COVID-19 STATEMENT: While this virus is impacting everyone differently, this online program is continuing as planned.
Please consider joining our global online classroom for an enriching and interactive experience to further your career.
While this virus is impacting everyone differently, this online program is continuing as planned. Please consider joining our global online classroom for an enriching and interactive experience to further your career.

STARTS ON

10 December 2020

DURATION

7 weeks, online
4–6 hours per week

Note: This programme includes a scheduled break for the holiday season. There are no assignments, submissions, or sessions held between 24 December 2020 – 1 January 2021.

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: Orientation

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.

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Programme experience

  • Video lectures

    Video lectures

  • Live webinars

    Live webinars

  • Interactive activities

    Interactive activities

  • Application exercises

    Application exercises

  • Brand examples

    Brand examples

  • Dedicated Programme Support Team

    Dedicated Programme
    Support Team

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

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

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...

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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...

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Certificate

Imperial Brand and Product Strategy

Certificate

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.

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Apply now

Early applications encouraged. Seats fill up quickly!

Flexible payment options available. Click here to know more.