Marketing for Business

Start

Autumn, 2023

Duration

4 3-day modules + 2 online lectures

Language

Ukrainian

City

Lviv

About the program

Marketing support during entry to the market of a developed product or service is a must-have in modern business. Unfortunately, many companies make a fatal mistake by investing all resources in the development itself, not promotion, believing that a good product will sell itself. This is a widespread practice both among start-ups and large companies. «Marketing for Business» is a program developed by leading practitioners that will help you understand the latest trends in advertising, develop a marketing strategy, and give you a deeper understanding of which communication channels you need to promote your business, products or services.

About the program

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Curriculum

The program consists of four modules and one thematic webinar. Each module has a duration of 3 days.

Module 1: Strategic Marketing

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

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.

Module 3: Digital Marketing

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.

Module 4: Marketing Plan, Finance, Sales, Final Projects

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.

Value

Within the program you will:

create a new or refine existing marketing strategy of your company;
learn how to effectively use analytics to achieve marketing goals;
work on complex brand development; look at your positioning in the market, analyze your clients` interests and learn how to analyze your competitors using Digital marketing tools;
be able to find common ground with CFO and CEO of the company, and review pricing;
learn how to effectively cooperate with the sales team;
be able to promote your products properly, especially with the focus on digital tools.

During the program, you will learn on real-life cases, perform project tasks, be able to follow the latest trends, and experience the benefits of team engagement.

Upon completion of the course and successful project presentation, each participant will receive a LvBS certificate.

For whom

The program will be useful to marketing specialists, brand managers, marketing managers, business owners who want their company to grow and create strong brands.