“Branding in a digital environment” - course 49,000 rubles. from MSU, training 8 weeks. (2 months), Date: November 28, 2023.

1 What is integrated marketing communications

Marketing communications and their use to promote goods to consumers. Description of various types of marketing communication messages. Definition of integrated marketing communications (IMC). Advantages of IMC. The relationship between IM and marketing

2 Tools for integrated marketing communications

Definition and types of advertising. Strengths and weaknesses of advertising. How advertising works. Three stages of advertising creation. What makes advertising effective and how to evaluate its effectiveness

3 Allocation of funds for IMC, assessment of future costs and organization of the planning process

How the strategic budget planning process is carried out. Methods for determining the costs of advertising, direct marketing and personal selling.

4 Theoretical foundations of brand management: the classic model and the modern concept of brand leadership

Multidimensionality of the concept of brand. The relationship and boundaries of the concepts brand, trademark, trademark. Added brand value. Factors of brand attractiveness: real quality vs. perceived. Leading brands: criteria for success.

5 Brand equity concepts and its structure

Brand equity structure: perceived quality, brand associations, brand commitment. Brand loyalty: programs and levels of commitment. Brand association map

6 Identity and effective brand positioning.

A system of verbal and visual brand identifiers. Building a brand identity according to D. Aaker: brand essence, core and extended identity. Identity and brand pyramid according to J.N. Kapferer. Criteria and models for effective brand positioning.

7 Brand architecture and brand portfolio optimization

Relationships between brands within the company. Branded house and house of brands. Corporate and product brands: boundaries of interaction. Narrow and wide “umbrellas”, sub-brands. Portfolio and brand architecture: correlation of concepts. The roles of brands according to D. Aaker: strategic, launching, “silver bullet”, “cash cow”. Hierarchical tree of brands.

8 Marketing communications in building and promoting a brand.

The role of marketing communications in building strong brands: short-term and long-term impact. Integration of marketing communications. Ambient advertising in brand promotion. Modern trends in marketing communications: global and Russian coverage

9 Brand strategies of the company: expansion, co-branding and diversification. Revitalization and revitalization of the brand: repositioning and rebranding.

Brand stretching and expansion, co-branding: advantages and risks. Brand diversification strategy. The effect of brand cannibalism. Brand equity audit and brand revitalization activities: repositioning, soft and radical rebranding, restyling, renaming

10 Presentations on personal branding: bringing your own person to the brand level

The art of personal presentation. Modern methods of marketing communications to create a personal image.