August 30

Google AI App Builder

Learn how to use Gemini API and API Studio with a three-course series from Google DeepMind

What's inside

Syllabus

Traffic lights

Read about what's good

what should give you pause

and possible dealbreakers

Explores the product lifecycle, which is a core concept for professionals involved in product development and marketing strategy

Taught by IE Business School, which is recognized for its marketing programs and its connections to industry leaders

Examines market trends and competitive strategies, which are essential for maintaining a competitive edge in the marketplace

Save this course

Create your own learning path. Save this course to your list so you can find it easily later.

Save

Reviews summary

Marketing essentials: product and branding

According to learners, this course provides a positive and strong fundamental overview of marketing management essentials, specifically focusing on product and branding. Many students found the instructor was clear and engaging and that the lectures are concise and easy to follow. The module covering the product lifecycle was particularly well explained. While seen as highly recommend for beginners and effective for gaining good foundational knowledge, some experienced marketers felt the course was too basic and lacks practical application and real-world scenarios. A few noted that branding wasn't covered as deeply as product lifecycle. Overall, it is considered a solid starting point.

More focus on product lifecycle than branding.

"It didn't cover branding as deeply as I expected; there's more focus on product lifecycle."

"The module on the product lifecycle was very well explained."

Ideal for new learners, basic for others.

"I highly recommend this course for beginners."

"It's not for advanced marketers."

"I found this course to be too basic."

"It rehashes concepts I already know."

Examples and assignments reinforce learning.

"The examples were relevant, though I wish there were more case studies."

"The assignments reinforced the material well."

"The examples were helpful in understanding the theoretical concepts."

Explanations are clear and easy to follow.

"The instructor was clear and engaging."

"The module on the product lifecycle was very well explained."

"It was very clear and concise."

"The professor is top-notch."

"The lectures are concise and easy to follow."

Provides a solid base for marketing essentials.

"This course provided me with a fantastic overview of product and branding essentials."

"I gained good foundational knowledge on product and branding strategies."

"It was an excellent introduction to marketing management concepts."

"The content is solid for essentials."

"I found it to be a strong fundamental course."

Could use more practical, in-depth content.

"It felt a bit too theoretical at times, and some sections could be more in-depth."

"It lacks practical application and real-world scenarios."

"The branding coverage wasn't as deep as I expected."

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 Marketing Management Essentials: Product and Branding with these activities:

Review Marketing Fundamentals

Show steps

Review basic marketing concepts to build a solid foundation for understanding the product lifecycle.

Browse courses on Marketing Fundamentals

Show steps

Review the 4Ps of marketing.
Study market segmentation and targeting.
Understand basic marketing research methods.

Read 'Positioning: The Battle for Your Mind'

Show steps

Explore the concept of product positioning to understand how brands establish themselves in the market.

View Positioning: The Battle for Your Mind, 20th... on Amazon

Show steps

Read the book and take notes on key concepts.
Reflect on how positioning relates to the product lifecycle.

Create a Presentation on Branding Strategies

Show steps

Solidify your understanding of branding by creating a presentation on different branding strategies applicable at various stages of the product lifecycle.

Show steps

Research different branding strategies.
Develop a presentation outline.
Create visually appealing slides.
Practice your presentation delivery.

Three other activities

Expand to see all activities and additional details

Show all six activities

Analyze a Product's Lifecycle

Show steps

Apply the product lifecycle concept by analyzing a real-world product and its journey through the different stages.

Show steps

Choose a product to analyze.
Research the product's history and market performance.
Identify the stages of its lifecycle.
Write a report summarizing your findings.

Read 'Building Strong Brands'

Show steps

Explore the concepts of brand equity and brand architecture to enhance your understanding of brand management.

View Strategic Market Management on Amazon

Show steps

Read the book and highlight key concepts.
Apply the concepts to real-world brands.

Develop a Product Extension Strategy

Show steps

Apply your knowledge of the product lifecycle to develop a product extension strategy for an existing brand.

Show steps

Choose a brand and product to extend.
Analyze the market and identify opportunities.
Develop a detailed product extension plan.
Create a presentation to pitch your strategy.

Career center

Learners who complete Marketing Management Essentials: Product and Branding will develop knowledge and skills that may be useful to these careers:

Product Manager

A product manager oversees the entire lifecycle of a product, from its initial conception to its eventual retirement from the market. This includes planning, execution, and management throughout the product's lifespan. This course directly addresses key elements of the product life cycle, which is crucial for a product manager to understand. It helps build a foundation on how to analyze market trends, and develop strategies that ensure a competitive edge, all of which are part of a product manager's job.

See salaries and explore the career path for Product Manager

Product Marketing Manager

Product marketing managers bridge the gap between product development and sales, creating strategies that drive product adoption and sales. This course helps build a foundation on developing product strategies through the lens of the product lifecycle. Product marketing managers can use this knowledge to develop better strategies that are aligned with a product's current stage in its product lifecycle and market conditions. This course may be useful for product marketing managers to understand how to optimize product strategy and market presence.

See salaries and explore the career path for Product Marketing Manager

Category Manager

Category managers oversee specific categories of products and are responsible for the performance of these categories. This course may be very helpful to category managers since it deals with the product lifecycle. Understanding the product lifecycle allows category managers to understand the various stages a product goes through and manage product categories with that context in mind. This course may be useful to category managers as they develop and optimize product strategy.

See salaries and explore the career path for Category Manager

Brand Manager

Brand managers are tasked with shaping and maintaining a brand’s image, and ensuring that it resonates with its target market. This course introduces you to the product lifecycle. Understanding of the product and its lifecycle enables brand managers to make informed decisions about when and how to adjust marketing strategies, thereby enhancing the brand's market presence. It may be useful for brand managers to understand how to optimize product strategy as they work to manage a brand's image.

