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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

Brand ManagementKnowledge of Product Management

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

Marketing Manager

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)

1: Which University is supporting or associated with this course?

Imperial Brand and Product Strategy is associated with Imperial College Business School.

2: What schematic ideas the candidate will be getting after completion of the course?

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.

3: Are school students eligible to enroll and pursue this course?

This course is mainly designed for marketing management professionals, Product management professionals, and consultants.

4: What is the daily schedule of the course?

This course is for 7 weeks and the candidate has to spare 4 to 6 hours per week.

5: On which grounds is the course focusing on?

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.

6: Will the candidate receive any certificate?

After the completion of the program, participants will be awarded a verified Digital Certificate of Participation

7: What will be the learning satisfaction that the students will get after the completion of this course?

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

8: Which faculty members will be mentoring this course?

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.