Marketing Strategy
Application deadline
Registration is open.
Lectures will begin in the first half of February 2023.
Course duration
10 weeks
Form of study
distanced
2-3 classes a week
Cost
If paid until June 30:
14 000 UAH ($480/€445) in one payment or in two 8 000 UAH ($275/€255) installments
If paid after June 30:
16 000 UAH ($545/€508) in one payment or in two 9 000 грн ($308/€285) installments
Any advertising campaign starts with a strategy. Even the brightest creative will not work if it is not supported by research. In this course, we will learn to create clear and effective strategies that can be described in two words.
The course is based on the study of the fundamental principles of modern marketing, analysis of how people make decisions, how strategies are created and how messages are delivered to the consumer. During the training, we will also analyze specific tools for working with the target audience and focus on topics such as segmentation, research, brand modeling, communication channel selection and performance evaluation.
The Marketing course is designed for:
– Business owners
– Strategists and creative teams working in creative, marketing and digital agencies, design studios, productions
– Marketing and brand managers working on the client’s side
– Everyone who wants to work in marketing or wants to get expertise in marketing.
Program
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Introduction to the discipline
We will talk about marketing, brands, the role of marketers and strategists in all this
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Learning analysis
All about research (desk research, quantitative and qualitative research of research agencies) + trends → Analyzing the market and competitors → Consumers and insights → How to brief researchers and what to look for in their reports
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Examining products of a strategist
Brand strategy, communication strategy and advertising campaigns → What is a brand. Brand values. Positioning. Brand strategy → Typical strategies → Communication strategy and advertising campaigns
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When creative comes into play
How to work with copywriters and designers → How to brief copywriters → Design for strategists → How to present a strategy → Evaluating the effectiveness of advertising campaigns
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Final class and review of the students' personal projects
Course curators
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Oleksandr Shumylo
Brand strategist. 12 years in marketing. Founder エ ッ セ ン ス | brand consulting and Alabama. Ex-brand leader FEDORIV. Curator of the Strategy 2014-2017 course. He worked with Morshynska, Lenovo, ICTV, Unit City, 11M, Klitschko Foundation, Gusto, Vinnytsia.
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Lena Holovatyuk
Strategist. In advertising since 2016. A graduate of the Strategy # KAMA6 course. Co-owner エ ッ セ ン ス | brand consulting. Worked with Visa, PrivatBank, Monobank, TBI Bank, 64 Audio, MHP, OLX, Prom, L'Oreal, Unilever, Henkel, Enso, Central Department Store and others.
