The program acts as a career activator for the leader who recognizes the need to change their set of
personal skillset and increase the value of yourself as a professional.

You will be able to:

Understand modern business architecture and use international best practices
Build a modern “360” analytics system for decision making
Create a unified O2O marketing strategy that the team will believe in
Build competencies and manage the team to execute the strategy
Remain competitive from a strategic perspective with a modern marketing leader mindset
You will create a blueprint for transforming the marketing function in the company

For whom

Current marketing leaders
Newly appointed to the CMO role or similar position
Executives with experience managing non-marketing functions,
Looking for new career paths

Training Program

Understanding business and the role of marketing,trendwatching and entrepreneurial thinking in marketing

Principles and models of business operation; role of the marketing function and its manager
Mastery of the business situation; understanding of processes and key metrics; developing mutually beneficial collaboration in a leadership team leading to the implementation of strategic ideas
Entrepreneurial thinking, modern models and strategic initiative in marketing
Digital transformation of the company and the role of marketing

Forecasting and anticipation, planning, scenario building

Analyzing and understanding “strategic windows of opportunity”; assessing and realizing market potential, market watching
Digital environment data: finding, collecting, managing and using information; making informed decisions
Shaping and executing strategy for target markets; adopting a strategic paradigm within the company

Building a Marketing Leadership Team

Building a productive team and competencies to achieve business goals
Cross-functional team work in time-to-market processes
Management of processes, projects, information, communications, change, people

CMO Profile.

Digital skills, network mentality, trendwatching, flexible thinking, adaptability in using innovative business models
Emotional intelligence, interpersonal interaction, networking, sphere of influence and support building
Data culture, analytics 360, probability management and decision making skills when data is scarce

Personal Strategy Planning

Building personal strategy and career planning
Personal brand and value in the job market
Growth and development strategies, tactics to overcome the glass ceiling

The post Executive Master in Marketing appeared first on Leading Digital.

Brand manager training: a unique program to prepare brand managers for leading international companies

Result

We will develop all key competences of a brand manager: conduct market analysis, define sources of growth, launch new products, create brand strategy
We will teach you all the necessary modern tools and models for successful brand strategy implementation: brand development from scratch, brand portfolio management, working with the client base on the basis of data-driven marketing and CRM, forming communication strategy, budget planning and evaluation of results.
And that’s not all! All the knowledge you get during the Brand Manager course you will transform into practical skills by working in the group on the real customer’s business project under the supervision of business practitioners.
You will work out the algorithm of brand strategy formation step by step and develop the plan of its implementation.

For whom

Brand marketing specialists wishing to systematize their knowledge and skills in brand marketing and develop their career as brand managers in leading international companies
For allied professionals in the field of economics, sociology, political science, psychology, public relations, who wish to acquire the profession of a brand manager.
Our graduates are employed by leading companies:

Program of Study

Marketing in the company – modern models in marketing

• The company as an organization: goals and objectives of management, systems, processes, structure, personnel, leader
• Key blocks in the work of a brand manager in leading companies
• Plan and methodology of project management

Knowledge of market, customer, competitors

• Market analysis: ways to assess market size, trends, digital platforms for data analysis
• Consumer research: qualitative and quantitative. Trendwatching
• B2C and B2B customer segmentation
• Behavioral marketing models (CJM)

Product/assortment management, product development and innovation

• Product portfolio analysis. Portfolio matrices and their application.
• Product development, full cycle. Innovation
• Creation of a unique offer. Positioning

Strategy and planning

• Basic financial tools for analysis of marketing activities
• Marketing strategy
• Marketing planning process. Marketing mix
• Pricing
• Channels of sales. Omnichannel

Customer relationship management, CRM

• Marketing of data bases (data driven marketing)
• Management of customer experience

Brand building and capital building

• Strategic brand management
• Brand portfolio management
• Brand architecture
• The main idea of a brand, its attributes, brand archetypes
• Branding. Brand identity and brand design: naming, logo, visual elements, brand book

Activation – implementation of promotional strategies

• Communication, media and digital strategies
• Social media/PR
• Performance marketing tools
• Plan and budget

The post Master in Brand Management appeared first on Leading Digital.

