Advanced Marketing: Brand Strategy, Digital Growth and Customer Value Creation

Marketing today is no longer just about communication. It is about understanding customers, creating differentiated value, building strong brands, designing successful products, and leveraging digital technologies to accelerate business growth.

Advanced Marketing is an executive-level programme designed for experienced managers, business leaders, entrepreneurs, and marketing professionals who want to strengthen their strategic marketing capabilities and better connect marketing decisions with business performance. The programme combines the fundamentals of brand and product strategy with the latest developments in digital marketing, customer experience, analytics, and AI-powered marketing tools.

Participants will learn how successful brands create long-term value, how companies bring products to market, how customer segments and positioning strategies drive profitability, and how modern digital channels can be utilized to acquire, engage, and retain customers. Throughout the programme, participants will work with practical frameworks, real business cases, and current marketing practices used by leading organizations.

As part of the Executive MBA curriculum at the Faculty of Business Administration, Prague University of Economics and Business, this programme is now available as a standalone executive education course for professionals seeking a comprehensive and contemporary marketing perspective. 

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Key benefits

By participating in this programme, you will learn how to:

• Develop marketing strategies that support business growth and competitive advantage.
• Build and manage strong brands that create long-term value.
• Design product and brand portfolios aligned with customer needs and market opportunities.
• Improve segmentation, targeting, and positioning decisions.
• Understand pricing strategies and their impact on profitability.
• Create effective marketing plans and translate strategy into execution.
• Develop integrated online marketing strategies.
• Improve customer experience through better UX and customer journey design.
• Understand SEO, content marketing, social media advertising, and paid search.
• Measure marketing performance using modern analytics tools and KPIs.
• Leverage AI and emerging technologies to improve marketing effectiveness.
• Make better investment decisions regarding marketing budgets and customer acquisition. 

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Who should attend??

This programme is designed for experienced professionals who influence growth, customer engagement, product strategy, or brand performance.

Typical participants include:

• Senior executives and business leaders
• Marketing directors and managers
• Product managers
• Brand managers
• Entrepreneurs and founders
• Sales and commercial leaders
• Customer experience managers
• Consultants and business advisors

Entry Requirements

To ensure a high-level executive learning environment, participants should meet the following criteria:

• Minimum 7 years of professional experience
• Advanced English proficiency
• Experience in managerial, commercial, or business development roles
• Interest in business growth, branding, customer strategy, or digital transformation
• Basic understanding of marketing principles is recommended

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Course content

Module 1: Product & Brand Marketing

18–19 September 2026 (Friday–Saturday, 2 days)

The first module focuses on the strategic foundations of marketing and value creation through brands and products.

Key topics include:

• Brand value creation and growth
• Building and managing strong brands
• Brand architecture and brand identity
• Brand positioning and differentiation
• Marketing mix and brand management
• Pricing strategies in B2B and B2C markets
• Product innovation and new product development
• Marketing planning and execution
• Brand management across different industries
• Long-term value creation through branding
• Strategic marketing decision-making

Module 2: Online Marketing

2–3 October 2026 (Friday–Saturday, 2 days)

The second module explores the tools, technologies, and strategies shaping modern digital marketing.

Key topics include:

• Online marketing strategy development
• Digital business and customer acquisition
• User Experience (UX) design
• UX research methods
• Search Engine Optimization (SEO)
• SEO tools and practical applications
• Web analytics and UX analytics
• Content marketing and copywriting
• Social media advertising
• Facebook, Instagram, and LinkedIn campaigns
• Google Ads strategy and optimization
• Email marketing
• AI applications in marketing
• Measuring and improving digital marketing performance

Learning Experience

The programme combines:

• Executive-level lectures
• Practical marketing frameworks
• Real-world business cases
• Interactive workshops
• Peer-to-peer learning
• Discussions of current marketing trends and technologies

Participants will work with examples from both traditional and digital environments while exchanging experiences with executives and professionals from diverse industries.

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Course lecturers

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Course supervisor

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What is included in the price?

• Certificate of Completion
• Pre-reading materials for each module
• Comprehensive study materials
• Refreshments during teaching days
• Networking opportunities with fellow executives, entrepreneurs, and marketing leaders

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