Why do clients choose your product among competitors? Many businesses waste their potential because of marketing that does not meet the real needs of consumers and products that fail to find their place in the market. During the intensive with lecturer Mykhailo Traverse, you will go through the stages of understanding and implementing Jobs to Be Done, study the fundamental theory of the method and its advantages for business, ways to engage and interview clients, as well as methods of analyzing results and using them in product development and marketing.
Join the online course on February 6–8 in the MSc in Marketing Management program module to learn how to conduct JTBD interviews professionally and gain skills in applying insights to develop effective solutions.
Who is this intensive for? This is for marketologists, product managers, and entrepreneurs who want to understand client needs, improve strategies, and create products that genuinely work.
Participation in the intensive is an excellent opportunity for those considering enrollment in the MSc in Marketing Management program to test the learning format and assess how well the program matches their expectations and career goals. You will experience the dynamics of classes firsthand, including interactive lectures, discussions with participants, group work on cases, and analysis of actual business situations.
You will gain practical knowledge and get acquainted with the approaches that form the basis of the master’s program. This format will allow you to understand how the program is structured, what knowledge and skills you will gain during your studies, and assess the quality of the learning environment created by the UCU Business School community.
What is the main goal of this intensive? To learn how to use the JTBD approach to understand client needs and create effective solutions. You will acquire practical knowledge and join the learning process, feel its dynamics, and meet participants already enrolled in the program.
Participation in the intensive is available at a discounted price of 8,800 UAH for 3 (three) learning days.
When? From February 6 to 8, from Thursday to Saturday, from 10:00 to 16:00.
Format? Online
Number of seats is limited — up to 5 places.
Applications for participation will be accepted until January 30 (Thursday) at 16:00 or until all seats are filled.
*Participation in the training is possible with confirmed registration. Registration confirmation means receiving an individual email with registration approval from the manager and participation details.
Program of the intensive:
— What is the “JTBD approach,” and why is it needed? What is a “job”? Timeline, “4 forces,” hiring criteria, and triggers.
— Key principles and tips for JTBD interviews. Whom to interview? Where to find respondents? Who should conduct the interview?
— From insights to actions: identifying new target segments, developing winning value propositions, strengthening product positioning, increasing loyalty through improving client experience, and identifying direct and indirect competitors.
— Practical group work on the Gallardo’s Goes to Mexico case and other mini-cases.
Contact person: Larysa Buk, academic manager of the MSc in Marketing Management program
+38 067 987 8989, lbuk@lvbs.com.ua
Lecturer:
Mykhailo Traverse is a member of the Academic Council and a lecturer in the MSc in Marketing Management program at UCU Business School. Marketer, strategist, and entrepreneur. Strategy Director at ISD Group. 18 years of experience in creating and implementing human-centered strategies for international and local brands and businesses. Mykhailo’s strategies have been recognized with the Effie Awards.
Register to master key tools of modern marketing!
