Product management: product and brand development - course 220,000 rub. from Russian Economic University named after. G.V. Plekhanov, training 6 months, Date: April 10, 2023.

A unique combination of fundamental approaches created by the founders of marketing and branding, and modern methodologies from progressive entrepreneurs Silicon Valley, highlight this program as the most effective tool for practical use in today’s highly competitive market environment. The program, one of the few, is focused on teaching how to create both relevant IT products and popular classic goods and services. Educational materials contain complementary approaches from these areas. Practical tools integrated into each other allow you to optimize the use of resources and simplify the process of designing and implementing cases both during training and during use in work environment.

During the training process you will acquire key competencies in the profession

You will go from studying the marketing environment, including competitors and target audiences, to generating ideas and creating a marketable product or service and brand. The training is based both on the study of the basic elements that form an understanding of the specialty, and on the study of the process practical application of current tools that allow you to design effective solutions ready for implementation and output To the market. You will gain knowledge that the course author has developed through his own experience, through research, testing, choosing effective approaches and creating successful solutions.

Only the most important, the “no water” program saves your resources 

All materials are optimized and contain exclusively selected key information in order to save student resources and increase the efficiency of the learning process

Features of training

The program is implemented at the Business School of Marketing and Entrepreneurship of the Russian Economic University named after G.V. Plekhanov. The unit is focused on a practical training format using business tools that help students develop a comprehensive view of business, its life cycle, a non-standard approach to solving business problems, taking into account international and domestic experience and modern trends entrepreneurship.

Advantages of the educational program

• Training takes place in small groups of up to 5 people, which allows each student to engage in individual training, receiving personal support from the teacher, while the cost of the course remains at the level of the price of training in standard large groups and does not have extra charges.
• Developed based on the interaction of the founder of the startup Brandaq with enterprises in various markets in order to create effective solutions.
• Aimed at training to work with products, services and brands.
• Contains the most current approaches created by both the founder of Brandaq and specialists in the field of branding, marketing and product management who have proven themselves around the world.
• Built in a step-by-step intensive format, divided into modules that include lessons with frameworks in in the form of tool templates for convenient practical use and examples for easy understanding material.
• All materials are optimized and contain exclusively selected key information in order to save students' resources and increase the efficiency of the learning process.
• The learning process contains time for independent work, during which each student will be able to implement a ready-made solution in the field of development product, service and brand through the use of the studied frameworks, which will become a full-fledged case, ready for use in the market or in portfolio.

Examples of solutions implemented using the studied tools

Among the counterparties and solutions implemented for them by the founder of the Brandaq online platform using tools, which are included in the methodology and are studied as part of this educational course, the following companies can be listed and tasks.

Become a Product Manager from scratch or add to your experience

Insights from experts and practitioners. The founder of the startup Brandaq will share with you the competencies formed in the process of developing solutions for counterparties and sharing experience in as part of participation in scientific and practical events, including accelerators for startups that use innovative approaches development.

Complete immersion in the product and brand. You will learn all the necessary stages of designing and managing a product, service and brand. In practice, learn not only to create successful solutions with significant development potential in a highly competitive market environment, but also to evaluate their effectiveness.

Competencies in demand in the market. The developer of this educational course works in real market conditions, manages developing his own startup and implementing practical tasks for the market, creating experience that he shares with you. Listeners of this program create networking opportunities for you.

How to proceed

Requirements for students

Persons who have or are receiving higher/secondary vocational education are allowed to complete the program

Documents for admission

• A copy of a diploma of higher or secondary vocational education with an attachment or a certificate from the place of study (for students)
• Passport: 1 spread (photo), 2 spread (registration)
• SNILS

The educational program will be useful for employees of small, medium and large businesses, any markets, b2c, b2b and other forms, startups and other organizations represented by owners, managers, product specialists, marketers, brandologists and other specialists responsible for strengthening the market position of a product or service, marketing strategy and capital brand. This educational program is suitable for beginners or students and graduates of any specialty, those wishing to gain competence in this field, as well as specialists working in this field and wishing to complement own experience.

Development of innovative solutions and startups in the digital environment. (Module 1)
Effective team, personality typology and emotional intelligence. ( Module 2 )
Fundamentals of branding and marketing, influence on market position. (Module 3)
Basic analytics of the market, offer (product, service) and brand. (Module 4)
Analytics and assessment of external and internal influencing factors. (Module 5)
Search and study of direct and indirect competitors by type. (Module 6)
Analytics and optimization of the structure of the marketing environment. (Module 7)
Search, segmentation, assessment and selection of relevant target audiences. (Module 8)
Formulating and testing hypotheses, CustDev and JTBD techniques. (Module 9)
Distribution of consumer segments in the innovation diffusion cycle. (Module 10)
MVP design, added value, CJM consumer experience. (Module 11)
Choosing a monetization model, building a business model, risk assessment. (Module 12)
Virality. Product-market fit. Ecosystems. Purpose of UX/UI design. (Module 13)
Pricing. Elasticity of demand. Cash flows CF, PNL, NPV. (Module 14)
Design of positioning of an offer (product, service). (Module 15)
MVP development, prioritization, unit economics, product metrics. (Module 16)
Formulation of corporate brand identity. (Module 17)
Corporate brand positioning design. (Module 18)
Development of external brand identifiers (verbal, visual). (Module 19)
Approaches to assessing the main elements of brand equity. (Module 20)
Brand strategies and fundamentals of brand portfolio management. (Module 21)