Description

The most delicate mission of marketing lies in making decisions that strongly commit the brand or company: choice of positioning and target markets, relevant integration of digital levers. This training in strategic marketing provides essential practical and methodological benchmarks.

Who is this training for ?

For whom ?

• Director and marketing manager, product manager, brand manager, market manager.

Prerequisites

• Master the fundamentals of marketing.

 

 

 

 

Training objectives

Acquire a complete and current vision of strategic marketing and its influence on the company

Integrate new digital practices

 Appropriate decision support models

Training program

• Before the face-to-face
  • A self-diagnosis.
• Marketing strategy: the approach
  • The keys to marketing strategy.
  • The pillars of digital marketing.
  • The challenges of customer experience.
  • The impact of sustainable development and CSR.
• Strategic marketing: external audit
  • Data and analytics: new levers for customer listening.
  • The market life cycle approach.
  • Porter's 5 forces: identify competition.
• Market segmentation
  • The tree and segmentation criteria.
  • Analysis of needs and behaviors.
• Analysis strategies and models
  • Decision support models: BCG, Kinsey, ADL.
  • SWOT.
  • Strategic approaches: Ansoff, Porter, Kotler and Blue Ocean.
  • The POEM.
• Develop a positioning
  • Marketing that combines branding and performance.
  • Differentiation strategies.
  • The positioning approach.
• Deploy the marketing strategy
  • Integrate the forces of digital marketing.
  • Structure of a marketing plan.
  • The digital marketing mix.
• After face-to-face, implementation in a work situation
  • An e-learning module "SWOT diagnosis" and a strengthening program: "One challenge per week for 7 weeks".