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Product Strategy and Value

MODULE 1: Product Strategy as Value Creation

MODULE 2: Types of Products and Customer Involvement

MODULE 3: Product Mix and Product Line Decisions

Branding Fundamentals

MODULE 4: Branding as a Strategic Asset

MODULE 7: Brand Extension and Growth

MODULE 5: Brand Equity and Long-Term Value

MODULE 6: Branding Strategies

🎮 Crossword: Marketing Vocabulary

Brand Growth and Ethics

MODULE 8: Ethics, Society, and Brand Responsibility

Expert & Practitioner Perspectives

How to brand anything | Youri Sawerschel

Why All Brands Should Study Stanley Cup CEO Terence Reilly's Marketing Masterclass

Knowledge Check

Quiz: Product Strategy and Value

Quiz: Product Types and Mix

Quiz: Brand Fundamentals

Quiz: Branding Strategies

Quiz: Ethics and Growth

Course Feedback

Course Evaluation Survey

Master the essentials of modern marketing and build products customers love with Marketing Fundamentals and Strategic Product Management. This practical, outcome-focused course connects the 4Ps with real-world product strategy—showing you how to create, position, and grow offerings that deliver meaningful customer value. You’ll learn to define core customer value, differentiate actual vs. augmented products, and architect product lines and mixes that align with market needs. Dive into branding as a strategic asset, unpack brand equity, and choose winning branding strategies—from individual and family brands to co-branding and private label approaches. You’ll also explore brand growth through extensions while avoiding dilution, and apply ethical, trust-centered principles that strengthen long-term brand value. Designed for marketers, product managers, founders, and career pivoters, the course blends clear frameworks, memorable examples, interactive knowledge checks, and a fun marketing vocabulary crossword to cement key terms. By the end, you’ll be able to translate insights into action: classify product types, calibrate customer involvement, focus your product portfolio, and leverage brand strategy to drive awareness, loyalty, and profitability—all while acting responsibly in society. Build a toolkit you can use immediately to shape positioning, roadmaps, and go-to-market plans with confidence.

Module 5: Marketing Fundamentals and Strategic Product Management

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            <p>Effective marketing begins with a deep understanding of how products create and deliver value to consumers. This course explores the foundational elements of product strategy, starting with the integration of the product within the marketing mix and the distinction between core customer value, the actual product, and the augmented product. By examining various product classifications—ranging from convenience to specialty goods—and analyzing the strategic implications of product mix breadth and line depth, participants will gain the tools necessary to manage a diverse portfolio. Understanding these dynamics is essential for any organization looking to align its offerings with customer needs and competitive market demands.</p>

<p>Beyond the physical or functional attributes of a product, the power of branding serves as a critical strategic asset that facilitates consumer decision-making and builds long-term equity. This curriculum delves into the components of brand identity and the mechanics of brand equity, emphasizing how awareness and loyalty drive sustainable value. Furthermore, the course addresses complex growth strategies, such as brand and line extensions, while highlighting the risks of brand dilution. To round out a holistic view of modern management, the modules also examine the ethical responsibilities of brands, focusing on conscious marketing and the vital role of trust and social responsibility in maintaining a brand’s standing within society.</p>
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