The Four Courses

 

What You Need to Know About Brands:

This course will explore the pivotal role of brands, examining concepts like brand identity, values, and promises. Participants will gain insights into effective brand architecture and its impact on commercial and cultural spheres by grasping brands' influence on consumer behavior and societal trends. Participants will be prepared to navigate marketing dynamics skillfully.

 

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Consumer Centric Marketing

This course focuses on the transition from brand-centric to consumer-centric marketing, prioritizing understanding consumer needs. We'll investigate consumer segmentation to unearth growth prospects, and explore vivid customer personas for effective targeting. Additionally, we'll examine mapping the consumer journey, tailoring strategies to meet specific needs, and explore three dimensions crucial for effective communication with audiences.

 

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Storytelling and Making Connections

This course delves into the concept of Big Ideas, distinguishing them from conventional advertising campaigns. We'll explore the essential elements of compelling brand storytelling and equip you with a toolkit for fostering meaningful consumer-brand connections that prioritize engagement over mere reach. Additionally, we'll discuss the significance of context planning, emphasizing the importance of delivering messages at the right time and place to effectively engage audiences amidst today's marketing saturation.

 

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Building a Game Plan: Strategy and Tactics

This course emphasizes the connection between client business goals and consumer behavior.  We offer a clear distinction between marketing strategies and tactics. Additionally, we'll introduce three primary methods for establishing marketing budgets. Lastly, we explore performance measurement in today's digital landscape, navigating the complexities of data analysis to identify valuable insights and keep strategies on track.