Marketing communications: strategic level

Merch Scholarship

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Marketing communications: strategic level

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dates of programs start

7/4/2026

Format

3 days

10:00 - 18:00

cost

34 500 uah

Marketing communications: strategic level

How to set up a customer touchpoint system in accordance with the company's business goals?

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about program

The structure of the program

Faculty

The program's audience is founders, top managers, and marketing directors who

strive to set up business objectives for marketing and measure effectiveness at different levels of marketing strategy

building a marketing department from scratch or transforming it and want to set up the work of a team or external contractors and understand what to expect and how to measure results at different levels of strategy.

determining the communication strategy and analytics tools that best meet overall marketing goals

find support points for defining communication goals in marketing in a constantly changing context

The structure of the program

April 7

Day 1

10:00 - 18:00

What influences the effectiveness of communications?
Hierarchy of goals. How to set business goals for all levels of marketing strategy and measure effectiveness?
Integrated communications. Communication goals.
Elements of integrated communications: ATL, BTL, TTL.

April 8

Day 2

10:00 - 18:00

The difference between Multichannel & Omnichannel. What works today?
Mind map and rules for building communications.
Creating ideas for communications. Kipling's method.
Components of effective communication: a combination of the moment of contact, content, and touch points.

April 9

Day 3

10:00 - 18:00

The Creative Effectiveness Ladder is a methodology for determining the goals and role of creativity in achieving business results.
Selection of points of contact with consumers in digital: content formats, placements, promotion methods according to different stages of the Consumer
Decision Journey, KPIs, analysis of results in key social networks: Facebook, Instagram, Tik-Tok, Youtube.
Image and performance marketing: differences, use cases, and business objectives. Where to invest?
When is it worth hiring agencies and working with them to get results? How to set goals and measure the effectiveness of cooperation?