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Бренд-директор: стратегия бренда и AI-инструменты [RU]

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0(119 students)

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Данный курс включает в себя использование искусственного интеллекта. Brand Audit за 1 день вместо 3 месяцев. Бренд-кампания за 7 дней силами одного человека.

Это не будущее брендинга — это то, как бренд-директор работает уже сегодня. Пока вы согласовываете позиционирование на пятой встрече подряд, конкуренты генерируют 50 вариантов в Claude за вечер и тестируют их на рынке. Каждый месяц без системного бренда компания теряет деньги в ценовых войнах: без сильного бренда единственный аргумент — скидка.

А первое впечатление о вашем бренде уже формируют ChatGPT и Perplexity — до того, как клиент откроет сайт. После курса вы будете управлять брендом как операционной системой. Аудит бренда, позиционирование, миссия, айдентика, кампании и мониторинг перестанут быть проектами на кварталы — каждая задача получит AI-workflow, сокращающий время в 10–50 раз.

Это компетенция, которая сегодня переопределяет рынок труда: специалист с навыками бренд-директора и AI-стеком стоит дороже целого отдела образца 2015 года. Курс ведёт Mike Pritula — инструктор №1 по HR на Udemy с более чем 1,6 млн записей на курсы и 150 000+ обученных специалистов. Он построил HR-систему юникорна Preply, работал с Wargaming и iDeals, является представителем HRCI в 10+ странах.

Методология курса — авторская модель BRAND OS: синтез подходов Aaker, Kapferer и Brand Key, адаптированный под AI-эпоху. Путь по курсу выстроен как сборка Brand Book слой за слоем. Сначала вы разберётесь в роли бренд-директора и настроите AI-стек из 30+ инструментов.

Затем проведёте Brand Audit своей компании за один день и разработаете позиционирование, миссию и messaging matrix. Дальше — визуальная и вербальная айдентика: логотип, цвета, Tone of Voice. После этого вы соберёте концепцию бренд-кампании с креативами и медиа-планом.

В финале поставите мониторинг бренда на автопилот: метрики, Brand Health Dashboard и AI-агенты, работающие 24/7. Что входит в курс:Lifetime access ко всем материаламАктивная поддержка преподавателя в Q&AСертификат Udemy Certificate of CompletionПрактические задания и реальные бизнес-кейсы18 готовых AI-промптов и карта 30+ AI-инструментовРаздел с дополнительными курсами, инструментами и ресурсамиПрограмма стоимостью $1000 — со значительной скидкой благодаря платформеРынок не ждёт: AI-инструменты дешевеют, а специалистов, умеющих строить бренд с их помощью, по-прежнему единицы. Чем дольше вы откладываете, тем больше брендов успеют занять позиции, на которые претендует ваш.

Запишитесь сейчас и начните первый урок сегодня. Важно:На Udemy вы проходите курс без проверки домашних заданий, возможности скачивания презентаций и без получения диплома Mike Pritula Academy. За полной версией курса с оригинальным дипломом, материалами и проверкой домашних заданий обращайтесь на сайт академии.

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https://freecourse.io/courses/ai-brand-director-ru

This course contains the use of artificial intelligence.Imagine walking into the CEO’s office tomorrow not as an executor, but as a strategist. You speak the language of business, manage million-dollar budgets, shape the brand, influence the product, and make decisions that change the company’s trajectory. At that moment, you’re no longer just a marketer — you’re a CMO.But the path to becoming a Chief Marketing Officer isn’t simple: you’re expected to bring strategy, numbers, team leadership, and the ability to explain complex ideas in a language the board can understand. That’s why this course was created as a fast and practical transition into the C-level — no theory, no fluff, only tools tested in real companies.Over 8 sessions, you’ll master a system that lets you step confidently into the CMO role and deliver results within your first weeks.Here’s what awaits you:Section 1. The Role of the CMO & Quick Marketing Audit• First 30 days: what to do immediately• 14-day audit of team, channels, and effectiveness• 10 CEO questions that shape the strategy• First-month action planSection 2. Market & Competitor Analytics• Fast competitor analysis• Unit economics as a CMO tool• Insight sources and turning insights into decisions• Competitor strengths/weaknesses tableSection 3. Marketing Strategy• How to build a strategy CEO/Board will approve• 4P, STP, Ansoff, Customer Journey• Linking business goals with marketing KPIs• Annual strategic plan (one-pager + structure)Section 4. CMO Finance• Budgeting: creation, defense, optimization• CAC, LTV, ROMI, CLV• How to redistribute budgets across channels• Reports for CEO/CFOSection 5. Product & Brand• Value Proposition• Brand architecture• Brand Plan & KPIs• Product portfolio managementSection 6. Digital & Performance Marketing• Digital marketing funnel• SEO, paid, SMM, email, CRM, content• Attribution and performance metrics• Digital Dashboard for the CMOSection 7. The CMO Team• How to build a marketing department• Roles: brand, performance, analytics, PR, PMM• KPIs and reporting• Collaboration with product, sales, and CEOSection 8. AI & Technology• Where AI actually works• Top-20 AI marketing tools• How to create an AI Roadmap• AI integration casesThis course is designed so that you can apply the tools at work the very next day. Every lesson includes files, templates, tables, and frameworks you’ll plug directly into your processes.If you want to move up to the marketing director level, influence the business, and lead a team, this course is your direct path to the C-level. Start learning right after payment — while seats are still available.This course contains advertising.

