Strategy
#KAMA 20
ADMISSION 2023
Application deadline
Till Oktober
duration
16 weeks of full-time and remote lectures and practice lessons, 4 weeks to prepare the final project
2-3 classes on weekdays from 6:30 to 8:30 PM
Cost
Full payment in advance – ₴ 32 000
Installment payment – ₴ 37 500 (in five ₴ 7 500 payments)
ANY ADVERTISING CAMPAIGN STARTS WITH THE STRATEGY DEVELOPMENT. EVEN THE BEST CREATIVE IDEA WILL NOT WORK IF THERE IS NO MARKETING RESEARCH AND PLANNING BEHIND IT. IN THIS COURSE, WE WILL TEACH YOU HOW TO CREATE CLEAR AND EFFECTIVE STRATEGIES THAT CAN BE DESCRIBED IN TWO SIMPLE WORDS.
The course is based on the study of the fundamental principles of modern marketing and provides an analysis of the decision-making process, ways of conveying messages to consumers and building communication strategies. It also elaborates on using the specific tools for working with target audiences, segmentation, conducting research, developing a brand model, choosing communication channels and evaluating effectiveness.
The course is designed for business owners, strategists, marketing and brand managers. It will also be interesting and useful to everyone who wants to work in marketing.
Program
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Strategy
Brand as a business development framework → Strategy = Idea → Brand uniqueness levels
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Consumer
How people make decisions → Consumer portrait → Segmentation, target audience selection
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Trends
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Insight: where to get it and how to work with it
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Brand models
Branding tools → 14 ready-to-use brand strategies → Typical brand mistakes
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Briefing: how to set tasks correctly
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Working with qualitative and quantitative research
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Design
Evolution as simplification → Monopolization of symbols → Working with all the senses → Brand identity
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Presentation and selling ideas. Work with clients
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Communication
Specifics of work and the choice of communication channels → Checklists → Efficiency formula
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Digital: specifics of work
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The future of marketing. Efficiency mark
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Theory lectures
Creative techniques → Idea scoring system → Production → Digital
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Teamwork
5 briefs from real clients
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Bonus lectures
"Hero of the Industry" and "Hero of Media Arts" workshops
Course curators
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Liuda Bey
Strategist at Banda
Course lecturers
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Oleksandr Shumylo
Brand strategist. 12 years in marketing. Founder エ ッ セ ン ス | brand consulting and Alabama. Ex-brand leader FEDORIV. Curator of the Strategy 2014-2017 course. He worked with Morshynska, Lenovo, ICTV, Unit City, 11M, Klitschko Foundation, Gusto, Vinnytsia.
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Olga Sarancha
Brand Manager robota.ua
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Yuliya Leytes
art director/creative director STEREOTACTIC
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Igor Finashkin
co-founder and creative director of I AM IDEA, a graduate of KAMA
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Oleksiy Dyvysenko
creative director at Banda Agency
Practice
The practical part of the course is presented in two ways. Internal practice for strategists is based on individual assignments that students receive from their tutors and lecturers.
Students also have team practice, where each art director works on real client briefs together with students from advertising and marketing courses. You can see the team projects of KAMA students for the 6:19 Studio, Planet Kino, the Molodist Film Festival and the Tabletochki Foundation.
Students' projects
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![6:19 Studio<]()
6:19 Studio
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![Molodist Film Festival<]()
Molodist Film Festival
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![Planeta Kino<]()
Planeta Kino
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![Tabletochki<]()
Tabletochki
