
MASTER OF MARKETING MANAGEMENT
MODULE V
Training
SECRETS OF EFFECTIVE ADVERTISING CAMPAIGNS

After this training, its participants will know how to professionally manage the process of creating and implementing advertising campaigns in order to achieve the assumed goals. You will also learn how to achieve the best results from cooperation with advertising agencies and media houses.
In this training we will develop the following skills:
strategic thinking
effective communication
"Professional approach to the subject. Excellently organized knowledge, supported by many examples."
Catherine Brodowska
Product Manager, BELL Poland
TRAINING PROGRAM
FIRST DAY OF TRAINING
8:45 - 9:15
Registration and networking over coffee
9:15 - 13:00
LATEST TRENDS IN MARKETING COMMUNICATIONS
or new ways of reaching customers and influencing their purchasing decisions.
FROM BRAND AND PRODUCT STRATEGY TO ADVERTISING MESSAGE?
or how to effectively manage the process of creating an advertising message based on strategy and how to professionally brief an advertising agency for the best results.
lunch break
14:00 - 17:00
RULES OF EFFECTIVE ADVERTISING MESSAGE?
or how to formulate advertising content that leads to sales.
HOW TO VERIFY IF ADVERTISING IS ALIGNED WITH THE BRAND AND PRODUCT STRATEGY?
or how to find out what your target customers see in your ad.
SECOND DAY OF TRAINING
9:00 - 13:00
HOW TO LEARN FROM THE SUCCESSES AND FAILURES OF OTHERS?
or how to "read" the strategy from your competitors' ads and how to avoid making the mistakes of others.
FROM BRAND AND PRODUCT STRATEGY TO MEDIA STRATEGY
or how to turn your media budget into sales.
lunch break
14:00 - 17:00
HOW TO EVALUATE ADVERTISING CAMPAIGN PLANS IN TRADITIONAL AND INTERNATIONAL MEDIA
INTERNET?
i.e. what media to invest in and how to evaluate the proposals of specialist media and internet agencies?
HOW TO AVOID THE TRAPS OF MEDIA PLANS?
or how not to throw money down the drain.
The training has a workshop format, which means that in addition to presenting the methodology and examples, participants will have the opportunity to practice the issues discussed in team tasks, present their results and receive feedback.

Trainer: TOMASZ ZIÓŁKOWSKI
Founder and author of the Brand Academy training program. Manager and practitioner with over 25 years of marketing experience. Lecturer in Executive MBA programs at the French Institute of Management. In 2007, he was the first Polish lecturer to receive the "HIGHEST RANKED PROFESSOR" award granted by students of the Executive MBA program of the Warsaw University of Technology Business School, implemented jointly with LBS London Business School, HEC School of Management Paris and NHH Norwegian School of Economics and Business Administration.
He also lectured at the ICAN Institute, and his articles were published by Harvard Business Review, among others. Since 2005, he has been conducting training in marketing management as part of the Brand Academy, and as an independent consultant, he implements projects in the area of strategic marketing.
Previously, for a dozen or so years he held positions at every level in marketing departments, working for companies such as Benckiser and Tchibo. He ended his corporate career as Vice President of Marketing at Carlsberg Polska.
