Marketing Manager program | M2

What will I learn in the training?

 Marketing is an endless stream of learning. In our daily updated world, the application of marketing tools is also changing, new approaches are required. Join our hands-on marketing training to hear from professionals about the ins and outs of a practical approach to marketing and stay up-to-date with trends.

 The classes are conducted by our trainers who are internationally certified and have many years of experience working with both local and global brands. It is possible to join trainings both individually and in the form of corporate groups. The trainees who successfully complete the training will have the opportunity to be recommended to companies.

About training

 Twice-weekly classes for a six- or three-month training program cover both theoretical marketing knowledge and skills in the practical application of marketing tools. During the training, which includes fundamental knowledge of marketing and business, the external and internal environment and analysis of business, research and DATA analysis, customer-oriented marketing, strategic marketing, advertising, digital marketing, participants are examined at the end of each topic, and based on the evaluation, they proceed to the next topic. At the end of the training, participants are provided with a certificate.

Duration of training

 Our trainings are held in two programs, 3 months and 6 months.

Təlimin formatı

Təlimçiləriniz

Ali Badalov

Your Marketing Trainer More

Seymur M.Quliyev

Your Marketing Trainer More

Tural Abbaslı

Your PR Trainer More

Anar İbrahimov

Your Research Trainer More

Kenan Qarayev

Your Trainer on Data and Business Statistics More

Təlimin mövzuları

1. Fundamental knowledge of marketing and business	3 Months	6 Months
1. What is marketing and why is it important?
2. History of marketing
3. Fundamental Marketing concepts
4. Basic concepts in marketing (want, need, demand, demand, market demand, etc.)
5. Marketing functions
6. Value, its creation and delivery to the customer
7. Organizational structure
8. Strategic business units and business process
9. Interaction of marketing with other business units
10. Mission, motto and values
11. "Ashridge" and "Derek Abell" mission model
12. Analysis of company activity. Financial indicators
13. Income, classification of expenses, cost. financial statements
14. Analysis of company activity. Non-financial indicators
15. McKinsey's 7 element model
16. Cost calculation. FIFO, LIFO and Average cost method
17. Cost calculation in the production area
18. Evaluation of the startup. "Scorecard Bill Payne" method

 

2. External and internal business environment and analysis	3 Months	6 Months
1. Micro and macro environment
2. Demographic environment
3. Economic, political, legal, technological, natural environments. PEST analysis
4.SWOT
5. Competition, types of competitors
6. Market competition structure
7. Competition analysis
8. Porter's 5 power model
9. Benchmarking
10. Competitive position index
11. Competitive strategies
12. Customer. Value, satisfaction and loyalty
13. Maslow's hierarchy of needs
14. Customer satisfaction index
15. Customer lifetime value
16. Customer base sorting and retention calculation
17. Impact of a dissatisfied customer on revenue
18. Determination of customer loyalty index
19. Classification and comparison of customers on loyalty
20. Customer value absorption index
21.RFM analysis
22. Purchase process and buyer behavior
23. Features of the B2B market
24. Buyer B2B in the company market
25. Purchase process and behavior of the business customer

 

3. Research and DATA	3 Months	6 Months
1. Research and its goals, role in marketing
2. Type of market research and its selection
3. Desktop research
4. Quantitative research and its types
5. Methodologies used in quantitative research
6. Stages of quantitative research
7. Tabulation and reporting requirements
8. Types of research conducted at the expense of internal resources in companies
9. Types of research conducted at the expense of foreign resources
9. Practical training. Conducting a small survey
10. Type of qualitative research (focus group, in-depth interviews)
11. Registration, recruitment
12. Research conduct and standards
13. Reporting requirements
14. Assigning a technical task (organization of UX research on APP)
15. Results of a small study
16.Bank app UX result
17. Marketing Information Systems
18.DATA
19. DATA base concept and purpose
20. Identification of external and internal DATA sources
21. Rules of database development
22. DATA analytics and statistics
23.Baza statistik konseptlər (samplinq, populyasiya)
24. Descriptive and inferential statistics
25. DATA types
26. Descriptive statistics (numerical methods)
27. Normap distribution
28. Statistical tests
29. Probability and types of its calculation
30. Regression and correlation

 

4. Customer Oriented Marketing	3 Months	6 Months
1. Consumer and business segmentation
2. Segmentation. K-means clustering
3. Segmentation. Clustering by WARD method
4. Targeting
5. Positioning
6.CRM
7. DATA-BASED MARKETING

 