A short-term program for marketing specialists who want to acquire actual knowledge in the field of brand management: from the concept of creation and management of brands to brand protection as an object of intellectual property

The educational program allows to master the technologies of brand-oriented marketing for creation and management of company brands

Result

You will be able to create new brands from scratch and effectively manage the brand portfolio
Learn how to build a 360° brand communication and promotion
Master the methodology of monitoring the brand position in the market

For whom

For marketers with 1-3 years experience who want to obtain actual knowledge and skills in branding and brand management

Program content

I Brand-centric marketing.

• Brand concepts and their evolution.
• Model decision making: from no name to brand
• Visual and verbal brand identifiers. Brand letter
• Brand development from scratch (workshop)

II Brand strategy development and management.

• Umbrella brands, extension rules
• Components and structure of brand strategy
• Development of brand strategy. The case
• Brand portfolio management

III Brand communications.

• Content and creativity in communications.
• Omnichannel communications (media and digital)
• BTL communications and performance indicators BTL
• TTL communications and TTL performance indicators
• Performance marketing (sales funnel based on web analytics)
• Development of a communication strategy for the company and performance measurement. Case

IV Brand audit and evaluation.

• Methods of measuring brand loyalty
• Monitoring of brand position in the market. Brand audit, indications for rebranding
• Valuation of brands
• Protection of brand as an object of intellectual property

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Formation of the required competences of a product manager for professional product management in a rapidly changing market
A complete set of competencies for the modern product manager
Support of an individual project by an experienced mentor in the process of training
Focus on current product and product portfolio management practices

You will be able to:

Analyze markets, find new product ideas
Manage the product development process
Bring products to market and manage the product life cycle
Plan the customer journey, manage demand and the sales funnel
You will develop a product strategy (product line development/expansion and product go-to-market plan)

For whom

Professionals without a major in marketing who want to obtain a formal qualification with a product focus and enhance their competencies
Entrepreneurs and company executives
Sales executives, project managers
Sales managers, brand managers
Specialists in other fields, including technical and engineering, who want to learn the profession of a product manager.

Training program

Product Development

• The Product Owner concept in the digital economy
• New product concept development and feasibility testing
• Marketing product strategy and business metrics analysis
• Project management of product development in real execution
• Commercialization
• Product modification / modernization, promotional models

Product Marketing

• Mission and Role of Product Marketing
• Market analysis and target setting
• Planning the launch of a new product
• Segmentation, targeting and positioning
• Adaptation of the product for market segments, creation of USP, the role of innovation
• Price management and channel strategies
• Product promotion and demand generation
• Features of product marketing for different markets and target audiences. Marketing in turbulent market conditions

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This program provides marketable skills in product creation and development
Focus on modern product development practices
Support of an individual project by an experienced mentor in the process of training
Reach a new professional level in a short period of time

You will be able to:

Analyze markets, find new ideas and opportunities to offer new products and services
Master the whole cycle of product and startup development – from ideas and hypothesis testing to MVP, from MVP to the final product
Calculate and set performance metrics (KPIs)
Manage the product portfolio
You will work out a strategy of product development (product line extension)

For whom

Professionals without core marketing education, who want to obtain formal qualifications with a product focus and improve their competencies
Entrepreneurs and company executives
Sales executives, project managers
Sales managers, brand managers
Specialists in other fields, including technical and engineering, who want to learn the profession of a product manager.

