Marketing Masterclass #1: Strategic Marketing

How to draw a marketing plan and get the wished position in your market

How Marketing Masterclass #1: Strategic Marketing will help you?

This is the first module of Marketing Masterclass series. For a complete learning, we recommend participation to all 3 modules.

“Marketing is not advertising”, and a good marketing plan equals 80% of the business plan. During this training you will learn how to analyse your market in an objective way, you will get tools to eliminate assumptions and wrong conclusions, you will learn how to identify the areas where you’re losing business but also new potential areas that you might conquer. You will set the base for a coherent and consistent promotion strategy and you will learn how to address your key targets with the right messages.

At the end of this class you will have a strategic marketing perspective which will help you grow your business.

The Brand Essence courses participants shared their experience


Mihaela Muresan, Marketing Strategist & Brand Architect at Brand Essence.
Mihaela Muresan (1)

Mihaela has 20 years experience in marketing, out of which 10 as Marketing Manager at IKEA. She worked in retail, electronics and media (LG Electronics, Radio Contact, Publimedia, Altex / Media Galaxy and IKEA). She launched new brands on the local market – Media Galaxy si IKEA, but also on other markets – IKEA in Croatia. After she left the corporation  in 2016 she started to provide strategic consultancy in marketing and branding for the companies that want to grow. She has worked in over 40 strategy projects, and she accumulated over 550 hours of training and over 170 in mentorship. During her career she coordinated over 400 communication campaigns.

Read more about her here, read blog articles and watch her in TV shows or conferences here.


Strategic Marketing

159 eur + TVA

  • Limited number of spots: 15 max
  • Location: TBA

Registration information

To register, please fill out the form below.

Payment of the course is made by bank transfer to the RO36RZBR0000060018947143 account opened at Raiffeisen Bank.

To complete the registration process, please send us the proof of payment to the address

Company information

S.C. Brand Essence S.R.L.

  • Adresa: Str. Drumul Padurea Neagra nr. 35-43, corp 13B30, et 1, ap 11, sector 1, Bucuresti
  • No. of Trade Register Office: J40/12720/27.09.2016
  • VAT no: RO36571040
9.00 9.30Welcoming participants
9.3010.00Short introduction

Participants introduction and expectations
10.00 11.00
Where are we? – Current situation analysis

Macro environment analysis, market and competitors, consumers and internal performance: defining all steps in the analysis for drawing the right conclusions
11.00 11.15BREAK
13.00Practical exercise: SWOT analysis
  • Discussion on the conclusions and traps that might affect conclusions
  • Further analysis for SWOT validation and drawing business and marketing objectives

13.00 14.00
14.00 15.30Where do we want to get?

  • Setting marketing and positioning objectives (including SMART goals)

  • Practical exercise

How do we get there?

  • Segmentation – defining the right customers profiles (or targeted publics) and analyse them: interests, motivators, frustrations and pains. 

  • Practical exercise for analyzing a specific customer segment 

  • The difference between existing and potential clients: lost business barriers and consumer motivators. 

  • Defining company Value Proposition based on previous analysis
15.4517.00Transalting marketing objectives into communication objectives
Creating marketing and communication plan:

  • communication mix

  • Key messages + exercise: defining the messages for the specific customer segment previously analysed


Follow up and evaluation
17.0017.30Conclusions and checking on initial expectations

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Book a ticket for:
Curs Strategic Marketing Bucharest - in English - 2nd of April.

Full price = 159 euro + TVA/person**

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** The price will be calculated at 1 euro = 4.8 lei.