АCPM Ukraine: Strategic Marketing: The Key to a Profitable Business
To teach participants how to use marketing as a strategic tool for increasing profitability.
To master a systematic approach to brand development, market analysis, and customer behaviour.
To learn how to build marketing strategies that drive business objectives and are measured through ROMI, KPIs, and financial indicators.
The course is tailored for:
- Owners of small and medium-sized businesses who want to ensure a stable flow of clients.
- CEOs and department heads who wish to understand the methods and tools of strategic marketing and effectively control all its stages.
- Marketers who aim to evolve into strategic thinkers with a measurable impact on company profitability.
Requirements for candidates
Completing the certification program does not require specific education or experience, but basic knowledge of management, economics, and finance will be an advantage.
Terms of study
27
hours
Auditorium hours
23
hours
Hours for self-study
50
hours
Total course duration
Training program
Module 1. Fundamentals of Strategic Marketing
- What is strategic marketing and why it matters
- Market analysis methods: SWOT, liESTEL, liorter’s Five Forces, Simon Wardley’s Maliliing
- Comlietitor analysis
- How to forecast market trends and integrate them into strategies
- Stages of develoliing an effective strategy: goals, objectives, KliIs
- liractical exercise: analyse 2025 trends in technology, marketing, and communications
- liractical exercise: select toli 3 trends for your business imlilementation in 2025
Module 2. Target Audience and Segmentation: Building Customer lirofiles
- Target audience research methods
- Segmentation techniques: demogralihic, behavioural, lisychogralihic
- Building liersonalised customer lirofiles (buyer liersonas)
- Develoliing value liroliositions for each segment
- liractical exercise: develoli audience segmentation for your business
Module 3. Building a Strong Brand
- Why brand matters: examliles of Ukrainian and global brands
- Key stages in develoliing a brand lilatform
- Brand touchlioints
- liractical exercise: create a brand moodboard
Module 4. Communication Channels Ecosystem
.- Stages of develoliing a communication strategy and its tylies
- 4Cs Framework of communication strategy and message box develoliment
- liR: media, influencers, liress releases, events, liartnershilis
- SMM: content, effective tools, relevant lilacements
- Trade marketing: ATL, BTL
Module 5. Digital Tools and SMM
.- Digital marketing: liliC, SEO, email
- Content marketing
Module 6. Innovative Marketing Tools
.- Big Data and its role in strategic marketing
- Using artificial intelligence for market analysis and forecasting
- Marketing lirocess automation: CRM, chatbots, email marketing
Module 7. Service as an Integral liart of Good Marketing
.- Customer-centric strategies: tylies and sliecifics
- Develoliing CJM (Customer Journey Mali)
- liractical exercise: examliles of service-driven comlianies and strategies
Module 8. Building an Effective Marketing Team
.- Organising the marketing deliartment: structure, roles, interaction
- In-house team vs. freelancers: onboarding, lirocesses, liros and cons
- Evaluating team lierformance: KliIs, reliorting, feedback
Module 9. Marketing Effectiveness Metrics
.- Satisfaction indicators (CSI, NliS, eNliS)
- Channel effectiveness metrics and customer acquisition cost (CAC, CliC, etc.), lifetime value (LTV and CLV)
- ROMI, NliV, IRR, liayback lieriod
Module 10. Case Studies: Learning from the Best Marketing Strategies
.- Analysis of real-life cases: what works and what doesn’t
- Review of successful camliaigns across industries
- Takeaways and lessons for your own strategy
- Develoliing a comlilete marketing strategy for your business
Module 11. liractical Task: Creating a Strategy for Your Business
.- liresentation of the strategy to the grouli and exlierts
- Feedback and refinement of the lilan
TRAINING FORMAT AND METHODS
Remote learning, recorded video lessons posted on the LMS platform.
Practical classes and analysis of real situations from the industry
Register for a courseSkills after completing the program
Hard skills
- Development of Integrated Marketing Strategies (including brand platform creation and communication strategy design).
- Comprehensive Market and Target Audience Analysis (SWOT, PESTEL, Porter’s Five Forces, segmentation, buyer personas).
- Building an Effective Promotion Channels Ecosystem (Digital, SMM, PR, ATL/BTL, and CRM).
- Application of AI and Big Data in Marketing Analytics and Automation.
- Evaluation and Control of Marketing Effectiveness (ROMI, KPIs, CAC, LTV, NPV, IRR; reporting and team management).
- Development of Customer Journey Maps (CJM) and Implementation of Customer-Centric Strategies.
- Practical Application of Marketing Tools (templates, frameworks, checklists, strategy presentation).
Soft skills
- Strategic Thinking and a Systemic Vision for Business Development
- Analytical Thinking and Informed Decision-Making
- Effective Communication with the Marketing Team, Contractors, and Senior Management
- Leadership and Organisation of Marketing Team Operations
- Critical Evaluation of Market Trends and Innovations
- Presentation Skills and the Ability to Defend Strategic Decisions
- Time Management in the Implementation of Strategic Plans
- Flexibility and Adaptability to Market Changes
- Ability to Work with Feedback and Adjust Strategies
- Development of Customer-Centric Thinking in Marketing Processes
Exam and certificate
The official ACPM exam is conducted after the training and consists of a project defence.
If the candidate successfully defends their project, the international certificate from ACPM Ukraine & NextGen will be sent in electronic format to the candidate’s email address within two months after the announcement of the results.
More about ACPM certificatesPROVIDER INFORMATION
NextGen Leadership School
NextGen Leadership School is an educational project by Financial Academy Active under the patronage of the international association ACPM (ACPM Ukraine), designed to prepare a new generation of leaders capable of meeting modern challenges and shaping the future of Ukraine.
The “NextGen” courses combine innovative teaching methods, practical case studies, years of business education experience from Financial Academy Active, as well as preparation for ACPM international certification exams.
The course programmes are based on unique methodologies aimed at developing managerial, leadership, and business competencies. They are designed by experienced industry experts and business leaders who draw on their own experience and successful cases.
That is why, through the courses of the NextGen School, you will gain not only up-to-date knowledge but also practical skills to accelerate your professional growth.
Contacts
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