Brand Manager - free course from Skillbox, training, Date: November 29, 2023.

Immersion in the profession
Find out how the training is structured and set your goals for the course. You will understand the skills that a brand manager should have, his tasks in the company and approaches to brand management in various fields.

Key market indicators for analysis
Get acquainted with the concepts of “market”, “category”, “segmentation”, the principle of “from general to specific” and time intervals. Explore data sources and learn how to calculate key indicators for market analysis.

Market analysis. Part 1
Learn to determine the attractiveness of markets and their segments, analyze the main market players. Learn how to formulate the premises for strategic decisions. You will begin to understand reports on changes in the market share of players and identify the most significant trends in the market.

Market analysis. Part 2
Learn to analyze a product portfolio and the market at the item level, as well as conduct benchmark analysis. Get acquainted with the concept of “product cannibalization”. You will be able to compare the performance of your product with the results of competitors.

Basic Marketing Research
Learn qualitative and quantitative research methodology and how they are conducted. Find out how to order research from an agency. Prepare a brief for conducting a quantitative study.

Data for brand analysis
Find out what stages brand analysis consists of and what problems it solves. Explore the tools health-tracking, NPS, social listening. Conduct brand diagnostics yourself and determine goals for the future. Get acquainted with the concept of “brand health” and the indicators for assessing it.

SWOT analysis
Learn the principles of SWOT analysis and learn how this method is applied in practice. You will conduct a SWOT analysis yourself: collect data, analyze brand communications, category trends, consumer insights. Based on the information collected, you will formulate recommendations for brand development.

Brand economics and price positioning
You will understand the principle of forming a brand economy and learn how to calculate it. You will learn how to prepare a financial results report, determine prices for brand products, think through discounts and promotions.

Target audience and insight
You will learn how to identify a brand's target audience, collect data and describe it correctly. Get acquainted with the concept of insight, understand its role in brand positioning and learn how to formulate insight for your audience.

Brand positioning
Find out what the Tone of Voice of a brand is and how to determine it. You will understand what problems brand positioning solves. You will analyze examples of positioning in different companies. Learn to prepare a brand platform and pyramid and describe them using presentations and moodboards.

New product launch
Learn about the role of a brand manager in product launches. Understand the background and key steps leading up to a product launch. Learn to create launch concepts when there is an idea but no product, and when there is a product but no idea. You will understand how to calculate the sales forecast and business results of the launch. You can present a new product to the sales department using a selling story.

Types of communications
Get acquainted with the main types of brand communication and learn the basic indicators of their effectiveness. Learn to build communication with your target audience using media advertising, promotions and PR.

Digital block
Study the main types of brand communication in the online space: SMM, ORM, SERM, digital PR, influence marketing, email marketing, performance marketing, SEO promotion, contextual advertising and targeting. You will understand how they solve brand problems and learn to evaluate the effectiveness of each tool.

Communication ecosystem
You will understand what a communication strategy is and what the role of a brand manager is in its development. Learn to plan ATL, BTL and digital promotion and learn how to combine all these channels into a single ecosystem to achieve the brand's communication goals.

Implementation of communication strategy
You will learn how to plan the promotion and development of a brand for the year ahead. Learn to create a budget. You will be able to draw up briefs for agencies, conduct tenders and present a finished work plan to management.

Graduation project. Brand activation plan for 1 year
You will prepare a one-year brand activation calendar and create a budget template for your plan. You will develop briefs for agencies for each of the communication tasks that you formulate yourself. You will prepare your diploma on a real case: your own project or proposed by Skillbox.