AI Academy

Brand and Product Management

Instructor: Luis Rodriguez Baptista Duration: 1 week at 10 hours a week
Objective 1 Demonstrate understanding of the product and brand strategy concepts to develop the factual support to define a winning product and brand strategy.
Objective 2 Define a brand name and identity, and develop a system to incorporate future products into a portfolio, enhancing its value and supporting growth.
Objective 3 Describe the customer experience journey to identify, define, and implement key brand touchpoints.
Objective 4 Explain and apply the process to embed a brand internally within an organization to engage employees to deliver on the brand promise.
Competitive Analysis
Customer experience strategy (CX)
New Product Development
Product Lifecycle Management
Branding
Portfolio Management
Brand Strategy
Product Strategy
Product Management
Product Planning
Brand Loyalty
Brand Awareness
Employee Engagement
Customer Engagement
Brand Management

Pricing Strategy

Instructor: Martin Boehm Duration: 3 hours to complete
Objective 1 Know the pricing approach for a product or service and consider the pricing psychology effects on the perception of quality.
Objective 2 Learn how to make a price discrimination based on customer characteristics and using purchase quantity, bundling and product versioning.
Objective 3 Discover the willingness to pay or price response of customers using surveys, experiments and market data.
Objective 4 Calculate the price elasticity for a given product or service and find out which is its optimal price.
Cost Accounting
Strategic Marketing
Price Negotiation
Market Dynamics
Product Strategy
Profit and Loss (P&L) Management
Customer Insights
Competitive Analysis
Customer Analysis
Business Marketing
Revenue Management
Consumer Behaviour
Market Research
Marketing Psychology

Channel Management and Retailing

Instructor: Maria Teresa Aranzabal Duration: Approx. 10 hours
Objective 1 Know the steps for designing and managing a distribution channel, identify the most important players, their roles and how to handle conflict.
Objective 2 Identify types of retailing strategies and how retailers maintain competitive advantages over their competition.
Objective 3 Discover various growth opportunities for retailers and determine which entry strategies are best for various circumstances.
Objective 4 Know the importance of a strategic online presence for retailers and future trends in retailing.
Conflict Management
Vendor Relationship Management
Customer experience strategy (CX)
Growth Strategies
Marketing Channel
Cross-Channel Marketing
Market Opportunities
Promotional Strategies
Strategic Partnership
Consumer Behaviour
Merchandising
Company, Product, and Service Knowledge
Retail Sales
E-Commerce
Supply Chain Planning
Market Dynamics

Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more

Instructor: Eda Sayin Duration: Approx. 10 hours
Objective 1 Define what Integrated Marketing Communications (IMC) is and learn how the marketing process works.
Objective 2 Learn the theories on how advertising works and how consumers make decisions.
Objective 3 Discover the theoretical approaches to advertisement design and learn about message strategies, advertising appeals and executional frameworks.
Objective 4 Know the elements, latest trends and tools used for a marketing communications mix.
Campaign Management
Marketing Budgets
Marketing Management
Promotional Strategies
Marketing Strategy and Techniques
Brand Loyalty
Communication Planning
Media Planning
Advertising
Brand Awareness
Marketing Communications
Brand Strategy
Consumer Behaviour
Integrated Marketing Communications
Marketing Planning
Communication Strategies
Branding
Brand Management
Marketing
Brand Marketing

Marketing Mix Implementation Capstone

Instructor: Ramon Diaz-Bernardo Duration: 19 hours to complete 3 weeks at 6 hours a week
Objective 1 Equip learners with valuable skills in brand and product management, enhancing their ability to tackle real-world marketing challenges effectively.
Objective 2 Enhance learners' proficiency in pricing strategy and its relevance in a real-world business scenario.
Objective 3 Gain valuable insights into channel management practices and their significance, particularly for innovative companies like Tesla.
Objective 4 Demonstrate proficiency in integrated marketing decision-making and critically assess the marketing mix strategies.
Strategic Decision-Making
Brand Management
Product Marketing
Marketing Communications
Market Dynamics
Marketing Strategies
Marketing Analytics
Consumer Behaviour
Integrated Marketing Communications
Go To Market Strategy
Marketing
Branding
Marketing Channel
Product Management