Marketing Management Master Class



MMMC-Header

The Master Class series are hands-on, case-based advanced training courses designed to challenge practitioners to master core concepts by applying them to real-world business cases. Presented and discussed by proven practitioners and experts in their professional field.

Built on The Business Institute’s “real experiential learning” principle, this master class includes a well structured, yet comprehensive content, critical to marketers.

Participants will examine and integrate core marketing concepts to create a cohesive marketing strategy. MMMC Programme includes 4 thematic modules, based on business simulations. Check more information for the modules in the Programme.
The applied Harvard Business Publishing and StratX (INSEAD) business simulations challenge the MMMC 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.

 

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, but also marketers who are practicing the marketing role but are lacking marketing education;
  • 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.

Learn more from the Marketing Management Master Class brochure here.

Our participants share experience. Read more...

The new Master Class season will start on 21 April 2017. If you are interested in the Master Class click here or contact us on: +359 88 2924710, office@thebusinessinstitute.eu.



Why?

Both topical and practical, this master class helps participants structure a practical approach from strategic planning to the tactical execution of their marketing plans. By addressing a wide variety of topics - segmentation and targeting; competitive dynamics; building and executing brand strategies; managing the marketing mix; pricing, and building customer loyalty - the master class provides framework and examples, applicable to both B2C and B2B marketing specifics in a strategic fashion.

These business simulations are more than games - they are self-contained learning experience that recreates real workplace or operational environments, and give you the opportunity to test new skills and knowledge – and make mistakes – in a gamefied, safe environment.

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Marketing Management Master Class provides:

M
Experiential learning based on Harvard Business Publishing and StratX (INSEAD) online simulations, providing world class experience.



M
Interactive and engaging side-by-side learning with hands-on facilitators and experienced marketing professionals as guest speakers.



M
Strong links to the business reality and applicability in Bulgaria – practical discussions and Q&A sessions with experienced practitioners.



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An integrated, holistic approach – understanding how strategic and marketing decisions influence company performance and market position, and vice versa.



Programme

Marketing Management Master Class starts on 21 April 2017. The program includes four modules of three sessions each. The training sessions are from 17:00 to 20:30 and will be held at The Business Institute, Sofia, 23 A Joliot Curie Str.

1
Module: Managing The Brand Strategy

This module will be held on 21, 25 and 28 April 2017.

In this module, based on a business simulation, the participants' challenge is to reposition their two existing brands and to manage them over five years. Their objective is to create and execute effective brand strategy to maximize a KPI that represents the value of their company and that is mostly influenced by revenue growth, market share and profits. Strategic decisions based on deep analysis has to be done, such as: which customer segments to target and allocate resources accordingly; to evaluate the relative attractiveness of the segments and their competitive position in each segment; to influence brand value through product development, price and through communication - specifying perceptual objectives and allocating advertising budget. Participants are invited to use market research to understand consumer perceptions and needs. Thanks to comprehensive information presented in detailed brand reports and market studies, participants will have to identify useful information to understand internal and external levers for success. The competition will be fierce and teams will have to monitor competitive actions and anticipate their next moves.

This module is based on the Stratx's online simulation "BrandPro".

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2
Module: Business-to-Business Marketing

This module will be held on 2, 5 and 9 May 2017.

In this module, based on a simulation, participants define and execute a business-to-business marketing strategy at a manufacturer for motors used in medical devices. Customers are divided into market segments based on their requirements for two key motor performance features and price. Participants must analyse each market segment and decide which new customers they want to acquire while also considering the loyal customers they must retain.
Participants allocate sales and marketing resources for each targeted segment including setting the level of spending on marketing communications and market research. Participants can listen to customer feedback through dynamic video interviews and gain important insights into the effectiveness of their marketing strategies. Ultimately participants must achieve a sustainable revenue stream to maximize cumulative profit for the company.

This module is based on the Harvard Business Publishing’s online simulation “Marketing Simulation: Managing Segments and Customers”.
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3
Module: Pricing and Competitor Analysis

This module will be held on 12, 16 and 19 May 2017.

