Description

During this internship, you will define the main concepts in order to better understand the challenges of marketing and marketers. You will see how to integrate the marketing approach into the company's performance strategy and how to analyze the functioning, language and tools of marketing.

Who is this training for ?

For whom ?

All company executives and employees wishing to learn about marketing and understand its fundamental principles and tools.

Prerequisites

None.

Training objectives

Acquire the fundamental concepts of marketing

Define your marketing approach

Establish your internal and external marketing diagnosis using specific tools

Define the marketing strategy and its product positioning

Build and optimize your marketing mix

Develop the plan marketing and define monitoring indicators

Training program

• Define your marketing approach
  • Definition of marketing and its scope: BtoB, BtoC, services.
  • Possible confusion with sales, product management, communication, advertising, relationships customer.
  • The different stages of the marketing approach: market, needs, products and services, segmentation.
  • The different marketing logics: the product, need, market trilogy.
  • Potential conflicts with production, research and development, finances.
  • New marketing concepts: data mining, mobile marketing, buzz marketing, cobranding, virtual communities.
  • The different types of marketing: strategic, operational, product, relational, one to one, interactive.
  • Marketing plans: strategic, business plan, operational, commercial action plan.
  • Exercise: Quiz to learn the main concepts of marketing.
• Carry out your marketing diagnosis
  • Internal diagnosis: company identity sheet, analysis of skills and functions.
  • Portfolio analysis: Pareto and BCG models.
  • Choice of differentiated strategies.
  • Formulation of the main internal issues.
  • External diagnosis: analysis of the company's environment and its developments with the PESTEL model.
  • Analysis of the supply and the overall market.
  • Study of the competition: classification of competitors, Porter's 5+1 forces, Benchmarking.
  • Analysis of the demand and the customer behavior.
  • Distinction between BtoC and BtoB marketing.
  • Synthesis of internal and external analysis: SWOT Analysis.
  • Strengths, weaknesses, opportunities , threats.
  • Contribution of information sources: documentary studies, marketing, panels, satisfaction, usage tests, audience.
  • Case study Construction of a SWOT analysis from a given business context.
• Develop your marketing strategy and choose your markets
  • Defining objectives using the SMART method by pair, product, segment.
  • Strategy models: Igor Ansoff, Mac Kinsey, Porter.
  • Attractiveness of a market and the company's strengths.
  • Choice of product/market pairs.
  • BtoC and BtoB segmentation criteria.
  • RFM segmentation : Recency, Frequency, Amount.
  • Actions: segments to invest in, develop, maintain, abandon.
  • Targeting strategies: undifferentiation, differentiation, concentration.
  • Product positioning: definition, criteria and opportunities.
  • Construction of a conceptual map or mapping.
  • Product positioning methodology.
  • Case study Development of a positioning mapping based on a given case.
  • Group correction.
• Building your marketing mix: consistency and optimization
  • Product: the value trilogy of use, sign, appeal.
  • The three dimensions of the product.
  • Criteria for evaluating product quality .
  • Cycle and life curve of the product.
  • Range and product lines.
  • The different types of brand.
  • Price : the factors that influence the price.
  • Demand and elasticity coefficients.
  • Acceptability price or psychological price.
  • Estimation of the acceptable price.
  • Calculation of the break-even point or break-even point.
  • Competitive study.
  • Place: choose your distribution channel.
  • Establish the distribution contract.
  • Promotion: advertising, sales promotion, direct marketing, e-marketing, street marketing.
  • Sports sponsorship, patronage.
  • Development of 'a communication: define the targets, evaluate the budget.
  • Brief to an agency: points of vigilance.
  • Calculation of return on investment.
  • Communication electronics: the different tools.
  • The other Ps: People, Evidence, Process.
  • Case study Construction of a mix in subgroups.
  • Presentation.
• Build the marketing plan and dashboards
  • Development of the marketing plan and action monitoring indicators.
  • Annual operational plan and the commercial action plan.
  • Action planning.
  • Operational implementation.
  • Monitoring and control.
  • Dashboards: indicators, selective distribution, responsible, format, explanation of deviations.
  • Action plans per client.
  • Projected operating account.
  • .
  • Sale of your plan internally.
  • Exercise: From a case, build the structure of the launch plan and its internal communication.
  • Final quiz to review and validate what you have learned.