Course Preview: Imperial Brand and Product Strategy

Course introduction – Overview 

Andreas: “Welcome to the course. I hope you are ready to go. To get started, we'd like to run  through what you can expect from this course over the next several weeks.” 

---

Ready to Learn More? Apply to Enroll in: Imperial Brand and Product Strategy

---

Gokhan: “First of all, this course nicely blends topics on strategic product management with data-driven approaches. You should know that the course is structured with alternating topics across the weekly modules. The purpose of this is that we will start by addressing product strategy issues taught by Andreas. Then, I will address some of the typical product management  issues from a data-driven perspective with hands-on applications.” 

Andreas: “The underlying theme as we move through the course is that we’re examining how to build and manage strong products over time. Yes, we'll be focusing on key product management  strategies and tools, but these will be all built around themes of how we relate to our customers.” 

Gokhan: “That's right. We'll talk about how to build product architecture strategies, explore the role of promotions in supporting product growth, consider how products can be managed over time with the right extension strategies, and discuss some data analytics tools and techniques to guide product modification strategies. And we will discuss the concept of product leveraging and learn how to create a strong and unique bond with customers through our products. We will dive deep into understanding customer sentiments about our products using  text mining analytics tools.” 

Andreas: “To get us from developing a product architecture to leveraging a product offering, we've structured the course to encourage participant engagement. In each weekly module, you can expect to find a set of video lectures in which we lay out the key concepts for the week. You'll also find opportunities to practice and reinforce your learning through interactions and peer feedback activities. We think you'll find that one of the great opportunities of taking an online course with a global cohort like this one is that you'll come into contact with future colleagues who have a broad range of backgrounds and experience. We encourage you to  contribute to the conversation and learn from each other.” 

Gokhan: “Lastly, if you want to get your hands dirty with some of the industrial leading analytical tools and techniques, our computer-based data applications are great resources. Analyzing various customer- and product-level data sets, you can learn how to guide your product decisions  with analytics and then apply what you have learned to real-world data sets.” 

Andreas: “Our ultimate goal is that by the end of the course you'll start adopting the concepts, frameworks, and techniques learned in this course and begin to apply them in your company. You'll refine your products and get to know how to build customer-driven product  strategies.” 

Gokhan: “One final thing to keep in mind. This course includes 24-hour support for technical issues through program support and learning facilitators with experience in product management topics will respond to content inquiries and host office hours to further your learning. Do take  advantage of these.”

Andreas: “I hope you're ready for an exciting six weeks of learning.” 

Gokhan: “Let's get started.”

[End of Video Transcript]

Related Content: Online Product Strategy, Design & Innovation Courses at Emeritus