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Learner Reviews & Feedback for Brand and Product Management by IE Business School

4.7
stars
2,628 ratings

About the Course

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...

Top reviews

MT

Oct 14, 2020

This course has been very helpful in learning about managing a brand and their products. It has given me free insights on techniques and strategies on how to become a better brand and product manager.

SR

Sep 7, 2018

A very good course for those who are new or looking to refresh their knowledge of brand management. All the concepts are explained well, and provide a solid foundation for building up in this field.

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426 - 450 of 562 Reviews for Brand and Product Management

By Afsin S

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Jul 2, 2020

Great

By Naresh H

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Jan 15, 2020

super

By Waleed A

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Jul 25, 2016

Great

By AREEJ A K A

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Mar 19, 2023

good

By chandra k

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Jun 14, 2022

good

By Rimba S B

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May 31, 2022

good

By Zahid H

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Aug 12, 2021

Good

By Nnamah O

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Jul 4, 2021

good

By ABHIJEET S

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Apr 25, 2021

Nice

By Pierina A V O

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Aug 15, 2020

Good

By Mr. S

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Apr 23, 2020

good

By NAMALA S R

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Apr 18, 2020

good

By Sameer A

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Sep 3, 2019

Good

By Shwetashree V

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Jun 19, 2019

good

By MADAN H M A S

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Feb 27, 2023

جيد

By OYASE A O

•

Jul 4, 2021

mk

By magna

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Mar 27, 2020

hi

By Poornesh M K

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Oct 17, 2024

.

By Bragadeesh

•

Sep 7, 2016

I

By NC

•

Jan 24, 2021

Great primer if you're new to brand and product management. Could use a refresh (some reference material dates back to the early 2000s). But it's packed with useful info and engaging videos. I particularly liked that there were journal article readings. More courses should have them.

Quizzes were challenging enough for me. Fix the glitches for Module 5's assessment. Otherwise, sound course. I'll be revisiting it often.

By Justyna F

•

May 9, 2020

Positives: Good introductory content with actionable insights.

Areas for improvement: Some of the content would benefit from being updated in light of market shifts over the past few years. Also, some course information is incorrect. For instance, in one of the final Week 4 videos, the instructor mentions that there is a video reviewing all course concepts. However, this video no longer exists (to my knowledge).

By Carole R

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Nov 28, 2017

Course structure and content is very well done and logical and the path is always motivating. The only improvement point I could point out is the English in the writing... the transcripts are really not accurate and contain many mistakes, and the readings or question headlines contain mistakes as well... a proposer proof-reading exercice would be a good point :)

By Nikhil K

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Dec 20, 2017

Great course with excellent anecdotes to understand Brand Management. Very interactice and cheerful professor. Could not understand product management in depth, as the course is more about branding only. The tests are good, but the questions don't change upon a retake, nor are answers visible from last submissions- an area that can be improved.

By Fabio M

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Nov 4, 2019

The information provided are simple and excellent. Everyone with a foundation of marketing can benefit from this course. The pace of the information along in the video is intense and a little bit too fast. I would have liked a slightly more relaxed rhythm. Anyway, thanks to IE business school for a great experience as first Mooc course.

By Simona T

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Apr 2, 2017

I find the course a very good summary of brand management with focusing on important concepts and definitions.

I would like if the professor elaborates more on the Lemonade business example. That would give me a better understanding of how to apply in practice the brand and product management concepts discovered throughout the course.