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.
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.
of consumers claimed they were less brand loyal than 5 years ago.
A new product was launched every two minutes in the U.S.
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
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... More info
Dr Gokhan Yildirim
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... More info
Prof Andreas EisingerichAndreas 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 YildirimGokhan 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.
Imperial College Business School is collaborating with online education provider Emeritus to offer online programmes. This allows us to broaden access in a collaborative and innovative format that stays true to our distinctive methods of learning, content and outstanding quality.Download Brochure