Marketing for top managers: strategy, brand, communications

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Marketing for top managers: strategy, brand, communications

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dates of programs start

4/2025

Format

3 modules of 3 days

10:00 - 18:00

cost

90 000 uah

Marketing for top managers: strategy, brand, communications

Systematic marketing program for founders and executives.

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about program

The structure of the program

Faculty

The audience of the program is founders and top managers who want to

understand what the overall marketing goal of the company is

learn the logic of marketing strategy to set clearer objectives for the marketing team

rely not only on gut feelings, but on the principles, since they feel that they are the main strategic marketers of the company

focus the system on the customer to better meet their needs and create a better value proposition

formulate business goals for marketing and measure effectiveness at different levels of strategy

build a marketing unit from scratch or transform it and want to properly set up the marketing function in the company

understanding of what kind of business you are in, for whom and what value you create

strict logic of marketing strategy design

comprehension of the fundamental marketing laws, key concepts in behavioral economics

points of reliance for setting goals in marketing, in a constantly changing context

systematic understanding of how the brand works and approaches to brand rejuvenation

determining the communication strategy and analytics tools that best meet the overall marketing goals

The structure of the program

April 2025

Strategic marketing for top managers

10:00-18:00

Marketing strategy design: from development to implementation. Analysis of external and internal context.
Strategic marketing decisions: targeting, differentiation, positioning 4P VS 4C.
Design of customer value. Effective marketing strategies.
Strategic idea. The boundary of the system.
Customization of the business system for the client. The customer dimension.
Choosing a key client. Best client vs. best project. Case study.
Breakthrough products. How to create an effective value proposition?
Brand strategy. How to create a brand leader?
Transformational and growth strategies.

May 2025

Building an efficient brand

10:00-18:00

Fundamental laws of marketing - changing decision-making paradigms. New challenges of marketing - questions from behavioral science and neuroeconomics. Customer behavior as a source for marketing goals. Evidence-based marketing: how a brand works today. Brand development model. Branding within the framework of evidence-based marketing. Expressive brand attributes. Brand rejuvenation strategy. Outdoing yourself: how to identify fault lines? Brand diagnostics and strategic decisions.

June 2025

Strategic communications

10:00-18:00

Hierarchy of goals. How to formulate business goals for all levels of marketing strategy and measure effectiveness?
Choosing points of interaction with consumers in digital: content formats, placements, promotion methods according to different stages of the Consumer Decision Journey.
Image and performance marketing: differences, use cases, and business objectives. Where to invest funds?
Components of effective communication: how to combine the moment of contact, content, and touch points.
How to work with digital: an overview of the most common tools, channels, KPIs, and analysis of results.
Integrated marketing communications.
Strategic brand communications: internal and external.