Brand Management
#KAMA 18

SPRING SEASON

Enrollment

until April 1

duration

16 weeks
2-3 days a week

Cost

₴ 35,000 if paid in one single payment
or ₴ 8,000 in five payments

BRAND MANAGEMENT COURSE IS MADE FOR THOSE WHO WANT TO LEARN HOW TO LAUNCH BRANDS AND EFFECTIVELY MANAGE THEM.

We will tell you what the full cycle of working with a brand consists of, from defining a niche in the market and creating a new brand position to launching an advertising campaign in support of the brand and evaluating its results.

All lecturers of the course are professionals and practitioners who themselves created brands, strategies, brand plans, media plans, advertising campaigns, were responsible for the growth and development of brands, financial and commercial results. They will share their knowledge and experience with you and tell you how top companies work.

You can ask all questions about the learning process in person, at the Welcome Day, or by phone and email.

Program

  1. The role of brand management in the company

  2. Research

    market research (segmentation, Nielsen, price research); brand health tracking → ad-hoc research (test of concepts, product, packaging, communication, exploratory research, etc.) → big data - data science, machine learning; basic concepts of algorithmic marketing

  3. Market segmentation and portfolio strategy

    market segmentation (segmentation of consumers, needs, consumption situations, segmentation by product type / functional needs, price segmentation) → portfolio strategy

  4. Brand structure

    brand positioning map → target segment / consumer → insight → brand mission → brand identity → functional benefit → emotional benefit → RTB

  5. Development of brand packaging

    Working with design agencies: agency selection, client briefing, briefing, evaluation, and selection of ideas

  6. Development of a creative brand idea

    Working with advertising agencies: agency selection, client briefing, briefing, evaluation/selection of ideas, and creativity

  7. Marketing plan and budgeting, KPIs

    target → KPIs → strategic priorities → major initiatives → budgeting

  8. Media planning

    briefing → media strategy and media plan development

  9. Production - Video & Digital, Print

    briefing → preproduction → production → postproduction

  10. Project Management

    In practice, we will go through all the key stages: conducting research, market segmentation, preparing a brand positioning map, developing a portfolio strategy, briefing on the development of visual materials, drawing up a marketing plan and budget, and assessing KPIs

Practice

During the course, we will go through all the key stages: conducting research, market segmentation, preparing a brand positioning map, developing a portfolio strategy, briefing on the development of visual materials, drawing up a marketing plan and budget and evaluating KPIs.

Finally, students present their own brand ideas and go all the way from product concept development to brand launch strategy.