UARUEN
+38 050 410 98 76
UARUEN
Marketing Director
маркетинг
Developing a comprehensive marketing strategy based on current trends and methodologies
Effective management of marketing processes, budgets, and teams
Practical focus: working with real-world cases and projects
Who is this course for?
For Mid- and Senior-Level Marketers
You will learn to effectively leverage new marketing trends to develop successful strategies. Gain practical experience applying your knowledge and master budget planning to scale your business. Discover new opportunities for career advancement or strengthen your current position within the company.
For Heads of Marketing Departments
You will enhance your qualifications by integrating new market trends, including AI technologies, into your work. You will learn to effectively adapt your marketing strategies to volatile market conditions. Additionally, you will gain insights into building and managing a strong marketing team.
For Entrepreneurs and Business Owners
As a business owner or entrepreneur, it is crucial to understand which marketing strategy will be most effective for your market segment and specific needs. This course will provide you with that knowledge. After completing the program, you will know which specialists are required and how to effectively manage a marketing department. Moreover, you will be able to independently monitor the implementation of the marketing strategy and adjust it when necessary.
For Graduates and Young Professionals
You will deepen your knowledge and increase your competitiveness in the job market. You will gain practical experience by working on real cases and see how marketing functions in real market conditions. This course will accelerate your career growth and help you develop essential professional skills.
Sent request
By сompleting this course, you will:

1
1
You will master strategic marketing management and be able to create long-term and short-term marketing strategies. You will gain tools for setting strategic goals and defining key KPIs
2
2
You will understand the principles and necessity of market and competitive analysis, identify key market trends, conduct a SWOT analysis, and determine competitive advantages for your business.
3
3
You will learn how to effectively use all marketing tools, including SEO, SEM, SMM, and content marketing.
4
4
You will master web analytics tools such as Google Analytics and GTM.
5
5
You will be able to form and manage budgets competently, assess the effectiveness of marketing investments, and improve their profitability.
6
6
You will efficiently manage brand development, create branding and positioning strategies, and master the principles of brand reputation management and crisis management.
7
7
You will learn to integrate and use all digital marketing channels effectively, plan advertising campaigns correctly, manage budgets, and build an advertising budget for your company or business.
8
8
You will gain all the tools necessary to create PR strategies and manage media relations, as well as oversee all media activities. Additionally, you will understand what specialists your team needs and how to manage them.
9
9
You will learn how to establish effective communication within the team, motivate employees, resolve conflicts successfully, and properly handle dismissals and staff adaptation.
Course program

Topic 1
Marketing as the Foundation for Business Development
  • Introduction to the educational process.
  • Formation of the marketing environment and its dynamics for business growth.
  • Modern marketing concept and its structure.
  • Key functional areas in marketing.
  • Analysis and evaluation of the current business state from a marketing perspective.
  • The role of the marketing director.
  • Trends in modern marketing.
Topic 2
External Environment Analysis and Competition
  • Issues and challenges the company faces that require research.
  • Internal, macro, and micro marketing environments.
  • Key methods for analyzing the competitive environment.
  • SWOT analysis.
  • Market environment research: data collection algorithms and the intelligence cycle.
  • Assessing market opportunities and threats.
  • Identifying the company’s critical success factors.
  • Classification of goals in competitive intelligence.
  • Analysis and methods for working with closed and open information sources.
  • VRIN/VRIO frameworks.
  • Building hypotheses and market testing.
Topic 3
Target Audience Research
  • Types of advertising research. Differences between qualitative and quantitative methods, and the use of mixed methodologies.
  • Requirements for a qualitative research guide and project methodologies.
  • The classic Customer Development model and its key stages.
  • Metrics and analysis of qualitative research.
  • Formulating accurate hypotheses.
  • Research budget planning.
Topic 4
Brand Marketing and Brand Identity
  • What is a "brand"? Is my product a brand or not?
  • Brand identity: positioning, personality, perceived quality, brand values, brand associations, and brand essence.
  • Evaluating brand health. Brand metrics (awareness, advantages, attitudes, brand perception map, BDI, brand health, etc.).
  • Brand equity and approaches to its evaluation.
  • Choosing a positioning strategy based on the company’s goals (Advantage Ladder).
Topic 5
Branding Methodology
  • Brand development models. Creating an emotional connection with the consumer.
  • Brand architecture and levels of value creation.
  • Visual brand communications.
  • Brand audit and brand management map.
  • Key brand management models.
  • Brand extension strategies.
  • Pricing and promotional pricing strategies.
  • P&L structure, company budget, and marketing budget.
Topic 6
Trade-marketing
  • The nature of trade marketing. Principles for setting goals and objectives.
  • Key stages of planning.
  • The concept of the product life cycle.
  • Classification and selection of trade channels.
  • Stages of planning sales promotion programs.
  • Point-of-sale promotions and branding.
  • Private labels of retail chains (PL).
  • Return on marketing investment (ROMI).
  • Areas of application and budget planning recommendations.
  • Principles of developing a promotion budget.
Topic 7
Marketing Communications System
  • Fundamentals of communication strategy.
