Brand and Product Management

2019/2020

Учебный год

ENG

Обучение ведется на английском языке

3

Кредиты

Кто читает:

Департамент менеджмента

Статус:

Курс по выбору

Когда читается:

1-й курс, 2 модуль

Преподаватель

Гергерт Дмитрий Владимирович

Course Syllabus

Abstract

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. Blended format, based on https://www.coursera.org/learn/brand-management

Learning Objectives

• This course has 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.

Expected Learning Outcomes

• Demonstrate understanding of the product strategy concepts. Develop the factual support to define your product strategy. Describe the different elements of a brand strategy. Formulate a winning brand strategy
• Define how to name your brand. Explain how to develop a system to incorporate future products and brands
• Map your brand portfolio to maximize its value to support growth. Define and describe the customer experience journey for your brand.
• Explain and apply the process to “embed” a brand internally within the organization.

Course Contents

• Launching new products and the challenge of managing their life-cycle. Developing compelling brands that inspire your most critical stakeholders and impact your bottom line.
• Knowing how to communicate your offering: Brand Architecture & naming
• Building your brand portfolio. Translating your brand into compelling customer experiences.
• Equipping and engaging employees to deliver on the brand promise

Assessment Elements

• online course results
• independent study
• in-class examination results

Interim Assessment

• Interim assessment (2 module)
  0.4 * in-class examination results + 0.2 * independent study + 0.4 * online course results

Bibliography

Recommended Core Bibliography

• Ed Brill. (2013). Opting In : Lessons in Social Business From a Fortune 500 Product Manager. [N.p.]: IBM Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1598730

Recommended Additional Bibliography

• Post, R. S., & Post, P. N. (2008). Global Brand Integrity Management : How to Protect Your Product in Today’s Competitive Environment. New York: McGraw-Hill Professional. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=213733