• Marketing strategy design: from development to implementation. Analysis of external and internal context.
• Strategic marketing decisions: targeting, differentiation, positioning 4P VS 4C.
• Design of customer value. Effective marketing strategies.
• Strategic idea. The boundary of the system.
• Customization of the business system for the client. The customer dimension.
• Choosing a key client. Best client vs. best project. Case study.
• Breakthrough products. How to create an effective value proposition?
• Brand strategy. How to create a brand leader?
• Transformational and growth strategies.

Fundamental laws of marketing - changing decision-making paradigms. New challenges of marketing - questions from behavioral science and neuroeconomics. Customer behavior as a source for marketing goals. Evidence-based marketing: how a brand works today. Brand development model. Branding within the framework of evidence-based marketing. Expressive brand attributes. Brand rejuvenation strategy. Outdoing yourself: how to identify fault lines? Brand diagnostics and strategic decisions.

• Hierarchy of goals. How to formulate business goals for all levels of marketing strategy and measure effectiveness? 
• Choosing points of interaction with consumers in digital: content formats, placements, promotion methods according to different stages of the Consumer Decision Journey.
• Image and performance marketing: differences, use cases, and business objectives. Where to invest funds?
• Components of effective communication: how to combine the moment of contact, content, and touch points.
• How to work with digital: an overview of the most common tools, channels, KPIs, and analysis of results.
• Integrated marketing communications.
• Strategic brand communications: internal and external.