Marketer: professional program

Marketer training

A marketer helps a business understand its customers, shape an offer that matters to them and build promotion around it. The work starts with questions about the market and buyer needs and ends with evaluating the results of the decisions made. The Marketer program is delivered by HSE IPAA jointly with a partner university, the Northern (Arctic) Federal University named after M. V. Lomonosov (NArFU, Arkhangelsk). It runs for 6 months and brings together research, strategy, communications and analytics. It is designed for those who want to master marketing systematically and apply its tools in their work.

What a marketer does

A marketer analyzes competitors, studies the audience, develops positioning and plans communications. The task is to align the customer's interests with the company's capabilities: to understand who needs the product, what problem it solves and why a buyer will choose it. Promotion is the outcome of this work. That is why the training follows a clear sequence: research first, then strategy, then concrete actions in communication channels.

Market and audience research

The first step is to gather information for a decision. The program covers framing a research question, ways to study demand and competitor analysis. Segmentation is a separate topic: different groups of buyers choose the same product for different reasons. Understanding their motives, expectations and selection criteria helps sharpen the offer. Participants learn to verify data sources and draw conclusions with care, especially with a small sample.

Program structure

The course consists of six modules and eighteen topics. It begins with marketing fundamentals and market research, followed by audience and positioning. Next come marketing strategy, brand and communications. The program concludes with digital promotion, analytics and preparing a marketing plan. This shows how a specialist's tasks connect: customer data shapes the message, the channel shapes the format, and the campaign goal defines the evaluation metrics.

Brand, content and digital promotion

Communication with customers should be clear and consistent. Classes cover how to craft key messages, choose content topics and align materials across channels. A website, search engine optimization, social media and other touchpoints serve different purposes; it is important to understand their place in the customer journey and choose tools that fit the audience, resources and goals. A campaign plan includes hypotheses, timelines, content and criteria for evaluating results.

Analytics and practical skills

A marketer must be able to explain what changed after a promotion launched and what should be adjusted. That requires measurable goals, sound metrics and clear reporting. The program teaches you to plan a budget, compare results and test hypotheses, link the marketing plan to business objectives and avoid substituting isolated numbers for real results. These skills are needed both by specialists running campaigns and by managers evaluating their team's work.

Who the program is for

Aspiring marketers; employees in advertising, PR, sales and corporate communications; entrepreneurs and product development specialists — anyone who needs a systematic understanding of the market and promotion. To study, you only need to be comfortable with a computer, the internet and spreadsheets. An interest in buyer behavior and a willingness to analyze information will help, and a real example from your own work will let you apply what you learn right away.

Duration, fee, document and enrollment

The program lasts 6 months and costs 75,000 RUB. The qualification document is issued by the partner university, NArFU. To enroll, submit an application on the website or contact us via the Contacts section. Tell us about your experience and goals — moving into marketing, building your current skills or promoting your own project — and we will discuss the program and terms of study in detail.