  • Insight discovery and communication SWOT analysis.
  • Communication goals and KPIs.
  • Key messages.
  • Communication models.
  • AIDA and other formulas for effective communication.
  • Components of a productive advertising message.
Topic 8
Communication Channels
  • 360-degree promotion strategy.
  • Types of advertising, development features, and applications.
  • Classic advertising (ATL): TV, print, radio, and outdoor advertising. Application specifics.
  • Advertising and BTL.
  • Advertising and trade marketing (POS materials, etc.).
  • Advertising and PR.
  • Advertising and branding.
  • Specific types of advertising (viral advertising, etc.).
Topic 9
Media Planning and Budget Allocation
  • The role and importance of media planning within the advertising communication system.
  • Strategic and tactical media planning.
  • Selecting marketing tools based on project goals.
  • Sources of advertising traffic.
  • Regional targeting of campaigns.
  • Key performance metrics and their calculation.
  • Approaches and methods for determining the advertising budget.
Topic 10
Digital Marketing
  • Fundamentals of digital marketing.
  • Customer journey and psychology in the online space.
  • Online business models.
  • Performance channels and KPIs.
  • Building an internet marketing strategy.
  • Team.
Topic 11
Analytics in Internet Marketing
  • Stages and tasks of building advertising analytics.
  • Types of goals for online resources, selection, and definition of correct goals.
  • Auditing the current state of an online project from a web analytics perspective.
  • Web analytics tools.
  • Multichannel sequences and associated conversions.
  • Attribution models, cohort analysis, and RFM analysis.
  • Data accuracy and statistical errors.
  • Steps for creating effective analysis and the differences between reports.
  • Evaluating the quality of web analytics, setting tasks, and performance control.
Topic 12
Developing an SEO Strategy
  • Overview of internet marketing channels and the role of SEO among them.
  • Goals and objectives of SEO promotion.
  • Key stages of website promotion.
  • Specifics of promoting a new website from scratch.
  • Developing a strategy for ranking in the top search results.
  • Competitor analysis parameters for developing a promotion strategy.
  • Performance indicators in SEO promotion.
  • Important parameters for website auditing.
  • Evaluating the quality of an SEO specialist's work, oversight, and task setting.
Topic 13
Performance Marketing
  • Building a sales funnel based on strategy.
  • Selecting communication channels for different objectives.
  • Solving business problems through display and contextual advertising.
  • Addressing business challenges with targeted advertising.
  • Tackling business issues through mobile marketing.
  • Calculating the cost of audience acquisition.
  • Attribution models and channel combinations.
  • Planning an advertising campaign: key stages of preparation and execution.
  • Analyzing the impact of advertising on sales volumes.
  • Evaluating the quality of a PPC specialist's work, oversight, and task setting.
Topic 14
Content Marketing
  • Types of content and creating a content production system.
  • Tools for content management (Content Management System).
  • Content planning.
  • Owned channels (social media, website, blog, messengers).
Topic 15
Advertising Tools in Social Media
  • The role and objectives of social media in internet marketing.
  • Types of content: characteristics of SMM for B2C and B2B.
  • Developing a social media promotion strategy.
  • Posting methodologies and conducting viral campaigns, contests, and polls on social media.
  • Content seeding in external communities.
  • Calculating costs and returns from social media publications.
  • Building a community and types of communication.
  • Dialogue scenarios in communities.
  • The role of the SMM specialist: task setting, monitoring, and analysis.
Topic 16
PR and Influencer Marketing
  • Designing a company's PR strategy.
  • Goals and objectives of the PR strategy.
  • Defining a set of effective PR tools for implementation.
  • Influencer marketing: main goals and objectives of a collaboration campaign with influencers.
  • Developing a system for evaluating the results of actions taken.
  • Budget planning.
  • Project organization and common mistakes.
Topic 17
Product Marketing Development
  • Product marketing technology: approaches to idea generation.
  • Goals and stages of product development. Proof of Concept (PoC).
  • Product-Market Fit.
  • Analytics: tools, metrics, and tracking.
  • Task and project management in product marketing.
  • Competency matrix for product marketers.
Topic 18
Customer development
  • How people make decisions: decision trees.
  • Customer profiling: methodology for creating a customer avatar.
  • Segmentation and selecting the target audience.
  • Observation and surveys: technologies for conducting them.
  • Focus groups: business challenges addressed through focus group discussions.
  • Methodology for conducting experiments.
  • Research techniques: interviews and in-depth interviews.
  • Analysis and identification of new opportunities.
Topic 19
Product Discovery
  • Hypothesis analysis and gaining insights.
  • HARDI hypothesis testing cycles.
  • Developing MVP0 and MVP1.
  • A/B testing and strategy adjustment.
  • Pricing, discount policies, and promotions.
  • Offline sales: methodology and sales funnel.
  • Online sales and promotion: lead generation.
  • Budget reallocation and tracking results.
Topic 20
Customer Experience
  • The customer and their needs.
  • Creating a customer journey map (CJM).
  • Building customer trust.
  • Specific audiences.
