Marketing technologies - course 150,000 rub. from HSE, training 6 months, Date: April 24, 2023.

Sound artist, musician, teacher, sound engineer, software developer.

“In my course, students will receive ready-to-use tools for attracting, developing and retaining clients, based on the experience of more than 200 Russian, American and European companies.

Systematic approach to management. External environment and internal elements of the enterprise system. Interest groups. Life cycle of a company (according to Adizes). Management styles. Relationship with life cycle phases. Company structures and systems. Evolution of structures in the life cycle of a company.

Marketing Accounting. Company market indicators. Assessment of marketing mix management.

Project management and strategic goals of the organization. PMI Standard for Project Management. Levels of project activity management. Russian project management system. Participants in project activities. Stakeholders. Project Committee. Roles, positions, functions, interactions. Features of strategic development projects Project life cycle. Classic and Agile approaches. Project initiation. Project charter. Project organizational structure. Work planning methods. Monitoring the progress of the project. Control indicators. Closing the project.

Marketing: essence, evolution of the concept and modern development trends. Marketing management in an organization. Market segmentation. Selection of target segments. Product and company positioning. Consumer behavior. Product policy and innovative product development. Price policy. Sales policy of the organization. Promotion Policy.

The role and significance, purpose and objectives of marketing research. Methods of qualitative and quantitative marketing research. Marketing research design. Definition of sample. Creation of a screener. Methods for collecting marketing data. Development of a questionnaire. Processing of primary data and analysis of marketing information. Preparation of a marketing research report.

Price marketing. Competitive and demand driven pricing. Pricing techniques depending on the marketing and strategic objectives of the company. Pricing to promote brands and new products. Features of pricing for services.

Let's learn how to create a sustainable brand image.

You will learn to develop an SMM strategy, adapt the SMM strategy into the company’s business processes, and draw up a content strategy and promotion strategy. You will learn how to create a loyal customer community and sell on social networks.

International marketing concept. Analysis of the international marketing environment. The process of selecting a foreign market. Selection and formation of a penetration strategy. Product policy in the international marketing system. Pricing policy in the international marketing system. Sales policy in the international marketing system.

Basics of B2B marketing. Behavior of business (industrial) buyers. Interaction method and network approach to industrial market research. Managing relationships with business (industrial) buyers. Features of strategic and operational B2B marketing.

Digital transformation technologies. New business models. "Industry 4.0". Digital product modeling. Working with a digital model at all stages of the life cycle. Managing online interactions with customers. Customer service automation capabilities. The role of the leader in digital business. Management transformation.

Media advertising on the Internet. Strategic Marketing. Customer experience management.

St. Petersburg, st. Union of Printers, 16