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Brand and Product Management

Beginner English University CertificateFREE
SkillsProduct managementBrand managementProduct lifecyclePositioningMarketing strategy

Is this course right for you?

Our take
Two disciplines examined side by side, from IE Business School: managing a product through its lifecycle, and the brand decisions that support it.

Good for: Seeing how product management and branding connect.

Skip if: You want technical product management (roadmaps, agile) or deep brand strategy alone.

Most courses treat product and brand separately; the value here is seeing how they connect — how positioning a product and building its brand are really one coordinated effort. It's a solid introduction for anyone who needs to hold both jobs in view at once, though it's aimed squarely at the intersection, so if you want technical product management (roadmaps, agile) or deep brand strategy on its own, look for a specialised course instead.

Free to audit on Coursera, with a certificate on a subscription (about $49/month) or Coursera Plus and financial aid available. The certificate notes completion rather than a qualification, but the connecting perspective is the takeaway (as of 2026).

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About this course

Brand and Product Management looks at the two disciplines side by side: how products are positioned and managed through their lifecycle, and how brand decisions support them. From IE Business School, it's a beginner-friendly grounding in the choices that shape a product's place in the market.

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Instructor

IB
IE Business School
Coursera instructor

Offered by IE Business School, a top-ranked marketing school. The course brings brand and product perspectives together in IE's practical, strategy-led style.

Frequently asked questions

No. From IE Business School, it approaches product management from a marketing and brand angle — how products and brands are positioned, managed, and grown — rather than the technical, software-focused product management of tech companies (roadmaps, working with engineers, agile delivery). So if you want tech product management, this differs in focus; it is the brand-and-marketing side of managing products, which suits a different, more commercial audience.

Yes. It assumes no specialist background and builds the concepts of brand and product management from foundations, so beginners and those new to marketing can follow it. From a respected business school, it balances accessibility with genuine substance, suiting people wanting to understand how brands and products are managed commercially rather than requiring prior product or marketing expertise.

Marketers, aspiring brand or product managers (on the commercial side), business owners, and students. It assumes no deep prior background, so it works as an accessible grounding, often within an IE marketing specialization. It suits people interested in the marketing-led management of brands and products rather than technical product managers building software, who would want a tech-focused course instead.

Yes, you can audit it on Coursera and watch the lectures at no cost. The graded elements and the certificate require a subscription, with financial aid available if you apply. Since much of the value is the brand-and-product management concepts, auditing gives you the substance if you want the ideas rather than the credential.

It typically runs a few weeks at a modest weekly pace as a focused course. It is concept-driven rather than a hands-on build, so the time goes into absorbing the brand-and-product management frameworks and how to apply them commercially, with any wider IE marketing specialization a longer commitment if you continue.
Free
to audit
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