The NextGen initiative, launched by ACPM Ukraine in partnership with Financial Academy Aktiv, continues to expand development opportunities for Ukrainian executives. This time, a new programme has joined the flagship Leadership School — “Strategic Marketing: The Key to a Profitable Business.”
This course is for those who view marketing not as an expense, but as an investment. It’s designed for professionals aiming to build a stable client base and achieve measurable results in figures: ROMI, LTV, KPIs, and profit.
Who is this programme for?
It is tailored for:
- Owners of small and medium-sized businesses seeking a consistent flow of clients
- Managers and CEOs who want to understand and oversee strategic marketing processes
- Marketers ready to move beyond operational tasks and become true strategists who directly impact company profit
“We designed this course for entrepreneurs who want to see results in revenue, not just in likes. And for marketers who are ready to think like a CEO,” say the course instructors.
What does the programme include?
The course consists of 11 practical modules, covering all key elements of strategic marketing:
- Business analysis and trends: SWOT, PESTEL, Porter’s Five Forces, Wardley mapping, market forecasting
- Target audience & segmentation: buyer personas, value propositions
- Branding: brand platform development, touchpoints
- Communication ecosystem: SMM, PR, influencers, ATL/BTL, message boxes
- Digital tools: SEO, PPC, content marketing, CRM systems, chatbots, automation
- Innovation: applying AI and Big Data in marketing, forecasting customer behaviour
- Service and customer focus: Customer Journey Mapping (CJM), service as part of the brand
- Building a marketing team: structure, roles, in-house vs freelance, KPIs and reporting
- Marketing metrics and financial effectiveness: CAC, ROMI, LTV, NPV, payback period
- Best practices and case studies: analysis of successful campaigns across industries
- Practice: developing and presenting a full marketing strategy with expert feedback
The NextGen Approach
This course is not about templates, but about systemic thinking. It combines analytics, creativity, innovation, and financial acumen. The training format is interactive and includes group work, case discussions, and the defence of one’s own marketing strategy at the end of the course.
The programme is part of NextGen, a project focused on shaping a new management culture in Ukraine through high-quality education, modern competencies, and a strong community of leaders. The initiative has already brought together innovators from finance, HR, and now — strategic marketing.
“When a country is transforming, marketing must evolve too. We need strategies that generate profit — not just the illusion of activity,” the organisers emphasise.
