Strategy and Research for Brands and Personal Projects

A course by Carolina Zakrajsek
Strategy and Market Research Consultant. Buenos Aires, Argentina.
Joined August 2020
, Strategy and Market Research Consultant

Learn the processes and tools to build a communication framework that fits your brand strategy

  • Spanish with subtitles in English
  • 97% positive reviews (62)
  • 1141 students

Learn the processes and tools to build a communication framework that fits your brand strategy

Spanish with subtitles in English
  • 97% positive reviews (62)
  • 1141 students
  • 13 lessons (1h 32m)
  • 30 additional resources (11 files)
  • Online and at your own pace
  • Available on the app
  • Audio: Spanish
  • Spanish, English, Portuguese, German, French, Italian, Polish, Dutch
  • Level: Beginner
  • Unlimited access forever

Whether selling a product or launching a personal project, prior research is always necessary for defining an effective communication strategy. Carolina Zakrajsek is a strategy and market research consultant who has worked for agencies like DDB, TBWA, and Grey to help brands such as Coca-Cola, McDonalds, Claro, and various start-ups achieve their goals.

In this course, learn to define key strategic elements for a new or existing brand, whether a product, service, or personal project. Caroline explains how to set goals, study your public, analyze the competition, and measure your success, step by step.

What will you learn in this online course?

Course table of contents

  • U1
    U1. Introduction
  • U2
    U2. Creativity and strategy
  • U3
    U3. Nothing more important than goals
  • U4
    U4. Knowing the audience
  • U5
    U5. Build your strategy
  • FP
    FP Final project
View details

Start the course by getting to know Carolina. She talks about her studies, her career in Argentina, the USA, and Colombia working alongside global, regional, and local brands. She also shares her main influences and sources of inspiration.

Look at the characteristics, differences, and common ground between the creative and strategic sides of your work and why combining the two is the key to establishing solid foundations for the entire project. From here, begin to outline your project by defining a few of its concepts.

Discover what a goal is, its purpose, how to develop it, and why it's essential for any strategy. Study the difference between business goals and communication goals, and learn to measure their success using KPIs.

Your product and the communication you establish must be based on what people are looking for, and as such, Carolina explains how to get to know your public, target market, and the importance of defining these within your strategy. Also explore how to find insights through research.

Now it's time to put your strategy together! Compile all your information and select the most important parts to include in a master document, and later, in the brief that will kick start the creative process.

What is this course's project?

Create a brief containing an analysis of the product, its purpose and goals, the brand's public, and the competition in order to increase your visibility and boost sales.

Who is this online course for?

Anyone wanting to learn how to develop a brand or grow their business through communication.

Requirements and materials

No previous knowledge is necessary for this course, just lots of curiosity and an interest in the strategic side of your creativity.


1141 Students
62 Reviews
97% Positive ratings

Carolina Zakrajsek

A course by Carolina Zakrajsek

Teacher Plus
Strategy and Market Research Consultant

Carolina Zakrajsek is an Argentine strategy and market research consultant. She studied marketing and received a Master's in Communication and Cultural Creation, although admittedly she would like to have studied Sociology or Psychology. Her professional curiosity led her to become a planner for agencies like DDB, Grey, and TBWA where she worked with brands such as Coca-Cola, McDonald's, Claro, and AVON, as well as start-ups, small business, and NGOs at a global, regional, and local level.

She is currently a freelance consultant who helps brands find their place using research and strategies. She is also qualified in Design Thinking and Scrum, and also gives talks and courses on strategy across various platforms.


  • U1


    • Presentation
    • Influences
  • U2

    Creativity and strategy

    • What makes you creative?
    • What makes you a strategist?
    • Frame your project
  • U3

    Nothing more important than goals

    • What is a goal and what is not?
    • Business vs. communication
    • KPIs
  • U4

    Knowing the audience

    • The people at the center of it all
    • How to know them? Research
    • What is an insight?
  • U5

    Build your strategy

    • What do I do with all this information?
    • Assembling and presenting a brief
  • FP

    Final project

    • x Strategic planning for creatives

What to expect from a Domestika course

  • Learn at your own pace

    Enjoy learning from home without a set schedule and with an easy-to-follow method. You set your own pace.

  • Learn from the best professionals

    Learn valuable methods and techniques explained by top experts in the creative sector.

  • Meet expert teachers

    Each expert teaches what they do best, with clear guidelines, true passion, and professional insight in every lesson.

  • Certificates

    If you're a Plus or PRO member, get a custom certificate signed by your teacher for every course. Share it on your portfolio, social media, or wherever you like.

  • Get front-row seats

    Videos of the highest quality, so you don't miss a single detail. With unlimited access, you can watch them as many times as you need to perfect your technique.

  • Share knowledge and ideas

    Ask questions, request feedback, or offer solutions. Share your learning experience with other students in the community who are as passionate about creativity as you are.

  • Connect with a global creative community

    The community is home to millions of people from around the world who are curious and passionate about exploring and expressing their creativity.

  • Watch professionally produced courses

    Domestika curates its teacher roster and produces every course in-house to ensure a high-quality online learning experience.


Domestika's courses are online classes that provide you with the tools and skills you need to complete a specific project. Every step of the project combines video lessons with complementary instructional material, so you can learn by doing. Domestika's courses also allow you to share your own projects with the teacher and with other students, creating a dynamic course community.

All courses are 100% online, so once they're published, courses start and finish whenever you want. You set the pace of the class. You can go back to review what interests you most and skip what you already know, ask questions, answer questions, share your projects, and more.

The courses are divided into different units. Each one includes lessons, informational text, tasks, and practice exercises to help you carry out your project step by step, with additional complementary resources and downloads. You'll also have access to an exclusive forum where you can interact with the teacher and with other students, as well as share your work and your course project, creating a community around the course.

You can redeem the course you received by accessing the redeeming page and entering your gift code.

If you're a Plus or PRO member, when you complete a course you'll instantly get your personalized certificate. You can see all your certificates in the Certificates section of your profile. You can download your certificates as PDFs and share the link online. Learn more about certificates
Strategy and Research for Brands and Personal Projects . Marketing, and Business course by Carolina Zakrajsek

Strategy and Research for Brands and Personal Projects

A course by Carolina Zakrajsek
Strategy and Market Research Consultant. Buenos Aires, Argentina.
Joined August 2020
  • 97% positive reviews (62)
  • 1141 students