Training Program

The Product Owner concept in the digital economy

• The platform revolution (introduction to platform economy)
• From product management to Product Owner, the concept transformation
• Innovation as the source of value in product development

Development of a new product concept and checking its feasibility

• Creation of the product concept
• Formation and validation of hypotheses through MVP
• Conception of the product development (workshop)

Marketing product strategy and business performance analysis

• Company marketing strategy and product strategy
• Unit Economics. Business metrics analysis and change assessment based on metrics for digital business
• O2O omnichannel ecosystem as a testing environment
• Community management
• Digital and mobile marketing
• Management systems (PLM, PDM, ERP, CRM): usage, implementation and modern operations
• Development of strategic vectors of product development and trial marketing program (workshop)

Project management of product development in real execution

• Waterfall, Agile development management methodologies,
• Kanban & Scrum
• OCP (Offer Creation Process)

Commercialization

• Commercialization process and adding value to developments, technologies and innovative product
• Technology audit: goals and methodology of audit
• Technology audit: objectives and methodology

Technology audit: goals, methods and techniques

• Transfer of the product value for the lengthening of the life cycle
• Development of the program of product development / product line extension (workshop)

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The program allows you to master the skills demanded by the market in product marketing for promotion at different stages of the life cycle and demand management
Focus on modern product promotion practices
Support of an individual project by an experienced mentor in the process of training
Reach a new professional level in a short period of time

You will be able to:

Plan product launch and promotion
Attract new customers and plan the “customer journey”
Manage demand and the sales funnel
You will create a comprehensive product launch plan

For whom

Marketing professionals who have no specialized education and want to gain professional qualifications and improve their competencies
Product and brand managers
Owners and heads of companies
Specialists in other fields, including technical and engineering, who wish to learn the profession of a product marketing manager
Sales executives
Project managers

Program of Study

Product marketing: goals and objectives

• Evolution of product management, current trends and forecasts
• Sales marketing in a company’s marketing and business strategy
• Hierarchy of goals and strategies: corporate, business, marketing
• Short and long term planning
• Methods and tools to monitor performance, scorecards in product marketing

Market analysis and goal setting

• Analysis of competitive offers (competitive scorecards), competitive market mapping, management cycle
• competitive information management cycle
• Segmentation: Types of target customer segments
• Profiling, segmentation and targeting – objectives, approaches, specific features, limitations.
• Methods for market research. Choosing the right tool for current conditions.

Product Marketing tools

• Adaptation of the product for market segments, creation of USP, product features, extended product-service model, service as a product, the role of innovation, “diffusion of innovation
• Competitive positioning, positioning strategies, competitive advantages, specifics of perception by consumers, competitive attack and defense strategies
• Price – pricing strategies, evolution on different life cycle stages, principles of price management, objective setting and efficiency control
• Case studies: price management; price ladder; anomalies of the demand/price curve (lower threshold of price perception, psychological thresholds)
• Sales channels – role, types of sales channels and their specific features, channel strategies
• Communications: goals and objectives, strategies, tools.
• Management of communications at different stages of the life cycle, building an effective message, peculiarities of communication in the digital age, efficiency control

Tasks facing product managers

• Managing a product’s brand
• Demand management – product promotion and demand generation, sales funnel concept, demand models, lead generation management techniques, tools for efficiency control and optimization
• peculiarities of product promotion in conditions of crisis and volatile consumer demand – constraints and opportunities
• Peculiarities of product promotion in international markets, opportunities and limitations of cross-border marketing
• Features of PM in different markets (B2C, B2B, B2G), various industries

The post Product Marketing appeared first on Leading Digital.

Mastering the technology of consumer behavior management based on human psychology

Effective use of behavioral models to select target markets and generate sustainable cash flows for the company

Result

You will enhance your skills as a marketer, as a professional who understands the specifics of influencing consumer behavior and neuromarketing

For whom

For marketing professionals with at least 5 years of experience who want to improve their skills and competencies in consumer behavior management

Program content

I. Behavioral economics and human mental processes

• Basic concepts of behavioral economics
• Customer experience management: methodology and cases
• Cognitive, emotional and volitional processes

II. Factors influencing consumer behavior

• Demographics, psychographics and personality
• Consumer motivation
• Consumers’ beliefs, feelings, attitudes, and intentions. Influence of family and households
• Culture, ethnicity, and social class
• Group influence and personality influence

III. Neuromarketing and consumer models

• Basic insights from neuroeconomics and neurobiology
• Neuromarketing research: methodology and methods
• Neurophysiology of the human brain
• Profiling in neuromarketing research
• Neuromarketing: case studies of success
• Shopper Marketing
• Models of Consumer Behavior

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