Marketing Excellence Master Class


As complex marketing challenges emerge, larger, marketers, category and brand managers’ response have been trying to break things down into smaller parts. This has led them further into narrow specialization: only communication, only digital marketing and product management etc., and therefore away from the holistic, integrated approach. In this Master class participants will make the link between all key marketing management elements and will consider how a change in one element of the marketing plan will influence the other strategic and executional variables.

Built on The Business Institute’s “real experiential learning” principle, this master class includes a well structured, yet comprehensive high-value content. The Master Class workshops are hands-on, case-based advanced training courses designed to challenge practitioners to excel core concepts by internalizing and applying them to real-world business cases and their own professional everyday activities. Presented and discussed by proven practitioners and experts in their professional field.

The applied Harvard Business Publishing and StratX (INSEAD) business simulations challenge the MX participants to analyse available information and make critical decisions to solve various marketing cases and challenges. The purpose of any simulation is to let the participants experiment without risk and apply frameworks and assotiated tools in making marketing decisions based on logic and facts. Participants will examine and integrate core marketing concepts to create a cohesive marketing strategy. MX Programme includes 4 thematic workshops, based on business simulations and world class and local case studies and best practices. Check more information for the modules in the Programme.

Who should enroll

  • Marketing managers/ professionals who aim to advance their expertise and practice in the field of applied marketing management through hands-on and interactive learning experience.
  • Professionals who exercise a marketing role but are lacking marketing education and need structure and practical tools for analysis, planning and decision-making.
  • Decision makers in other functions – such as sales, finance, product management, product development, or general management – who want to work more effectively with their company’s marketing team and seek to better understand marketing topics and strategy.
  • Entrepreneurs and company owners who engage in product and/or business development for their growing business.

Marketing Excellence Master Class starts on 12 May 2020. The program includes four modules of three to six sessions each. The training sessions are from 17:00 to 20:30 and will be held at The Business Institute, Sofia, 23A Frederic Joliot-Curie Str.

 If you are interested in the Master Class click here or contact us on: +359 88 2924710,

Dozens of business practitioners from major Bulgarian and foreign companies have so far took part in our marketing workshops and master class: Zagorka, Nova Broadcasting Group, Danone Bulgaria, Coca Cola HBC, UniCredit Bulbank, Sopharma, Sugar factories AD, Carlsberg, Devin, Havas Worldwide Sofia, Kamenitza, Noema, Cheque Dejeuner, Pharmastore, BILLA, Zebra paper, Bulstrad Vienna Insurance Group, Interpartners, Izdatelstvo Prosveta, Henkel Bulgaria, Pastry Shops "Nedelya" and many others.

Our participants share experience. Read more..

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Marketing Excellence Master Class provides

  • Experiential learning based on Harvard Business Publishing and StratX (INSEAD) online simulations, providing world class experience.
  • Interactive and engaging side-by-side learning with hands-on facilitators and experienced marketing professionals as guest speakers.
  • Strong links to the business reality and applicability in Bulgaria – practical discussions and Q&A sessions with experienced practitioners.
  • An integrated, holistic approach – understanding how strategic and marketing decisions influence company performance and market position, and vice versa.

Why makes the master class unique?

  • By adressing a variety of topics, the master class helps participants structure a practical approach from strategic planning to the tactical execution of their marketing plan.
  • The master class provides framework and examples, applicable to both B2C and B2B marketing specifics in a strategic fashion.
  • The business simulations used during the master class are self-contained learning experience that recreates real workplace or operational environments, and give participants the opportunity to test new skills and knowledge – and make mistakes – in a gamefied, safe environment.

Marketing Excellence Master Class includes four workshops of three to six sessions each. The training sessions are from 17:00 to 20:30 and will be held at The Business Institute, Sofia, 23A Frederic Joliot Curie Str.

Managing The Brand Strategy

Sessions: 12, 14, 20 May 2020 from 17:00 to 20:30. 

