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AAB Guttman model
Analytical framework of goals
OKR
Cascading goals
Performance Trap
Persona method
JTBD method
KPI
Knowledge of the principles of creating communications, correct task formulation, deep understanding of the consumer and evaluation of the result after a communication campaign are necessary competencies for specialists in building a strategic advantage in business.
Communication in marketing is one of the most important tools for interacting with all groups of brand consumers.
How to create marketing communication: from the correct formulation of tasks and goals to the choice of a creative strategy and subsequent evaluation of the result of an integrated advertising campaign
The place of anti-crisis communications in the communication strategy
The course contributes to the formation of their own set of marketing tools, and will help students strengthen their position as a system expert in the company.
The focus of the program is fundamental knowledge, effective frameworks for creating communication, plus space for practice. Students will work on their own projects, and the teacher will provide individual mentoring on them. We will also pay special attention to the place and features of communication during changes and crises.
What is marketing communication, how it works and how it helps to achieve the marketing strategy of a business
How to effectively build relationships with partners when developing marketing communication
Heads of marketing departments
Brand managers
Marketers
Specialists who face the challenge of how to make the most effective use of marketing communication in solving marketing and business tasks:
Product managers
Project managers and business directions
You will trace the historical development of communication and approaches to its creation, evaluate the relationship between communication and marketing, depending on the stage of its development. In addition, you will determine the place of marketing thinking in business and approaches to marketing within the company
You will gain skills in analyzing trends relevant to your business, as well as practice techniques for analyzing competitors; formulate and cascade marketing and communication goals for your business.
You will learn how to work with various frameworks for constructing communication in general and in digital in particular.
You will learn how to use communication strategies and tools in a crisis. You will master the tools for effective cooperation with contractors during the preparation and development of communication.
You will learn how to work with various frameworks for constructing communication in general and in digital in particular.
You will learn how to use communication strategies and tools in a crisis. You will master the tools for effective cooperation with contractors during the preparation and development of communication.
You will be able to identify the most relevant consumer segments for your brand, learn how to study the consumer, form consumer insights and identify barriers, as well as evaluate communication for compliance with the positioning and perception of the consumer segment.
You will trace the historical development of communication and approaches to its creation, evaluate the relationship between communication and marketing, depending on the stage of its development. In addition, you will determine the place of marketing thinking in business and approaches to marketing within the company
You will gain skills in analyzing trends relevant to your business, as well as practice techniques for analyzing competitors; formulate and cascade marketing and communication goals for your business.
You will learn how to work with various frameworks for constructing communication in general and in digital in particular.
You will learn how to use communication strategies and tools in a crisis. You will master the tools for effective cooperation with contractors during the preparation and development of communication.
You will learn how to work with various frameworks for constructing communication in general and in digital in particular.
You will learn how to use communication strategies and tools in a crisis. You will master the tools for effective cooperation with contractors during the preparation and development of communication.
You will be able to identify the most relevant consumer segments for your brand, learn how to study the consumer, form consumer insights and identify barriers, as well as evaluate communication for compliance with the positioning and perception of the consumer segment.
Maxim
Fominov
Fominov
Communications
founder of PRACTICA — company which specializes in brand design since 2013
developed and implemented communication strategies for international and local brands: A1, Voca, A-100, Wargaming, Turkcell, LeverEx, Raiffeisen Leasing, Diageo and others
launched author workshops on communication for corporate clients: A1, Turkcell, Adjarabet
acted as a mentor at the British Higher School of Art and Design (course "Marketing and Brand Management")
consistently promotes strategic marketing thinking in business
key competencies: branding, strategy, communication, design
10 lessons
28 hours
Maxim Fominov
Эволюция маркетинга и изменение принципов коммуникации: какой путь мы прошли от продажи лопаты до продажи ценности
2 часа
Вы изучите основные понятия CRM-маркетинга, узнаете, какие задачи решает CRM-маркетолог, поймёте, какие клиентские данные и события нужны для выстраивания автоматических коммуникаций.
