Brand and Product Strategy
Be a product manager, marketing manager and excel in other related fields with Imperial Brand and Product Strategy by Imperial College Business School.
Online
7 Weeks
1,280 POUND Quick Facts
| Medium Of Instructions | Mode Of Learning | Mode Of Delivery |
|---|---|---|
| English | Self Study, Virtual Classroom | Video and Text Based |
Course Overview
Product and brand strategy are significant to develop brand awareness and identity that trigger products apart from the countless others present in the market solely based on a specific brand name. Imperial Brand and Product Strategy brought to Imperial College Business School aims to enable serious impactful learning through video lectures and online teaching sessions with interactive activities and assignments. This 7-week programme will provide you with a comprehensive overview of brand and product strategy, on serious topics from experienced faculty.
Emeritus will start off with orientation, where the candidate will be introduced to the subject, objectives & necessities. Then Emeritus will advance to the next level each week and cover topics such as Product and Brand Promotions, Managing Brand Positioning, Product and Brand Leveraging Strategies, Product Modification: A/B Testing, Product and Brand Portfolio Architecture Design, and Business Identity & Product Sentiment Analysis. Any individual working in brand and marketing management, product management, and related consulting sectors, can take up this programme. Upon successful completion of the programme, candidates will be given a verified Digital Certificate by Imperial College Business School Executive Education that will be useful in different job sectors.
The Highlights
- Course session is of 4 to 6 hours per week
- Live virtual learning
- The entire course in English
- Availability of recorded live sessions
- Shareable certificate
- Certificate by Imperial College Business School Executive Education
- Flexible payment available
- Special discount can be availed with group enrollment
Programme Offerings
- Case Studies
- assignments
- instructor led training
Courses and Certificate Fees
| Certificate Availability | Certificate Providing Authority |
|---|---|
| yes | Imperial College Business School, London |
The Brand and Product Strategy fee details are given below:
Pay in Full
- Pay the entire programme fee of £1,280 at once.
Pay in 2 instalments
- The first instalment of £718.
- The final instalment of £588.
Pay in 3 instalments
- The first instalment of £484.
- The second instalment of £430.
- The final instalment of £430.
Special pricing up to 20% discount is available if the candidate enrols with their colleagues.
Brand and Product Strategy
Fee category | Amount in Pound | ||
1 | 2 | 3 | |
Pay in full | 1280 | ||
Pay in 2 instalment | 718 | 588 | |
Pay in 3 instalment | 484 | 430 | 430 |
Eligibility Criteria
Certification Qualifying Details
Candidates will be given a verified digital certificate once the program is completed.
What you will learn
As the candidate will reach the end of the program they will get an idea of
- How to managing business identity and brand positioning
- Get an idea about brand product and promotions
- Get knowledge of product sentiment analysis
- Overview of emerging technologies
- Explore the association between business offering and product name
- Analyze strategic focus for its portfolio and organization’s business architecture
Who it is for
This course is specially designed for
- Marketing management professionals who want to understand customers attitudes brands and products
- Product management professionals seeking to gain a big-picture understanding of managing products as a business
- Consultants looking to learn to build an effective brand and product portfolio design.
Admission Details
The Imperial Brand and Product Strategy procedure are very easy. Students are only required to keep their Internet Banking Details handy.
Candidates may follow the given steps to register themselves:
Step 1: Visit the official webpage of the course https://execed.imperial.ac.uk/product-strategy/index.php and then sign up using your mail-id.
Step 2: Click on apply now and then register for this course.
Step 3: The detailed information of the course will be mailed.
The Syllabus
- Analyse your organisation’s business architecture and strategic focus for its portfolio of products and brands
- Explore the impact of a brand's strategic focus on business' product offerings
- Explain the association between a product name and the business offering
- Identify brands that utilise modifiers
- Develop possible alternative names for products within your organisation
- Apply endorsement, sub-branding and co-branding concepts to real-world scenarios/products
- Articulate the pros and cons of running promotions
- Understand the effects of price promotions for consumer goods on retailers and manufacturers
- Differentiate between brand promotions and product promotions
- Assess the effectiveness of different types of promotions with a multiplicative regression model
- Understand how AI-supported mobile technology can be used to reach potential customers
- Apply product promotions, mobile promotions and other technical tools to your organisation
- Identify different product and brand extension strategies
- Differentiate between product extension strategies and brand extension strategies
- Determine the positive and negative effects that extension products can have on parent brands
- Identify how extension strategies alter a brand’s image
- Identify opportunities to use extension strategies for maximum returns
- Create a blueprint for brand and product extension strategies
- Describe the impact of analytics on product modification decisions
- Discuss the importance of A/B testing and identify appropriate use cases
- Explain how to conduct an A/B test and describe some common pitfalls
- Determine the appropriate sample size and experiment length for an A/B test
- Identify how to best optimise a company’s pricing page
- Analyse results of an A/B test in R/Python
- Articulate what makes a specific tagline effective and make suggestions for a new or revised brand tagline
- Identify the enticing, enabling and enriching marketing actions (three Es) for a specific brand
- Discuss customer expectations for specific brands
- Articulate the importance of a brand’s core benefits
- Identify opportunities for using AI in a company’s product strategy
- Articulate which statements express positive or negative sentiment
- Understand how to calculate a polarity score for a given product review
- Build a Sentiment Analysis Project Blueprint and data set for a specific company
- Explore sentiment analysis and how it can be used to better understand customers
- Model approaches to sentiment analysis
Instructors
Imperial College Business School, London Frequently Asked Questions (FAQ's)
Imperial Brand and Product Strategy is associated with Imperial College Business School.
The candidates will get an idea of effective brand and product portfolio design, industry-validated best practices with Imperial thought leaders, Product and Brand Leveraging Strategies, Managing Brand Positioning, and Business Identity.
This course is mainly designed for marketing management professionals, Product management professionals, and consultants.
This course is for 7 weeks and the candidate has to spare 4 to 6 hours per week.
This course will focus on effective brand extension and leveraging strategies, differences between brand and product promotions, digital technologies to better understand customers’ attitudes about brands.
After the completion of the program, participants will be awarded a verified Digital Certificate of Participation
After the completion of the course, the candidates will get an overview of Product and Brand Portfolio Architecture Design, Product and Brand Portfolio Architecture Design, Product Sentiment Analysis
The faculty members are Prof Andreas Eisingerich, Professor of Marketing and Head of the Department of Analytics, and Dr. Gokhan Yildirim, Associate Professor of Marketing.