Brand management - course 150,000 rub. from HSE, training 6 months, Date: March 27, 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.

Evolution of strategic brand management concepts. Aligning branding strategy with business strategy. Strategy for introducing a brand to various target audiences. Formation of a brand-oriented business. Tree of brand-oriented business. Business development strategies.

Brand development over time. Optimizing brand architecture. Brand portfolio optimization. Rebranding.

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

Brand assets, their composition and structure. Brand equity, main sources and elements of brand equity. Consumer brand equity. Brand equity management models (BrandAssetValuator). Review of the main methods for assessing brand value. Estimation of brand value using the Interbrand company method. Estimation of brand value using the method of the company “Brand Finance” and “BrandZ”. Methodology for discounting future cash flows, bonus profit method. Cases of calculating the value of Russian brands.

Pricing and price management strategies. Pricing methods. Promotions and discounts. Main directions of marketing price research. Calculation of prices for new products (solving cases).

Digital marketing as part of marketing. Main elements and features. Product. Positioning. Design. Usability. Business planning. Monitoring of Internet projects. Working with Internet audiences. Monetization. Financing of Internet projects.

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.

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.