IT Marketing Bases rate

Every day in the world more and more IT products and services – new software products for business, mobile applications or online-games appear … Marketing managers, owners of business and all involved persons should solve a set of problems: analyze competitors, understand requests of consumers, create products, find clients. But marketing not just promotion of products, is science and art to work at the market moreover on such hi-tech and quickly developing. Come, we teach it!

To whom and why:

1. That who sees himself the marketing specialist in the IT sphere and wants to enter a profession
2. That who is involved in process of promotion of IT products (sales, business development specialists, project managers and to products and others)
3. That who is involved in process of creation of an IT product – technical specialists, developers who want to know, as for whom they do
4. That who plans or only began own business in the IT industry.
5. That who wants to construct career in the IT industry

What knowledge and abilities you receive:

1. marketing Bases applicable to the IT industry and IT products
2. Market research, consumers, competitors, cost determination of a product
3. Practical skills of planning of a marketing activity
4. New knowledge and the ideas for promotion of the products or services in the IT industry

Occupation 1. Marketing in the IT company.

1. Marketing, product management, PR and advertizing. The main functional roles in the IT company.
2. the Service and product business model in IT, their features and the needs for marketing
3. Strategic, tactical and operational marketing in the IT company.
4. Planning of marketing in the IT company.
5. Marketing plan of an IT product: main components, purposes, process, responsibility, the most widespread errors.

Case study: marketing plans of different IT products (Russian and foreign).

Occupation 2. Concept 4P. Principal components of IT marketing.

1. Features of marketing in IT. Features of IT marketing in b2b.
2. Product (Product capability) is the main properties, the offered value.
3. Price (Pricing) – as far as our price differs from average on the market? For what it is possible to levy a payment if we promote a product in IT market (single sale, a Freemium, SLA …)? Pricing methods.
4. Market attractiveness of an IT product. The offered value.
5. Place (Distribution) – how and through whom the product extends (from the packaged software to AppStore).
6. Promotion (Promotion) – Advertising, PR, campaigns for promotion and sales promotion, direct sales. Unique selling proposition and positioning in IT.
7. the Role of people, process and material representation of services in IT.

Case study: the 4P-analysis of a number of the most various IT products (from the known CMS system to an antivirus).

Practice: we select and analyze the IT product interesting us — its strengths and opportunities, pricing, distribution and promotion.

Occupation 3. Analysis methods in IT marketing. Forecasting of market potential.

1. PEST analysis and output of an IT product to the new market. Political, economic, social and technology aspects of the external environment of an IT product.
2. SWOT analysis and strategic planning in IT. Strengths, weaknesses, opportunities and threats of our company and its product.
3. Forecasting of market potential. Sales volume of an IT product or service.
4. Valuation methods, information sources, product lifecycle.

Case study: PEST-and SWOT analysis of different Russian and foreign IT products. Analysis of potential of several IT markets.

Practice: we carry out PEST-and SWOT analysis of the IT products interesting us.

Occupation 4. Consumer analysis of an IT product.

1. our consumer — the individual? B2C market. Demography, social and economic parameters, consumer behavior.
2. our consumer — the company? B2B market. Industries and sizes, approaches to purchases, initiators and users, technologies and scopes of an IT product.
3. Why consumers prefer this IT product? Consumer value of a product and methods of its manifestation. Value sources: economic, functional and psychological.
4. Reaction of consumers to programs of IT marketing. IT product consumer satisfaction.
5. Branding in IT and the capital of a brand. 10 rules of development of a strong brand.

Case study: profiles of consumers of different Russian and foreign IT products. Assessment of market value of the most expensive brands of Russia.

Practice: We carry out consumer analysis of the IT product interesting us or service.

Occupation 5. Work with competitors in IT market.

The choice of competitors and the main errors when choosing. Role of experience of the company, data and judgments of consumers. The competition in a product form, product category and by the nature of a product. Perceptual map of IT products. Analysis system of competitors and the used methods. Primary and secondary sources of the analysis about competitors. Ethic and unethical methods of competitor analysis. Assessment of intentions and strategy of competitors, forecasting of their future actions.

Case study: competitor analysis of different IT products.

Practice: we carry out competitor analysis selected by us IT products, we work with results.

Occupation 6. Promotion of an IT product. Internet marketing.

1. Marketing mix 4P in terms of Internet marketing.
2. Website of the IT company. Target audience, creation process, principal components. What is well and that it is bad during creation of the website of the IT company.
3. Bases of search engine optimization (SEO). Basic concepts, internal and external optimization, analysis of behavior of visitors. Landing page of an IT product (landing page).
4. Contextual advertizing. Yandex.Direct, Runner, Google Adwords.
5. IT marketing on social networks (SMM).
6. Work with thematic communities. Habrahabr.
7. Good and bad e-mail marketing. Tools, frequency, target audience.
8. internet marketing Efficiency evaluation in IT. We consider conversion, CTR and ROI.

Case study: examples of implementation of the most successful strategy of internet marketing in the IT sphere: from landing pages before campaigns of contextual advertizing.

Practice: We analyze the strategy of internet marketing for the IT product interesting us or service. We create a campaign in Yandex.Direct. We develop the plan of promotion of our IT product on the Internet.

Occupation 7. Promotion of an IT product. Work with media. Event-management and organization of IT events.

1. the Press service in the IT company.
2. Interaction with business and industry media.
3. Writing of qualitative articles on IT subjects.
4. Promotion of an IT product using news. Generation of news occasions. How to write the good press release.
5. Promotion of a product using third-party IT events.
6. the Check sheet of the organization of any IT event, from a master class prior to a conference.
7. Development of the concept of an IT event. Determination of a format and options of participation.
8. Promotion of an IT event. The invitation of the interested participants and the subsequent work with them.
9. Work with speakers of an action: search, invitation, content of reports.
10. Technical training of an IT action. Useful tips when holding an IT action.
11. Works after the held event. Efficiency analysis, reporting, collecting of a fidbek, correction of mistakes.

Case study: We study good news occasions on the example of the software company. We analyze the held events for promotion of different IT products.

Practice: We write the press release about an IT product. We develop the work plan from media. We develop the concept and the plan of promotion of own IT action.

Occupation 8. Promotion of an IT product. Advertisement. Budget making and efficiency analysis.

1. Advertising activity in IT. Scheduling of an advertizing campaign.
2. Sales promotion of an IT product.
3. Efficiency analysis of the held marketing efforts. Main metrics of IT marketing.
4. Breynshtorm, discussion of works of participants of a rate.
5. Summing up rate.

Case study: we study the schedule of an advertizing campaign. We study options of different metrics of IT marketing.

Duration: 32 academician of hour / + 16 academician of hours of independent work

Cost: 12,800 rubles.

Vacancies for which you can apply upon termination of a rate:

1. Marketing manager
2. Assistant manager for marketing
3. Assistant to the PR-manager
4. Trainee-marketing specialist