Course Manual BSMI 09.09.2025 bsmi.am study@bsmi.am Dubai 2025 Program ABOUT BSMI is a leading marketing school and agency, offering hands-on expertise in both education and practical applications. Founded by experts with extensive international experience, who worked abroad before bringing their knowledge to Armenia, BSMI became the country’s first marketing school. Our innovative programs are crafted by lecturers from globally renowned universities and industry-leading professionals. With our global reach through online programs in Russia, Europe, and the USA, we are now excited to launch our Corporate Marketing Strategy Creation Course in Dubai. The program includes an 8 day core course with optional modules in Social Media Restart, Targeting, Influencer Marketing, and RFM analysis. Participants can also choose a remote advanced course to deepen expertise in one of the subjects, ensuring marketing teams and professionals gain both strategic foundations and specialized digital skills to excel in today’s competitive market. Our mission at BSMI is to deliver world-class marketing education to global hubs, addressing the growing demand for expertise abroad. By sharing cutting-edge knowledge, we aim to build a unified, modern approach to marketing and foster professional growth throughout the region. 2 | T +374 44 144 904 | E study@bsmi.am | ISO Certified Professional Postgraduate Education Institution | NoFSK.RU.0026.F00011647 10+ 99.8 3000+ Countries of shared expertise Graduates with rewarded careers NPS score Why BSMI Stands Out? Award-Winning cases in Integrated Marketing and Influencer Marketing 2 In–depth understanding of different spheres thanks to huge background in market researches High academic background, global experience mixed with Armenian realities 3 3 | T +374 44 144 904 | E study@bsmi.am | ISO Certified Professional Postgraduate Education Institution | NoFSK.RU.0026.F00011647 1 Founder and Visionary Leader 4 | T +374 44 144 904 | E study@bsmi.am | ISO Certified Professional Postgraduate Education Institution | NoFSK.RU.0026.F00011647 Anna-Mari Sargsyan CEO & VISIONARY LEADER OF BSMI Marketing Experience: 12+ years Education Yerevan State University __ Netherlands Institute of Marketing __ High School of Economics University __ 1 st Media School International Certification Chartered Institute of Marketing Marketing Leadership Program Membership International Advertising Association Experience Unilever ADV Group Russia Digital BBDO Bayer AG Dyson (Russia) International Festivals MAA Globes judge Dragons of Asia Awards judge 2x Platinum Winner at ”Marcom Awards” As a Founder & Co-Founder Business School of Marketing and Innovations (BSMI) Gate21 Marketing by BSMI Artlife Kempinski Residencies (Armenia) Skyline Yerevan Colgate (Armenia) Meet Our Experts Anna-Mari Sargsyan Marketing experience: 12+ years Former lecturer at the National Research University - Higher School of Economics in Moscow, IAA Academic Member, CIM certified marketer. Marketing agencies: ADV Group Russia, Digital BBDO, MGCom Experience with clients: Unilever (FMCG), Bayer AG, Dyson (Russia), Artlife Kempinski Residences (Armenia), Skyline Yerevan, Colgate (Armenia) Best cases: Real Estate, Finances, FMCG, E-commerce Education: Yerevan State of University, High School of Economics, Netherlands Institute of Marketing, 1st Media School graduate, EMC certified specialist, Global advertising festivals’ judge Ani Knyazyan Marketing experience: 4+ years AWARD-WINNING MARKETING STRATEGIST CEO & VISIONARY LEADER OF BSMI Milena Voskanyan AWARD-WINNING TARGETING EXPERT Marketing experience: 4+ years Head of digital projects and senior social media strategist at BSMI Experience with giants in e-commerce, finance, real estate, AI: menu.am, Cashme by GC, BSMI, Artlife Kempinski Residences (Armenia), Skyline Yerevan, Campus Ecosystem, INCORE, WCIT 2024 / DigiTec Education: Université Française en Arménie, Business School of Marketing & Innovation Head of digital projects and senior social media strategist at BSMI Experience with giants in e-commerce, finance, real estate, AI: menu.am, Cashme by GC, BSMI, Artlife Kempinski Residences (Armenia), Skyline Yerevan, Campus Ecosystem, INCORE, WCIT 2024 / DigiTec Education: Université Française en Arménie, Business School of Marketing & Innovation 5 | T +374 44 144 904 | E study@bsmi.am | ISO Certified Professional Postgraduate Education Institution | NoFSK.RU.0026.F00011647 Course Details Who is the course for? Freelance Marketers Course Benefits This course helps expand the marketers’ expertise, mastering practical tools and specialized areas to deliver greater value and attract higher-level clients. This program is designed to be interactive, engaging, and focused on real-world applications, ensuring participants gain practical skills they can apply immediately. • Project-based learning • Collaborative group activities • Problem solving workshops • Expert-led sessions with actionable insights • Practical assignments and live feedback • Access to additional resources Learning Methodology 6 | T +374 44 144 904 | E study@bsmi.am | ISO Certified Professional Postgraduate Education Institution | NoFSK.RU.0026.F00011647 Corporate Marketing Strategy Creation Course Details • 8 offline lectures