Зачем нужна маркетинговая коммуникация: как потребитель поймет, что вы — это то, что нужно
2 часа
Коммуникационная / креативная / медийная стратегия
Модель АПВ Гутмана
3 уровня коммуникации
Модель АПВ Гутмана
3 уровня коммуникации
1
2
The evolution of marketing and the change in the principles of communication: which way we went from selling a shovel to selling value
2 hours
Marketing from 1.0 to 4.0 -
Types of business structures and the role of marketing and communication in the structure
Types of business structures and the role of marketing and communication in the structure
Why marketing communication is needed: as a consumer will understand that you are what is needed.
2 hours
communication/ creative/ media strategy
Gutman's APV Model
levels of communication
Gutman's APV Model
levels of communication
1
2
2 hours
What is OCR and KPI
Hierarchy and cascading of goals
Analytical framework of goals
Examples of communication goals
Target effects of communication
Performance Trap
Hierarchy and cascading of goals
Analytical framework of goals
Examples of communication goals
Target effects of communication
Performance Trap
2 часа
The value of the target audience
Segmentation / Targeting / Positioning
Segmentation approaches
Consumer Insight
Segmentation / Targeting / Positioning
Segmentation approaches
Consumer Insight
Setting Goals and OKR: how to set goals to get to where you planned, and not where you ended up
Working with the target audience: how to make your target audience a business growth point
3
4
2 hours
Design thinking and its principles
Persona Method
JTBD
VP framework Osterwalder method
Persona Method
JTBD
VP framework Osterwalder method
2 hours
What is a strong format
Rossiter-Percy Model
Google HHH Model
Rossiter-Percy Model
Google HHH Model
Consumer analysis and study tools: who is the consumer who will bring us money
Creative strategy: what to tell the client so that they will remember you, believe you and love you
5
6
2 hours
What are trends. And how to conduct trend-serching.
Tools for analyzing competitors and their communications.
Tools for analyzing competitors and their communications.
2 hours
Principles of communication in a crisis
Market and Player analysis: how to find out everything you need about competitors
Anti-crisis: how to think and act in conditions of high uncertainty
7
8
Relationships with partners: how to acquire partners for life
2 hours
What is building a business relationship and why long-term relationships
Types of consulting companies and relationships with the agency
Examples of briefings. Developing your own.
How to build effective communication in a team based on the type of marketing in the organization
Types of consulting companies and relationships with the agency
Examples of briefings. Developing your own.
How to build effective communication in a team based on the type of marketing in the organization
9
Взаимоотношения с партнерами: как приобрести партнеров на всю жизнь
2 часа
Что такое построение бизнес-отношений и зачем долгосрочные отношения
Типы консалтинговых компаний и взаимоотношений с агентством
Примеры брифов. Разработка своего
Как выстраивать эффективную коммуникацию в команде исходя из типа маркетинга в организаци
Типы консалтинговых компаний и взаимоотношений с агентством
Примеры брифов. Разработка своего
Как выстраивать эффективную коммуникацию в команде исходя из типа маркетинга в организаци
9
Эволюция маркетинга и изменение принципов коммуникации: какой путь мы прошли от продажи лопаты до продажи ценности
2 часа
Вы изучите основные понятия CRM-маркетинга, узнаете, какие задачи решает CRM-маркетолог, поймёте, какие клиентские данные и события нужны для выстраивания автоматических коммуникаций.
1
The evolution of marketing and the change in the principles of communication: which way we went from selling a shovel to selling value
2 hours
Marketing from 1.0 to 4.0 -
Types of business structures and the role of marketing and communication in the structure
Types of business structures and the role of marketing and communication in the structure
1
Why marketing communication is needed: as a consumer will understand that you are what is needed.
2 hours
communication/ creative/ media strategy
Gutman's APV Modellevels of communication
Gutman's APV Modellevels of communication
2
Setting Goals and OKR: how to set goals to get to where you planned, and not where you ended up
2 hours
What is OCR and KPI
Hierarchy and cascading of goals
Analytical framework of goals
Examples of communication goals
Target effects of communication
Performance Trap
Hierarchy and cascading of goals
Analytical framework of goals
Examples of communication goals
Target effects of communication
Performance Trap
3
Working with the target audience: how to make your target audience a business growth point
2 hours
The value of the target audience
Segmentation / Targeting / Positioning
Segmentation approaches
Consumer Insight
Segmentation / Targeting / Positioning
Segmentation approaches
Consumer Insight
4
Consumer analysis and study tools: who is the consumer who will bring us money
2 hours
Design thinking and its principles
Persona Method
JTBD
VP framework Osterwalder method
Persona Method
JTBD
VP framework Osterwalder method
5
Creative strategy: what to tell the client so that they will remember you, believe you and love you
2 hours
What is a strong format
Rossiter-Percy Model
Google HHH Model
Rossiter-Percy Model
Google HHH Model
6
Market and Player analysis: how to find out everything you need about competitors
2 hours
What are trends. And how to conduct trend-serching.
