Online Brand Management Boot Camp (with Interview Playbook)

WELCOME TO CPG CAMP!

WHAT IS CPG CAMP?

Marketing training by senior brand leaders. So you can land your dream job & accelerate your brand marketing career. 

We are the largest finishing school of its kind in North America for aspiring brand marketers, created by executives working on top brands to teach the next generation what we wish someone had taught us! We've taught thousands from nearly 250 universities & companies and 95% of grads tell us they'd recommend CPG Camp to a peer. Our intent is to complement classroom learning with focused training in the areas that interviewees, interns & full-time hires are most commonly unprepared. And our brand management certification is the only credential of its kind recognized by the US Patent & Trademark Office (USPTO).

YOU SHOULD JOIN OUR PROGRAM IF YOU HAVE WONDERED ANY OF THE FOLLOWING:

• • • Is Brand Management for me?
    • How can I develop real-world marketing skills?
    • How can I break into the Brand Marketing industry?
    • How do I ace the marketing interview?
    • How do I prepare for my internship or job?

• • • TESTIMONIALS: See over 50 testimonials and many of the nearly 250 universities & companies which we've trained thousands of students & professionals.
    • FAQ: Visit our FAQ to see what others are asking the CPG Camp team.
    • REFUND POLICY: We will grant a full refund within the first 2 days if you are not satisfied. 
    • ACCESS: Students have access to the full curriculum, assignments, hand-outs and MAT for 6 months.
    • For any other questions, you can learn more at our website (cpgcamp.com) or send us a note at info@cpgcamp.com

MODULE DESCRIPTIONS

         1. BRAND CAREERS & ORGANIZATIONS

Our Brand Careers & Organizations module is designed to help decide whether a career in Brand is right for you. We take a peek behind the curtain to get a real understanding of Brand Career Paths, Promotion Timing, Desired Competencies, Career Development Principles and even 22 common Cross-Functional Partners, focusing on the Consumer Packaged Goods industry. You'll also learn our 3 keys to navigating any brand organization. We hope you enjoy this introduction to Brand Management Careers and Organizations. It’s an exciting industry at an exciting time – and we need more leaders like you!

         2. TARGETING & POSITIONING STRATEGY

For any business owner, identifying a clear target and building your positioning strategy is one of the most important factors in plotting your way to success. Our Targeting & Positioning Strategy module is designed to teach you the real-life principles that Brand Managers follow at top organizations today. You will learn how to establish a connection with the consumer, through five critical steps: the Category Definition, Consumer Target, Human Insight, Key Benefit, and Reason to Believe. Once these are in place, the team can more easily craft a compelling Brand Positioning Statement. Each section provides an in-depth view of how to complete this strategy work the right way, whether your budget is large, small or zero.

         3. CONSUMER INSIGHTS

Getting close to your consumer is one of the most fundamental aspects of Brand Management. Our Consumer Insights module is designed to help you become a master of the tools and methods available to diagnose your business or consumer. You will learn how to diagnose which research solution is best for different kinds of business problems. Along the way, you'll learn how to understand your market, evaluate advertising or innovation, as well as measure brand health.

        4. BUSINESS PLANNING

A career in Marketing can be chaos if you don't plan for success. Our Business Planning module is designed to help you learn how to build an effective annual plan. Here, you will learn about the different stages of Business Planning at a well-run company - and double-click into the 'Brand Plan' process, which most new Brand Managers find themselves immersed in very quickly. Because many companies don't teach their associates the right way to lead this process, our tools often help students and professionals at a wide range of career stages.

        5. WORLD-CLASS CREATIVE BRIEFS

Anyone can write a Creative Brief. The problem is, most marketers write bad briefs. They are too long, too unfocused and uninspiring for agencies. But it doesn't have to be this way! Our World-Class Creative Briefs module is designed to teach you how to write the BEST Briefs to truly inspire your agency, bring out their best and drive measurable business results. You will learn about the 12 most common elements of a good Creative Brief and how to write each of these sections in a succinct, clear and compelling way. We also teach you about the 6 most common pitfalls in a poorly written brief.

        6. CREATIVE DEVELOPMENT & PRODUCTION

In today's world, it's easy to blame an agency for your shortcomings. Our Creative Development & Production module is designed to teach you how to evaluate creative work the right way and to provide feedback that will guide your team to success. You will learn: - 8 types of agencies that brands work with in the industry today. - 5 best practices to an effective Creative Brief presentation. - 3 keys to evaluating creative - 10 tips to giving feedback that agencies wish more Brand Managers knew - 10 steps in the advertising production process

        7. PHYSICAL RETAIL & PROMOTIONS

Few new Brand Managers realize how much of their time will be spent focusing on retail, where all their work on insights, innovation and blockbuster campaigns ultimately succeeds or fails. Our Physical Retail & Promotions module will teach you everything you need to know to be successful in the cut-throat retail environment. We break down the 3 different types of retailers (such as 'high volume, low price, low margin' where Mass, Club & Dollar store retailers live). We'll help you understand distribution priorities from the standpoint of the Brand Manager, the Category Manager and the Buyer. Then go deep into the different approaches to Trade Marketing, Shopper Marketing and Consumer Promotions. We close the lesson with the 10 things you need to know about Buyers.

