Mihai Bonca is a Senior Consultant at Brand Architects. Before starting his consultancy, he was the Group Marketing Director of eMAG, previously Marketing Director of Molson Coors Romania, supervising the marketing strategies for Beck's, Stella Artois, Bergenbier and Staropramen and previously he was senior marketer in SABMiller, heading Timisoreana and Ciucas.
Mihai is currently enrolled in Oxford University's MBA program at Said Business School. Mihai's work has been awarded 25 times for marketing excellence, including several Effie Awards, the most prestigious marketing awards in the world.
He consulted for various multinational organizations, redefining their marketing approach. While he worked with the boards and CEOs in defining strategies, he collaborated with the organizational teams on flawless and timebound execution. His expertise as a consultant ranges from traditional FMCG to B2B, retail and e-Commerce.
During these 2 days you will rediscover the art of creating a long lasting relationships between the shared dreams of an organizations with their customers. It follows a master-plan which designs the key brand vectors and proves that nothing should be left adrift.
Objectives. The main learning purposes are:
Gain a solid view upon the Marketing process, from Strategy to Execution;
Understand and use the key strategic tools (brand positioning, customer segmentation);
Start judging communication from strategic perspective;
How are we going to achieve that? We will divide this complex field in two: Marketing Strategy and Communication Execution. While creating this dichotomy, we will follow the Strategic Funnel, which highlights:
The link between Marketing and organizational culture/ ideology;
Understand customer decision making process;
Customer segmentation: need states, shopping occasions, pen portrait;
Brand positioning: brand relationship ladder;
Positioning Statement: category & value proposition;
Secondary, we will touch the Communication Funnel, to get a glimpse of the executional side:
Narrative Strategy: communication Big Idea, storytelling, communication pillars;
Direct Communication: customer journey, touchpoints, brand world;
Is this Masterclass for me?
The pivotal goal of this masterclass is to help marcom professionals improve the process of developing a successful brand. During these 2 days you will study concepts, tools & frameworks, winning case-studies. Highly important, you will also have fun.
The key tools you will get:
Customer Decision Making Map
Brand Relationship Ladder
Standard price: 200 euro + TVA
Student discount (undergraduate) : 50 euro + TVA / Sold out
St.Brendan's philosophy is simple: learning by doing. St.Brendan students are the 1% that don't just build a career, they build a dream. That's why we do our best to help them work with the best teachers in the world. And that's why we don't do lectures or boring courses: we create masterclasses, designed to actually boost your skills, literally overnight.