Strategy
#KAMA 18

SPRING SEASON

Enrollment

until April 1

duration

16 weeks of full-time and distance lectures and practice, 4 weeks to prepare the final project
2-3 classes on weekdays from 19:30 to 21:30, on Saturday from 12:00

Cost

if paid before January 1 – ₴ 30,000 (or ₴ 7,000 five payments)
if paid in installments – ₴ 32,000 (or ₴ 7,500 in five payments)

ANY ADVERTISING CAMPAIGN STARTS WITH A STRATEGY. EVEN THE BEST CREATIVE IDEA WILL NOT WORK UNLESS THERE'S RESEARCH BEHIND IT. IN THIS COURSE WE WILL TEACH YOU HOW TO CREATE CLEAR AND EFFECTIVE STRATEGIES THAT CAN BE DESCRIBED IN TWO SIMPLE 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 to convey a message to the consumer. As well as specific tools for working with target audiences, segmentation, working with research, developing a brand model, choosing communication channels, evaluating effectiveness.

The course is designed for business owners, strategists, marketing, and brand managers. But it will be interesting and useful to everyone who wants to work in marketing.

Program

  1. Strategy

    Brand as a source of business development → Strategy = Idea → Brand uniqueness levels

  2. Consumer

    How people make decisions → Consumer portrait → Segmentation, target audience selection

  3. Trends

  4. Insight: where to get it, how to work with

  5. Brand models

    Branding tools → 14 brand strategies ready to use → Typical brand mistakes

  6. Briefing: how to set tasks correctly

  7. Working with qualitative and quantitative research

  8. Design

    Evolution as simplification → Monopolization of symbols → Working with all the senses → Brand identification

  9. Presentation and sale of ideas. Work with clients

  10. Communication

    Features of work and the choice of communication channels → Checklists → Efficiency formula

  11. Digital: features of working with digital

  12. The future of marketing. Efficiency mark

  13. Theory lectures

    Creative techniques → Idea scoring system → Production → Digital

  14. Teamwork

    5 briefs from real clients

  15. Bonus lectures

    "Hero of the Industry" and "Hero of Media Arts" masterclasses

Practice

The practical part of the course is presented in two ways. Internal practice for strategists is based on individual assignments that students receive from their tutors and lecturers.

Students also have a team practice, where each strategist is part of a separate team and, together with students from other courses like advertising and marketing, works on real client briefs. Below are the projects of students for Planet-Kino, the Molodist Film Festival and the Tabletochki Foundation.

Students' projects

  • 6:19 Studio.<

    6:19 Studio.

  • Molodist Film Festival<

    Molodist Film Festival

  • Planeta Kino<

    Planeta Kino

  • Tabletochki<

    Tabletochki