Brand Architecture: Portfolios, Sub-Brands & Systems [EN]

Udemy Instructor

This course contains the use of artificial intelligence.Read this first: two of the 40 lessons are brand architecture theory in the narrow sense — branded house, house of brands, hybrid, and portfolio planning. The other 38 are the machinery that decides which of those you actually end up with. If you want forty lessons of hierarchy diagrams, buy something else.That is the argument of the course, not an apology for it. The diagram takes an afternoon. Whether it survives contact with the company is decided somewhere else entirely.Why brand architectures collapseBecause the question looks like marketing and behaves like power. Whoever owns a unit's profit line eventually wants their own name on the door, their own site and their own advertising budget, and no slide showing a tidy hierarchy has ever stopped that. The second reason is quieter: an architecture is not a decision, it is a repetition. It has to reproduce the same standard across twenty teams who never speak to each other, every week, without you in the room. A brand book does not do that. A knowledge system does.What you can do once you see it this wayYou can predict which sub-brand will break away before it does, because you can read the ownership structure. You can argue the branded house case in the language the board uses, which is accountability and cost, rather than the language of consistency, which nobody funds. You can build the repetition mechanism deliberately instead of discovering in year three that every region invented its own version of the logo, the tone and the promise.Where this comes fromI have built brand and organisational systems inside multi-product companies, including Preply, Wargaming, iDeals and Alfa-Bank. Over 1.6 million people have enrolled in my courses and more than 150,000 professionals have been trained through them. I hold PHRi and SHRM-CP certifications and represent HRCI in more than ten countries. The organisational design section includes real restructuring cases with the companies named.How the course is builtYou start with the brand as a system: audit, architecture, positioning, identity, the brand book, campaigns and a dashboard that compares brands against one another. Then the portfolio from above: competitor unit economics, strategy the board will sign, budget and return on marketing across several brands, the brand plan, and how to structure a marketing organisation. Then the structural half: organisational design drivers, archetypes, matrix types, accountability, span of control, transition planning and five named company cases. Then the repetition mechanism: capturing, storing, sharing, embedding and measuring knowledge so the standard survives without supervision. Then migration run as a change programme rather than an announcement. And finally the internal rollout, because an architecture nobody inside can explain is not an architecture.What is includedLifetime access to all 40 lessons and every future updateActive instructor support in the question and answer sectionUdemy Certificate of CompletionPractical assignments run against your own portfolioA section with additional courses, tools and resourcesWhy start nowEvery quarter a portfolio runs without an explicit architecture, the units invent their own, and unwinding an accidental structure costs far more than choosing a deliberate one. The cheapest moment to decide is always earlier than it feels. Enrol now and audit your portfolio this week.

Personal Branding with Dekker: Personal Brand Building Fame

Dekker the Marketer

This is the definitive course on personal branding. My name is Dekker Fraser and I was a Global Brand Manager for Sony PlayStation. I have over 175,000 students on Udemy and I was a VP of Marketing for a Google accelerator startup. I was a college marketing instructor, and I studied branding at the #1 business school for marketing. This is where the father of marketing himself, Philip Kotler, teaches. I ran a massive, multi-million dollar global branding campaign, and I had my brand reviewed by the #1 influencer on YouTube. I also coached people on their personal branding and marketing.This course teaches you how to develop a personal brand. It’s based on my personal experience in brand management, research from Harvard and Stanford, and concrete case studies in personal branding. What makes this personal branding course unique is the combination of all of these: the direct experience of a global brand manager for world-class brands and startups, the highest levels of academic business school research, and anecdotal case studies on successful personal branding. I’m giving you the strategies, tactics, and nitty gritty executional details of building your personal brand. I’m also gonna throw in some quick brand building hacks.Personal BrandingPersonal Brand BuildingHacksPersonal Branding TacticsPersonal Branding StrategiesPersonal Branding Execution DetailsMBA Level Brand Planning7 Steps to Secure Brand Deals (Partnerships)Let’s get branding!Sincerely,Dekker Fraser, MBAPersonal Branding Instructor

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Бренд-директор: стратегия бренда и AI-инструменты [RU]

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CMO: Strategic Marketing Director [EN]

Brand Architecture: Portfolios, Sub-Brands & Systems [EN]

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Бренд-директор: стратегия бренда и AI-инструменты [RU]

About this course

Skills you'll gain

Available Coupons

Course Information

This course includes:

Share this course

You May Also Like

CMO: Strategic Marketing Director [EN]

Brand Architecture: Portfolios, Sub-Brands & Systems [EN]

Personal Branding with Dekker: Personal Brand Building Fame