Trade marketing - free course from the Russian School of Management, training, date: November 27, 2023.

Ph.D., expert practitioner in the field of marketing and strategy, certified business coach. Associate Professor of the Department of Management at the Graduate School of Business of Moscow State University.

Organization of effective marketing in the company
• Marketing Basics. Market analysis, competitors, target audience segmentation.
• Marketing strategy. Market positioning.
• Online marketing tools.
• Social media marketing.
• Offline marketing tools.
• Media planning.
• The influence of marketing on the company's products.
• Organization of the marketing department. Positions, functionality, KPIs.
• Relationship between marketing and sales.
• Assessing marketing effectiveness.

Market analysis. Marketing research
• Research and analytical work in the service of marketing.
• Marketing analysis for business.
• Objects and tools of marketing analysis.
• Comprehensive market analysis (FMCG and B2B specifics).
• Determination of market potential, calculation of market capacity.
• Indicators of market concentration and saturation (CR, CDI, BDI).
• Competitor analysis, various ways to analyze competitors within the framework of marketing research and competitive intelligence.
• Use of expert methods of analysis (5 forces of M. Porter).
• Alternative ways of conducting marketing research.
• Studying consumer insights and triggers.
• Marketing research “in-house” with a minimum budget. Interaction with external contractors.
• Classification of marketing research methods. Proven over the years and new trends in research.
• Quantitative research: survey, audit of retail outlets, store-test, online panel. Specifics of conducting NPS research.
• Qualitative research: focus group, in-depth interview, etc.
• Neuromarketing research as the main method of non-verbal testing of the consumer.
• Mixed methods: hall-test, home-test. Assessing the level of service and quality of work of sales personnel in a company using the mystery shopping method.
• Analysis of the pitfalls of marketing research. Life hacks - how to minimize mistakes when conducting marketing research.
• Survey as the main method of collecting marketing information: characteristics, types, accuracy and representativeness.
• Development of a questionnaire: questions in the questionnaire, main scales used in marketing research, requirements for drawing up questionnaires.
• Price analysis. Estimation of demand elasticity according to PSM and price ladder methods.
• Web analytics. External and internal web analytics. Consumer digital footprint.
• Online services for solving research problems.
• End-to-end analytics and the use of various attribution models.
• How to prepare a marketing research concept as a Client/Manager of a research project. Applied aspects of marketing research.
• Analysis of marketing data. Practical examples of real marketing research and analysis of tools (questionnaires, forms, reports, etc.).
• Workshops.

Modern assortment management technologies
• Assortment portfolio and assortment policy of the company.
• Assortment management: opportunities and mistakes.
• Category management. Competitive analysis and analysis of consumer preferences.
• Assortment matrix. Assortment analysis methods: ABC, XYZ analyses.
• Methods for assessing assortment development opportunities: BCG matrix and turnover matrix.
• Assortment development strategies. Matrix I. Ansoff. Positioning.
• Assessing the attractiveness of market segments. Product strategies.
• Product life cycle. Company pricing policy.
• Pricing models. Sensitivity and elasticity for the price.
• Implementation of pricing policy. Sales strategies.

Conducting marketing research
• Research work in the marketing service. Types and sources of marketing information. Work with external and internal marketing information. Where to buy ready-made marketing research. Features of research on the market of mass consumer goods (FMCG) and industrial goods. (B2B). Report on the results of marketing research. Features of the presentation of marketing research results.
• Marketing research methods. Quantitative research: survey and audit of retail outlets. Qualitative research: focus group, in-depth interview. Mixed methods: hall-test, home-test, mystery-shopping. Marketing research “on your own”: myth or reality. Analysis of the pitfalls of marketing research. Types of errors when conducting research.
• Survey as the main method of collecting marketing information. Sample and its characteristics. Accuracy and representativeness of the study. Types of samples. Determining sample size. Calculation of sampling error. Development of a questionnaire. Types of questions in the questionnaire. Basic scales used in marketing research. Requirements for drawing up questionnaires. Analysis of typical mistakes made when developing questionnaires.
• CJM - building a map of interaction with the consumer.

Digital marketing. Overview of the main tools
• Contextual advertising.
• Geo-contextual advertising. Where is nophelet?
• YAN and KMS, programmatic. Show me loved ones.
• Targeted advertising on social networks. Who is interested in you?
• Messengers and auto funnels. Be careful - personal space!
• Video marketing. Cheaper and more convincing.
• Search engine optimization (SEO) and usability. Good site, correct site.