Open Programs
Branding and Positioning Strategies
Category
Dominate the digital universe and better position your brand.
Digital transformation makes the scenario in which companies develop increasingly competitive. By mastering digital positioning strategies you will be able to consolidate a more winning vision for your brand.
Contact:
The Branding and Positioning Strategies program incorporates concepts and theories that allow the development of adequate marketing strategies. Participants will work on individual and group activities, as well as on a final project that consists of developing a product or brand launch strategy.
Know the tools of branding and digital positioning and provide a competitive vision for building brands.
Branding and Positioning Strategies
Content:
- STP I: Value proposition and positioning STP II: Segmentation and targeting
- B2B marketing and use of channels
- Customer centricity and brand DNA
- Buyer person and marketing for BOP
- blue ocean marketing
- Direct to customer brands
All participants who successfully complete the program receive a Verified Digital Certificate of completion of studies issued by INCAE Business School.
Branding and Positioning Strategies
Content:
- STP I: Value proposition and positioning STP II: Segmentation and targeting
- B2B marketing and use of channels
- Customer centricity and brand DNA
- Buyer person and marketing for BOP
- blue ocean marketing
- Direct to customer brands
All participants who successfully complete the program receive a Verified Digital Certificate of completion of studies issued by INCAE Business School.
Branding and Positioning Strategies
Content:
- STP I: Value proposition and positioning STP II: Segmentation and targeting
- B2B marketing and use of channels
- Customer centricity and brand DNA
- Buyer person and marketing for BOP
- blue ocean marketing
- Direct to customer brands
All participants who successfully complete the program receive a Verified Digital Certificate of completion of studies issued by INCAE Business School.
Branding and Positioning Strategies
All participants who successfully complete the program receive a Verified Digital Certificate of completion of studies issued by INCAE Business School.
Methodology
- Weekly learning plan and objectives, and final project to propose solutions
- Learning and content in various formats, including videos from experts
- Group discussion forums as well as individual exercises and analysis
Participant profile
• People directly related to the marketing activities of a company.
• Professionals responsible for developing and maintaining the strategic direction of the marketing and/or commercial departments.
• Members of leadership groups who interact daily with functional teams related to marketing, such as sales, public relations, customer service, and product development.
• Professionals interested in knowing the basics of big data.
Upcoming events
Tips to study and work at the same time- chat with students
Blog
Agile Organizations: Responding to Disruption and Uncertainty
May 20, 2021Our teachers
-
Luciano CiravegnaTeacherHe is a Full Professor and Director of Research at INCAE Business School, where he teaches in the areas of Marketing and Strategy. He holds a Ph.D. by The London School of Economics; M.Phil., University of Oxford; a B.Sc. with Honours, the London School of Economics.
-
Luciano CiravegnaTeacher
Upcoming events
Tips to study and work at the same time- chat with students
Blog
Agile Organizations: Responding to Disruption and Uncertainty
May 20, 2021Objectives
• Use the tools of Segmentation, Targeting and Positioning (STP) in the analysis of positioning and identification of distribution channels, to use them in different types of industries.
• Apply the concept of brand DNA to assess its relationship with the value proposition, build and sustain customer loyalty, as well as to extend the brand and launch new products.
• Relate brand DNA with customer-focused marketing to adapt it to different segments and build a powerful omnichannel brand ecosystem.
• Distinguish the challenges and opportunities of disruptive marketing, BoP* marketing and DTC** brands to develop an adequate positioning strategy.
Services
• Cases focused on real-world experiences and challenges.
• Interviews with invited executives, who share their experience in executing strategic decisions within their organizations.