Business Skills / Marketing / Brand Management
LASCO Brand Management & Emerging Technologies
The LASCO Brand Management & Emerging Technologies curriculum is designed to equip marketing professionals, brand managers, and business leaders with the skills and knowledge to develop, sustain, and grow brands in an evolving digital landscape. This program integrates fundamental brand management principles with cutting-edge technological advancements, ensuring participants stay ahead in today’s competitive market.
Curriculum content
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Maria Deveson-Crabbe, former CEO of Marie Stopes International (MSI) Australia, explains how her organization successfully managed and harmonized the difference between brand and reputation. In the early 1900s, Marie Stopes established a family planning clinic in the UK which today is a global entity seeing more than 6 million clients a year. In this program, Maria Deveson-Crabbe discusses with Eve Ash how her organization built trust through its brand and reputation, knowing that brand and reputation are different. She talks of the importance of brand perception, research and having a crisis management approach when the brand experiences problems. This program provides case studies, experience and strategies related to building a brand, enhancing a reputation and learning about the power of stakeholder research. A powerful course for anyone wanting to build the skills and knowledge related to marketing and brand. Key Learning Points • Brand or reputation • Brand case study • Perception of brand • Marketing your brand • Damage control • Consistent strong brand experience Target Audience Executives, Managers and Business Owners This program is one of the Insights and Strategies Series, featuring psychologist Eve Ash interviewing a range of experts and business leaders who share their experiences and practical strategies for achieving best practice.
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(Updated Nov 2024) Building Brand and Reputation is a course with a case study to examine perception of brand. In this course, Maria Deveson-Crabbe discusses with Eve Ash how her organization built trust through its brand and reputation, knowing that brand and reputation are different. She talks of the importance of research and having a crisis management approach when the brand experiences problems. Once this course is completed, you will have learned the difference between brand and reputation, and how to develop brand perception using research. You will learn about marketing your brand and brand damage control, training and a crisis management plan. Learning Objectives Build a powerful consistent brand image and secure your reputation Examine a brand case study and consider perception of brand Differentiate brand and reputation Market your brand by researching your market and building trust Prepare a crisis management plan to counter brand damage
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Most marketing professionals are familiar with various sources of customer data that promise insights for success. There are extensive sources of data, from customer surveys to digital marketing data. Moreover, there is an increasing variety of tools and techniques to shape data, from small to big data. However, having the right knowledge and understanding the context of how to use data and tools is crucial. In this book, you'll learn how to give context to your data and turn it into useful information. You'll understand how and where to use a tool or dataset for a specific question, exploring the "what and why questions" to provide real value to your stakeholders. Using Python, this book will delve into the basics of analytics and causal inference. Then, you'll focus on visualization and presentation, followed by understanding guidelines on how to present and condense large amounts of information into KPIs. After learning how to plan ahead and forecast, you'll delve into customer analytics and insights. Finally, you'll measure the effectiveness of your marketing efforts and derive insights for data-driven decision-making. By the end of this book, you'll understand the tools you need to use on specific datasets to provide context and shape your data, as well as to gain information to boost your marketing efforts.
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Data is everywhere and now more than ever modern marketers need to understand how to use this data to make informed marketing decisions. This course will give you an overview of the basics of data and how data can be used to make informed marketing decisions.
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A brand is more than just a product; it's an identity that resonates with consumers on an emotional level. This module explores why people form deep connections with brands, transcending mere product purchases. You'll learn how strong branding builds trust and fosters customer loyalty, creating a lasting relationship between businesses and consumers. We'll delve into practical strategies for defining and constructing a robust brand identity, empowering you to create a brand that stands out in the marketplace and cultivates a devoted customer base. Understanding these concepts is crucial for long-term business success and sustainable growth.