Facilitator: Ralitza Stanoeva. See more in Team tab

Thanks to a integrated framework and tools used during the workshop, participants will be able to tackle marketing challenges – by analyzing, prioritizing and solving them. During the workshop we will introduce a simple approach based on thoughtful analysis of the targeted audience that will help participants make relevant brand management decisions in order for their strategies to be successful. The participants will also experience new concepts and tools that will help them internalize and than customize this approach to meet their own needs in their professional everyday life. We will highlight topics such as: business and marketing objectives, STP, 7 P’s.

The simulation puts participants in the position of brand managers for a laundry detergent, tasked with turning around the brand's performance by using sophisticated analytic techniques to understand current issues and determine the best strategy for improving performance. Participants will be asked to predict market demand, set the channel price, make formulation decisions, determine promotional spending strategy, and communicate their strategy effectively to their managers.

This workshop is based on the Harvard Business Publishing online business simulation ”Data Analytics Simulation: Strategic Decision Making".

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Digital Marketing for managers

Participants' case based sessions: 22, 26, 28 May 2020 from 17:00 to 20:30

Simulation case based sessions: 02, 04 June 2020 from 17:00 to 20:30.

Facilitators: Krassi Eneva. See more in Team tab.

In today’s marketplace, organizations need effective, profitable integrated media strategies and digital marketing strategies. New technologies are changing the way people engage with each other and with the organizations that interest them. Peer-to-peer recommendations are now more powerful than any advertising message we can craft.

In this module, updated with the cutting edge simulation DIGITAL MediaPRO, the participants will learn to match markets to digital strategies to profitably grow their business. They will use social media tools and platforms to design, manage, and optimize social campaigns to promote growth and position their brand in the online marketplace, and they will learn how to get the best consumer insights to drive impact on messages and reach media objectives for various social communities. In the case study context of the simulation, participants will put the methodologies, tools, and insights they have learned to the test as they will create and evaluate a comprehensive media strategy. Check the full description of the module here.

This module is based on the Stratx's online simulation "Digital MediaPro". Take a look at the simulation in this video.

Promotional Pricing for ROI

Sessions: 9, 11, 16 June 2020 from 17:00 to 20:30.

Facilitator: Daniela Jordanova. See more in Team tab.

The price is one of the key and most reactive elements of the marketing mix. It affects the profitability and market positioning of the brands. In a price sensitive market as ours, it is often used as a "weapon" for market success without fully considering its dependence and influence on the rest of the marketing and sales tools. This workshop is designed to help marketing professionals, marketers, and business owners/entrepreneurs who need to structure and deepen their knowledge, be more confident in their expertise and arguments when taking pricing and promotion decisions.

During the sessions participants will exlore core pricing and price promotional concepts, the risks and opportunities of price promotion as a strategic and tactical marketing tool. They will debate, measure and decide on price promotions and their consistency with overall marketing objectives, sales growth goals and brand value. Hands-on case studies and local best practices are used fors various analyzes such as: price elasticity, promotional pricing architecture, BEP, CVP, ROI. Upon request participants will have the possibility to analyze their price lists and work on a ready-to-use template for analyzing the ROI of promotional activities, that they will receive as a bonus.

Brand Storytelling and Visual Marketing

Sessions: 18, 23 June 2020 from 17:00 to 20:30 and 27 June 2020 (Saturday) from 9:30 to 17:00.

Facilitators: Vladimir Vasilev. See more in Team tab.

In today’s brand landscape, entrepreneurs, marketers and communicators (internal and external audiences), even CEOs are feeling the need to take ownership over the creation of their companies' brand stories. This training is created to satisfy this professional demand and accelarate the development of the needed skills.

Key topics on focus are: creative process structuring, storytelling skills, psychological profile creation, emotional impact on audiences, knowledge of design and application principles in advertising, tools for creating advertising campaigns and creative concepts.

Participants will be involved in creation, analysis and development of strategies in order to be able to use them as a cornerstone of their companies.We will use a storytelling canava for helping them write resonnat authentic brand stories that resolve relevant conflicts for your target consumers throughout all consumer touchpoints. During the workshop we will work with implementation road map, hands-on methodology with simulations, case studies and individual learning cycle.

ralitza stanoeva
Ralitza Stanoeva

Facilitator at The Business Institute. Experienced practitioner in market strategies, marketing management, incl. product development, product management, market researches, value proposition design, marketing communication. Special expertise in consumer goods and services. Previously, MarCom manager at Mr. Bricolage, Marketing Manager at DataMax, Marketing Manager at Auto Italia, CEO at Design Board, Brand Manager and Trade Marketing Manager at Danone.

