This is the first marketing program focused on training and developing professionals in Brand Manager, Product Manager, or similar roles, taught by experts from leading companies. Designed by brand experts from these companies, it aims to develop the knowledge and skills of Brand Managers and other brand and product management professionals, enabling them to thrive in a dynamic environment shaped by technology and disruptive changes in consumer behavior and the market in which they must lead.
Its main target audience includes young professionals who want to specialize in marketing and need to incorporate tools and knowledge to boost their careers; brand or product managers who want to update their knowledge in the face of the new challenges of the current environment; and professionals from small and medium-sized enterprises who need to transform their company towards the market with an updated marketing approach.
INTRODUCTION: THE BRAND LEADER IN THE COMPANY
– The role of the brand leader in today's company
– Skills and competencies of the Brand Manager in the organization
– The integration of the brand within the organization
– Individual work plan: my development as a brand leader
LEADING THE BRAND STRATEGY
– Brand strategies focused on consumer insights
– Segmentation, targeting and positioning strategies
– Strategic brand decisions
– The role of brands in society: brand purpose
– Brand strategy tools: brand pyramid, brand key
– Brand health management
– Application of strategies and tactics in a digital world
MARKETING IN A DIGITAL BUSINESS CONTEXT
– The transformation of business and brands through technology
– Technology and the current role of the Brand Manager
– The use of data to understand our consumers
– Changes and innovations in marketing management
– Digital trends applied in marketing: Artificial Intelligence, UGC, Omnichannel
BUILDING MARKET INTELLIGENCE
– Consumer knowledge in the information age
– Business Intelligence: market analysis, syndicated, desk research
– Consumer insights process, research methodologies and techniques
– Discovering consumer insights. Insight into action
– Application in design and analysis of market information
– What story do I want to tell, what message do I want to convey with each piece of information?
INTEGRATED BRAND COMMUNICATIONS
– Trends and changes in communication
– Design of the integrated communication strategy
– Development of integrated communication: Advertising, content, media
– Marketing funnel: stages in demand generation and conversion
– Digital communication: owned, paid, earned
– Digital media: search, video, display, gaming, social media. Google and Facebook
– Management of the communication process with the agency ecosystem
CREATING OMNICHANNEL EXPERIENCES
– The strategic role of channels in creating value for the consumer
– Main trends and changes that are happening in the channels
– Mapping the consumer and shopper purchase journey
– Design and development of omnichannel and e-commerce strategies
– Shopper marketing and point-of-sale experience management
IN-PERSON ACTIVITIES IN PILAR
THE MARKETING LEADER IN TODAY'S COMPANIES
– Marketing leader competencies
– Dynamics of individual and group reflection
– A space for networking between companies, teachers and students
COMMUNICATIONS WORKSHOP
– Steps to develop effective presentations
– Public speaking techniques
– Practice and application of communication techniques
– Individual reflection and work plan
Online | Synchronous, all the Wednesdays from 18:30 pm to 21:30 pm + 3 Fridays.
Being a graduate or member of the Austral Community You'll receive exclusive discounts. We also offer special benefits for those who work in companies that have an agreement with the University. Consult with our sales advisors for more information.
If a participant requests to withdraw up to 5 business days before the start of classes, the registration fee for reserving a place will not be refunded, but the amount paid as tuition/fees will be refunded. (*)
Students who drop out during the course (withdrawal or suspension of studies) will not be entitled to a refund of their tuition fees. 50% of the amount paid will be refunded, provided that the number of class hours attended does not exceed 30% of the total course hours. (*)
(*) A 5% administrative fee will be deducted from the amount subject to refund.
MARTIN PICO ESTRADA
Bachelor's degree in Business Administration, UCA. Master's degree in Business Management (UCEMA). Certificate in Marketing, UC Berkeley. He has over 20 years of executive experience in companies in Argentina, Mexico, Chile, and Peru. He has worked in sales and marketing positions at Abbott, Campbell's, Clorox, and Lafarge Holcim, among others. Currently, he is a founding partner of CTD Partners Consulting, a consulting firm specializing in Comprehensive Business Transformation, and a Marketing professor at UCA and [unspecified institution]. Universidad AustralFormer director of the Master's Program in Marketing Management at Diego Portales University (Chile).
ERNESTO SALA
Master in Business Administration (MBA) taught by IAE with a specialization in Marketing from London Business School. He also holds a law degree from the University of Salvador. Leveraging his expertise in marketing and innovation, he has taught these subjects for over 15 years both abroad (Complutense University of Madrid) and in his home country (University of Palermo). Universidad Austral and University of
Buenos Aires). His professional career encompassed multiple fields and businesses, from multinationals such as Coca Cola and Cadbury Schweppes to his own ventures at the entrepreneur and SME level.
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