5. Strategic Marketing	3 Months	6 Months
1. Strategy and strategic management
2. The role of marketing in strategic management
3. Marketing as a functional strategy
4. Marketing strategy process
5. Market development strategies. Ansoff matrix
6. Choosing a market strategy. SPACE analysis
7. Defining the market development index
8. Market attractiveness index
BCG matrix strategies
Calculating the Net Marketing Profit (NMC)
Marketing ROS and Marketing ROI
Marketing profitability in the context of implementing strategies
Marketing strategy implementation
Development of a marketing plan
Creating a marketing budget
Sales budget planning
Marketing profitability plan
Variance analysis in marketing

 

6. Product	3 Months	6 Months
1. Product and its types
2. Wide range of consumer and production products
3. Trademark and its elements
4. Copyright and patent
5. Product life cycle
6. Customer types in the product life cycle
7. Marketing steps in the life cycle of the product
8. Product economic value and life cycle costs
9. Product portfolio analysis models
10. Product creation and modification, Product and service differentiation
11. Product portfolio management, ABC analysis, xyz analysis

 

7. Price	3 Months	6 Months
1. Price
2. Cost structure
3. Types of pricing
4. Price elasticity
5. Calculation of the break-even point
6. Pricing strategy

 

8. Location	3 Months	6 Months
1. Trade chain
2. Retail and wholesale
3. Channel selection
4. Service network analysis
5. Queue management in the service network
6. Efficiency in distribution
7. The problem of calculating the optimal distribution in the distribution

 

9. Promotion	3 Months	6 Months
1. The concept of advertising
2. Brief overview of the historical development of advertising
3. Function, purpose and effect of advertising
4. Advertising channels (ATL, BTL - from print advertising to advertising on the sky)
5. Advertising brief
6. Famous advertising agencies and advertisers of the world
7. The structure of the advertising agency (in the example of the world and Azerbaijan)
8. Target audience
9. Parts of the advertisement (visual and text)
10. The art of persuasion in advertising
11. AIDA and NAIDAS models
12. Creativity in advertising
13. Impact on the consumer's mind
14. Use of famous faces in advertisements
15. Use of symbols in advertisements, semiotics
16. Sexuality in advertisements
17. Advertising budget
18. Media planning
19. Viral advertising
20. Guerrilla marketing
21. Social advertising (social advertising prepared by CSR and the state)
22. Advertising legislation (unfair advertising, prohibitions, permits, etc.)
23. Communications. Customer return index
24. Media selection problem
25.Mesajın tezliyi və tanınma
26. Pull and push communication strategies
27. Advertising flexibility
28. Optimal determination of the communication budget
29. Branding
30. Brand management
31. Public Relations (PR) in the modern economy and its history, stages of development and structuring.
32. PR and similar concepts, PR activities
33. PR activities planning, budgeting, plan execution and results verification
34. Direct marketing
35. Individual sale
36. Stimulation of sales

 

10. Digital Marketing	3 Months	6 Months
1. What is Digital Marketing?
2. Which branches are available (SMM, SEO, GAds, E-mail marketing)
3. Why is it needed (DM Keypoints)
4. Digital marketing in our country (gaps, used, etc.)
5."What is Social Media Marketing and why is it used"
6. Basic concepts in advertising / (CPC, CPA, ROI, ROAS etc.)
7. Getting to know the Business Manager
8. Determination of advertising types and campaign goals	​
9. Budget Strategies
10. Determination of target audience (lookalike audience, custom audience)
11. A/B Testing
12. Practical Advertising creation
13.Pixel Code
14. What is SEO / why is it used?
15.SEO steps
16. Types of SEO (Black Hat, White Hat)
17. Types of SEO (On page, Off Page, Technical)
18. Algorithms and index factors
19. On page SEO (work on sites)
20. Keywords (branded, short, long tail)
21. Keyword research on tools
22. Link structure and points to pay attention to
23. Content for SEO - points to pay attention to in the content
24. Technical SEO factors (meta tags, site speed, img optimization, etc.)
25.SEO and UX (displaying positive and negative experiences)
26. What is Google Ads and why is it used?
27. Google Ads and SEO differences / advantages and disadvantages
28. Basic concepts (Quality Score, CPC, PPC, Target CPA, Conversion concepts)
29. Familiarity with Google Ads advertising panel
30. Google Ads KPI determination
31. Google Ads advertising types information (search / display / video / lead)
32. Keyword research
33.Search advertising creation
34. Things to pay attention to when writing name copy
35. Refinement of successful / unsuccessful google advertising examples