Marketing

Title	MARKETING
Name of Instructor	Alexander Bakka
Goal	Provide insight into the Marketing area and the practical tools which can be used to build Marketing function in the organization
Expected Skills	Analytical skills to evaluate the external and internal environment of the company How to define the principles of existence of the company on the market and to define the marketing strategy The correct sequence of actions when planning Marketing in the company Skills of using different marketing tools How to translate Marketing from theoretical to practical activities

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MODULE STRUCTURE:

Time	Main topics
10:00-11:00	Topic 1. Which kind of task marketing solves Marketing as a discipline and its key elements Client - as the central figure of the whole marketing mix The roles of Strategic and Tactical marketing
11:00-11:10	Break
11:10-12:15	Topic 2. Marketing analysis and basic tools for evaluation The objectives and structure of marketing analysis - what does it give us? We study the basic tools: Macro- and micro- environment of the company Assessment of my company's internal resources SWOT analysis as a universal tool for evaluating and developing a business and product
12:15-13:20	Topic 3. Strategic marketing The principles of the company's existence in the market: Mission, Vision, Values, Strategy, Goals for departments and employees What is a "Strategy", what does it depend on and what does it affect Marketing Strategies Segmentation and Definition of target audience
13:20-14:00	Lunch
14:00-15:50	Topic 4. Methods for promotion on the market The decision-making process of consumer (client) We are selling the Value Marketing mix: What, at what price, where and how we sell and promote (practical tasks) Product promotion: ATL and BTL activity What are the differences between Brand and Product. The secret to building a successful brand is its value in the eyes of the consumer
15:50-16:00	Break
16:00-17:00	Topic 5. Applied marketing How to draw up a Marketing Plan Digital marketing tools: what they are and how to use.