Imperial Brand and Product Strategy

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Course Dates

STARTS ON

9 March 2022

Course Duration

DURATION

7 weeks, online
4–6 hours per week

Course Duration

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.

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 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 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 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 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 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.

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.

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Real-world examples

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.

Logo of Google

Google

Logo of Nike

Nike

Logo of Cadbury

Cadbury

Logo of Porsche

Porsche

Logo of Xiaomi

Xiaomi

Logo of Ralph Lauren

Ralph Lauren

32%

of consumers claimed they were less brand loyal than 5 years ago.

Source: Nielsen research report, 2018

2 Minutes

A new product was launched every two minutes in the U.S.

Source: Nielsen research report, 2018

Programme experience

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Video lectures

Decorative image relating to Live webinars.

Live webinars

Decorative image relating to Interactive activities.

Interactive activities

Decorative image relating to Application exercises.

Application exercises

Decorative image relating to Brand examples.

Brand examples

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Dedicated Programme Support Team

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
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Programme faculty

Faculty Member Prof Andreas Eisingerich

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... More info

Faculty Member Dr Gokhan Yildirim

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... More info

Certificate

Example image of certificate that will be awarded after successful completion of this program

Certificate

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.

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Related Programmes

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.

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