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Marketing analysis
Сompetitive strategies
Marketing control
Positioning
Client's portrait
Value creation
We propose to fight this "Marketing in the Dark" by formulating a strategy and implementing it. A marketing strategy is a tool that allows you to have clarity in goals and priorities, focus on the long term, act firmly and confidently in a situation of uncertainty
What do a marketer's working days look like in a company without a marketing strategy? This is running back and forth: a lot of tasks, throwing between hypotheses, constant processing, urgent tasks with a deadline for yesterday. There is a practice where marketing spends money, but does not earn, where managers have authority, but their recommendations are not listened to, where marketers offer ideas, but management wraps them up.
The course "Strategic Marketing" is suitable for those who want to develop the so-called helicopter view, contribute to the development of a strategic direction in business and increase their influence on decision-making. You will begin to think systematically, offer confidently, and understand what the management expects from you.
The focus of the program is the necessary concentrated knowledge and working tools for developing a marketing strategy. As a result of the course, students will form the basis of their company's marketing strategy under the mentoring guidance of a teacher. Listeners will be ready to discuss and implement this material in their business.
How does the system of marketing approaches and tools work, how to fill this system with new knowledge after training
How to research the market, consumer behavior, how to create products and formulate their value
How to shift the mindset of a marketer from the tactical mode of "come on, come on" towards the entrepreneurial mindset
How does marketing work as a strategic function in a company, how are business and marketing strategies related
Digital specialists: you are well versed in certain areas of digital advertising, but you need a comprehensive understanding of marketing to work more effectively
Specialists of related professions who have joined the marketing service: you are well versed in the tools of your field, but you want to expand your understanding of strategic marketing and successfully lead this direction
Marketers with over a year of experience: you are successful in tactics and planning, but you want to develop helicopter view and learn how to look at your work through the eyes of a business
Business owners: you run a business where it is not possible to hire a marketing staff, you have to delve into all the issues and independently link business and marketing
You will learn what marketing is responsible for in the company and how it is connected with other structural divisions; you will understand how the business strategy affects the marketing strategy. You will master the fundamental concepts and tools of strategic marketing, determine your key marketing objectives and priorities. You will be able to use tools to create a strategy and its outline in your work, clearly distinguish where the strategy ends and tactics begin: how they are interconnected with each other and where logical errors are hidden.
You will learn how to analyze the market and internal resources using popular frameworks and tools; formulate hypotheses based on the market situation, customer needs and business resources, and not on feelings. You will be able to assess the needs of the client and provide an appropriate offer, as well as maximize the value of the product for the consumer, formulate positioning. You will understand how the brand works and what bonuses a business can get from working with branding.
You will be able to confidently negotiate with stakeholders, sell ideas and present marketing results to related departments, justify the value of marketing in the company. You will explore ways to involve related departments in the development and implementation of marketing solutions.
You will find out what exactly business expects from marketing and how to speak the same language with business. You will study the functions of the organization according to Adizes, determine your management style and find out the directions for the development of your entrepreneurial function. You will identify attitudes and actions that strengthen the traits of your style and that do not allow the E-function to develop.
You will learn what marketing is responsible for in the company and how it is connected with other structural divisions; you will understand how the business strategy affects the marketing strategy. You will master the fundamental concepts and tools of strategic marketing, determine your key marketing objectives and priorities. You will be able to use tools to create a strategy and its outline in your work, clearly distinguish where the strategy ends and tactics begin: how they are interconnected with each other and where logical errors are hidden.
You will learn how to analyze the market and internal resources using popular frameworks and tools; formulate hypotheses based on the market situation, customer needs and business resources, and not on feelings. You will be able to assess the needs of the client and provide an appropriate offer, as well as maximize the value of the product for the consumer, formulate positioning. You will understand how the brand works and what bonuses a business can get from working with branding.
You will be able to confidently negotiate with stakeholders, sell ideas and present marketing results to related departments, justify the value of marketing in the company. You will explore ways to involve related departments in the development and implementation of marketing solutions.
You will find out what exactly business expects from marketing and how to speak the same language with business. You will study the functions of the organization according to Adizes, determine your management style and find out the directions for the development of your entrepreneurial function. You will identify attitudes and actions that strengthen the traits of your style and that do not allow the E-function to develop.