Facilitates the workshop Managing The Brand Strategy.

Daniela Yordanova
Daniela Jordanova

Associated facilitator in The Business Institute. Currently Group Brand Manager at Nestlé for SEM region, Daniela has a vast experience in marketing management of FMCG, especially food and beverages. Currently CCSD Beverages Manager at Nestle, she has been Marketing Manager at Pobeda, Marketing Project Coordinator at Coca-Cola HBC, Group Brand Manager at Nestle. She holds a Master Degree in Economics, Professional Certificate from Chartered Institute of Marketing, PhD in progress, related to Marketing Research.

Facilitates the workshop Promotional Pricing for ROI.

Ivelina Manova

Associated Facilitator in The Business Institute. One of the first Google certified trainers for Bulgaria since 2012. She is currently working as Accella Digital’s Managing Director. Her expertise is in building custom digital strategies for the agency’s clients and optimising advertising costs toward higher return on investment. Based on her own experience over the last four years she educated corporate clients and business owners how to use digital instruments to improve the results from their digital campaigns.

Facilitates the workshop Digital Marketing for managers.

Krasi Eneva (1)
Krassi Eneva

Associated Facilitator in The Business Institute. A digital native by professional experience. Currently Project Manager at Hedgehog Development, and Teaching Assistant in Digital marketing course at Sofia University. Over 7 years of experience in digital strategies and campaigns for famous brands. Currently focused on digital transformation, user experience basics and digital campaigns management.

Facilitates the workshop Digital Marketing for managers.

Vladimir Vasilev

Associated Facilitator in The Business Institute, Vladi is Founder and Creative Director of studio “Shivachi”. Experienced visual marketing and storytelling expert in different industries. As a manager of “Shivachi” he has been working with brands across Europe on different projects for content marketing, visual communication, brand development and data visualization. His training style is creative and provocative, he is practical visual learner himself and pass this approach to his sessions. His philosophy is that “nothing is beautiful if it’s not functional in real life” so expect a lot of practical tools and techniques.

Facilitates the workshop Brand Storytelling and Visual MarketingManaging.


Antoaneta Yordanova

Guest speaker in Promotional Pricing module. Currently, Global Market Development Manager at the British Council for the portfolio of B2B language assessment services. Holds Professional Diploma in Marketing from the Chartered Institute of Marketing and Masters in International Economic Relations. Extensive experience in business development for B2B services in the non-profit sector, working across more than 80 diverse markets globally. Main areas of expertise include strategic market planning, identification of new market opportunities, introducing different B2B sales models across markets and evaluating their effectiveness.

Guest speaker at the workshop Promotional Pricing for ROI.

Marketing Excellence Master Class starts on 12 May 2020. The program includes four modules of three to six sessions each. The training sessions are from 17:00 to 20:30 and will be held at The Business Institute, Sofia, 23A Frederic Joliot-Curie Str.

Here are the following sessions:

Module Dates
Managing the Brand Strategy 12, 14, 20 May 2020
Digital Marketing for managers 22, 26, 28 May and 02, 04  June 2020
Promotional Pricing for ROI 9. 11, 16 June 2020
Brand Storytelling and Visual Marketing 18, 23, 27 June 2020

Early bird

1950 BGN

  • until 21 April 2020
  • All workshops
  • Deferred payments are optional

Regular price

2300 BGN

  • All workshop
  • Deferred payments are optional

Regular price per workshop
  • 580 BGN for module:
    - Promotional Pricing for ROI
    - Storyteling and Visual Marketing
    - Managing the Brand Strategy
  • 650 BGN for module:
    - Digital Marketing for managers

All prices in this section are valid for 1 participant. The Business Institute has the right to give a discount on the Marketing Excellence Master Class fee in case there are 2 or more participants from the same company.