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Learner Reviews & Feedback for Brand and Product Management by IE Business School

4.7
stars
2,681 ratings

About the Course

The main objective is identify the critical information needed to develop a product and brand strategy that generates both quick wins and long-term value. Along this course, you will learn brand and product strategy key concepts such as product lifecycle, product demand estimation, product and brand development and launching, product pipeline, competitors analysis, brand essence and identity, brand architecture, brand equity, brand portfolio, customer experience journey, purchase funnel, key customer touchpoints and brand engagement. By completing this course, you will be able to create an activity plan to bring your brand strategy to life - both externally toward consumers and internally toward employees. You will be able to define the right metrics for determining success when implementating your product and brand strategy, considering any adjustments that may need to make under a test-and-learn methodology. Luis Rodriguez Baptista - a professor at IE University and Marketing Consultant - will guide you through six modules that begin by explaining the challenge of managing products through their "lifecycle" and culminates with learning how to equip your employees with knowledge of how to deliver on your brand promise. The course features interviews with consumers and industry professionals, which help illustrate the importance of brand strategy. Brand and product management is a unique course that enables your understanding on the importance of brand and product management and then use brand development tools, architecture, and portfolios, to achieve success. This course is also available in Spanish. To join the fully translated Spanish version, visit this page: https://www.coursera.org/learn/gestion-marca-producto...

Top reviews

MT

Oct 14, 2020

This course has been very helpful in learning about managing a brand and their products. It has given me free insights on techniques and strategies on how to become a better brand and product manager.

SR

Sep 7, 2018

A very good course for those who are new or looking to refresh their knowledge of brand management. All the concepts are explained well, and provide a solid foundation for building up in this field.

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526 - 550 of 575 Reviews for Brand and Product Management

By �HALIMATH R S C U

•

Dec 30, 2021

Have gain much knowledgeuc

By Shruthi S

•

Apr 15, 2018

Helpful and value adding

By Bolaji o o

•

Oct 5, 2020

GOOD BRAND AND PRODUCT

By mafer s

•

Jan 26, 2020

Me está encantando!

By Rajat S

•

Jul 21, 2020

very nice course.

By EKANE R H

•

Apr 21, 2019

very interesting

By Pravinpratap S

•

May 2, 2020

Good experience

By Nagesh S

•

Dec 29, 2016

good learning,

By macwan i

•

Nov 18, 2022

Good Course

By Harshad D

•

Oct 13, 2016

excellent

By Monika T

•

Apr 18, 2016

Useful

By Jose F O A

•

Oct 2, 2016

great

By Sneha D

•

Sep 17, 2025

good

By Jayant B

•

Aug 15, 2025

good

By ENOSH S

•

Nov 23, 2024

good

By MUHAMMED A

•

Oct 18, 2024

good

By ALEGIEUNO J a

•

Jul 1, 2021

good

By �MANGALA� S C U

•

Jan 30, 2022

goo

By Quỳnh M T Đ

•

May 22, 2025

ok

By Sajjad H

•

Feb 19, 2025

mm

By Alan S C

•

Mar 15, 2016

OK

By DHANANJAY S

•

Nov 21, 2024

.

By Jennifer M

•

Jul 28, 2019

Good course, and I liked the professors easy-going manner.

I had a little issue with the way the readings were given: I found the sections of the reading from IE Business School Textbook were not given in the correct order, thus not being relevant to the lecture material. I read pg 1-12 in the earlier weeks as directed, but it corresponded better with the material from the later weeks of lectures. Conversely, once we were directed to read pg 12-19 of this text, I found it better corresponded with the lectures from the earlier weeks. This made the material a little less coherent, almost like too much info at once because it wasn't supportive/concurrent with the lectures.

Otherwise, I liked the course!

By Laura S

•

Jan 17, 2018

Pros: This course covers much of the vocabulary and many concepts relevant to the title advertised. The lecturer is positive and easy to understand.

Cons: There could really be more practicum in this course, where we have to actually apply the concepts learned. Also, the quizzes are largely basic regurgitation: it would be better if they had more questions that were analytical (versus definition-based) in nature or if they had a variety of questions in the quiz bank such that repeating the quiz wouldn't yield the exact same test as before. Further, there should be a course-end test, so we can actually test retention of material and comprehension over time.