Daria
Goncharik
Goncharik
Strategy
key competencies: strategic planning, internal and external marketing analysis, goal setting and development of competitive strategies, developing positioning and working with a client's portrait through the prism of value creation, setting up business processes in marketing, marketing as management
as an independent marketing consultant, she worked with businesses in the following areas: construction and design, production and sale of building materials, e-commerce, video and photo production, beauty, FMCG
in the position of Marketing Director of SBH Law Office (Law Firm "Sysuev, Bondar, Khraputsky") conducted a comprehensive rebranding of the company, conducted more than 150 events supporting the company's expertise, developed a matrix of products
as Director of Marketing and Business Development of the Aptekar chain, she activated the potential of the network's customer base (loyalty program reform, revenue growth and average purchase receipt), conducted a comprehensive rebranding and a change in the format of pharmacies
in the position of Head of Marketing at Dodo Pizza Belarus, she led the expansion of the franchise in the country: plus eight new restaurants, more than 70 promotions and promos through offline and online channels; adapted the marketing strategy in the conditions of COVID-19
as Head of Marketing at Rozum Robotics, she developed and implemented a strategy for promoting barista robots to Saudi Arabia, the UAE, and Europe, participated in the launch of the world's first franchise of robotic coffee shops under the Cubo brand, and "packaged" a complex technological product
professional background: complex products in B2B with a long purchase cycle and products in B2C with high competition and strict legal restrictions
DipM MCIM, Marketing Strategy Expert, Member of the Royal Institute of Marketing (London)
10 years of experience in strategic marketing
10 lessons
20 hours
Daria Goncharik
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
Marketing in the company: how strategy is related to business goals and why a marketer should understand them
2 hours
Marketing area of responsibility. The difference between B2B and B2C marketing.
The main components of the strategy. The SOSTAV model.
Marketing strategy and tactics: where is the border and what is the relationship. How strategic marketing affects 4P.
The main components of the strategy. The SOSTAV model.
Marketing strategy and tactics: where is the border and what is the relationship. How strategic marketing affects 4P.
Analysis of external factors: how to assess the impact of the environment on the marketing strategy
2 hours
Macro- and microenvironment analysis. PESTEL, Porter's "Five Competitive Forces" model.
1
2
2 hours
Analysis of internal resources: resources and opportunities
Competitive advantage: characteristics of internal resources, VRIN/VRIO.
Sources of competitive advantage.
SWOT analysis as a synthesis of analytical work: we formulate the key objectives of strategic marketing.
Competitive advantage: characteristics of internal resources, VRIN/VRIO.
Sources of competitive advantage.
SWOT analysis as a synthesis of analytical work: we formulate the key objectives of strategic marketing.
2 hours
Business goals and marketing goals: cascading.
Working with goals: how to measure the result of work. SMART-formulation of goals as a must-skill for a marketing manager.
The company's mission: the mission's contribution to the implementation of the business and marketing strategy.
Working with goals: how to measure the result of work. SMART-formulation of goals as a must-skill for a marketing manager.
The company's mission: the mission's contribution to the implementation of the business and marketing strategy.
Analysis of the internal environment: how to assess the impact of your own resources on your marketing strategy
Goal setting in marketing: how to formulate a direction to get to the right point
3
4
2 hours
Types and classification of strategies.
Search for your own strategy using various tools and models: the Value Disciplines model Treacy & Wiersema, Ansoff matrix (commodity—market matrix).
Search for the source of differentiation.
Search for your own strategy using various tools and models: the Value Disciplines model Treacy & Wiersema, Ansoff matrix (commodity—market matrix).
Search for the source of differentiation.
2 hours
Types of segmentation and approaches to it. Model 5W.
Drawing up a portrait of the client.
The concept of Segmentation — Targeting — Positioning (STP).
Drawing up a portrait of the client.
The concept of Segmentation — Targeting — Positioning (STP).
Choosing your own marketing strategy: how to determine the correct way to implement goals
Segmentation: how to choose the right audience for business
5
6
2 hours
The positioning formula.
Consumer segments.
Customer Journey Map (COM).
Consumer segments.
Customer Journey Map (COM).
