International program
Strategic Marketing Officer
Strategic Marketing, Digital Innovation and Brand Leadership
Apply for the programme
Strategic Marketing Officer
Introduction to Strategic Marketing: Market and Trend Analysis
Lessons
- Strategic marketing and the stages of building a strategy
- Methods of market and competitor analysis
- Practice: How to forecast market trends and integrate them into strategies
Target Audience and Segmentation: Creating a Customer Profile
Lessons
- Target audience: definition and research methods
- Segmentation methods and building personalised customer profiles
- Practice: Creating a value proposition for each target audience segment
Building a Strong Brand
Lessons
- Brand as a strategic asset: importance and examples
- Brand platform: development stages and fundamentals
- Practice: Brand touchpoints
Ecosystem of Communication Channels (3,5 hours)
Lessons
- Communication strategy: development stages, types, and key tools
- PR in communications: tools and their integration
- Practice: SMM — content, effective tools, and relevant placements
Digital Tools
Lessons
- Email marketing in the digital context
- PPC in Google Ads — current practices and strategies
- Social media advertising: building funnels through Instagram and Facebook
- Digital strategy: content, SEO, and analytics
Innovative Marketing Tools
Lessons
- Big Data and its role in strategic marketing
- Market analysis and forecasting with AI: Google Trends, GA4, and Meta Advantage+
- Market research using AI: SEMrush and Ahrefs
- Demand and sales forecasting with AI: Tableau and Power BI
- Marketing process automation: CRM, chatbots, and email marketing
Service as an Integral Part of Good Marketing
Lessons
- Customer orientation: strategies, psychology, and the basics of CJM
- Practice: Optimising service touchpoints and creating a CJM
Building an Effective Marketing Team
Lessons
- Organising the work of the marketing department: structure, roles, and interaction
- Hiring an in-house team or working with freelancers: onboarding, processes, advantages and disadvantages
- Practice: Evaluating team effectiveness — KPIs, reporting, and feedback
Marketing Effectiveness Metrics
Lessons
- Evaluating customer experience and marketing effectiveness: CSI, NPS, eNPS, CAC, CPC, LTV, CLV
Case Studies: Learning from the Best Marketing Strategies
Lessons
- Analysis of successful case studies: reviewing real campaigns and shaping your own strategy
Module 1. Introduction to Strategic Marketing: Market and Trend Analysis
Lessons
- Strategic marketing and the stages of building a strategy
- Methods of market and competitor analysis
- Practice: How to forecast market trends and integrate them into strategies
Module 2. Target Audience and Segmentation: Creating a Customer Profile
Lessons
- Target audience: definition and research methods
- Segmentation methods and building personalised customer profiles
- Practice: Creating a value proposition for each target audience segment
Module 3. Building a Strong Brand
Lessons
- Brand as a strategic asset: importance and examples
- Brand platform: development stages and fundamentals
- Practice: Brand touchpoints
Module 4. Ecosystem of Communication Channels (3,5 hours)
Lessons
- Communication strategy: development stages, types, and key tools
- PR in communications: tools and their integration
- Practice: SMM — content, effective tools, and relevant placements
Module 5. Digital Tools
Lessons
- Email marketing in the digital context
- PPC in Google Ads — current practices and strategies
- Social media advertising: building funnels through Instagram and Facebook
- Digital strategy: content, SEO, and analytics
Module 6. Innovative Marketing Tools
Lessons
- Big Data and its role in strategic marketing
- Market analysis and forecasting with AI: Google Trends, GA4, and Meta Advantage+
- Market research using AI: SEMrush and Ahrefs
- Demand and sales forecasting with AI: Tableau and Power BI
- Marketing process automation: CRM, chatbots, and email marketing
Module 7. Service as an Integral Part of Good Marketing
Lessons
- Customer orientation: strategies, psychology, and the basics of CJM
- Practice: Optimising service touchpoints and creating a CJM
Module 8. Building an Effective Marketing Team
Lessons
- Organising the work of the marketing department: structure, roles, and interaction
- Hiring an in-house team or working with freelancers: onboarding, processes, advantages and disadvantages
- Practice: Evaluating team effectiveness — KPIs, reporting, and feedback
Module 9. Marketing Effectiveness Metrics
Lessons
- Evaluating customer experience and marketing effectiveness: CSI, NPS, eNPS, CAC, CPC, LTV, CLV
Module 10. Case Studies: Learning from the Best Marketing Strategies
Lessons
- Analysis of successful case studies: reviewing real campaigns and shaping your own strategy