  • UX and CJM research.
  • Quantitative methods for measuring customer loyalty and satisfaction (NPS, CSI).
  • Implementing a monitoring system.
  • Evaluating the health of the customer base: lifecycle, LTV, and customer potential.
  • Qualitative CX design strategy.
Topic 21
Стратегія Retention-маркетингу
  • CRM: How does retention marketing work?
  • Customer lifecycle: onboarding, upsell, cross-sell, retention, churn, and designing a communication map.
  • KPIs: frequency, active customer base, product penetration, customer retention rate.
  • Loyalty program.
  • Key tools and methods for retention.
  • Common mistakes.
  • Direct communication channels: email, push notifications, SMS, messengers.
Topic 22
Customer Service
  • Customer service standards.
  • Objectives of customer service.
  • Tracking key performance metrics.
  • Types of service packages and process description.
  • Telephone consultations.
  • Employee motivation in enhancing customer service.
  • Reputation management and handling negative feedback.
Topic 23
Analytical Metrics of a Healthy Marketer
  • Marketing performance characteristics.
  • The connection between company goals and KPIs.
  • How to choose the right KPIs to achieve optimal results.
  • Data collection and calculation of performance metrics.
  • Evaluating the effectiveness of selected metrics.
  • Analytical dashboards.
  • Report creation processes and key differences between reports.
  • Forecasting methods and identifying growth opportunities.
Topic 24
Marketing Budget Management
  • Key financial reporting documents (P&L, CF).
  • Methods of budget formation.
  • Control characteristics.
  • Financial performance reports.
  • Cash flow planning and budget defense.
  • Managing the marketing budget during a crisis.
Topic 25
Marketing Strategy
  • Strategic marketing: its relation to and differences from corporate strategy and tactical marketing.
  • Strategic analysis required to deliver real value to your customers.
  • Analysis of the current and future environment. The impact of information on strategic decision-making.
  • Competitive strategies.
Topic 26
Brand Strategy
  • Key elements essential for a brand’s existence.
  • Audience segmentation strategies and personalized targeting.
  • Developing a value proposition. Brand positioning points to enhance value.
  • Creating a brand positioning strategy to ensure clear differentiation and communication.
Topic 27
Growth Strategy
  • Opportunities to increase customer loyalty and expand the customer base.
  • Emergence of new markets and new product opportunities for sales growth.
  • Implications of serving multiple markets, international marketing, and entering new markets.
Topic 28
Strategic Marketing Plan
  • A structured planning process.
  • Involvement of key stakeholders.
  • PESTLE analysis and business model transformation.
  • Trends in customer behavior and journey planning.
  • Goal setting, development of strategic priorities, and alignment with business objectives.
  • ROI calculation.
  • Tactical implementation of the marketing plan in relation to objectives.
  • Establishing an evaluation system and key performance indicators (KPIs).
Topic 28
Innovations
  • How innovations impact organizational growth.
  • Principles of innovation.
  • Key characteristics of innovative organizations.
  • Developing business cases for change.
  • Implementing an innovative marketing strategy.
Topic 29
Project Management, Agile, Scrum, Kanban
  • Catalog and map of business processes, operational processes.
  • Business Model Canvas.
  • Principles of Agile and Lean.
  • Development using Scrum.
  • Task management tools.
  • The role of the product manager in the development team.
Topic 29
Cross-Functional Projects and Teams: Collaboration with Other Departments
  • The essence of cross-functional teams in concurrent design.
  • Formation of cross-functional teams.
  • The role of cross-functional teams in enhancing the company’s knowledge potential.
  • Coordination mechanisms and their impact on knowledge exchange within cross-functional teams.
  • Examples of coordination in cross-functional teams during concurrent design.
Topic 30
Effective Department and Organization Management
  • Communication within teams and between teams across the company.
  • Tools for team communication.
  • Emotional intelligence (EQ) in management.
  • Roles and psychological positions within a team.
  • Evaluating professionals.
  • Employee onboarding and adaptation.
  • Providing feedback to employees.
  • Employee termination.
Topic 31
Working with Contractors
  • Types of agencies.
  • How to brief an agency effectively.
  • Monitoring and analyzing results.
Topic 32
Preparing for Project Defense
  • Developing the structure of the final project.
  • Project defense guidelines.
  • Defining the topic.
  • Key requirements for the project.
Topic 33
Building a Personal Brand
  • Model of an effective leader.
  • Method to discover your strengths (Strengthsfinder questionnaire).
  • Identifying strengths (Strengths Finder).
  • MBTI (Myers-Briggs Type Indicator).
  • DISC personality assessment.
  • Adaptive leadership: key principles.
Topic 34
Preparing for a Public Speech
  • How to prepare for a speech.
  • Psychological and physical preparation.
  • Key success factors for a speech.
  • Techniques for capturing the audience’s attention.
  • Methods for maintaining audience engagement.
Topic 35
Project Defense
  • Preparation for defending your project and strategy. You will have one month to complete this task. During this period, the course curator will support you, provide recommendations, and guide you step-by-step toward your goal.
  • Project defense.