Vous avez déjà un compte client ORSYS
Se connecter
Vous êtes nouveau chez ORSYS
Créer un compte
Vous ne souhaitez pas créer de compte
Poursuivre sans me connecter

Publication date : 07/25/2024

Marketing manager certification course

ORSYS certification + optional DiGiTT® remote certification

Practical course - 8d - 56h00 - Ref. KMK
Price : 4620 € E.T.

Marketing manager certification course

ORSYS certification + optional DiGiTT® remote certification



This cycle will provide you with the fundamental skills and knowledge you need to implement your company's marketing strategy. You'll learn how to build and optimize your marketing mix, draw up your marketing plan and use various analysis and communication tools. You'll also see how to set up dashboards to manage and monitor your various actions. Finally, you'll discover how to integrate digital into your marketing strategy.


INTER
IN-HOUSE
CUSTOM

Practical course in person
Disponible en anglais, à la demande

Ref. KMK
  8d - 56h00
4620 € E.T.
En option :
Dynamique.Model.Bean_FormationOption
Certification : 190 € HT

Download in PDF format

Share this course by email




This cycle will provide you with the fundamental skills and knowledge you need to implement your company's marketing strategy. You'll learn how to build and optimize your marketing mix, draw up your marketing plan and use various analysis and communication tools. You'll also see how to set up dashboards to manage and monitor your various actions. Finally, you'll discover how to integrate digital into your marketing strategy.


Teaching objectives
At the end of the training, the participant will be able to:
Acquire fundamental marketing concepts
Define marketing strategy and product positioning
Build and optimize your marketing mix
Draw up the marketing plan and determine monitoring indicators
Know the main tools used to implement a digital strategy

Intended audience
Directeurs, responsables et collaborateurs des services marketing et toutes les personnes impliquées dans des projets de marketing stratégique ou opérationnel.

Prerequisites
No special knowledge required.

Practical details
Hands-on work
Theoretical input, exchanges and feedback. Case studies and practical exercises.
Teaching methods
The CLE course must be taken at the beginning of the cycle, and the other courses can be taken in any order.

Course schedule

1
Carry out a marketing diagnosis

  • Marketing and its scope.
  • Steps in the marketing process: market, needs, products and services, segmentation...
  • The different types of marketing: strategic, operational, product, relationship...
  • Marketing plans: strategic, business, operational...
  • Internal diagnosis: company identity sheet, analysis of skills and functions.
  • Portfolio analysis: Pareto and BCG models.
  • External diagnosis: environmental analysis, competitor classification, etc.
Case study
Construction d'une analyse SWOT.

2
Developing a marketing strategy

  • Defining objectives using the SMART method.
  • Strategy models: Igor Ansoff, Mac Kinsey, Porter...
  • Choice of product/market combinations.
  • RFM segmentation: Recency, Frequency, Amount.
  • Actions: segments to invest in, develop, maintain, abandon.
  • Targeting strategies: indifferentiation, differentiation, concentration.
  • Product positioning: definition, criteria and opportunities.
Case study
Elaboration d'un mapping de positionnement.

3
Building a marketing mix

  • The product life cycle and curve.
  • Pricing: demand and elasticity coefficients, acceptability price, break-even calculation...
  • Place: the choice of distribution channel.
  • Promotion: advertising, sales promotion, direct marketing...
  • Communication: targets, budget...
  • The others "P": People, Proof and Process.
Hands-on work
Building a marketing mix.

4
Build a marketing plan and develop dashboards

  • Development of a marketing plan and action monitoring indicators.
  • Annual Operational Plan and Sales Action Plan.
  • Action planning.
  • Operational implementation.
  • Dashboards: indicators, selective distribution, format, explanation of discrepancies...
Exercise
Building the structure of a product launch plan.

5
Use marketing analysis tools

  • The marketing information system.
  • Qualitative and quantitative studies.
  • Competitive intelligence and environmental analysis.
  • CRM tools.
  • The added value of the offer.
  • Positioning mapping.
Exercise
Use of marketing analysis tools.

6
Understanding the tools of the marketing mix

  • Supply mix tools: product life cycle, specifications, testing...
  • The tools of the communication mix: the communication plan, indicators, dashboards...
  • Price mix tools: elasticity of demand, price level, pricing, yield...
  • Distribution mix tools: distribution channels, merchandising, trade marketing...
  • Sales force tools: the sales action plan (CAP), sales support tools...
Exercise
Build a communication plan.

