Marketing is not about buzzwords or flashy presentations. It is about creating a brand that customers trust, analyzing markets clearly, and supporting sales with the right strategy at the right time.
This master class teaches the core essentials: how to think customer-first, analyze opportunities, position products, and create plans that actually work.
Since companies already have their own marketing frameworks, we can teach blocks of our training through the prism of the company’s own tools, ensuring maximum relevance and immediate usability.

MAIN TOPICS:
What marketing really means – the practical role of marketing in any company.

Customer-centric thinking – how to focus on real customer needs and behaviors.

Share of mind vs. share of market – practical positioning strategies.

Market analysis – using SWOT and PEST correctly, avoiding common mistakes.

Mapping the customer journey – spotting opportunities and pain points.

Positioning that works – how to craft a strong positioning statement and key messages.

The power of brand psychology – elements that deeply influence customers.

Product & portfolio planning – aligning timing, objectives, and resources.

Defending your plan – how to present and defend strategies to management or stakeholders.
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For pharmaceutical and healthcare companies, this training is available in a specialized version including:

Patient Journey & Patient Flow analysis for brand planning.

Communication with Healthcare Professionals (HCPs) – adapting messages to regulatory realities.

Understanding market access dynamics and their impact on marketing.

Compliance challenges unique to pharma marketing.

This master class provides a practical toolbox for managing launches from early preparation through post-launch. Participants will learn how to set objectives, build cross-functional collaboration, manage stakeholders, and measure launch performance with clarity.

The program is designed around neutral, proven frameworks suitable for different industries. For corporate clients who want to go further, we also offer optional follow-up consultations where we adapt the training blocks to their internal planning tools and frameworks.

MAIN TOPICS:

Laying the groundwork – how to prepare the market and build readiness.

Vision and positioning – creating a clear launch vision and brand story.

Building cross-functional launch teams – aligning marketing, sales, and market access.

Communication pillars – designing and adapting strong launch messages.

Omnichannel launch strategies – combining events, digital, and field force effectively.

Stakeholder engagement – ensuring support during and after launch.

Measuring launch success – defining and tracking the right metrics.

Sustaining momentum – keeping visibility and performance high after launch.
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For pharmaceutical and healthcare companies, this training is available in a specialized version covering:

Market access preparation – ensuring payer and regulatory readiness.

KOL management – identifying, engaging, and sustaining relationships.

Omnichannel communication during launch phase – selecting and synchronising our launch communication channels

Compliance and regulatory realities in pharma launches.

Our unique training module equips participants with the knowledge and skills to effectively measure and manage performance in marketing. It delves into modern performance measurement principles, the selection and calculation of key marketing performance indicators (KPIs), and the interpretation of other marketing related metrics. Participants will learn to leverage data for strategic decision-making, impact measurement and course correction, ensuring sustained success in a highly competitive market.

MAIN TOPICS:
Introduction to Performance Measurement and Management

Key Marketing Performance Indicators and Metrics

Assessing Market Competitiveness and Level of Customer Insights

Tracking Financial Health, Cost and Advertising Related Performance

This training module is designed for marketing professionals who play a crucial role in providing content and materials for the company's sales force. It covers strategies for effective omnichannel communication with customers, emphasizing the importance of internal consistency and channel-specific adaptations. Participants will learn to support the sales force during execution and measure the impact of their communication efforts. The training also includes practical exercises to support the company's top brands.

MAIN TOPICS:
Supporting Omnichannel Communication of the Sales Force

Channel-Specific Adaptation of Sales Force Communication

Measuring Impact and Supporting Execution

Brand Specific Omnichannel Communication Adaptation

This training equips your managers with advanced skills in market assessment and sales prediction. The program emphasizes understanding local market dynamics, competitive landscapes, and forecasting methodologies. It incorporates both quantitative and qualitative techniques to address various stages of product lifecycle and market scenarios.
Our approach, balancing theoretical frameworks with practical applications, will enable participants to develop accurate, actionable forecasts and drive strategic decision-making in their local markets.

MAIN TOPICS:
Principles of Market Analysis and Product Forecasting

Data Management and Validation

Forecasting Approaches and Techniques

Cemicky Trainings & Consulting, Vinicna 38, 841 10 Bratislava, Slovakia

+421 911442412

tibor@cemicky.com