Description

With changing behaviors, the essential integration of the digital ecosystem and new customer challenges (pathway, experience), the product manager sees his missions evolving. From data analysis to new rules for product management and brand communication (display, social networks, etc.). This reference cycle for taking up a position, 'Product manager training', allows you to properly position and exercise your recent role: management of a portfolio of products, services or brands, strategic development vision, conditions of implementation commercial.

Who is this training for ?

For whom ?

• Product manager,
• Market manager.
• Marketing project manager
• Brand manager.
• Any employee having to develop and manage a portfolio of products and services.

Prerequisites

Training objectives

Understand the functions of product manager, market manager and brand manager

Acquire the methods and tools for managing marketing, a portfolio of products, markets or brands with the aim of profitability in the digital age

Arbitrate investments and marketing budgets using key indicators

Integrate the principles and tools for the operational implementation of the marketing plan

Training program

• Integrate new marketing challenges
  • The basic challenges of marketing.
  • The new pillars of digital marketing.
  • POEM, a new way of thinking for the marketer.
  • The new sources of emergence and communication (search, e-pub, social networks, etc.).
  • Identify the impact of sustainable development and CSR in the profession.
• Take into account the responsibilities of a product manager
  • The key missions of the product manager.
  • Differences product manager, market manager, BtoB, BtoC.
• Carry out the diagnosis and define a winning strategy
  • Scenario Common thread case: establish the RCA matrix.
  • Decision-making and purchasing behavior in BtoB and BtoC.
  • Manage your offer portfolio .
• Carry out the diagnosis and define a winning strategy
  • Use the SWOT matrix effectively.
  • Principles of segmentation and targeting.
  • The 5 rules of effective positioning.
• Optimize the marketing mix of the offer
  • Adaptations of the digital marketing mix.
  • The notions of global product, services and solutions.
  • The new logics for setting the sales price.
  • Retail and e-commerce: the new distribution challenges.
  • Integrate multi-media communication and promotion challenges.
• Succeed in the marketing plan
  • Model and basic principles of the marketing plan.
  • Measuring profitability and actions: dashboards and indicators.
  • Scenario Common thread case: establish the product marketing plan.
• Remote activity
  • Un module e-learning : "Le diagnostic SWOT".
• Take new behaviors into account
  • Changes in uses and attitudes towards brands.
  • Consumption and purchasing trends in BtoB and BtoC.
  • Monitoring: issues, organization and web tools.
  • The key study tools: the brief & the questionnaire.
  • The questionnaire: key stages, brief, management, data processing and presentation of the report.
  • Listening to customers.
• Marketing innovation: creating and developing differentiating offers.
  • Understanding the different typologies of innovation.
  • Innovation seen by innovators.
  • The challenges of innovation: why innovate?
  • Take ownership of the innovation marketing approach.
  • Innovation marketing: create and develop differentiating offers.
• Customer experience diagnosis
  • Strategy choices in terms of customer experience.
  • The differences with customer relations.
• The components of the customer experience
  • Understanding customer emotions and needs to generate engagement.
  • E-mailing; telephone; mobile app; connected store; e-merchandising; social media...
• Building a new customer experience
  • Relational scenarios.
  • Customer journeys and critical points.
  • Enriching the customer file.
  • The definition of 'a UX road map.
  • Scenario Training on a business case.
• Marketing tools: market intelligence and competition
  • Share competitive and market data.
  • Use the best sources according to your context: web, social media, trade shows...
  • Scenario Common thread case: building the product pitch.
• Translate the marketing plan into a commercial action plan
  • Present the marketing plan to the sales force.
  • The creation and management of a marketing team and sales force.
  • From marketing objectives to commercial objectives.
  • Consistency between the operational marketing plan and the commercial action plan.
• Develop sales support materials
  • Build the commercial argument (CAP/REPERES).
  • Arguments, product sheets and other supports.
  • The marketing-sales book.
  • Use of digital tools: Intranet, dashboards, social networks, interactive presentations...
  • Scenario Self-diagnosis: identify your strengths and areas for improvement.
• After face-to-face - Implementation in a work situation
  • A strengthening program: "One challenge per week for 7 weeks".