The benefit of learning together with your friend is that you keep each other accountable and have meaningful discussions about what you're learning.
Courtlyn
Promotion and Events Specialist
Use data-driven approaches to build, grow and position your brand and product portfolio.
Download Brochure
TBD
7 weeks, online
4–6 hours per week
Our participants tell us that taking this programme together with their colleagues helps to share common language and accelerate impact.
We hope you find the same. Special pricing is available for groups.
The benefit of learning together with your friend is that you keep each other accountable and have meaningful discussions about what you're learning.
Courtlyn
Promotion and Events SpecialistBased on the information you provided, your team is eligible for a special discount, for Brand and Product Strategy starting on TBD .
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Have questions? Email us at group-enrollments@emeritus.org.
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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:
This programme blends topics on strategic brand and product management with data-driven approaches that will help you:
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.
Begin the programme by introducing yourself to your global classmates and becoming familiar with the learning platform used throughout the curriculum.
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.
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.
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.
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.
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.
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.
Begin the programme by introducing yourself to your global classmates and becoming familiar with the learning platform used throughout the curriculum.
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.
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.
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.
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.
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.
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.
The programme incorporates real-world examples to illustrate both best practices and missteps in action. Numerous brands and companies are referenced from industries such as consumer goods, e-commerce, technology, automotive, and gaming.
of consumers claimed they were less brand loyal than 5 years ago.
A new product was launched every two minutes in the U.S.
Video lectures
Live webinars
Interactive activities
Application exercises
Brand examples
Dedicated Programme Support Team
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:
Prof Andreas Eisingerich
Dr Gokhan Yildirim
Prof Andreas Eisingerich
Professor of Marketing and Head of the Department of Analytics, Marketing & Operations, Imperial College Business School
Andreas Eisingerich is Professor of Marketing at Imperial College Business School and Head of the Department of Analytics, Marketing & Operations. 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 Master’s Degree.
Professor Eisingerich focuses on brand attachment, consumer engagement, service innovation and digital marketing strategies. Current research projects are on the effective use of cognitive behavioural therapy and gamification in the context of mobile health solutions, the design of digital applications for enhanced user well-being, consumer attachment to digital offerings, reducing the demand for illegal wildlife products, psychological ownership in the sharing economy, and consumer relationships with brands in different business and industry contexts.
Professor Eisingerich has supported both tech start-ups and publicly-listed multinationals to build strong brand-self connections, turning customer indifference into strong engagement. He has also worked with the Bill & Melinda Gates Foundation, WWF and the United Nations on global consumer studies.
Professor Eisingerich's work has appeared in top-tier journals including the Journal of Marketing, Journal of Consumer Psychology, Journal of Service Research and Harvard Business Review and his work has been translated into multiple languages. Professor Eisingerich acts as a reviewer for the Journal of Marketing, Journal of Consumer Psychology and Journal of Service Research.
Dr Gokhan Yildirim
Associate Professor of Marketing, Imperial College Business School
Gokhan Yildirim is Associate Professor of Marketing at Imperial College Business School. He received his PhD in Business Administration & Quantitative Methods with a major in Marketing from Carlos III University in Madrid. He holds a BA degree in Business Administration from Marmara University in Turkey. Dr Yildirim’s research focus is measuring and improving marketing returns on investment. He examines strategic marketing problems such as long-term effectiveness of digital and non-digital marketing efforts, marketing resource allocation in cross-channel environments, and linking consumer mindset metrics to financial performance. Dr Yildirim uses applied time-series econometrics and dynamic programming tools to offer insights on these topics.
His most recent research deals with digital marketing, including the effectiveness of digital advertising channels, and consumer sensitivities to price and cross-cultural user ratings of mobile apps. He recently evaluated the multichannel marketing performance for an international beauty retailer. This award-winning research provided guidance on which marketing actions to take for different customer segments, increasing the company’s revenue by over 8%.
Dr Yildirim’s work has appeared in top tier journals of the field such as Journal of Marketing, Marketing Science and International Journal of Research in Marketing.
Upon completion of the programme, participants will be awarded a verified Digital Certificate of Participation by Imperial College Business School Executive Education.
Please note that this programme contributes to earning Associate Alumni status. Visit the Associate Alumni page to find out more.
Download BrochureAt Imperial College Business School, we create people-centric learning experiences. From conception through to delivery, we are guided by the principle that learning is a creative, personal and above all, human process. Our high quality, crafted learning environments are highly interactive, community-orientated and actively tutored. Our programmes offer an engaging experience designed to facilitate natural learning behaviours.
RealNo compromises. Our online programmes offer the absolute equivalent of our campus-based programmes. They adopt the same rigorous academic standards, are delivered via our world-leading faculty and offer a comparable high-touch approach to the classroom experience.
Imperial College Executive Education also provides the Live Virtual Strategic Brand Transformation programme. The 3 days of this programme will challenge your assumptions about what increases revenue and decreases costs. You will be able to identify the role of strategic marketing in driving profitable growth in your organization.