        8. DIGITAL & MOBILE COMMERCE

eCommerce is the wild west and the rules seem to be re-written every day. Our Digital & Mobile Commerce module breaks things down to help you stay a step ahead. We explain the different components of the digital shelf, explains why Omnichannel is only way to think about retail for traditional, brick & mortar retailers and addresses some of the new technology that is helping bring us into a frictionless future. We cover direct-to-consumer (DTC) marketing and close with some of the latest trends in 'Big Data' and retailer media networks.

        9. INTRO TO MEDIA & OWNED CHANNELS

Managing your brand's media plan can be one of the most exciting parts of the job. But even without a budget, the proliferation of owned channels presents a massive opportunity for savvy Marketers. Our Intro to Media + Owned Channels module is designed to provide an introduction to the common types of media and how to manage your owned channels to build a strong brand foundation. We teach the basics of Owned Media, Earned Media and Paid Media. We then take a closer look at Owned Media with an introduction to managing websites, eCommerce sites, Social Media pages and CRM.

        10. EARNED MEDIA

Earned Media can be one of the most elusive and complicated parts of a brand's integrated Marketing plan. Our Earned Media module is designed to provide a primer on the different types of Earned Media and how to maximize it for your brand. Here, you can sample the first minute of this module. The full module, an important piece of our Brand Management Boot Camp, provides an overview of these common tactics.

        11. PAID MEDIA & PERFORMANCE MARKETING

The paid media landscape is changing every day. Our Paid Media & Performance Marketing module will help you gain a better understanding of the latest paid media channels and tactics that brands use to stay ahead of the pack. We teach about the merits of paid media over owned and earned media, as well as a deeper review of the common types with pros and cons. This includes TV, Online Video, Over-the-Top Video, Digital Display, Paid Search, Social Media (5 top platforms), Influencers, Audio, Out-of-Home, Sponsorships, Print and Direct Mail.

        12. MEDIA PLANNING

Behind many exciting Super Bowl ads or viral Tik Tok videos are thoughtful, integrated marketing plans developed by a team of very tired Marketers and their partners. In our Media Planning module, you will learn how to build a strong media plan and understand the common terms and methods used within the industry for budgets large and small. We teach about the Media Planning Calendar, General Industry Strategy Terms, TV and Digital Media, as well as Media Planning Strategies with full plan case study.

        13. CONSUMPTION ANALYSIS

To really know your brand, you have to know its numbers. Our Consumption Analysis module will teach you how to analyze consumption and get to the underlying drivers of performance. We teach you how to break down the components of Shipments and Consumption. We'll address the different sources of data and help you understand how to diagnose changes in base sales (a function of distribution, pricing and velocity) and incremental sales (a function of promotional features, price reductions and in-store displays). We'll help you understand how to write a Share Report - and show several case studies to test out what you've learned.

        14. P&L AND BUDGETING

Most people familiar with the world of business are familiar with the P&L. But the Brand industry has its own particular nuances and tricks. Our P&L and Budgeting module will walk you through a brand P&L and show you how brand teams manage their budgets. We explain the fundamentals of P&L management in Brand Manager life. Some may think this is boring or basic, but the leaders that know how to master this - and the less-experienced marketers that act like business owners - are the ones that get ahead.

        15. FORECASTING

Forecasting is one of the most important skill sets marketers must grasp to fully understand the dynamics of their brand. But it can be scary, frankly, because there is often immense pressure and oversight from senior leadership. Our Forecasting module will walk you through the process of forecasting for your brand. We walk through all the terminology of the forecasting process, then goes through an in-depth example for a brand.

        16. INTERVIEWING

You can be the best Brand Manager in the world, but if you can't get through the interview, it doesn't matter. Our Interviewing module will help you master the art of interviewing for an internship or full-time role in Brand Marketing. We break down the 7 most common elements of an interview and explains how to prepare. The Boot Camp also includes access to our Brand Interview Playbook, which can be purchased separately. Here, we go step-by-step through 20 parts of the preparation and interview process, including research tips, resume & cover letter best practices, and over 150 potential interview questions, broken down by topic. Registration includes 10 downloadable templates to prepare your personal answers - and our Case Frameworks Cheat Sheet. We can't promise that you'll be the most qualified candidate, but we guarantee you'll be the most prepared.