London Business School launches first MOOC on brand strategy

Professor Nader Tavassoli to discuss what makes a successful brand strategy


Nader Tavassoli, Professor of Marketing, London Business School, will deliver Coursera’s first MOOC on brand strategy starting on 7 October.

The five week ‘massive open-access online course’ will provide insight into brand management and show how the world’s most successful brands work from the inside out. The course will also explore how brands are built by people and not advertisements.

Professor Nader Tavassoli will contrast traditional approaches to branding - where brands are a visual identity and a promise to customers - to brands as a customer experience delivered by the entire organisation.

He will argue that brands are not only an external promise to customers, but a means of executing business strategy via internal brand-led behaviour and culture change.

“The 4Ps of marketing should really be: people, people, people … and people”, says Nader Tavassoli, Professor of Marketing, London Business School.

Each week offers practical to-dos that take brands through a full workout.

The course is designed for a broad audience of marketing and non-marketing professionals, in particular human resources and finance but extending to all employees who need to understand their critical role in delivering on the brand promise.

This Massive Open Online Course (MOOC) was developed by London Business School in collaboration with the University of London. It is the second MOOC that the School has undertaken. London Business School’s first MOOC was delivered by Julian Birkinshaw, Professor of Strategy and Entrepreneurship, and garnered an audience of over 300,000.

The course will take draw on the following elements:

 - How to build brands from a broad organisational perspective

 - How to lead brand-led culture change with human resource practices at the core (i.e., brand as a lever and not just an outcome)

 - How to build brands in multi-brand companies, across cultures and geographies

 - How to measure brand health in new ways, that is, internally in addition to externally

 - How to value and capture returns to brands across the organisation - introducing the new concept of employee-based brand equity - and how this is different from the valuation of brands as intangible assets. 

For more information and to register, click here.

About Nader Tavassoli

Nader Tavassoli is a Professor of Marketing at London Business School. He is also non-executive chairman of The Brand Inside.

He teaches on the following programmes: