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.
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".
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.
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.
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.