Course overview
Description generated based on course syllabus and open data.
Instructor: Yuriy Hladkyi, CEO of brand agency Grape. Clients include: Visa, Monobank, PrivatBank, MHP, L’Oréal, Silpo, Corteva, ENSO.
Marketer: concise program overview
The course structures a marketer’s workflow: from market and audience analysis to brand identity, budget planning and communication channels. It includes video lessons, practical tasks and live Q&A sessions.
Marketer: who it suits and when it does not
Suits
- Beginners who need to organize foundational skills.
- Entrepreneurs aiming to set up consistent audience work.
- Analysts and product roles seeking alignment with a marketer’s process.
Does not suit
- Those expecting quick fixes without practice.
- Those wanting only tools without process understanding.
- Those not ready for assignments and feedback.
Marketer: from need to change — problem → outcome
- Problem: undefined market and vague segments.
Outcome: competitive landscape map and target group descriptions. - Problem: unclear message to the audience.
Outcome: defined brand image and key message. - Problem: ad-hoc actions without a plan.
Outcome: aligned action plan, budget and calendar. - Problem: hard to evaluate performance.
Outcome: evaluation criteria and reporting approach.
Marketer and alternatives: comparing approaches
- Self-study: fragmented materials with uneven depth.
- Standalone webinars: narrow topics without a full picture.
- This program for a marketer: sequential structure, practical tasks, and feedback.
Completion summary: marketer competencies
- Conduct market research and describe the audience.
- Form brand positioning and voice.
- Plan a budget and choose communication channels.
- Build an action plan and basic evaluation criteria.
- Prepare working docs: competitor map, audience profile, brand message, action calendar.
Course Description
After the course, you will: - Analyze the market and understand your audience - Create a positioning strategy and brand image - Know how to differentiate yourself from competitors - Build a pricing strategy - Work confidently with sales channels - Develop integrated marketing strategies
You will study the following topics: A product that is loved A unique selling proposition is not a legend that is talked about among marketers, but a tool that you can use to conquer the market. In the course, we will share methodologies for creating successful products from scratch, such as Design Thinking and Jobs-to-be-Done. We'll show you how to formulate a value message and communicate it to the target audience Brand positioning There are hundreds of products, but only a few brands. We will share the key identifiers that make a brand stronger than others on the market. You will learn how to create a unique positioning, build a brand architecture, and define its voice. And do everything you can to reach out to your customers and establish contact with them Implementing a marketing campaign Plans are good, but how do you start implementing them? To do this, we will explain how to determine the budget for marketing and promotion channels based on business resources. As a result of the course, you will have a marketing strategy and a tactical plan for achieving it - a description of all brand activities