and practical workshops • Fully interactive experience with real-world case studies • Guidance from award-winning marketing professionals and industry leaders • No theory, just practice • Opportunity to choose optional specialization modules • Possibility to explore any chosen topic in greater depth through remote advanced course What makes this course unique? This course is tailored for marketing professionals and organizations seeking to strengthen their strategic capabilities. Participants will gain the skills to design effective strategies and deliver measurable business results. Who is the course for? 7 | T +374 44 144 904 | E study@bsmi.am | ISO Certified Professional Postgraduate Education Institution | NoFSK.RU.0026.F00011647 The academic background of participants: Executive and Senior Managers Freelancers and Consultants Specialists and Coordinators Mid-Level Managers Our Partners Real Estate & Construction Banks & Finance Food Delivery Services IT & AI Sectors Health, Beauty & Fashion 8 | T +374 44 144 904 | E study@bsmi.am | ISO Certified Professional Postgraduate Education Institution | NoFSK.RU.0026.F00011647 Among the many brands we worked with, there are some that were the most memorable. Course Program The ”Corporate Marketing Strategy Creation" by BSMI is designed to equip professionals with the skills and knowledge needed to craft and execute effective marketing strategies tailored for any industry or country. Best practices and tools used the award-winning marketing strategists and experts from global companies such as Unilever and BBDO. 1 2 The course structure is based on: ● Develop actionable marketing strategies through market, competitive, and consumer analysis, supported by clear business objectives. ● Design creative concepts, select effective channels, and deliver reports and proposals that demonstrate measurable results. ● Strengthen expertise in specialized areas such as Social Media Management, Targeting, Influencer Marketing, and RFM Analysis to optimize campaigns and drive growth. The course prepares professionals to: 9 | T +374 44 144 904 | E study@bsmi.am | ISO Certified Professional Postgraduate Education Institution | NoFSK.RU.0026.F00011647 Hands-on techniques and real-world applications for building actionable strategies that align with international standards and business goals. 11 | T +374 44 144 904 | E study@bsmi.am | ISO Certified Professional Postgraduate Education Institution | NoFSK.RU.0026.F00011647 Course Structure Core Course MARKETING STRATEGY CREATION An intensive core program covers: • Marketing Strategy Introduction Competitor Analysis • Category Analysis • Consumer Journey Mapping • Concept Development • Channel selection • PBA Reporting • Client Offer Creation SPECIALIZATION TRACKS Participants may choose any of the specializations: • Social Media Restart Targeting • Influencer Marketing • RFM Analysis ADVANCED SPECIALIZATION COURSE A deeper remote track for those who want to specialize further in one of the chosen modules with advanced tools and guidance. Core Courses Optional Modules 1 2 3 Remote Advanced 12 | T +374 44 144 904 | E study@bsmi.am | ISO Certified Professional Postgraduate Education Institution | NoFSK.RU.0026.F00011647 BSMI offers a course developed to international standards, tailored to the local markets, delivering global-quality education. Course Structure Globally recognized marketing standards for industry-aligned skills CIM Advanced practices from a top-tier marketing and business school HSE Media and communication expertise for modern marketers 1 ST MEDIA SCHOOL Creative insights for impactful campaigns and brand strategies BBDO Consumer-focused strategies from a global industry leader UNILEVER Marketing Strategy Creation Practical Course For Any Industry Or Country BSMI DMI Expert insights from the leading Digital Marketing Institute in cutting-edge digital strategies Core Course 13 | T +374 44 144 904 | E study@bsmi.am | ISO Certified Professional Postgraduate Education Institution | NoFSK.RU.0026.F00011647 Marketing Strategy Introduction Explore international examples of marketing strategies and examine the most relevant industry trends from recent years. Learn how to define business objectives using specialized toolkits and conduct effective briefing processes. Master structured methodologies for analyzing the impact of internal and external environmental factors on a company, combining the results to outline clear and actionable steps for marketing development. Lesson title Description Competitive Analysis Learn the principles and methods of competitive analysis in local and global markets. Study the sequential steps of research, learn how to identify competitors, evaluate their strengths and weaknesses, and apply insights to build stronger marketing strategies. Structure Overview 14 | T +374 44 144 904 | E study@bsmi.am | ISO Certified Professional Postgraduate Education Institution | NoFSK.RU.0026.F00011647 Lesson title Description Structure Overview Building on prior analyses, learn how to develop a creative concept that defines the essence of an advertising campaign. Learn to shape the central idea and adapt it effectively to the company’s products and brand context. Learn how to perform product category analysis