<progress id="16e0o"></progress><span id="16e0o"></span>

  1. <track id="16e0o"><video id="16e0o"></video></track>
    <ruby id="16e0o"><output id="16e0o"></output></ruby>

      品牌管理:協調經營、品牌和行為

      Brand Management: Aligning Business, Brand and Behaviour

      Professor Nader Tavassoli of London Business School contrasts traditional approaches to branding – where brands are a visual identity and a promise to customers – to brands as a customer experience delivered by the entire organisation. The course offers a brand workout for your own brands, as well as guest videos from leading branding professionals.

      倫敦大學

      Coursera

      商業管理

      簡單(初級)

      24 小時

      Sponsored\Ad:本課程鏈接由Coursera和Linkshare共同提供
      • 英語
      • 741

      課程概況

      Professor Nader Tavassoli of London Business School contrasts traditional approaches to branding – where brands are a visual identity and a promise to customers – to brands as a customer experience delivered by the entire organisation. The course offers a brand workout for your own brands, as well as guest videos from leading branding professionals.

      The aim of the course is to change the conception of brands as being an organisation’s visual identity (e.g., logo) and image (customers’ brand associations) to an experience along “moments-that-matter” along the customer journey and, therefore, delivered by people across the entire organisation. Brands are thus not only an external promise to customers, but a means of executing business strategy via internal brand-led behaviour and culture change.

      You will learn and practice the following skills:

      1. How to build brands from a broad organisational perspective
      2. How to lead brand-led culture change with human resource practices at the core (i.e., brand as a lever and not just an outcome)
      3. How to build brands in multi-brand companies, across cultures and geographies
      4. How to measure brand health in new ways, that is, internally in addition to externally
      5. How to value and capture returns to brands across the organisation – introducing the new concept of employee-based brand equity – and how this is different from the valuation of brands as intangible assets.

      This course allows you to develop the following aspects of yourself:

      1. Head. Gain a deeper understanding of the evolving practice of brand management, one that goes further than practiced in most organisations today
      2. Heart. Be motivated to engage in delivering your own brands – regardless of where you are in your organisation – thereby creating superior value for customers and for your organisation
      3. Hands. Translate learnings into action. As Confucius is supposed to have said: “I hear and I forget. I see and I remember. I do and I understand.”

      你將學到什么

      Corporate Branding

      Brand Marketing

      Brand Management

      Brand Identity

      課程大綱

      周1
      完成時間為 4 小時
      Brand Purpose & Experience
      Welcome to Module 1! In this module, we'll cover the following topics: Traditional notions of branding; Changing market conditions for brands; A new approach to branding. As well as the lecture videos, you will also be learning through interviews with brand practitioners such as Bethany Koby, Director of Technology Will Save us and David Kershaw, CEO of M&C Saatchi. There are optional readings to supplement your understanding, a quiz with 7 questions to test your learning and a peer review assignment based on a task connected to this module.
      8 個視頻 (總計 71 分鐘), 3 個閱讀材料, 2 個測驗

      周2
      完成時間為 4 小時
      Brand Design & Delivery
      Welcome to Module 2! In this module, we'll cover the following topics:Brand experiences as the basis for differentiation; How to design brand experiences, as different from products and services; Pricing as a differentiating brand experience. As well as the lecture videos, you will also be learning through interviews with brand practitioner Hub van Bockel, an independent consultant and author and with Professor Bernd H. Schmitt of Columbia Business School. There are optional readings to supplement your understanding, a quiz with 6 questions to test your learning and a peer review assignment based on a task connected to this module.
      9 個視頻 (總計 98 分鐘), 1 個閱讀材料, 2 個測驗

      周3
      完成時間為 5 小時
      Brand Leadership and Alignment
      Welcome to Module 3! In this module, we'll cover the following topics: Aligning the strategies for business, brand and behaviour; Strategic brand portfolio alignment; Delivering global brand alignment. As well as the lecture videos, you will also be learning through interviews with practitioners, Ije Nwokorie, CEO of Wolff Olins, Helen Casey and Henk Viljoen, both of Old Mutual and Keith Weed, CMO of Unilever. There are optional readings to supplement your understanding, a quiz with 7 questions to test your learning and a peer review assignment based on a task connected to this module.
      13 個視頻 (總計 131 分鐘), 1 個閱讀材料, 2 個測驗

      周4
      完成時間為 4 小時
      Brand Practices & Engagement
      Welcome to Module 4! In this module, we'll cover the following topics:How to design human resource brand best-practices; A model for engaging employees with the brand; The ABCs of behavioural change. As well as the lecture videos, you will also be learning through interviews with practitioners Helen Edwards of Passionbrand, Richard Hytner of Saatchi & Saatchi, Tanya Truman and Nik Allebon of Lush. There are optional readings to supplement your understanding, a quiz with 5 questions to test your learning and a peer review assignment based on a task connected to this module.
      15 個視頻 (總計 129 分鐘), 1 個閱讀材料, 2 個測驗

      周5
      完成時間為 4 小時
      Brand Metrics & Returns
      Welcome to Module 5! In this module, we'll cover the following topics: How brands create value; Why brand valuation is not the same as the value brands create; How to design a strategic and cross-functional brand dashboard. As well as the lecture videos, you will also be learning through interviews with David Haigh, CEO of Brand Finance. There are optional readings to supplement your understanding, a quiz with 6 questions to test your learning and a peer review assignment which asks you to reflect on your learning throughout the course.

      HEC Managing Innovation & Design Thinking – Join Today And Inspire Innovation
      聲明:MOOC中國發布之課程均源自下列機構,版權均歸他們所有。本站僅作報道收錄并尊重其著作權益,感謝他們對MOOC事業做出的貢獻!(排名不分先后)
      • Coursera
      • edX
      • OpenLearning
      • FutureLearn
      • iversity
      • Udacity
      • NovoEd
      • Canvas
      • Open2Study
      • Google
      • ewant
      • FUN
      • IOC-Athlete-MOOC
      • World-Science-U
      • Codecademy
      • CourseSites
      • opencourseworld
      • ShareCourse
      • gacco
      • MiriadaX
      • JANUX
      • openhpi
      • Stanford-Open-Edx
      • 網易云課堂
      • 中國大學MOOC
      • 學堂在線
      • 頂你學堂
      • 華文慕課
      • 好大學在線CnMooc
      • 以及更多...
      本平臺部分課程由Coursera、Udemy及其推廣聯盟服務商Linkshare共同提供,本平臺合法享有相應的推廣收益。

      © 2008-2018 MOOC.CN 慕課改變你,你改變世界

      丁香五月婷婷