During the program, we look at marketing from an evidence-based perspective, talk about digital as part of strategic marketing, and learn how to integrate it into the overall strategy in a very precise way.

How to effectively strategize, especially in uncertainty, and how to use digital channels to obtain the best results? Do brands need to stand out and, if so, how exactly? How to avoid overloading the consumer with the complexity of positioning and what do contemporary research methods look like? What does building a digital ecosystem mean?

This is an interactive and theoretical process where over the course of three modules we work, learn, listen, interact, and develop a strategy draft.

• Fundamental marketing laws - changing decision-making paradigms. 
• Recent marketing challenges - behavioral and neuroeconomics questions.
• Evidence-based marketing: how a brand works today. Brand development model.
• Consumer's journey to make a purchase decision. Value proposition canvas methodology and consumer decision journey as the basis of digital strategy.
• Key performance indicators at each stage of CDJ. Monitoring and analysis tools.
• Understanding consumer insight. The nuances of the Jobs to be done methodology for identifying consumer insights.

Homework: Design a customer journey to purchase for your own brand. Consumer Decision Journey and Value Proposition Canvas.

• Homework analysis following the first module.
• Levels of goals. The digital ecosystem is a union of the moment of contact, content, and touchpoints.
• Choosing touchpoints with consumers: content formats, placements, promotion methods according to different stages of the Consumer Decision Journey.
• Image and performance marketing: differences, scenarios of use, and business objectives.
• Components of effective communication.
• A comprehensive overview of the most common digital marketing tools: website, SEO, contextual advertising, mailing list. Sequence, KPIs, results analysis.
• New tools: business tasks, scenarios of use, and analysis of results. Influential trends and fleeting hype.
• When is it worth hiring agencies and working with them to get results?
   

Homework for Module 3: Choosing points of digital interaction with the audience for your own brand according to Consumer Decision Journey.

• Homework analysis after the 2nd module.
• KPIs structure and business results tracking.
• Digital trends and what to do with them. 
• Strategy building for the selected brand/company in groups.