Harvard University · edX
Exercising Leadership: Foundational Principles
4.71,590 ratingsMobilize people to tackle tough problems and build the capacity to thrive through the dangers of change
Overview
This course teaches practical strategies for creating, launching, and sustaining brands effectively. Learners gain insight into positioning, naming, and communicating new brands to maximize market impact.
Participants develop skills to maintain brand consistency through audits, integrated communications, and internal alignment. The course also explores methods for managing brand growth via extensions, co-branding, and portfolio management.
It combines theory with real-world applications using videos, case studies, and interactive quizzes. Learners can directly apply frameworks to practical branding challenges for measurable results.
This course is designed for marketing professionals, brand managers, and business leaders seeking hands-on experience in brand creation and growth. No prior experience in brand management is required.
This course is part two of a three-course Specialization designed to provide a comprehensive learning pathway in this subject area. While it delivers standalone value and practical skills, learners seeking a more integrated and in-depth progression may benefit from completing the full Specialization.
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Syllabus 3
- Creating New Brands 1.5 hours
This module guides learners through the essential steps of building a new brand, from foundational research and positioning to internal and external brand launches. Participants will explore strategies for defining brand elements, conducting positioning research, and articulating a compelling brand…
- Brand Consistency 1.5 hours
This module explores strategies for maintaining brand consistency by aligning internal operations with external communications. Learners will discover tools such as brand audits and integrated marketing communications to ensure authentic and credible brand messaging. The module also covers how to c…
- Managing Brand Growth 1.5 hours
This module explores the financial and strategic considerations involved in expanding brands, including evaluating brand extension opportunities, managing risks of brand dilution, and structuring brand portfolios. Learners will examine different types of brand extensions, co-branding strategies, an…
Advantages and disadvantages
Advantages
- Structured courses with graded quizzes, assignments and deadlines you can reset.
- A shareable certificate from the university or company when you pay.
- Financial aid is often approved for students in India (apply 15 days before you need it).
- Self-paced: start any time.
- A clear syllabus (3 parts) you can see before you start.
Disadvantages
- Paid after a 7-day free trial (Coursera Plus or per course).
- Some courses can be audited for free, but graded work and certificates need payment.
Some points apply to every course of this kind; see how we rank.
This course is paid. Here is how to take it for free
- Free trials: You can start a 7-day free trial for many individual courses, Specializations, or a Coursera Plus subscription to test full course features. Cancel before the seventh day if you do not want to be charged.
- Financial aid: If you cannot afford the fee for a certificate, you can apply for financial aid through the link on the course home page by filling out an application about your background and goals.
Taught by
- Sage Instructors
Sage Publications is in Tier 4: commercial training companies and platform-made courses of our institution ranking (58/100).
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