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Marketing Management Certificate Program
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Training Courses Program

The courses are open for single enrollment. You can apply for different courses independently without being enrolled in the whole Marketing Management Certificate Program.

Strategic Brand Management

Participants will learn how to: manage a brand, identify factors that create strong brands, position relevantly the brand, define how a brand can impact the overall business strategy of the company, assess a brand current image and relative position in the marketplace, effectively communicate a brand internally and externally, measure the success of company's branding efforts.

Topics: Information collection and processing; marketing surveys; identify tasks; make decision to create a brand; marketing strategy; positioning; the birth of a brand - tools, combinations and impact; market introduction of a brand; marketing mix - pricing, distribution, communications; the advantages of brands; establishing and supporting brand in the marketplace; actions during crisis; stimulating sales.
Start Date: 23 - 24 March, 2017
Duration: Thursday - Friday,
2 days
Instructor: Petar Manovsky, MBA

Digital Marketing

The aim of the course is to acquaint participants with digital marketing methods, techniques, and tools for engaging users and creating opportunities for brand interaction. The course provides guidelines for digital communication design that provokes customer action. Participants will gain an understanding of how to transition from buying impressions on a website to buying audiences.

Topics: Overview - from display advertising and PPC to advertising networks and exchanges, the six steps of the digital strategy; websites - development considerations and design; email marketing; online advertising - payment models: CPM, CPC, CPA; affiliate marketing - payment: CPA, CPL, CPS; search engine marketing - SEO, PPC, SERP and social networks; PPC advertising, keyword settings, conversion and clickthrough rates; social media - categories, strategy, and planning; online reputation management (ORM) - ten rules how to cope with an attack on the brand.

Start Date: 8 - 21 December, 2017
Duration: 2 weeks
Instructor: eFLAG Trainer

Content Marketing

The aim of the course is to show you how to create content for the purposes of your online marketing, how to produce and share relevant and valuable information which will attract leads, build your reputation and trust in you, and ultimately convert your visitors to buyers.

Topics: Basic principles of CM; The CM transformation; Critical overview of CM; CM as a competitive advantage; Determining the metrics; Content differentiation; Publishing schedule; Features of good content; Sources of relevant content; Own content and outsourcing; The blog as a starting point; Blogging guidelines; Blog post template; Webinars; White papers and e-books; Video; Podcasts; Case studies.

Start Date: 13 - 26 November, 2017
Duration: 2 weeks
Instructor: eFLAG Trainer

Essential Marketing Metrics (online)

The course examines the basic marketing metrics which every manager should know. It will help managers develop the quantitative and analytical skills necessary to manage profitability and the return on investment in marketing. These metrics can be used in planning campaigns, evaluating impact, corrective action, and optimizing results. The course is a must for every manager who wants to practice marketing both creatively and logically and gain an understanding of the outcomes of marketing efforts.

Topics: Market share, penetration, hierarchy of effects; margin and profit, analysis of contribution; product and portfolio management; pricing strategy: price elasticity of demand; promotion; advertising and web metrics: rating, reach and frequency, clickthrough reate, visitors; marketing and finance: net profit, profitability, ROI, ROMI.

Start Date: 30 January - 12 February, 2018
Duration: 2 weeks
Instructor: eFLAG Trainer

Media Strategies and Planning (online)

The objective of this course is to help participants understand through theory and practice the process of media planning and decision making, develop the ability to identify and solve media problems, make strategic and creative media decisions from the marketing perspective. The course is particularly suitable for advertisers who want to gain an understanding of media planning, media metric and applied valuation of campaign effectiveness. Knowledge acquired in this course will allow participants to strictly control the actions performed by a media agency or a freelance consultant during the implementation of a given campaign.

Topics: Introduction to media-metrics. What rating means? Basic terms used in measuring audiences - HUT, PUT and PUR. Measuring based on new media channels - Internet users. Audience vs. Users. What is share? Relation between rating, HUT and Share. Problems, practice and perspectives for using GRP/TRP in Internet-advertising Impressions. Reach. Frequency. Relation between Reach, Frequency GRP. What is media-mix and how to "mix" it...Frequency Distribution. Effective Reach. Index. Cost Per Thousand (CPM). Cost Per Point (CPP). Demographic indicators. Structure of audience. Readers Per Copy. TV Program Scheme. Geographic Zones. General Media Channels. Budgeting. Media goals. Media Strategies. Fundamentals of Media Management. Applied Case Studies and Exercises
Start Date: 12 - 25 January, 2018
Duration: 2 weeks
Instructor: eFLAG Trainer

Marketing Audit (online)

The marketing audit is a systematic examination of every aspect of sales, marketing, customer service, and even operations that affect sales and marketing in order to determine how well and cost-effectively each element helps the firm meet its overall goals. A good strategy would be to divide the questions into following areas - market and customer audit, product audit and marketing mix.

Topics: Market and customers audit Market segmentation. Positioning. Customer's behavior.
Product audit. Marketing mix: Classic 4P theory (product, price, place, promotion). Theory of the new 4 Ps (people, policies, processes, prevention).
Start Date: 6 - 26 December, 2017
Duration: 3 weeks
Instructor: Dobrinka Chavdarova

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