The Institute for Advanced International Studies (IAIS) at the University of World Economy and Diplomacy hosted the third day of a practical training program with ALPHA Education on developing communication skills and strategic promotion. The latest session was devoted to the topic of Communication Strategy. The module was led by Denis Roman, a leading expert in marketing and management at ALPHA and managing partner of the We Digital agency. His approach allowed participants to analyze the key elements of strategy using real-life cases from the local market and compare them with international practices.
At the end of the day, participants systematized the logic of developing a communication strategy — from analysis to implementation — learned how to formulate business, marketing, and communication tasks, and structured the strategy into blocks. Each participant prepared a “skeleton” of their own communication strategy: they defined the value proposition of the product, identified target audiences and messages, selected relevant channels, and outlined initial KPIs and an action plan. Special attention was paid to the national and local characteristics of marketing in Uzbekistan and the adaptation of solutions to the regional context.
The session ended with targeted recommendations on branding and refining project tables, which will form the basis for subsequent iteration of strategies in working teams. This result is in line with the overall program’s goal of providing participants with a reproducible methodology that allows them to quickly develop working communication solutions for specific goals and resources.
The training is being implemented as part of the IAIS’s institutional modernization plan “Building Institutional Capacity for a Sustainable Future: The Path to Competitiveness in Central Asia and Beyond,” supported by a PRIM grant from the “Modernization of the National Innovation System of Uzbekistan (MUNIS)” project with the support of the World Bank. In the coming days, the program will continue with new open meetings with experts.
