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

4.7
stars
2,554 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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451 - 475 of 548 Reviews for Brand and Product Management

By Anastasia D

Mar 2, 2016

Thank you for the course, I like the examples and the quantity of the information very much. The thing I miss about this course is how to do the metrics that the professor recommends to do at most of the steps of most processes.

By Rutvij D

May 18, 2020

I came to know much about Brand and Product Management just because I have recently joined a Start-up firm and gained much knowledge about how to market your brand and product along with management skills.

By Rishabh M

May 3, 2020

The course was very informative and comprehensive.It is perfectly apt for both a student and a working individual.I wish there could have been a provision of seeing the solutions to quiz's questions.

By Andrea

Apr 15, 2020

I definitely enjoyed it and the professor is really good. In some parts, possibly too much tailored to professionals who already work as brand managers.

Nevertheless, this course is really well done.

By Vemavarapu T P K

Aug 19, 2020

Excellent pace of teaching and impeccable course content development i'm fully satisfied and learned with fantastic experience! thank you very much! it'll definitley help for my career.

By vikas b

Apr 21, 2020

The course was really very engaging with lots of examples from the industry and live cases. Professor had an excellent way of teaching the course. I would highly recommend this course.

By Mohamad A

Jan 29, 2022

the course included alot of know-how regarding building the product & brand architecture, gaving me a better understanding regarding the brand DNA & the building the brand portfolio.

By Ritesh G

Apr 9, 2020

The course was very well explained and articulated by the professor. There may be few more real time examples to be added especial in the last chapter covering employee engagement.

By Ingrid P

Mar 9, 2017

The course (videos and especially teacher) are very well done and I've enjoyed that however in my opinion the content is more for marketing beginners and doesn't go much in depth.

By Sanket K

Jul 28, 2018

Very Good Course to enhance your understanding regarding customer analysis to product analysis. Must for someone who is planing his career in Marketing of product and Brand.

By Jana Č

Nov 3, 2022

The course would have been really great if all the reading materials and also those videos on vimeo or you tube was available. I really struggled with getting those open.

By Fabio L

Mar 6, 2016

Great course with solid content and concepts, i definitely recommend it.

I didn't gave a 5 star review only because i felt that more examples were needed on module 4.

By Abdulai A

Aug 28, 2022

THe course was great, the content and delivery were on point. I believe the lessons I learned in the course will help me develop a strong brand for my new product.

By Suryasree R

Aug 7, 2017

The course was quite insightful, however, I felt more case studies could have been shared. The concepts were well explained, but it was quite theoretical.

By Colin M

Feb 10, 2018

This is a great course to learn some of the fundamentals of product and brand management (though the primary focus of the course seems to be on brand).

By VALENTINA V C

Dec 4, 2016

VERY THEORETHICAL. NEED TO HAVE MORE IMAGES OR MAPS OTHERWISE CAN GET BORED WITH THE GUY SPEAKING.

GOOD LENGTH OF VIDEOS

GOOD REAL LIFE EXAMPLES

By Tahreem R

Nov 22, 2016

I found this course very effective and helpful. Hope it will help others too in understanding Marketing approaches that are explained very well.

By Himanshu K S

Jun 2, 2020

A good course, can easily relate to the real world scenario.Concepts are explained well and gives a clear picture about brand and products.

By Pore J

Aug 3, 2016

Brand and Product Management is one of the most useful marketing courses provided by Coursera, and it gives me a better sense of marketing.

By onkar t

May 20, 2017

The course is really helpful give you exposure of how to branding your product and then how to calculate the demand of your product etc.

By Abhiroop G

Feb 8, 2024

Great job in explaining the fundamentals - some additional real world examples for all modules would be a well-appreciated addition!

By Helder R C V

Feb 20, 2016

Very good material with more than enough detailing on the subject. Wish it could have more practical examples and exercises.

By Robert B C

Oct 15, 2017

Course is quite good and useful....perhaps a few writing assignments s as part of the grading key? Very good lectures!

By José L L

Mar 10, 2016

Overall, great course. The contents are meaningful and useful. IE's widely recognised expertise comes through all

By Valentina F

Aug 13, 2020

Interesting course. I really liked that there were assignments available in the beginning of the course.