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 the new rules of product management and brand communication (display, social networks, etc.), this training for the job of product manager provides all the keys to success.

Who is this training for ?

For whom ?

Product manager, market manager, brand manager, marketing project manager.

Prerequisites

None.

Training objectives

Acquire new digital methods and practices to put them at the service of effective product strategies and communication strategies.

Adapt, optimize the marketing mix of its range of products and services.

Training program

• Before the face-to-face
  • A self-diagnosis.
• The marketing function
  • The product manager in BtoB and BtoC.
• Means its analysis
  • Market analysis.
  • Decision-making and purchasing behavior; qualitative and quantitative studies.
  • The web: organizing curation.
• Diagnostic marketing
  • Internal analysis; product portfolio; product and market life cycles.
  • External and internal analyses; SWOT diagnosis.
• Marketing strategy
  • Segment your markets and customers; the rules for effective positioning.
  • Integrate new digital resources.
• Mix-marketing
  • The marketing mix in the digital age.
  • Setting the sales price; distribution, communication, promotion.
• Le marketing digital
  • The POEM: Paid, Owned, Earned Media.
  • Social networks.
• From the marketing plan to the PAC
  • Principles of the marketing plan and the commercial action plan.
  • Dashboards, profitability indicators of actions.
• After face-to-face - Implementation in a work situation
  • Un module e-learning :