Brand management is an organizational function within a company dealing with the planning or marketing of a product or products at all stages. Those in this position are responsible for planning and executing all the elements in the product lifecycle, including: gathering and prioritizing product and customer requirements, defining the product vision, and working closely with engineering, sales, marketing and support to ensure revenue and customer satisfaction goals are met. This course focuses on the Brand manager's responsibilities (planning, developing, and directing the marketing mix associated with the given product or brand name) as well as how they need to coordinate the efforts and responsibilities of others who carry out specific functions related to production, sales, advertising, promotion, R&D, marketing research, purchasing, distribution, package development, and finance. We will also review the tools and skills Brand manager must have including marketing research, financial management techniques, and cross-functional team leadership.
Who is This Course For?
New or junior product managers and those interested in pursuing a career in brand management or who want to learn more about the field of brand management and those who want to learn how to more effectively work with their product management counterparts, new product development team members and strategic marketers.
Key Takeaways
• An introduction to the disciplines of brand planning, product development, product launch, product life cycle management, and product portfolio management.
• Be able to develop and execute brand strategy and brand equity growth.
• Know the difference between product enhancements, new products, and innovative products
• Be able to craft a brand positioning statement
• Understand the importance of working with internal cross-functional teams
• How to become an expert with respect to the competition.
• How to undertake a competitive analysis.
• The importance of customer knowledge and how to translate that insight into foresight.
Upcoming Class Schedule
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| There are no classes scheduled for this course. | |