After reviewing the information on the programme landing page, we recommend you submit the short form above to gain access to the programme brochure, which includes more in-depth information. If you still have questions about whether this programme is a good fit for you, please email learner.success@emeritus.org, and a dedicated programme advisor will follow up with you very shortly.
Some programmes do have prerequisites, particularly the more technical ones. This information will be noted on the programme landing page, as well as in the programme brochure. If you are uncertain about programme prerequisites and your capabilities, please email us at the ID mentioned above.
Note that, unless otherwise stated on the programme web page, all programmes are taught in English, and proficiency in English is required.
More than 50 per cent of our participants are from outside the United States. Class profiles vary from one cohort to the next, but generally, our online certificates draw a highly diverse audience in terms of professional experience, industry and geography—leading to a very rich peer learning and networking experience.
Check back at this programme web page or email us to inquire if future programme dates or the timeline for future offerings have been confirmed yet.
Each programme includes an estimated learner effort per week. This is referenced at the top of the programme landing page under the Duration section, as well as in the programme brochure, which you can obtain by submitting the short form at the top of this web page.
We have designed this programme to fit into your current working life as efficiently as possible. Time will be spent among a variety of activities, including:
The programme is designed to be highly interactive while also allowing time for self-reflection and to demonstrate an understanding of the core topics through various active learning exercises. Please email us if you need further clarification on programme activities.
More than 300,000 learners across 200 countries have chosen to advance their skills with Emeritus and its educational learning partners. In fact, 90 per cent of the respondents of a recent survey across all our programmes said that their learning outcomes were met or exceeded.
All the contents of the course would be made available to students at the commencement of the course. However, to ensure the programme delivers the desired learning outcomes the students may appoint Emeritus to manage the delivery of the programme in a cohort-based manner the cost of which is already included in the overall course fee of the course.
A dedicated programme support team is available 24/5 (Monday to Friday) to answer questions about the learning platform, technical issues or anything else that may affect your learning experience.
Peer learning adds substantially to the overall learning experience and is an important part of the programme. You can connect and communicate with other participants through our learning platform.
Each programme includes an estimated learner effort per week, so you can gauge what will be required before you enrol. This is referenced at the top of the programme landing page under the Duration section, as well as in the programme brochure, which you can obtain by submitting the short form at the top of this web page. All programmes are designed to fit into your working life.
This programme is scored as a pass or no-pass. Participants must complete the required activities to pass and obtain the certificate of completion. Some programmes include a final project submission or other assignments to obtain passing status. This information will be noted in the programme brochure. Please email us if you need further clarification on any specific programme requirements.
Upon successful completion of the programme, you will receive a smart digital certificate. The smart digital certificate can be shared with friends, family, schools or potential employers. You can use it on your cover letter or resume and/or display it on your LinkedIn profile.
The digital certificate will be sent approximately two weeks after the programme, once grading is complete.
No, only verified digital certificates will be issued upon successful completion. This allows you to share your credentials on social networking platforms, such as LinkedIn, Facebook and Twitter.
No, there is no alumni status granted for this programme. In some cases, there are credits that count towards a higher level of certification. This information will be clearly noted in the programme brochure.
You will have access to the online learning platform and all the videos and programme materials for 12 months following the programme start date. Access to the learning platform is restricted to registered participants per the terms of agreement.
Participants will need the latest version of their preferred browser to access the learning platform. In addition, Microsoft Office and a PDF viewer are required to access documents, spreadsheets, presentations, PDF files and transcripts.
Yes, the learning platform is accessed via the internet, and video content is not available for download. However, you can download files of video transcripts, assignment templates, readings, etc. For maximum flexibility, you can access programme content from a desktop, laptop, tablet or mobile device.
Video lectures must be streamed via the internet, and any livestream webinars and office hours will require an internet connection. However, these sessions are always recorded, so you can view them later.
Yes, you can register up until seven days past the published start date of the programme without missing any of the core programme material or learnings.
The programme fee is noted at the top of this programme web page and usually referenced in the programme brochure as well.
Yes, you can do the bank remittance in the program currency via wire transfer or debit card. Please contact your programme advisor or email us for details.
Yes! Please email us with the details of the programme you are interested in, and we will assist you.
Please email us your invoicing requirements and the specific programme you’re interested in enrolling in.
Yes, the flexible payment option allows a participant to pay the programme fee in instalments. This option is made available on the payment page and should be selected before submitting the payment.
Please connect with us via email for assistance.
You may request a full refund within seven days of your payment or 14 days after the published start date of the programme, whichever comes later. If your enrolment had previously been deferred, you will not be entitled to a refund. Partial (or pro-rated) refunds are not offered. All withdrawal and refund requests should be sent to admissions@emeritus.org.
After the published start date of the programme, you have until the midpoint of the programme to request to defer to a future cohort of the same programme. A deferral request must be submitted along with a specified reason and explanation. Cohort changes may be made only once per enrolment and are subject to availability of other cohorts scheduled at our discretion. This will not be applicable for deferrals within the refund period, and the limit of one deferral per enrolment remains. All deferral requests should be sent to admissions@emeritus.org.