Tools for analyzing competitors and their communications.
Tools for analyzing competitors and their communications.
7
Anti-crisis: how to think and act in conditions of high uncertainty
2 hours
Principles of communication in a crisis
8
Relationships with partners: how to acquire partners for life
2 hours
What is building a business relationship and why long-term relationships
Types of consulting companies and relationships with the agency
Examples of briefings. Developing your own.
How to build effective communication in a team based on the type of marketing in the organization
Types of consulting companies and relationships with the agency
Examples of briefings. Developing your own.
How to build effective communication in a team based on the type of marketing in the organization
9
Взаимоотношения с партнерами: как приобрести партнеров на всю жизнь
2 часа
Что такое построение бизнес-отношений и зачем долгосрочные отношения
Типы консалтинговых компаний и взаимоотношений с агентством
Примеры брифов. Разработка своего
Как выстраивать эффективную коммуникацию в команде исходя из типа маркетинга в организаци
Типы консалтинговых компаний и взаимоотношений с агентством
Примеры брифов. Разработка своего
Как выстраивать эффективную коммуникацию в команде исходя из типа маркетинга в организаци
9
By cooperating with Monday Learn, we are pleased to increase the level of our expertise thanks to the involvement and professionalism of the guys and the interest of our marketing department team. Regular ...
Alexandra Savras
Head of Trademark Department, EFES Kazakhstan
Our brand managers and specialists feel much more confident
Alexandra Artsiomenko
Our brand managers and specialists feel much more confident, Alexander Artemenko, At our request, the team has developed for us (Efes Kazakhstan company) an excellent training program for internal ...
Marketing manager, EFES Kazakhstan
Improving knowledge about the consumer allows you to achieve tangible results
Alexandra Savras
Head of Trademark Department, EFES Kazakhstan
Head of Trademark Department, EFES Kazakhstan
Improving knowledge about the consumer allows you to achieve tangible results
By cooperating with Monday Learn, we are pleased to increase the level of our expertise thanks to the involvement and professionalism of the guys and the interest of our marketing department team. Regular workshops are beneficial, where trends, reviews and recommendations are prepared for us.
Dynamic and productive "live" sessions are held in the question-answer format, where in real time you can get an argument backed up by experience, discuss all the pros and cons and "do work on mistakes".
In general, working with digital has become more pleasant and understandable since the start of our cooperation. A number of ephemeral media characteristics and indicators have acquired precise measurable values, and a segmented approach and improved knowledge about its consumer allows us to achieve tangible results in one of the most promising communication channels for us, in conditions of a limited number of tools.
Dynamic and productive "live" sessions are held in the question-answer format, where in real time you can get an argument backed up by experience, discuss all the pros and cons and "do work on mistakes".
In general, working with digital has become more pleasant and understandable since the start of our cooperation. A number of ephemeral media characteristics and indicators have acquired precise measurable values, and a segmented approach and improved knowledge about its consumer allows us to achieve tangible results in one of the most promising communication channels for us, in conditions of a limited number of tools.
Alexandra Artsiomenko
Marketing manager, EFES Kazakhstan
Marketing manager, EFES Kazakhstan
Our brand managers and specialists feel much more confident
The Monday team is a godsend for our company, because it was with these guys that we got an absolute synthesis. The team has a very strong expertise both in strategy and in the daily construction of processes and tasks. Monday is very sensitive to the customer's requests, as well as objectively assess modern realities. At our request, the team developed for us (Efes Kazakhstan) an excellent training program for internal employees, within which the focus was aimed at ensuring that each brand manager could fluently master all metrics, competently build goals and effectively evaluate the success of each brand campaign, respond to any changes in time and make adjustments in a timely manner if necessary.
Thanks to Monday, we managed to double the performance indicators for almost all digital metrics and the work became much more coordinated. Our brand managers and specialists feel much more confident, which definitely contributes to their professional growth and future prospects.
