Teamwork:
- Teamwork experts
- Setting goals
As a result of taking the course on this topic, you will gain:
- an understanding of behavioral patterns and attitudes that influence the formation of team interaction;
- your own meta-view of the processes which form the team – planning, decision-making, conflict resolution, perception of personal and professional differences;
- knowledge how to develop communication skills and cooperation skills;
- experience of participation in creating solutions for real cases (companies, projects) and public presentations.
Business and marketing management:
- Business model and business design
- Value. Value creation frameworks
- Strategy formation frameworks
- Marketing planning, marketing metrics
- The role of marketing in the company. Visit to the company
As a result of taking courses on this topic, you will gain:
- knowledge of what a business model is, the basic principles of business model formation;
- understanding what value is, as well as which approaches to the formation, creation and development of value exist;
- knowing what a strategy is, what are the approaches to strategy formation, what is the difference between them;
- understanding what metrics are in marketing and how to define and monitor them;
- an idea of how an international company works, what role marketing plays in it, and the organization of marketing management.
Consumer value – search and design:
- Marketing research. From need to influence
- Behavioral economics/consumer behavior
- JTBD methodologies, mental models
As a result of taking courses on this topic, you will gain:
- knowledge of marketing research and its types;
- understanding the mechanism of consumer decision-making, the ability to take into account influencing factors, predict the reaction of buyers and implement effective marketing campaigns;
- the ability to conduct qualitative and quantitative research, to interpret the obtained results;
- understanding how to use leading technologies in consumer research, sourcing, and value proposition development.
Brand management. Customer experience management:
- Creation and management of brands: positioning, brand architecture, brand strategy
- Brand development. The life cycle of brands
- The role of social projects in brand building
- Brand management metrics
- Design of consumer experience (service design tools)
As a result of taking courses on this topic, you will gain:
- understanding how brands grow and what are the key drivers of their growth;
- branding and management skills; understanding the life cycle of brands;
- the ability to manage the customer experience, know how to design and change it;
- metrics for evaluating customer experience management.
Digital marketing:
- From basics to digital strategy
- Basic tools of modern digital
- Performance marketing
- Social networks
- Basic metrics in modern digital
As a result of taking courses on this topic, you will gain:
- understanding what digital is today and what trends prevail;
- knowledge of the basics of forming a digital strategy;
- skills in creating outreach campaigns and sales campaigns;
- understanding how to work in social networks and what to consider;
- a set of metrics for monitoring the effectiveness of advertising campaigns.
Product management:
- Creating a product that customers will “hire” for work
- Basic models of product creation
- Search for innovation
- Product life cycle management
- Product range management
- Management of product systems
- Bringing the product to the market and its support
As a result of taking courses on this topic, you will gain:
- understanding how to create products that consumers want;
- knowledge of product innovation search models;
- understanding how to manage a product, what the main stages of the product life cycle are.
- skills of working with a range of products;
- knowledge of how to bring a product to market and what aspects to consider.
Marketing communication. Communication planning:
- Integrated marketing communications and communication platforms
- Forming a communication map. Selection of channels, formation of messages, selection of spokespersons
- PR and company reputation management
- Formation of the map of stakeholders
- Crisis communication
- Brand communication
- Effective interaction with communication agencies
As a result of taking courses on this topic, you will gain:
- understanding of integrated marketing communications; how to create communication platforms; form communication maps; choose channels, spokespeople, and messages;
- understanding what PR and reputation are, how to manage them, what role stakeholders play and how social projects affect reputation;
- concept and experience of working with crisis communication;
- demand management skills and an understanding of how to create and manage demand;
- knowledge of how to form a cross-channel communications strategy;
- ability to effectively interact with communication agencies.
Finance and budgeting:
- Basics of finance and key business indicators
- Budgeting
- Formation of a business plan
- Payback of projects
- Maximizing ROMI
As a result of taking courses on this topic, you will gain:
- knowledge of the basics of finance and the main financial indicators of the company;
- understanding how to speak the same language to the CEO and CFO;
- experience in the formation of budgets;
- skills in creating business plans and project payback calculations;
- the ability to determine the return on marketing investment and understanding how to act to improve this indicator.
Leadership, ethics, law:
As a result of taking courses on this topic, you will enhance:
- your leadership competencies;
- understanding how to use leadership qualities in everyday life and in the company;
- knowledge of legal aspects of business;
- understanding what business ethics is and why it is important.
Elective courses
- The program also provides for the selection and completion of additional elective courses from the list offered by the UCU Business School.