What you will learn?
The Marketing and Brand Management course is intended for anyone who wants to successfully manage brands, as it provides strategic and creative skills for improving and implementing effective marketing strategies that will help you strengthen brand identity - whether you work for an existing brand or develop your own. With many practical examples, tools, techniques and exercises, you will master the knowledge applicable in modern business. The lecturers are experienced experts from the region, and you will have the opportunity to listen to guest lecturers from all over the world who will visit Molèn for you during the semester
We guide you through the teaching plan of the Marketing and Brand Management course:
1. Basics of Marketing and Brand Management: A comprehensive overview of key concepts and strategies in the field of marketing and brand management. You will gain a thorough understanding of how to successfully position products and services on the market and build a strong brand.
2. Brand and Marketing: Focusing on three key elements - Brand Purpose, Brand Promise and Brand Slogan, participants will discover the essential aspects of branding and marketing strategy.
3. Brand development methodology: How to define and shape the character and identity of the brand in a way that attracts and engages the target audience. You will learn the essence of the Brand Wheel, Brand Personality, Brand Archetypes and Brand Essence concepts.
4. Basic steps in strategic planning. The path from product to brand. We explore the key steps in strategic planning that lead to the development of brands with a significant impact on the lives of users.
5. Defining goals; The concept of insight; Basics of market research: Through this session, you will learn how to set clear and measurable goals for your business ventures, understand the importance of insight in a deeper understanding of consumer needs and behavior, as well as the basics of market research that are key to making informed business decisions.
6. Concept of positioning; Types of strategies and positioning; Concept and basics of differentiation; Defining the USP and UVP of the product: You will gain an understanding of the importance of product positioning on the market and its role in creating a competitive advantage. You will get acquainted with different types of positioning and differentiation strategies, as well as with the terms USP (Unique Selling Proposition) and UVP (Unique Value Proposition) of a product.
7. Building brand identity; Sources of brand identity; The essence of the brand; Tools: You will learn how to define the brand identity, identify the sources that make it authentic and recognizable, but also understand the essence of the brand in the context of its perception by the target audience.
8. Creativity and innovation in setting up and communicating modern brands. How do creativity and innovation create additional value for brands? Why are these elements necessary for brands to run a business and build a long-term image in modern business?
9. Creative strategies and execution 1: You will learn how to develop original and effective marketing campaigns using creative strategies. We will study the campaign execution process, including media selection, scheduling, and measuring campaign effectiveness.
10. Creative strategies and execution 2.
11. Basics and development of market communications: Key principles, strategies and techniques in the field of market communications. Through this lecture, participants will learn about the basics of communication theories, the process of planning communication activities, as well as the development and implementation of marketing campaigns.
12. Strategic brand planning: You will receive a comprehensive overview of the process of creating, developing and managing a brand. Through practical examples and case studies, you will gain insight into best practices and tools used in strategic brand planning.
13. Brand Touchpoints. Consumer Journey. Secrets of the best brands: We explore the key touchpoints between brand and consumer, as well as the journey consumers take during their brand experience. Through the analysis of examples of the best brands, we will discover the secrets of success that have enabled them to create a positive experience for consumers and build strong loyalty
14. Brand Workshop
15. Client Relationship Management: How to identify the needs and expectations of clients, how to establish and maintain long-term relationships with them, and how to resolve conflicts and provide support. We will introduce you to the best practices in the field of customer relationship management and teach you how to apply them in your business environment.
16. Brands at work - Case studies
17. Analysis of brand communication: The focus of the lecture is on the analysis of the effectiveness of communication campaigns, the identification of key elements of successful communication and the measurement of the impact of communication activities through brand perception.
18. The Role of Copywriting in Advertising: Slogans and Messages: In this lecture, you will learn about the basic principles of copywriting, as well as techniques for creating attractive and striking slogans and messages. You will learn how to use the power of words to inspire consumer action and achieve the desired results in your advertising campaigns.
19. Presentation and awarding of certificates.
At the end of the training, regular participants receive an official certificate from the Molèn Academy.
Note: Due to the quality of lectures and workshops, the number of places for live teaching is limited to 2 groups of 9 people.
Lectures in Belgrade are held once a week from 5.30 pm to 9.00 pm, on the premises of the Molèn Academy, for a period of five months.
Tuition for lectures in Belgrade: 1120 euros + VAT, payment is possible in five installments.
Lectures in Podgorica are held once a month (Saturday and Sunday from 09.00 am to 5.00 pm) at the CUE Hotel, for a period of five months.
Tuition for lectures in Podgorica: 1490 euros + VAT, payment is possible in five installments.
It is also possible to attend the program online.
LECTURERS:
Ana Vehauc, Creative Strategist, New Moment
Andreja Milkić, Group Account Director, Leo Burnett
Katarina Pribićević, Strategic Planning Director, McCann