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Optimize your marketing strategies through analytics and machine learning Key Features Understand how data science drives successful marketing campaigns Use machine learning for better customer engagement, retention, and product recommendations Extract insights from your data to optimize marketing strategies and increase profitability Book Description Regardless of company size, the adoption of data science and machine learning for marketing has been rising in the industry. With this book, you will learn to implement data science techniques to understand the drivers behind the successes and failures of marketing campaigns. This book is a comprehensive guide to help you understand and predict customer behaviors and create more effectively targeted and personalized marketing strategies. This is a practical guide to performing simple-to-advanced tasks, to extract hidden insights from the data and use them to make smart business decisions. You will understand what drives sales and increases customer engagements for your products. You will learn to implement machine learning to forecast which customers are more likely to engage with the products and have high lifetime value. This book will also show you how to use machine learning techniques to understand different customer segments and recommend the right products for each customer. Apart from learning to gain insights into consumer behavior using exploratory analysis, you will also learn the concept of A/B testing and implement it using Python and R. By the end of this book, you will be experienced enough with various data science and machine learning techniques to run and manage successful marketing campaigns for your business. What you will learn Learn how to compute and visualize marketing KPIs in Python and R Master what drives successful marketing campaigns with data science Use machine learning to predict customer engagement and lifetime value Make product recommendations that customers are most likely to buy Learn how to use A/B testing for better marketing decision making Implement machine learning to understand different customer segments Who this book is for If you are a marketing professional, data scientist, engineer, or a student keen to learn how to apply data science to marketing, this book is what you need! It will be beneficial to have some basic knowledge of either Python or R to work through the examples. This book will also be beneficial for beginners as it covers basic-to-advanced data science concepts and applications in marketing with real-life examples.
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Whilst it may be relatively straightforward to attract customers, it can be difficult to retain them. The key to customer retention and purchase recurrence is strong brand-consumer relationships. You must know exactly how to manage customer relationships if you want your business to grow from strength to strength. By teaching how CRM strategies work, and by guiding you through the principles of successful ‘3-D businesses’ currently operating at a much higher level than their competitors, this course will give you the exact recipe for cooking up the perfect CRM plan. Whether it’s the 12 most common ‘MCR’ (Maximising Customer Relationships) mistakes each business makes, or the 7 key ingredients every stellar ‘MCR’ plan contains, every section of content is rooted in the concept of ‘Dramatic and Demonstrable Difference’. You need to identify where you stand with respect to your competitors and analyse what they can do, and what they aren’t doing right now. This is how you act proactively in the marketing world, making sure you get the best out of your customer and giving your best to them too. So how do you implement Customer Relationship Management? In this course, you will also learn how to get up close and personal with the customer, engaging them and educating them so they naturally come back to you for value. Once you have them hooked, they are far more likely to purchase your products. As well as understanding the customer psyche, developing a robust ‘MCR’ plan and obtaining positive testimonials, this course is a sure-fire choice for any business leader looking to catapult themselves way beyond the efforts of their competitors. The happier your customer is, the more likely they are to buy from you again. The higher your sales power, the greater your profits and the more room you have to grow. So, enrol in Part 1 today and craft the perfect Customer Relationship Management strategy that will have your competitors’ customers flocking to you instead. Who Is This Course For? Professionals and entrepreneurs looking to enhance their understanding of how the customer works and thinks Business owners or customer-focused employees hoping to improve their Customer Relationship Management Strategy Senior marketing managers looking for a different approach when considering how to manage customer relationships Professionals looking to bolster their skills for future marketing, leadership or CRM roles About The Expert Andy Hanselman has over 30 years of experience researching and working with successful, disruptive and forward-thinking businesses and their leaders and is a recognised expert on business competitiveness. Andy is the author of three books and brings his lessons to life speaking at events, conferences, workshops and seminars around the world. He has worked with wide-ranging brands including Tommy Hilfiger, Asda, B Braun, NHS, Specsavers, Santander and Travelex, and thousands of SMEs.
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A nascent trend can be wind in the sails of your company. Identifying trends that are relevant to your business, while steering clear of fads, convinces investors that you’ve done your research. And for your business, catching a trend on its upward swing can speed time to profitability. This course not only identifies specific trends to watch, but points you to definitive sources for uncovering the up-and-coming trends that are most relevant to your business. You will learn: What is a trend, and how is it different from a fad? Why do fads make for a shaky business foundation? Where can I research trends for my industry? What are the mega-trends affecting global business today? How can I identify trends that impact my business, and determine which are important?
