On May 19-22, Odessa hosted the "Marketing and Digital Technologies" EMBA module of the "Energy of Innovation" Academy DTEK program. After all, this is where there are so many examples of implementing marketing strategies, working on a brand and interesting customer solutions.
Andriy Dligach, the founder and CEO of Advanter Group, Doctor of Economics, strategist and futurologist was the main lecturer of the module. In order to grab the attention of consumers, the following trends need to be addressed, according to a study by the Advanter Group:
· The "conscious" buyer has access to extensive information and expertise in relation to the company and the product.
· Comprehensive, total communications.
· Providing preferences of customers to local and environmental.
· Detailed consumer data is the key to success.
· Personalized marketing is based on in-depth analysis of personal data.
· Smart algorithms for both seller and buyer.
· Consolidation of the market and growth of niches is a two-way trend.
After marketing strategies, we switched to clients and consumers with Vitaly Tkachenko, Strategic Narketing and Client Service Consultant, co-founder of the Marketing Agency. Vitaliy shared the main lessons that he learnt from his 21 years of experience in marketing and gave examples of the best services and anti-services of Ukrainian companies. The experience of these companies has clearly proved that it is the customers who run the business.
Like Odesa, marketing is diverse and extraordinary, and from art to business here is one step.
- Dmitry Gaidukovich, Head of the Entrepreneurship Support Center, Diya.Biznes.Odesa shared his story how to develop and scale a brand, having only $ 100 and 6 years, on the example of the creative space Fantasy Room Online School.
The emotional highlight of the first day was a master class by Saveliy Libkin, Odesa restaurateur, founder and CEO of “Sava Libkin Restaurants” on the importance of branding and storytelling on the example of “Dacha” restaurant.
One of the tasks of the marketing module of the flagship EMBA program "Energy of Innovation" is to teach participants to develop a marketing strategy that combines stereotyped thinking, unites the company's departments around a common vision and helps obtain funding for their projects.
On the example of branding Odesa with Ivan Liptuga, President of the National Tourist Organization of Ukraine, made the following conclusions:
· Each client needs an individual approach and smart marketing
· A product is just a product if it does not have its own "name" - branding
· Only brand is not enough, you need to invest in its development
Participants discussed the topic of value, quality, and key user together with Yaroslav Trofimov, Marketing and Branding Specialist, Gead of the School of Effective Marketing. Yaroslav shared in-depth cross-interview tool that helps identify a client’s needs, values, and change their strategy.
As part of Module 6 there was a visit to the TIS container terminal, the largest private stevedoring operator in Ukraine, which owns and operates the entire terminal service infrastructure, including its own railway. Especially valuable for the participants was the fact that Nikita Grubov, Executive Director of TIS, and Igor Zhigora, General Director of DP World Pivdennyi spoke about the current situation there.
Effective marketing is born in a crisis. This is the opinion of Ksenia Kozonova, who at the age of 32 is a co-founder and managing partner of Foundation Coffee Roasters, a full-cycle manufacturer. Ksenia shared the successful experience of implementing the project from idea to full implementation and inspired the participants to continuous development and improvement.
Dmytro Rosenfeld, founder of the closed agency ROZENFELDOFFICE, a lecture at the MIM Business School, and Oleksandr Zayoma, a trainer in public speaking and presentations, a speechwriter, a teacher of speech technique and public speaking skills in KSE shared the secrets of online presentations and pitching skills.
Dmytro gave the valuable pieces of advice on pitching:
· There is no price - there is a value. Prove that the world needs your product
· Everyone wants to hear not a story about you, but what they will get from you
· People do not choose characteristics, but preferences
· People do not buy what we do, they buy the story why we do it
In turn, Olexander noted that a good presentation is based on three pillars:
· The audience's trust in the speaker - it happens through posture, eye contact, gestures, balance between content and gestures.
· Caring for your audience - speech should be clear, simple and with pauses, accents, clear and logical structure.
· Diversity - you need to make sure that you are listened to, here it is important to diversify your gestures, pace, arguments, to become more interesting than your social networks.
Very soon this knowledge will be useful for participants in preparation for investment pitching projects.
Academy DTEK is an open educational platform for business and society, the leader in corporate training in Ukraine. In 2019, the Academy was recognized as the best corporate university in the world in the Corporate Responsibility category by the Global CCU (Global Association of Corporate Universities). Every year, 140 thousand people are trained at the Academy - from trainings on the development of competencies, distance courses to corporate MBA programs. There are 289 internal trainers, 8 certified assessors and coaches that work for Academy DTEK.
The Energy of Innovation: Executive MBA program is designed for top managers and senior executives who have more than 5 years of managerial experience and seek to scale, develop and change the environment in which they work, as well as successors to key positions in the company. within the System of Talent Development D.Talent.
