Marketing Director - free course from Skillbox, training, Date: December 3, 2023.
Miscellaneous / / December 03, 2023
To enroll in the course, you must complete the introductory assignment.
During the course, you will solve a large business case based on a brief from a real customer. Create a marketing strategy for his company and work it out thoroughly: for this you will rely on the theory from the video.
The whole theory is based on real cases from industry experts. You will get acquainted with their experience, learn working lifehacks for solving any situations and will be able to immediately apply the knowledge in your work.
We value your time, so we give you the opportunity to purchase not the entire course, but only those blocks that you personally need. You can open any number of blocks individually or gain access to the entire program.
Not only will you gain a strong knowledge base, experience and the right motivation to move to the next stage of your career, but you will also discover personal strengths. Learn to negotiate, defend your position, organize work effectively, and manage time wisely. Get rid of stereotypes and develop creativity.
The course consists of 5 large thematic blocks. You can choose 1 or several blocks in the Lite tariff - or complete the entire professional development program in the Standart tariff.
32 modules, 183 lessons
Block "Research and analysis"
Master the methods of conducting marketing research. Learn to conduct qualitative and quantitative research, identify key target audience segments and choose a USP for each of them. Learn how to determine the size and capacity of the market and map your competitors by market share.
The Role of the Marketing Director
Marketing: activity, process, concept, art.
Marketing in the business system.
Skills and competencies of a successful marketing director.
Organizational meeting: introduction and distribution into teams.
Workshop: team building.
Research and analysis
External and internal data sources.
Qualitative research.
Guide to qualitative research, projective techniques.
Analysis of qualitative research results.
Workshop: how to conduct an interview.
Quantitative Research
Basic concepts.
Key methods and types of quantitative research.
Analysis of the results of quantitative research.
Workshop: quantitative research.
Working with agencies and employees
Inhouse or outsource.
Selection of contractors and the basics of effective interaction.
Audience segmentation
A modern approach to the concept of “target audience”.
Segmentation of the database.
Positioning a business for the target audience segment: an entrepreneur’s approach.
Workshop: strategy for working with audiences.
Market analysis
Market capacity assessment.
Market analysis: current and potential volume, niche selection.
Competitor analysis.
Strategy for working with competitors.
Workshop: market analysis.
Processing and analysis of collected data
Presentation ≠ data.
Good and bad graphs.
Design: beauty or convenience.
Truth, lies and data visualization.
Workshop: processing and analysis of collected data.
Presentation of practical work on this block.
Block “Planning and development of marketing strategy”
Explore approaches to goal setting, marketing strategy development, and branding. You will learn how to analyze the situation in a company, evaluate the market and its prospects. Learn to build a customer journey map, describe business models, plan finances and test hypotheses.
Strategic Marketing
Introduction to strategy.
Review of basic strategies.
From business strategy to marketing strategy.
Strategy Development. Goal setting.
Analysis of the external environment.
Analysis of the internal environment.
Customer Experience
What is a customer journey map (CJM).
Conducting interviews.
Uploading and analyzing data from CJM.
Interpretation of results.
Workshop: how to build a CJM and use it in your work.
Brand
Brand and its practical meaning.
Brand creation and management.
Formation of corporate identity.
Common mistakes when working with branding.
Communication strategy
Basics of communication strategy.
Search for insights and communication SWOT analysis.
Communication goals and KPIs.
Key messages.
Communication channels.
Tools and Action plan.
Risk map and anti-crisis.
Workshop: how to formulate key messages.
Business models
Creating business models and the role of the marketing director.
Main types of business models.
Fixed and variable costs of business models.
Revenues taking into account key marketing indicators.
Business models and value propositions for the target audience.
Financial planning
Basic financial reporting documents (P&L, CF).
Financial plan and budget protection.
Marketing budgeting: structure, principles.
Corporate financial planning.
UNIT-economics.
Effectiveness of marketing investments / ROI calculation.
Marketing budget distribution.
Workshop: financial planning.
Resource management
Resource planning.
Communication and risk management.
Using online services when working together.
Value Proposition, MVP and Testing
Value proposition: types and examples.
Types of MVP.
Testing hypotheses.
Presentation of practical work on this block.
Block “Strategy Implementation and Management”
Find out what needs to be done to achieve strategic business goals. Learn to develop a media plan, select promotion channels, build a brand platform and communication strategy for business. You will be able to competently respond to news events, communicate with contractors and form an effective marketing team.
Marketing and sales channel management
Business goal + customer experience = sales funnel.
Channel networks to attract and retain customers.
Selecting communication channels for different purposes.
Calculation of the cost of attracting an audience.