See salaries and explore the career path for Brand Manager

Marketing Director

Marketing directors are in charge of the marketing strategy and campaigns at an organization. This course covers the product lifecycle, which is essential knowledge for a marketing director. Understanding the different stages of a product is important to developing marketing campaigns. This course may be helpful for marketing directors when making decisions about product strategy and market presence.

See salaries and explore the career path for Marketing Director

Marketing Analyst

A marketing analyst studies market conditions and trends, using the information to provide strategic recommendations. They focus on the impact of marketing initiatives. This course may be useful to marketing analysts as it discusses analysis of market trends and development of strategies. This can help a marketing analyst understand the strategic choices that a company makes, based on the product lifecycle stage. A marketing analyst can use an understanding of product strategy to inform their analyses and strategic recommendations.

See salaries and explore the career path for Marketing Analyst

Market Research Analyst

Market research analysts study market conditions and trends to assess a product's potential in the market, and examine customer behavior. This course may be useful to market research analysts, because it covers market trend analysis, and development of strategies. Market research analysts can use this knowledge to improve their assessments of product viability, as they will have a better sense of how products evolve. It also may be useful to market research analysts to understand the importance of optimizing a product's market strategy and presence.

See salaries and explore the career path for Market Research Analyst

Marketing Specialist

Marketing specialists focus on specific areas of marketing, such as digital, social media, or content. They develop and implement marketing plans that support the product lifecycle, and often have specific products that fall within their purview. This course introduces fundamental concepts of the product lifecycle. This may be useful for marketing specialists who work through the various stages of that lifecycle. Given that the course covers how marketing strategies are developed, this course may be helpful to marketing specialists who are executing marketing campaigns.

See salaries and explore the career path for Marketing Specialist

Pricing Analyst

Pricing analysts are responsible for determining the pricing of a company's products and services. This course may be valuable for pricing analyst as it covers product strategy and development of strategies for a competitive edge. Understanding the product lifecycle is critical when determining pricing, this course would help a pricing analyst understand the different stages of a product and how to price accordingly. A pricing analyst will gain knowledge of how market trends and product development impact pricing decisions.

See salaries and explore the career path for Pricing Analyst

Business Consultant

Business consultants provide expert advice to companies to help them improve their performance and solve problems. This course may be useful to business consultants because it introduces the product lifecycle, which is a critical piece of information for a consultant to have. Business consultants are often advising on specific products, which means understanding the product lifecycle is important to give informed advice. Business consultants can use this understanding to advise companies on how optimize their product strategy and market presence.

See salaries and explore the career path for Business Consultant

Digital Marketing Manager

Digital marketing managers develop and oversee digital marketing strategies, and are focused on increasing brand awareness and engagement online. This course may be useful to digital marketing managers as it provides insight into product strategy, market trends and product lifecycles. A digital marketing manager can use this understanding to develop better strategies that are aligned with a product's current stage in its life cycle and market conditions. Understanding how market trends are related to product development may be helpful.

See salaries and explore the career path for Digital Marketing Manager

E-commerce Manager

An e-commerce manager oversees a product’s online presence, including the website and online marketing initiatives. This course may be helpful because it provides a foundational understanding of the product lifecycle. An e-commerce manager will need to understand a product’s lifecycle, as that informs the online marketing strategy and how the product is presented on the website. Understanding how a product moves through different stages will be particularly useful to an e-commerce manager.

See salaries and explore the career path for E-commerce Manager

Strategic Planner

Strategic planners work to create long term strategy and goals for an organization. This course may be useful for strategic planners, because it introduces the concept of the product lifecycle. Strategic planners must understand all elements of a business, including the product lifecycle, and how the products' lifecycles impact long-term business strategy. Understanding the importance of optimizing market presence is also useful to someone in this position.

See salaries and explore the career path for Strategic Planner

Sales Manager

A sales manager’s main responsibility is to direct the sales team, set sales targets, and implement strategies to boost revenue. They also oversee a product’s sales performance at different stages, as it goes through its lifecycle. This course provides an understanding of the stages of a product’s life. Understanding how products evolve through the product lifecycle will be useful to a sales manager as they plan and implement strategies to maximize revenue, based on the current lifecycle stage of a product.

See salaries and explore the career path for Sales Manager

Business Development Manager

Business development managers look to grow revenue and seek out opportunities to grow the business through new partnerships and new markets. This course may be useful, as it introduces the product lifecycle. A product’s lifecycle will inform a business development manager’s decisions about how to expand the business through new product launches or by taking mature products to new markets. Understanding market trends will also inform a business development manager’s decisions about opportunities in different markets.

See salaries and explore the career path for Business Development Manager

Reading list

We've selected two 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 Marketing Management Essentials: Product and Branding.

Positioning: The Battle for Your Mind, 20th...

Save

Provides essential insights into branding and how products are positioned in the market. It's a classic text that helps understand how to create a unique and memorable brand identity. Understanding positioning is crucial for managing products throughout their lifecycle. This book is highly recommended as additional reading to deepen your understanding of branding.

Positioning: The Battle for Your Mind, 20th...

Hardcover

Positioning: The Battle for Your Mind, 20th...

Kindle Edition

Strategic Market Management

Save

Provides a comprehensive framework for building and managing strong brands. It covers key concepts such as brand identity, brand equity, and brand architecture. It useful reference tool for understanding how to create and sustain a competitive advantage through branding. This book adds more depth to the course by providing a structured approach to brand management.

Strategic Market Management

Kindle Edition

$$$

Strategic Market Management (Strategic Market...

Paperback

$$$

Strategic Market Management, Evaluation Copy

Paperback

$$$$

Help others find this course page by sharing it with your friends and followers: