October 1, 2022
2-3 days a week
Full payment in advance - ₴ 35,000
Installment payment - ₴ 40,000 (in five ₴ 8,000 payments)
THE BRAND MANAGEMENT COURSE IS MADE FOR THOSE WHO WANT TO LEARN HOW TO LAUNCH BRANDS AND EFFECTIVELY MANAGE THEM.
During this course, you will go through the full cycle of working with a brand, from defining a niche in the market and a brand positioning to launching an advertising campaign for the brand and evaluating its results.
All lecturers of the course are professionals and practitioners who themselves created brands, strategies, media plans and advertising campaigns and ensured growth and development of their brands, providing positive financial and commercial results. They will share their knowledge and experience with and give you an insight into how the top companies work.
You can ask all questions about the learning process in person, at the Welcome Day, or by phone and email.
The role of a brand manager in the company
Market research (segmentation, Nielsen, price research); Brand health tracking → Ad-hoc research (testing of concepts, product, packaging, communication, exploratory research, etc.) → Big data: data science, machine learning, basic concepts of algorithmic marketing
Market segmentation and portfolio strategy
Market segmentation (segmentation of consumers, their needs, consumption situations; segmentation by product type / functional needs, price segmentation) → Portfolio strategy
Brand positioning map → Target segment / consumer → Insight → Brand mission → Brand identity → Functional benefit → Emotional benefit → RTB
Brand packaging development
Working with design agencies: agency selection, client brief, briefing, evaluation and selection of ideas
Brand creative idea development
Working with advertising agencies: agency selection, client brief, briefing, evaluation and selection of ideas and and creativity
Marketing plan and budgeting, KPIs
Target → KPIs → Strategic priorities → Major initiatives → Budgeting
Brief and briefing → Media strategy and media plan development
Production: video & digital, print
Brief and briefing → Pre-production → Production → Post-production
During the course, we will go through all the key stages of the brand development process: conducting research, market segmentation, preparing a brand positioning map, designing portfolio, briefing on the development of visual materials, drawing up a marketing plan and budget and evaluating KPIs.
Students will present their own brand ideas and ensure its realization, from product concept development to brand launch strategy.