Marketing Management Master Class



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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.

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, 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".

Our participants share experience. Read more..

Marketing Management Master Class starts on 18 April 2019. 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, 23A Frederic Joliot-Curie Str.

 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:

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



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



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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 18 April 2019. 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

Sessions: 18, 22 and 23 April 2019

Facilitator: Ralitza Stanoeva. See more in Team tab.

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". Take a look at the simulation in this video. 

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2
Module: Digital Marketing for Managers

NEW! Participants' case based sessions:  8, 10 and 14 May 2019

NEW!  Simulation case based sessions: 16, 20 and 23 May 2019

Facilitators: Ivelina Manova and 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.

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3
Module: Brand Storytelling and Visual Marketing

Sessions: 27, 30 May и 4 June 2019

Facilitators: Vladimir Vasilev and Dimitar Petrov. See more in Team tab.

This module is a deep dive into the creative world with strong focus on visual marketing and storytelling techniques to insure practical knowledge and useful tools for your real-world business cases. The training is based on hands-on methodology with simulations, case studies and individual learning cycle. Participants are not passive observers, they are involved in creation, analysis and development of strategies in order to be able to use them as a cornerstone of their companies' brand development. The module is created for candidates who are ready to face the challenges in the strategic creative management.

4
Module: Promotional Pricing for ROI

Dates: 6, 11 and 13 June 2019

Facilitator: Daniela Jordanova. See more in Team tab.

Participants will explore core pricing and price promotional concepts, the risks and opportunities of price promotion as a strategic and tactical marketing tool. We will analyse, debate, measure and decide on the merits of price promotions for the brands and companies.

Living and working on a price sensitive market we challenge you to work and discuss with the participants and the facilitator to evaluate the financial impact of a price promotion using different KPI's. Develop the details of a price promotion policy consistent with overall marketing objectives and sales growth goals versus brand value.

This module is based on Harvard Business Publishing’s hands-on case studies and local best practices.
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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.

IvelinaManova
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.

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.

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.

vladimir_vasilev
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.

AYordanova
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.

Dates

Marketing Management Master Class starts on 18 April 2019. 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 18, 22 and 23 April 2019
Module 2: Digital Marketing for Managers 8, 10, 14, 16, 20 and 23 May 2019
Module 3: Brand Storytelling and Visual Marketing 27, 30 May и 4 June 2019
Module 4: Promotional Pricing for ROI  6, 11 and 13 June 2019

Price

Marketing Management Master Class starts on 18 April 2019. 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.

Early bird -20% off

1960 BGN

  • until 5 April 2019

  • Price for the complete master class.

Regular price

2450 BGN

  • Deferred payments are optional.

  • Price for the complete master class.

Regular price per module
  • 580 BGN for module:
    - Promotional Pricing for ROI
    - Storyteling and Visual Marketing
    - Managing the Brand Strategy
  • 780 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 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.

Registration