2 hours
What is a brand and why does a business need it.
Digitization of the brand.
Brand architecture.
Brand pyramid.
Managing brand growth drivers
Brand image vs performance: problems and correlation.
Collaborations with other brands.
Digitization of the brand.
Brand architecture.
Brand pyramid.
Managing brand growth drivers
Brand image vs performance: problems and correlation.
Collaborations with other brands.
Positioning: how to formulate correctly what your product is needed for
Branding: how to get benefits from working with a brand and how to grow your own brand
7
8
Marketing Tactics: How to Ground Strategic Marketing with Tactical
2 hours
Building a marketing mix 7 P.
Implementation of a marketing plan. Factors influencing the implementation of a marketing plan. Situational leadership. Matrix of prioritization of projects for implementation. Budgeting: budgeting methods.
Implementation of a marketing plan. Factors influencing the implementation of a marketing plan. Situational leadership. Matrix of prioritization of projects for implementation. Budgeting: budgeting methods.
Key indicators of marketing activity: how to evaluate the effectiveness and control marketing
2 hours
Stages of marketing control.
Marketing metrics: how to cascade performance indicators in different areas of marketing.
Risk management: risk assessment by category, risk management strategies.
Marketing metrics: how to cascade performance indicators in different areas of marketing.
Risk management: risk assessment by category, risk management strategies.
9
10
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
Marketing in the company: how strategy is related to business goals and why a marketer should understand them
2 hours
Marketing area of responsibility. The difference between B2B and B2C marketing.
The main components of the strategy. The SOSTAV model.
Marketing strategy and tactics: where is the border and what is the relationship. How strategic marketing affects 4P.
The main components of the strategy. The SOSTAV model.
Marketing strategy and tactics: where is the border and what is the relationship. How strategic marketing affects 4P.
1
Analysis of external factors: how to assess the impact of the environment on the marketing strategy
2 hours
Macro- and microenvironment analysis. PESTEL, Porter's "Five Competitive Forces" model.
2
Analysis of the internal environment: how to assess the impact of your own resources on your marketing strategy
2 hours
Analysis of internal resources: resources and opportunities
Competitive advantage: characteristics of internal resources, VRIN/VRIO.
Sources of competitive advantage.
SWOT analysis as a synthesis of analytical work: we formulate the key objectives of strategic marketing.
Competitive advantage: characteristics of internal resources, VRIN/VRIO.
Sources of competitive advantage.
SWOT analysis as a synthesis of analytical work: we formulate the key objectives of strategic marketing.
3
Goal setting in marketing: how to formulate a direction to get to the right point
2 hours
Business goals and marketing goals: cascading.
Working with goals: how to measure the result of work. SMART-formulation of goals as a must-skill for a marketing manager.
The company's mission: the mission's contribution to the implementation of the business and marketing strategy.
Working with goals: how to measure the result of work. SMART-formulation of goals as a must-skill for a marketing manager.
The company's mission: the mission's contribution to the implementation of the business and marketing strategy.
4
Choosing your own marketing strategy: how to determine the correct way to implement goals
2 hours
Types and classification of strategies.
Search for your own strategy using various tools and models: the Value Disciplines model Treacy & Wiersema, Ansoff matrix (commodity—market matrix).
Search for the source of differentiation.
Search for your own strategy using various tools and models: the Value Disciplines model Treacy & Wiersema, Ansoff matrix (commodity—market matrix).
Search for the source of differentiation.
5
Segmentation: how to choose the right audience for business
2 hours
Types of segmentation and approaches to it. Model 5W.
Drawing up a portrait of the client.
The concept of Segmentation — Targeting — Positioning (STP).
Drawing up a portrait of the client.
The concept of Segmentation — Targeting — Positioning (STP).
6
Позиционирование: как правильно сформулировать, для чего нужен ваш продукт
2 hours
The positioning formula.
Consumer segments.
Customer Journey Map (COM).
Consumer segments.
Customer Journey Map (COM).
7
Branding: how to get benefits from working with a brand and how to grow your own brand
2 hours
What is a brand and why does a business need it.
Digitization of the brand.
Brand architecture.
Brand pyramid.
Managing brand growth drivers
Brand image vs performance: problems and correlation.
