Описание
Business Training Audience
Business Owners
Board of Directors
Senior Management
Marketing Director
Sales Director
Department Heads
Business training on marketing and marketing strategy will help solve practical problems:
Develop a systemic understanding of marketing
Learn to develop a data-driven marketing strategy and implement it in business practice
Master a systemic approach to marketing
Develop strategic thinking skills
Learn tools for analysis, positioning, and performance measurement
Learn to manage a brand and communications
Main Topics of the Business Training:
Modern Marketing: Role, Trends, and Tools
Goal: To provide participants with a modern perspective on marketing as a business function
Topics:
The Evolution of Marketing: From 4Ps to 5.0 (customer focus, digital environment, values)
What is marketing strategy and how does it differ from tactics
The role of marketing in creating value and Brand Management
New Trends: Personalization, Data Marketing, ESG Marketing, Storytelling
Interactive: Mini-Quiz «Modern Challenges for Marketers»
Marketing Analysis and Market Research
Goal: Learn to make decisions based on market, customer, and competitor analysis
Topics:
Structure and Stages of Marketing Analysis
PESTEL Analysis of the External Environment
Competitor Analysis: Porter Models, Benchmarking
Consumer Research: Segmentation, Surveys, Customer Journey Map
Using Analytics (Google, CRM, BI Systems)
Practice: Group Task: Conduct a Quick Analysis of Your Market and Competitors
Segmentation, Target Audience, and Positioning (STP Model)
Goal: Learn to identify segments and create a unique positioning
Topics:
Segmentation Criteria (B2B and B2C)
Target Audience Profile and Insights (JTBD, Empathy Map
Value Proposition Canvas
Positioning: How to Articulate Meaning and Differentiation
Examples of Successful Brand Positioning
Practical: Developing a Positioning and USP for Your Product/Company
Developing a Marketing Strategy
Goal: Bringing All Elements Together into a Unified Strategic Framework
Topics:
Marketing Strategy Structure: Analysis, Goals, Audiences, Product, Channels, Communications
Setting Goals (SMART, OKR) and Key KPIs
Integrating Marketing into Company Strategy
Promotion Channels (Digital, PR, Partnerships, Offline Activities)
Budgeting and Prioritizing Initiatives
Practical: Developing a Draft Marketing Strategy for Your Company
Communications and Brand Management
Goal: Understand How to Build a Strong Brand and Build Communications with Customers
Topics:
Brand Architecture and Brand Equity
Tone of Voice and Visual Identity
Content Strategy and Media Mix
Marketing Funnel and Customer Experience
Integration of PR, Digital, and Offline Channels
Interactive: Case Study: «How to Build Trust and Brand Awareness from Scratch»
Implementation, Measurement, and Adjustment of Strategy
Goal: Learn to manage marketing processes and evaluate results
Topics:
Implementing Strategy into Operations
Performance Metrics (ROMI, CPA, CLV, NPS, etc.)
Analysis and Execution Monitoring
Flexible Planning and Adjustment of Strategy
Implementation Mistakes and How to Avoid Them
Practical: Building a KPI Dashboard for Tracking Marketing Effectiveness
Practical: Developing a Company’s Marketing Strategy
Goal: Reinforce acquired knowledge in a teamwork format
Format: Participants divide into groups and create their own mini-strategy based on a given case study:
Market Analysis
Defining the Target Audience
Positioning
Choosing Promotion Tools
KPIs and Budget
Summary: Presentation of strategies, feedback from the trainer and participants
Duration training: 2 days
