Brand and Product Strategy

Imperial College Business School

How long?

  • 7 weeks
  • online

Imperial College Business School

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Who should attend

This programme helps participants working in brand and marketing management, product management, and related consulting sectors learn how to build and manage their products and brands over time, using strategies and tools that are focused on how organisations relate to their customers.

The programme is most beneficial for professionals including:

  • Mid- to senior-level brand and marketing management professionals who want to leverage new digital technologies to better understand customers’ attitudes about products and brands, plan successful promotion strategies for the brands they manage, and manage brand positioning and business identity
  • Product management professionals seeking to gain a big-picture understanding of the process of managing products as a business, as well as how to build an effective product portfolio, make data-driven product modification decisions and determine effective extension and leveraging strategies for their product line
  • Consultants looking to learn to build an effective product and brand portfolio design, explore tools and techniques for making strategic product and brand decisions based on data, provide better solutions for their clients and add a renowned credential to their CV

About the course

Why study brand and product strategy?

Imperial Brand and Product Strategy is an online programme brought to you by Executive Education at Imperial College Business School. The seven-week programme combines live online teaching sessions and video lectures with interactive activities and assignments to enable high-impact learning for professionals in product management, marketing and related fields. As a participant you will:

  • Get an authoritative overview of effective brand and product portfolio design and explore tools and techniques for making strategic decisions.
  • Learn to effectively build, grow and position your brand and product portfolio using data-driven approaches to experimentation, gain a sound understanding of emotional brand and product attachment strategies, apply text mining algorithms to product reviews and learn to leverage customer sentiment data.
  • Explore industry-validated best practices with Imperial thought leaders, and expand your knowledge via relevant brand examples and application exercises as well as your peers.
  • Receive personal support throughout the programme from a dedicated Learning Team and finish the programme prepared to work with product and analytic teams to apply state-of-the-art techniques with rigour, confidence and a clear understanding of the underlying assumptions.
  • Earn a verified Digital Certificate from Imperial College Business School Executive Education.

Programme highlights

This programme blends topics on strategic brand and product management with data-driven approaches that will help you:

  • Determine effective brand extension and leveraging strategies for a given company/product line
  • Create an architecture that allows all product offerings to work together synergistically
  • Select appropriate analytical tools to support product strategy decision-making
  • Leverage new digital technologies to better understand customers’ attitudes about brands
  • Understand the difference between brand and product promotions and learn to successfully plan both
  • Learn to manage business identity and use value-enhancement strategies that continually strengthen brand admiration
  • Explain how product leveraging and naming tactics can be used to manage product portfolios effectively

What you will learn

Throughout this seven-week programme, you’ll get a comprehensive overview of brand and product strategy—including personal insights from faculty on topics ranging from emerging technologies and innovations that they believe will have the most impact on product strategy to the biggest rookie mistakes product teams make—and the brand product strategies they’ve found most impressive.

Week 1: Programme Orientation Begin the programme by introducing yourself to your global classmates and becoming familiar with the learning platform used throughout the curriculum.

Week 2: Product and Brand Portfolio Architecture Design Analyse your organisation’s business architecture and strategic focus for its portfolio of products and brands, and explore the impact of a brand's strategic focus on business' product offerings.

Week 3: Product and Brand Promotions Articulate the pros and cons of running promotions, understand the effects of price promotions for consumer goods on retailers and manufacturers and learn to differentiate between brand promotions and product promotions.

Week 4: Product and Brand Leveraging Strategies Identify different product and brand extension strategies, learn how to differentiate between them, and determine the positive and negative effects that extension products can have on parent products and brands.

Week 5: Product Modification: A/B Testing 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, and identify how to best optimise a company’s pricing page.

Week 6: Managing Brand Positioning and Business Identity 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, and discuss customer expectations for specific brands.

Week 7: Product Sentiment Analysis Identify opportunities for using AI in a company’s product strategy, learn to calculate polarity score for a given product review, and build a Sentiment Analysis Project Blueprint and data set for a specific company.

Experts

Andreas Eisingerich

Summary Dr Andreas B. Eisingerich is Professor of Marketing at Imperial College Business School and Programme Director of the Full-Time MBA. He holds a BSc degree from the London School of Economics, and a PhD from the University of Cambridge, Judge Business School, where he also earned his maste...

Gokhan Yildirim

Summary Dr. Gokhan Yildirim is Assistant Professor of Marketing at Imperial College Business School. Prior to joining Imperial College, he was Assistant Professor of Marketing Analytics at Lancaster University, UK. His research interests lie primarily in the domain of return on marketing investme...

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Brand and Product Strategy at Imperial College Business School

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Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

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