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Marketing Director - free course from the Russian School of Management, training, Date: December 5, 2023.
Miscellaneous / / December 05, 2023
Are you constantly looking for new ways and means to increase sales from a marketing perspective? Do you want to combine marketing and sales in your company? You are faced with the task of creating a brand portfolio: a brand of a company, a product, an individual? Do you understand the importance of assortment policy and assortment competitiveness? Do you want to establish, develop, or improve a distribution system for a product or service?
“Marketing Director” is a comprehensive course of the Russian School of Management, in which you will master the tools marketing management of a company and learn how to take your division to the next level in a tough competitive environment. The course is developed by accredited business consultants, as well as experts in the field of strategic and tactical online and offline marketing.
During the training process, you will develop skills in the field of marketing business planning, master interaction patterns between the marketing and sales departments, organization, motivation and coordination of the activities of the marketing service, methods and tools for analyzing consumers and competitors, modern technologies for assortment management and product development, marketing communications and branding, learn to build an effective strategy product promotion.
Entrepreneur. Co-owner of real estate for rent.
Ph.D., expert practitioner in the field of marketing and strategy, certified business coach. Associate Professor of the Department of Management at the Graduate School of Business of Moscow State University.
Sales and Marketing Strategy
• Market analysis: capacity, growth rate, number of players, number of buyers.
• Strengths and weaknesses of the company. Required resources and possible risks (SWOT analysis).
• Choosing a company development strategy.
• Basic elements of sales strategy: territories, sales channels, customers.
• Qualitative or quantitative growth. Key drivers of sales development.
• Case: “SWOT analysis of the company.”
• Case: “Identify the most ineffective drivers of sales growth, write 5 ideas on how to improve them.”
• Company sales plan. Analysis of sales history.
• Decomposition of the sales plan at all levels: departments, sales channels, regions, managers, clients.
• Calculation of indicators by stages of the sales funnel.
• Case “Calculation of sales targets, decomposition at all levels.”
• Competitive analysis. Practical instructions: how to find out all the chips of your competitors.
• Selecting a competitive strategy.
• Positioning: why the client should buy from us.
• Development of the company's USP (unique selling proposition). Definition of 15 advantages.
• Drawing up portraits of target groups: who is our client who will buy often and a lot.
• Assortment, pricing strategy. Promotion strategy.
• Case “Competitive analysis, highlighting the key unique advantages of the company.”
• Case “Description of target groups of clients.”
• Distribution strategy. Model selection: we sell directly, through partners or through exclusive distributors.
• Types of sales channels, their pros and cons.
• Criteria for selecting sales channels.
• Assessing the effectiveness of sales channels.
• Case “Selecting priority sales channels.”
Digital marketing. Overview of the main tools
• Contextual advertising.
• Geo-contextual advertising. Where is nophelet?
• YAN and KMS, programmatic. Show me loved ones.
• Targeted advertising on social networks. Who is interested in you?
• Messengers and auto funnels. Be careful - personal space!
• Video marketing. Cheaper and more convincing.
• Search engine optimization (SEO) and usability. Good site, correct site.
Creation of a company - brand
• Branding and functions of a brand manager in a company, KPI.
• The main stages of creating a brand.
• Connection between product and brand: creating the uniqueness of the product.
• Development of a strategic brand platform: positioning, search for a unique niche.
• Visual identity of the brand: name, logo, corporate identity, brand book.
• Trademark registration.
• Creative idea and its implementation: the connection between positioning and advertising, creative generation.
• Increasing the strategic asset of the brand.
• Integrated marketing communications.
• Final testing and launch of the brand.
• Assessing brand effectiveness.
• Brand portfolio: “Company” brand, “Product” brand, “Personality” brand.
• Tools for analyzing the state of brands in a portfolio: brand life cycle, BCG matrix, strategic maps, brand health research.
• Developing rules and roles for each brand in the portfolio.
• Assessing the effectiveness of each brand, optimizing promotion costs and assortment.
• Options for brand solutions: development, rebranding, restyling, new brand, withdrawal from the market.
• Algorithm for carrying out effective changes.
• Basic brand building tools: rules of application when working with several brands.
Basic components of event management
• Strategic approach to the concept of the event.
• We create a key concept. Methods for generating creative ideas.
• Ideas for advertising agencies and world-famous companies. Brainstorming theory.
• Key issues in organizing events.
• Event planning.
Online content that builds a brand. Content marketing for managers
• Why and who should do content marketing.
• To be or to appear? Target reputation image.
• Who needs a blog on the site and why?
• LJ, Yandex. Zen and other "strangers".
• Social networks - everyone is there and we are behind them? Why does a business need pages on social networks?
• Other effective content marketing channels.
• 15 steps to organizing content marketing.
• Selection of specialists for staff and freelance.
• Budgets: how much does it all cost?
• Save money: online tools for content marketers.
• Analysis of effectiveness, terms and methods for assessing the achievement of goals.
Promotion in social media
• Social network portraits.
• Brand positioning.
• Copywriting in social media.
• Selling design of your pages on social networks.
• Social media presence strategies.
• Traffic sources in SMM.
• Setting KPIs.
• SMM website optimization.
• SMM audit of competitors.
• Content—types, formats, features.
• Dealing with negativity in social media.
• Buying advertising on social networks.
• Guerrilla marketing – no-budget promotion on social networks.
• The most successful cases of 2019.
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