Collaborations with other brands.
Digitization of the brand.
Brand architecture.
Brand pyramid.
Managing brand growth drivers
Brand image vs performance: problems and correlation.
Collaborations with other brands.
8
Marketing Tactics: How to Ground Strategic Marketing with Tactical
2 hours
Building a marketing mix 7 P.
Implementation of a marketing plan. Factors influencing the implementation of a marketing plan. Situational leadership. Matrix of prioritization of projects for implementation. Budgeting: budgeting methods.
Implementation of a marketing plan. Factors influencing the implementation of a marketing plan. Situational leadership. Matrix of prioritization of projects for implementation. Budgeting: budgeting methods.
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
Александра Саврас
Начальник отдела по торговой марке, EFES Kazakhstan
Начальник отдела по торговой марке, EFES Kazakhstan
Улучшение знаний о потребителе позволяет достигать ощутимых результатов
Сотрудничая с Monday Learn, мы с удовольствием повышаем уровень своей экспертизы благодаря вовлеченности и профессионализму ребят и заинтересованности нашей команды департамента маркетинг. На пользу идут регулярные ворк-шопы, на которых для нас готовят тренды, обзоры и рекомендации.
Динамично и продуктивно проходят «живые» сессии в формате вопрос-ответ, где в режиме реального времени можно получить аргумент, подкрепленный опытом, обсудить все «за и против» и «сделать работу над ошибками».
В целом работа с диджитал, стала приятнее и понятнее с момента старта нашего сотрудничества. Ряд эфемерных медийных характеристик и показателей обрел точные измеримые значения, а сегментированный подход и улучшение знаний о своем потребителе, позволяет добиваться ощутимых результатов, в одном из самых перспективных для нас каналов коммуникации, в условиях ограниченного кол-ва инструментов.
Динамично и продуктивно проходят «живые» сессии в формате вопрос-ответ, где в режиме реального времени можно получить аргумент, подкрепленный опытом, обсудить все «за и против» и «сделать работу над ошибками».
В целом работа с диджитал, стала приятнее и понятнее с момента старта нашего сотрудничества. Ряд эфемерных медийных характеристик и показателей обрел точные измеримые значения, а сегментированный подход и улучшение знаний о своем потребителе, позволяет добиваться ощутимых результатов, в одном из самых перспективных для нас каналов коммуникации, в условиях ограниченного кол-ва инструментов.
Александра Артёменко
Маркетинг-менеджер, EFES Kazakhstan
Маркетинг-менеджер, EFES Kazakhstan
Наши бренд-менеджеры и специалисты чувствуют себя намного увереннее
Команда Monday — это находка для нашей компании, т.к. именно с этими ребятами у нас получился абсолютный синтез. У команды очень сильная экспертиза как в стратегии, так и в ежедневном построении процессов и выполнения задач. Monday очень чутки к запросам заказчика, а также объективно оценивают современные реалии. По нашему запросу команда разработала для нас (компании Эфес Казахстан) отличную программу обучения для внутренних сотрудников, в рамках которой фокус был нацелен на то, чтобы каждый бренд менеджер мог свободно владеть всеми метриками, грамотно выстраивать цели и эффективно оценивать успешность каждой бренд кампании, вовремя реагировать на какие-либо изменения и своевременно вносить корректировки при необходимости.
Благодаря Monday, у нас получилось удвоить показатели эффективности почти по всем digital-метрикам и работа стала намного более слаженной. Наши бренд менеджеры и специалисты чувствуют себя намного увереннее, что однозначно способствует их профессиональному росту и дальнейшим перспективам.
Также хочу добавить, что команда Monday — это сплочённая команда профессионалов, которая может найти ответ практически на любой вопрос и найти решение для любой диджитал задачи.
Благодаря Monday, у нас получилось удвоить показатели эффективности почти по всем digital-метрикам и работа стала намного более слаженной. Наши бренд менеджеры и специалисты чувствуют себя намного увереннее, что однозначно способствует их профессиональному росту и дальнейшим перспективам.
Также хочу добавить, что команда Monday — это сплочённая команда профессионалов, которая может найти ответ практически на любой вопрос и найти решение для любой диджитал задачи.
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.