Brand Management
ENROLLMENT
APPLICATION
Registration is open
DURATION
12-14 weeks
FORM OF STUDY
Remote
Twice a week at 19:30 Kyiv time
COST
25 000 UAH in one amount or 9 000 UAH in three instalments
COURSE FOR MARKETING AND BRAND MANAGERS WHO WANT TO CREATE PROFITABLE BRANDS THAT CAN BECOME MARKET LEADERS.
We will provide tools for building and working with brands of different categories in B2B and B2C markets. Our teachers will guide you from defining a niche in the market and creating a new brand positioning to launching an advertising campaign and evaluating its results.
All materials are based on the experience of practicing specialists, and in the process of training students will learn how the functions related to marketing work, see the cooperation on the part of agencies and understand how to build effective interaction with different teams.
The course program consists of 26 lessons, as well as several meetings for the preparation and presentation of final projects. The schedule includes practical work on calculating the profitability of the product, writing briefs for agencies and preparing a plan of marketing activities.
Students will have the opportunity to prepare a graduation paper on the strategy of launching a brand on the market (according to a given model) and receive feedback from market experts.
Program
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INTRODUCTION. MARKETING RESEARCH.
The role of brand management in the company → Functional responsibilities depending on the types of companies → Required Hard Skills → Important Soft Skills → Basic concepts and role of brand management in business, types of research, work with data → Writing briefs for market research, analysis of research results
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MARKETING RESEARCH (PART 1)
Basic concepts and role in business → Types of research and their practical application in business → Work with data of non-continuous market research, Netnography, AI - help working with data → Open sources of data on the market/trends/consumer (use of advertising cabinets to build data)
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MARKETING RESEARCH (PART 2)
Where the research starts: Writing briefs for market research → Description and methodologies of quantitative and qualitative research → Analysis of research results: examples of research-based decision making
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HOLY TRINITY OF MARKETING: SEGMENTATION → TARGETING → POSITIONING
The process of building a strategy → The main stages and sequence in building a marketing strategy
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CONSUMER TARGET SEGMENT PROFILING.
From segmentation to portrait, tagging for niche and broad brands, the concept of mass targeting
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CONSUMER PATH.
Design, measurement, definition of problem areas.
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PRACTICE.
Business model and brand profitability → Working with a business plan to launch a product → Calculation of the profitability model
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PRACTICE.
Analysis of segmentation and profiling of the consumer → Work with open data in the network.
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PRODUCT AND BRAND → BRAND THERMOMETER.
Brand attributes (physical and emotional), their development and practical application in the company.
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DEVELOPMENT OF BRAND ATTRIBUTES WITH AGENCY → STRATEGIC SESSION.
How to be an ideal client for a strat- session, so that the agency brings you the maximum result for your money
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SALES CONSTRUCTION. SALES/SALES CHANNELS FOR SERVICES.
Building distribution channels according to the values and positioning of the brand.
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PLANNING BRAND ACTIVATIONS.
From strategy to tactics, applying tools in accordance with the values of the brand and its target audience.
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BUDGETING AND INVESTMENT CONTROL.
What is P&L, the share of marketing investments, margin calculation, the dependence of profitability on sales models.
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PROJECT MANAGEMENT AND ROLE OF PRODUCT OWNER IN IT PRODUCT DEVELOPMENT.
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PRACTICAL LESSON: BUSINESS MODEL AND PROFITABILITY OF THE BRAND
"Working with a business plan to launch a product → Calculation of the profitability model"
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DOS&DON 'TS FOR BRAND MANAGERS AND MARKETERS. → LEGAL ASPECTS.
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WORK WITH EXTERNAL CONTRACTORS → PLANNING.
Types of agencies, tender bases in large companies and local brands → Annual strategic planning and briefing of contractors.
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WORK WITH MEDIA AGENCIES.
Briefing, evaluation of the proposed media plan, evaluation of the effectiveness of projects (PBRs), evaluation of the effectiveness of collaboration.
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VIEW FROM THE OTHER SIDE
What happens in the agency after receiving the brief and how to prepare for the annual planning → What roles are involved and why? → What results to expect and the importance of the quality of preparation of the brief from the client → How does the media agency work with the creative agency to prepare an answer to the brief
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DIGITAL ADS TOOLS → DEVELOPMENT OF CREATIVE MATERIALS.
Setting up advertising and promotion of pages (organic and paid) → Cycle of development, planning, briefing, interaction with contractors → Top Fuck-ups in production.
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WORK WITH STAKE HOLDERS.
Interaction with the owners/managers of the company → work with the functions on which your result depends (Trade Marketing/Channel management, Sales/BDMs, Supply Chain, Finance & Procurement).
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SELF-PRESENTATION: PREPARATION OF SUMMARY AND PRESENTATION FOR COMPANIES OR INVESTORS
Analysis of the funnel of advertising and sales for consumer goods → Analysis of the funnel of advertising and sales for V2V services → Briefing for the preparation of the final project → Presentation of the final project.
Course curators
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Nika Kirienko
Product Marketing Manager
Course lecturers
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Lido
Brand manager of FIRST LINE GROUP (Italian edition, 044cafe, Favorite uncle). Has a large experience in HORECA (La Famiglia, First Line Group) and in retail.
