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, 23 A Joliot Curie Str.
Sessions: 5, 7, 12 November 2019
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 the 5B’s simple approach (Brand fundamental entity, Bodies, Beliefs, Behaviours, Bucks) 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 the 5B's 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, and analyze them trough the lenses of the value proposition. We will find out how all the following marketing elements fit together: company’s competences and differentiating customer benefits, value propositions, brand performance, competitive advantage and positioning, and use them to drive execution and results.
In this simulation, participants play the role of CEO at one of four surgical robotics companies, and are asked to define their company's category strategy, business goal, and brand positioning. Particiants must execute their strategy and value proposition in the light of competitive reactions. They will visualize their standing in the market relative to other participants-controlled brands, through a series of interactive quantitative and qualitative reports.
This workshop is based on the Harvard Business Publishing online business simulation ”Value Proposition: Surgical Robotics" and the 5 B’s tool for brand management decisions by Christie L. Nordhielm.
NEW! Participants' case based sessions: 14, 19, 21 November 2019
NEW! Simulation case based sessions: 26, 28 November and 3 December 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.
Dates: 5, 10, 12 December 2019
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: 21, 25 и 28 January 2020
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.