Examples of estimating the cost of acquisition.
Selection of marketing tools.
Attribution models and channel mixes.
Marketing mix.
Workshop: tender support.
Implementation of brand strategy
Brand analytics.
Team and resource management.
The main mistakes in brand marketing.
Implementation of communication strategy
Tools for interacting with the press and how to be friends with journalists.
Planning news events and responding to them.
Media Relations.
Crisis communications.
PR of top officials.
Special projects and native materials.
Participation in industry ratings and awards.
Analysis of PR effectiveness.
SERM and ORM.
Working with content: blogs, brand media.
Own and external events.
Workshop: working with negativity.
Finance
Financial monitoring.
Marketing reporting.
Control over budget expenditures.
Budget optimization.
Working with contractors and agencies
Types of agencies.
Search for an agency or employee on staff.
How to brief an agency.
Monitoring and analysis of results.
Organizational design
Company structure, employee interaction in different types of companies.
Recruitment for the marketing team. Roles and vacancies.
How to look for employees.
Interview and workshop.
How to help a new employee settle into work.
Presentation of practical work on this block.
Block "Operational Marketing"
Learn to apply a data-driven approach to marketing, calculate a project economic model, analyze and visualize data. You will learn how to develop a loyalty program, retain customers, and effectively interact with other departments, top managers and shareholders.
Data Analytics
Goals, KPIs, data.
Data-driven marketing.
Setting tasks for working with data.
Data sources for the marketing service.
The process of collecting and storing data. Tools.
Safety.
Processing and analysis. Methods and approaches depending on the goals.
Setting a task for an analyst to collect a report.
Workshop: creating KPIs in marketing.
Data visualization
Principles of visualization.
Visualization tips.
Management decisions based on dashboards.
Retention and development of the client base
Loyalty programs.
Collection and principles of use of customer data.
Segmentation and strategy for working with segments.
Personalization and promotion mechanics.
Personal communication.
Measuring the effectiveness of communications.
Types and tasks of CRM systems.
Workshop: solving cases on the topic of the module.
Internal communications
Communications within the team.
Tools for communication between team members.
Team communications within the company.
Interaction with the sales department
Areas of intersection of responsibility.
Pricing and interaction with the sales department.
Employee motivation systems.
Interaction with ToV clients.
Affiliate networks.
Interaction between the Marketing Director and department employees
Portrait of an ideal marketing director.
Emotional intelligence (EQ) in management.
Roles and psychological positions in the team.
Assessment of specialists.
Employee adaptation.
Feedback to employees.
Dismissal of an employee.
Workshop: how to give feedback.
Interaction with top managers and shareholders
Alignment of goals and strategy.
The principle of openness and accessibility of data.
Regular reporting.
Limiting influence.
Negotiation training.
Presentation of practical work on this block.
Block “Personal Development Trajectory”
Learn how to plan your career path. Learn how to write an attractive resume and prepare for public speaking. You will develop soft skills in detail, be able to effectively build networking and unlock your leadership potential.
Professional trajectory
Career development.
Market and industry trends: know, follow, comply.
Building a career development plan.
Writing a resume and preparing for an interview.
Assessing your own career trajectory.
Networking
How to develop the right circle of contacts.
Personal SMM: how to manage your social networks.
Successful self-presentation.
Business wardrobe.
Networking and self-presentation training.
Workshop: analysis of cases on self-presentation.
Performances
Preparing for performances.
Preparing for presentations.
Leadership
Types of leadership. Basic qualities of a leader.
The difference between a manager and a leader.
Leader strategy.
Reflection for a leader.
Situational leadership.
Delegation.
Leadership across generational divides.
Conflict Management.
Personal SWOT.
Emotional intelligence (EQ) and communication.
IQ and EQ. Control techniques.
Methods for developing EQ.
Goal setting.
Definition of resources.
Continuing education.
Time management and personal effectiveness assessment.
Social responsibility is not only corporate.
Stress.
Conflict training.
Offline meeting with an HR specialist.
“If you don’t think about your reputation, others will think about it...” A competent office manager has two main areas of work: organizing office activities and maintaining the company's reputation. The specifics of this position involve combining some management tasks with a representative function, which requires a certain level of diplomatic skills. The activities of the office manager are simultaneously focused on interaction with the internal team (staff) and establishing contact with clients, and therefore finding a balance is more difficult than it seems on first glance. The course is devoted to a detailed analysis of the competencies of office specialists: it allows you to develop solution models administrative and economic issues and consider various types of situations requiring the application of rules business communication. Participants will learn the basics of psychology and image management, time management and planning practices, the nuances of organizing meetings and managing the corporate environment.
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47 900 ₽