Brand Management: Competencies of International Companies
Best practices and expertise in brand development and management for the leading international companies to increase sales and capitalization of the business
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