The program consists of four modules and one thematic webinar. Each module has a duration of 3 days.
Module 1: Strategic Marketing | 16.10-18.10
- The customer and their role in the company’s life. Principles of consumer buying decisions.
- Jobs that people hire to produce goods. Value proposition for the customer.
- Marketing as a system. How to create a brand in 3 steps: a strategic view.
Module 2: Brands, Communication, PR | 13.11-15.11
- Research, brands, positioning, segmentation. Market evaluation.
- Marketing communications. How to create a communication strategy? How to convey value to the customer through communications? Working with agencies. Communication channels.
- Reputation management, social projects, personal branding.
Webinar “Sales Peculiarities: Marketing and Sales Interaction” by Vadym Martsenko. | 26.11
Module 3: Digital Marketing | 04.12-06.12
- Digital marketing – key trends, KPIs. Digital mix: key internet marketing tools.
- SMM: content strategy, targeted advertising opportunities, key metrics for social media, SMM integration into business processes.
- YouTube and LinkedIn for business: what works now?
- TikTok – main rules for working with the platform.
Webinar “Marketing of the Future. Marketing Trends. Marketing in Times of War” by Andriy Dlihach. | 10.12.
Module 4: Marketing Plan, Finance, Sales, Final Projects | 18.12-20.12
- Finance for marketers.
- Marketing plan, marketing budget, marketing metrics.
- Consultations on final projects. Project defense.
*Minor changes to the program’s schedule and structure are possible.
After defending the final project, on which participants will work throughout the program, they will receive a certificate from the UCU Business School.