I also want to add that the Monday team is a close—knit team of professionals who can find an answer to almost any question and find a solution for any digital task.
Thanks to Monday, we managed to double the performance indicators for almost all digital metrics and the work became much more coordinated. Our brand managers and specialists feel much more confident, which definitely contributes to their professional growth and future prospects.
I also want to add that the Monday team is a close—knit team of professionals who can find an answer to almost any question and find a solution for any digital task.
We compile the program in such a way as to give you fundamental knowledge about how the system works, as well as to show working tools for implementation in everyday work. Thus, we help to “ground” theory with practice.
In addition, we offer knowledge from related specialties: after all, no discipline can work in isolation from business as a whole and other functions
In addition, we offer knowledge from related specialties: after all, no discipline can work in isolation from business as a whole and other functions
The volume of lectures is 10 classes of two to two and a half hours. The amount of time for each homework assignment is up to three hours.
Lectures are held twice a week, the deadline for completing homework is up to ten days.
Lectures are held twice a week, the deadline for completing homework is up to ten days.
You can solve all organizational issues for the course with the help of the program manager. The manager will help you understand the platform, inform you about the upcoming classes and deadlines for completing practical tasks. In addition, the program manager organizes all the necessary paperwork.
Yes, absolutely! Mentoring a teacher will allow you to see the strengths and weaknesses of your work, determine the vector for further development and help answer difficult questions.
The teacher evaluates each homework independently and formulates feedback.
The teacher evaluates each homework independently and formulates feedback.
No, you can't. Your personal account is a comfortable space for your personal training. If students give access to the cabinet to third parties, Monday Learn has the right to disable access altogether.
However, you can broadcast the ideas received during the course in your organization in any convenient format.
However, you can broadcast the ideas received during the course in your organization in any convenient format.
It is possible individually, it is possible by bank transfer, if your training is paid by the company. In this case, let the manager know about it, we will prepare the necessary documents.
It's good if there is one, but it's not a problem if you don't have an active problem case yet. For training purposes, we will give you a specially prepared case study.
We compile the program in such a way as to give you fundamental knowledge about how the system works, as well as to show working tools for implementation in everyday work. Thus, we help to “ground” theory with practice.
In addition, we offer knowledge from related specialties: after all, no discipline can work in isolation from business as a whole and other functions
In addition, we offer knowledge from related specialties: after all, no discipline can work in isolation from business as a whole and other functions
The volume of lectures is 10 classes of two to two and a half hours. The amount of time for each homework assignment is up to three hours.
Lectures are held twice a week, the deadline for completing homework is up to ten days.
Lectures are held twice a week, the deadline for completing homework is up to ten days.
You can solve all organizational issues for the course with the help of the program manager. The manager will help you understand the platform, inform you about the upcoming classes and deadlines for completing practical tasks. In addition, the program manager organizes all the necessary paperwork.
Yes, absolutely! Mentoring a teacher will allow you to see the strengths and weaknesses of your work, determine the vector for further development and help answer difficult questions.
The teacher evaluates each homework independently and formulates feedback.
The teacher evaluates each homework independently and formulates feedback.
No, you can't. Your personal account is a comfortable space for your personal training. If students give access to the cabinet to third parties, Monday Learn has the right to disable access altogether.
However, you can broadcast the ideas received during the course in your organization in any convenient format.
However, you can broadcast the ideas received during the course in your organization in any convenient format.
It is possible individually, it is possible by bank transfer, if your training is paid by the company. In this case, let the manager know about it, we will prepare the necessary documents.
It's good if there is one, but it's not a problem if you don't have an active problem case yet. For training purposes, we will give you a specially prepared case study.
ИП Липская Анна Александровна. Зарегистрирована Минским Горисполкомом 20.06.2022 УНП 391965206
Адрес: 220066, г. Минск, ул. Уборевича, 20-13. Телефон: +375 33 638-09-41. e-mail: anna.lipskaya@mondaylearn.online. Режим работы: онлайн-оформление заявок — круглосуточно.
Адрес: 220066, г. Минск, ул. Уборевича, 20-13. Телефон: +375 33 638-09-41. e-mail: anna.lipskaya@mondaylearn.online. Режим работы: онлайн-оформление заявок — круглосуточно.