In this module, based on a simulation, participants assume the role of a district manager responsible for setting prices for rental cars across three cities. Participants must analyze price sensitivity between client segments and consider strategies that maximize rentals across periods and locations. Participants can make periodic inventory adjustments among the locations to match anticipated demand.
The market for rental cars is intensely competitive and participants must also consider the likely competitive response to their pricing decisions. Ultimately, participants must analyze the economic, seasonal, and competitive forces of the rental car market and develop a pricing strategy to maximize the cumulative profit for the firm. Participants benefit from running the simulation multiple times with increasing complexity.

This module is based on the Harvard Business Publishing’s online simulation “Pricing: Universal Rental Car”.
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4
Module: Online Marketing

This module will be held on 30 May, 2 and 6 June 2017.

In today’s marketplace, organizations need effective, profitable integrated media 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.

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Team

tzvetelina teneva
Tzvetelina Teneva

Co-Founder and Senior Facilitator at The Business Institute. Experienced practitioner in strategy, business modeling, marketing management, incl. product management, value proposition design, marketing communication. Special expertise in B2B practices. Previously, Marketing Director and Marketing Communication Manager at Orbitel (acquired by Magyara Telekom/ Deutsche telekom Group, now part of Mtel portfolio), trainer to business practitioners in marketing management, PR Executive at the Government Information Service.

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.

Ivelina Manova
Ivelina Manova

Associated Facilitator in The Business Institute. If we put Ivelina’s career in one word, it would be “digital”. Currently, Co-Founder and Senior Digital Performance Strategist at Accella Digital, she is a Google certified trainer and a highly experienced search-engine and online marketing professional. In her CV one can find also Co-Founder at Ad Academy, Google AdWords & Analytics specialist at Engage Lab, SEM Professional at Interactive Share, online Marketing Expert and Deltastock.

mila kusheva
Mila Kusheva

More than 10 years’ experience in retail marketing for second biggest telecom in Bulgaria. Strong analytical and strategic thinking profile expanded by leading teams responsible for setting and execution company strategy towards positioning, P&L delivery, product and pricing development for all segments with latest focus on consumer and SoHo business. Strong focus on customer lifetime management driving to profitable growth and NPS leadership. Responsible for establishment and execution of Telenor Digital agenda by setting up relevant team and lead execution of advanced digital propositions.

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Margarita Boeva

Guest-speaker in The Business Institute. Margarita's expertise is strictly focused in marketing research. A professional with deep knowledge in experience in designing research projects, developing research instruments, samling, analsing market data. Founder and senior researcher at Noema, marketing research company. Margarita is valuable not only because of her expertise, but also for her philosophical and creative thinking.

Daniela Yordanova
Daniela Jordanova

Guest-speaker in The Business Institute. 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. Daniela is a guest-speaker in Pricing and Competitor Analysis Module.

Anelia Grozdeva
Anelia Grozdeva

Guest-speaker in The Business Institute. Anelia is a business development professional with a vast experience. In her career path you can find Facilitator at The Business Institute, Business Development for Kevin Murphy at Ginger Sisters, Co-founder and Partner at PHIBA, Business Development Manager and Brand Manager at Unicoms, Business Development and Marketing Manager at Synovate, General Manager at Power w PR Agency and Consulting, Communications Manager and FICE Bulgaria (NGO) and PR Manager at Step by Step Foundation. Anelia is a guest-speaker in the Business-to-Business Marketing Module.

Dates

Marketing Management Master Class starts on 21 April 2017. The program includes four modules of three sessions each. The training sessions are from 17:00 to 20:30 and will be held in The Business Institute, Sofia, 23 A Joliot Curie Str.

Here are the following sessions:

Module Dates
Module 1: Managing The Brand Strategy 21, 25 and 28 April 2017
Module 2: B2B Marketing 2, 5 and 9 May 2017
Module 3: Pricing and Competitor Analysis 12, 16 and 19 May 2017
Module 4: Online Marketing 30 May, 2 and 6 June 2017

Price

Marketing Management Master Class starts on 21 April 2017. The program includes four modules of three sessions each. The training sessions are from 17:00 to 20:30 and will be held at The Business Institute, Sofia, 23 A Joliot Curie Str.