and explore practical approaches to applying it in both local and international markets. Master the methods for discovering trends, assessing market potential, and informing data-driven brand positioning. Understand the consumer journey and the factors shaping it across different markets. Learn to identify touchpoints, behavioral patterns, and pain points, using structured methodologies to map the journey effectively. Master audience segmentation techniques that align with each stage of the journey, helping marketers design more personalized and impactful strategies. Category Analysis Consumer Journey Mapping Creative Concept Development 15 | T +374 44 144 904 | E study@bsmi.am | ISO Certified Professional Postgraduate Education Institution | NoFSK.RU.0026.F00011647 Lesson title Description Structure Overview PBA Reporting Learn how to prepare detailed reports on completed campaigns, presenting results clearly and measuring the extent to which objectives have been achieved. Based on insights from the consumer journey, learn how to identify and plan the most effective advertising channels. Aligning channel choices with audience behavior to maximize reach and impact. Transform research findings and campaign insights into a compelling client offer. Learn to structure proposals that clearly communicate value, outline strategic recommendations, and present tailored solutions that address client objectives. Channel Selection Client Offer Creation 16 | T +374 44 144 904 | E study@bsmi.am | ISO Certified Professional Postgraduate Education Institution | NoFSK.RU.0026.F00011647 Lesson title Description Structure Overview Optional Influencer Marketing Acquire the essential skills for building strong brand–influencer relationships. Learn how to collaborate effectively with influencers to expand reach, enhance brand visibility, and position products on new platforms and audiences. RFM Analysis Explore RFM (Recency, Frequency, Monetary) analysis as a powerful tool for customer segmentation. Learn how to evaluate purchasing behavior, identify high-value customers, and tailor marketing strategies to maximize loyalty and revenue. Social Media Restart Discover the latest trends in social media marketing and learn how to manage brand pages, plan content, and launch campaigns. Gain the skills to audit existing pages, identify strengths and gaps, and apply improvements. Learn how to monitor performance, generate reports, and analyze results to continuously optimize social media presence. Targeting Master targeting techniques across digital platforms. Learn how to define and segment audiences, apply demographic, behavioral, and interest-based criteria, and optimize campaigns to reach the right people at the right time. 17 | T +374 44 144 904 | E study@bsmi.am | ISO Certified Professional Postgraduate Education Institution | NoFSK.RU.0026.F00011647 Qnarik Petrosyan | Brand Manager at Megafood, a leading importer of top brands After months of searching through countless marketing courses, I struggled to find one worth the investment. I worried about the practicality. However, after completing the program, I confidently applied the knowledge and immediately secured a reputable job. I highly recommend BSMI to anyone aiming to specialize in marketing. Deciding on a marketing course was easy after attending just one open class at BSMI. The exceptional staff, skilled and approachable lecturers, and hands-on practical lessons made the experience outstanding. Simply put, BSMI is the best in the field. I joined on my manager’s advice while working as a medical representative. By the end of the course, I was promoted to Marketing Manager. Thanks to BSMI, I also manage large social media pages and grow my own brand. BSMI isn’t just a school—it’s a supportive community that gave my career a fresh start! Testimonials From Our Alumni Liana Zalinyan | Sales Manager at Bergdorf Goodman NYC Davit Tonoyan | Head of the Marketing Department at the Center of Medical Genetics I am incredibly grateful to BSMI for an experience that exceeded my expectations. This school is a model for overall educational system, prioritizing quality knowledge, accessible teaching, and student comfort. Testimonials From Our Alumni Romella Dayan | CEO of BD Retail Group LLC I am deeply grateful to BSMI for enlarging my mindset, expanding my knowledge in the field, and enhancing my understanding of customer insights. The program provided me with a fresh perspective on businesses and markets, equipping me with invaluable skills for future success. A special thank you to Anna-Mary for going beyond the role of a teacher and truly inspiring us! Tatevik Sargsyan | Founder of the Hikers Creative Agency MORE REVIEWS 18 | T +374 44 144 904 | E study@bsmi.am | ISO Certified Professional Postgraduate Education Institution | NoFSK.RU.0026.F00011647 ISO CERTIFICATE INTERNATIONAL PARTNERS TRUSTED PARTNERS PROFESSIONAL STAFF Date: Custom Time: Custom Location: Dubai Price: 5,000 AED (1,360 USD) Talk To Our Advisor Today And Get Ready To Shape Your Future In Marketing! Ready To Take The Next Step In Your Marketing Career? 19 | T +374 44 144 904 | E study@bsmi.am | ISO Certified Professional Postgraduate Education Institution | NoFSK.RU.0026.F00011647 bsmi.am Email: study@bsmi.am