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In today’s world of cut-throat competition, wooing the customers is the key. Regardless of what industry is a company in or what sort of products and services it sells, its customers are the most important part of the business growth. There would be no sales if you don’t have a customer base. Customer satisfaction and customer experience are the 2 most important aspects of any sales and marketing strategy.
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Learn the key tactics and approaches for delivering exceptional customer service, including mapping customer experiences, handling service issues, and using communication skills effectively. By understanding these strategies, you'll be equipped to align your organization's goals with customer needs, fostering overall satisfaction and loyalty.
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Course Overview Setting up an integrated marketing plan is essential for any business. In this course, we will pay a significant attention to the four Ps of Marketing: Price, Place, Product, and Promotion. Our goal would be to learn how to optimize each 'P' with respect to the firm's competitive and marketing strategy. Target Audience Business executives Business analysts Aspiring entrepreneurs Business owners This video is part of the courses Marketing Management and MBA in a Box: Business Lessons from a CEO.
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This topic looks at the fundamental importance of brand and reputation, questioning the learner on their own perceptions of branding and what a successful brand should offer. The learner should understand the importance of successful branding, how this builds a reputation, and how to create a good corporate reputation for their organisation. Course Contents Thinking about brands Brand reputation and image How brand is perceived Follow-up
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In this course we dive into In how to get the best results from your chatbot marketing and you need to understand the benefits that they can provide to your customers and your business and prepare to set them up right. If you do not plan for the creation of your chatbots it is unlikely that you will get the results that you want. vIn 2019 the chatbot market was worth more than $2.5 billion and the experts predict that by 2024 this will rise to well over $9 billion. This represents a compound annual growth rate (CAGR) of nearly 30%. There are not many other industries that can claim this level of growth
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This course is perfect for marketers, programmers, finance professionals, and anyone who wants to stay ahead of the curve in the AI revolution. Enroll today and unlock the full potential of ChatGPT and AI! This course is for anyone who is looking to be way more productive and effective at work. Perfect if you want to understand the hype around ChatGPT by getting your hands on. Marketing Agencies, Programmers, Writers, and so on which want to know how AI is taking over their jobs. Interested in advancing their profession through the use of cutting-edge technologies. SEO and marketing specialists that wish to use ChatGPT to take on 5–10 times as many clients as they can right now! CEOs, Entrepreneurs and Directors looking to use AI and ChatGPT to make more educated business decisions regarding AI. In this course, you'll learn how to use ChatGPT in various industries and applications. From marketing to work and learning, finance, and programming, you'll discover the limitless potential of this cutting-edge technology.
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Welcome to this tutorial on ChatGPT Prompt Engineering, designed for marketing professionals. This course equips you with the foundational skills to use ChatGPT's capabilities and become more efficient in your job. Who Should Take This Course? Are you a copywriter, content marketer, social media manager, SEO specialist, or PPC advertiser? Generative AI and ChatGPT are rapidly transforming the marketing landscape. This course empowers you to stay ahead of the curve and future-proof your skills. Despite most of the examples being from the marketing field, the prompt engineering techniques are universal and would work in any field. Apart from the those listed in the learning objectives, you'll get a few bonus lectures and a shortlist of tried and true Generative AI tools. Although it's only a part of my bigger course on using ChatGPT for marketing, this course is designed to bring you maximum value in the least time possible. It's time to finally improve your ChatGPT prompting skills. Learn how to use ChatGPT today. Experiment. Play around. Keep growing.
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Welcome to ChatGPT extended. This course builds on Chatgpt and Chatbot Fundamentals to help you facilitate using advanced features and options with ChatGPT. The course covers the following topics to help enable you to build up you online business with digital marketing using ChatGPT services. What the GPT Store is about How to create GPT's File Limits Combininng Files Creating GPTs Using Commercial GPTs Using Uploads Summarizing Content Browsing the Web Plus Vs. Free Faster Versions of GPT Using the API