Scroll down for the conditions for whole and single module registration.

Single Module Price
25% Discount until 26 May

450 BGN

  • The price is for 1 module.

Regular price

600 BGN

  • The price is for 1 module.

 

 

 

 

Whole Program Price
30% Scholarship: 1470 BGN

2 payments х

735 BGN

 

Regular price: 2100 BGN

2 payments x

1050 BGN

  • Deferred payments are optional.

 

 

 

 

 

 

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

For single module registration, fees and scholarships options, please contact us on office@thebusinessinstitute.eu or +359 88 2924710.

Apply for scholarship

Apply until 26 May 2017 for Marketing360 25% scholarship in the form below!

Module 1: Brand

Module 1: Managing The Brand Strategy

This module will be held on 21, 25 and 28 April 2017.

In this module, based on a business simulation, the participants' challenge is to reposition their two existing brands and to manage them over five years. Their objective is to create and execute effective brand strategy to maximize a KPI that represents the value of their company and that is mostly influenced by revenue growth, market share and profits. Strategic decisions based on deep analysis has to be done, such as: which customer segments to target and allocate resources accordingly; to evaluate the relative attractiveness of the segments and their competitive position in each segment; to influence brand value through product development, price and through communication - specifying perceptual objectives and allocating advertising budget. Participants are invited to use market research to understand consumer perceptions and needs. Thanks to comprehensive information presented in detailed brand reports and market studies, participants will have to identify useful information to understand internal and external levers for success. The competition will be fierce and teams will have to monitor competitive actions and anticipate their next moves.

This module is based on the Stratx's online simulation "BrandPro".

logos

Module 2: B2B

Module 2: Business-to-Business Marketing

This module will be held on 2, 5 and 9 May 2017.

In this module, based on a simulation, participants define and execute a business-to-business marketing strategy at a manufacturer for motors used in medical devices. Customers are divided into market segments based on their requirements for two key motor performance features and price. Participants must analyse each market segment and decide which new customers they want to acquire while also considering the loyal customers they must retain.
Participants allocate sales and marketing resources for each targeted segment including setting the level of spending on marketing communications and market research. Participants can listen to customer feedback through dynamic video interviews and gain important insights into the effectiveness of their marketing strategies. Ultimately participants must achieve a sustainable revenue stream to maximize cumulative profit for the company.

This module is based on the Harvard Business Publishing’s online simulation “Marketing Simulation: Managing Segments and Customers”.
logo 2

Module 3: Pricing

Module 3: Pricing and Competitor Analysis

This module will be held on 12, 16 and 19 May 2017.

In this module, based on a simulation, participants assume the role of a district manager responsible for setting prices for rental cars across three cities. Participants must analyze price sensitivity between client segments and consider strategies that maximize rentals across periods and locations. Participants can make periodic inventory adjustments among the locations to match anticipated demand.
The market for rental cars is intensely competitive and participants must also consider the likely competitive response to their pricing decisions. Ultimately, participants must analyze the economic, seasonal, and competitive forces of the rental car market and develop a pricing strategy to maximize the cumulative profit for the firm. Participants benefit from running the simulation multiple times with increasing complexity.

This module is based on the Harvard Business Publishing’s online simulation “Pricing: Universal Rental Car”.
logo 2

Module 4: Digital

UPDATED Module 4: Online Marketing

This module will be held on 30 May, 2 and 6 June 2017.

In today’s marketplace, organizations need effective, profitable integrated media 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.

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DIGITAL MediaPRO allows participants to understand in depth how marketing communications are managed across consumers, regions and media type to drive business results. Key skills acquired:

  • Targeting and Digital Transformation: segment's media habits, network effects, social listening.
  • Consumer Understanding and Engagement: placing consumers at the heart of the decision-making process for integrated media strategy.
  • The Purchase Funnel tool: the steps from awareness to preference and purchase intention, actual purchase, and retention and loyalty.
  • Competitor Analysis: analyzing and anticipating their next moves to win the Share of Voice war.
  • Effective use of digital media - ROI: the relative contribution of strategy and tactics.

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