The culmination of the grant competition for marketers in Kazakhstan.
CEO of the Academy of Marketing Alevtina Kudinova:
The main value of the diploma program is the acquisition of fundamental professional knowledge of marketing according to the syllabuses developed by British experts.
On March 10, the finals of the competition from the Academy of Marketing for obtaining a grant for education in the Diploma in Professional Marketing program level 6 took place.
Below is feedback from Alytyna Kudinova, CEO of the Marketing Academy, d. n., professor.
This year participants were presented with a case study on the marketing and sales strategy of Mercedes in Australia. The answers and solutions were different - from simple and prescriptive to multi-step with a high level of prediction.
What would I particularly note?
First, analysis of brand and product philosophy.
Marketers have long considered philosophy as a boring science for elderly people. For them, philosophy is what creates a brand identity, what connects you to the customer, and what enables forming a solid and meaningful relationship with your client. The philosophy of the brand is formed based on the fact that how a business defines itself and, as a result, determines how you and your company will develop and how you will represent others.
What is your brand philosophy? Why do you exist out of sight of the client? Probably to help people, to provide good service to customers, to be an expert in your niche, etc. Then what makes you different from other companies on the market?
I want to note that several participants took the approach from the reverse - not "what I am" and "what I don't like, what me damn, what am I up against with mine brand". This approach is trendy in American companies because analysis of counterbalance and negation allows you to see your advantages and niche more clearly. All the more interesting were the decisions of the case of the German car brand in Australia using this method.
Second, critical analysis of head office and dealership communication policies centers. As far as the brand owner is concerned independent in their decisions? As far as can dealers influence brand strategy?
The Harvard Business Review repeats: "Make your dealers your partner". But how? This is one of the most important questions for any growing and already-developed business. Because the communication is wrong and destroys reputation and brand.
Opinions of our participants, comparison of strengths and weaknesses in positions Mercedes and Australian dealer centers, and offers of operational and strategic decisions aroused the genuine interest of CIM experts.
Third, focus on the analysis of the benefits and costs of implementing the decisions made. How many people should be involved? What level should specialists be? To implement the tasks? How to keep them? What resources to involve? Language only about people and budget? What is the size of this budget? And what profit is worthwhile?
So. How right to distribute limited resources (and they are always available to everyone limited!) to achieve the set goal? This is a question of the level of the manager-marketer. Because good resource management increases NPS and how as a result, sales, and profit, one of the KPIs of the marketing director of any company equal.
We congratulate the winners of the grant competition! Some of whom have already started their studies.
The Academy of Marketing plans to announce grants for September 2023!
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