7
Drawing up an operational marketing plan

  • The fields of action of operational marketing.
  • Implementation of an operational marketing plan.
  • The key points of an on and offline advertising campaign: copy strategy, media planning...
  • Production of sales aids: product sheets, sales pitches, leaflets, etc.
  • Event communication management: events, public relations...
  • Designing a direct marketing campaign: mailing, telemarketing...
Exercise
Development of an operational marketing plan.

8
Managing operational marketing

  • Taking new customer behaviors into account.
  • Controlling and measuring results.
  • Definition of indicators according to actions and objectives.
  • Creating a dashboard: indicators, flashing lights, alerts...
Hands-on work
Creation of an operational marketing dashboard.

9
Integrating digital tools into marketing

  • The evolution and challenges of digital business.
  • The shift from product-centric to customer-centric.
  • Site design methodologies: personas, responsive, UX design...
  • New real-time customer relations tools.
  • Social media strategy: presence on social networks, natural and paid search engine optimization...

10
Understanding marketing trends

  • The relationship program in the digital age: new customer segmentation and a modified life cycle.
  • Campaign management tools: personalization and multi-terminal scenarios.
  • Data at the heart of digital advertising.
  • Programmatic buying: how it works, bricks and ecosystem.
  • Audience planning: purchasing methods, transparency, targeting and personalization.
  • From e-commerce to digitalized points of sale: connected stores.
  • The Internet of Things, emerging technologies and their medium-term impact.


Options
Certification : 190 € HT
La certification DiGiTT® est en option lors de l’inscription à cette formation et s’articule en 3 étapes : le passage d’un Diag® avant la formation, l’accès à une digithèque permettant l’apprentissage des concepts et notions pour chaque compétence digitale, puis le passage de l’examen de certification. Celui-ci se compose d’un test de 90 min disponible en anglais et en français. Le résultat atteste de votre niveau de compétences sur 1000 points (débutant, intermédiaire, avancé, expert). Le seul suivi de cette formation ne constitue pas un élément suffisant pour garantir un score maximum à l’examen. La planification de ce dernier et son passage s’effectuent en ligne dans les 4 semaines qui suivent le début de votre session.
The certification option comes in the form of a voucher or invitation that will allow you to take the exam at the end of the training course.
PARTICIPANTS
Directeurs, responsables et collaborateurs des services marketing et toutes les personnes impliquées dans des projets de marketing stratégique ou opérationnel.


PREREQUISITES
No special knowledge required.

TRAINER QUALIFICATIONS
The experts leading the training are specialists in the covered subjects. They have been approved by our instructional teams for both their professional knowledge and their teaching ability, for each course they teach. They have at least five to ten years of experience in their field and hold (or have held) decision-making positions in companies.

ASSESSMENT TERMS
The trainer evaluates each participant’s academic progress throughout the training using multiple choice, scenarios, hands-on work and more.
Participants also complete a placement test before and after the course to measure the skills they’ve developed.

TEACHING AIDS AND TECHNICAL RESOURCES
• The main teaching aids and instructional methods used in the training are audiovisual aids, documentation and course material, hands-on application exercises and corrected exercises for practical training courses, case studies and coverage of real cases for training seminars.
• At the end of each course or seminar, ORSYS provides participants with a course evaluation questionnaire that is analysed by our instructional teams.
• A check-in sheet for each half-day of attendance is provided at the end of the training, along with a course completion certificate if the trainee attended the entire session.

TERMS AND DEADLINES
Registration must be completed 24 hours before the start of the training.

ACCESSIBILITY FOR PEOPLE WITH DISABILITIES
Do you need special accessibility accommodations? Contact Mrs. Fosse, Disability Manager, at psh-accueil@orsys.fr to review your request and its feasibility.
Dates and locations
Select your location or opt for the remote class then choose your date.
Remote class

Dernières places
Date garantie en présentiel ou à distance
Session garantie

REMOTE CLASS
2026 : 25 Mar., 25 Mar., 27 Apr., 18 May, 15 June, 15 June, 23 Sep., 23 Sep., 26 Oct., 18 Nov., 9 Dec., 9 Dec.

PARIS LA DÉFENSE
2026 : 25 Mar., 27 Apr., 18 May, 15 June, 23 Sep., 26 Oct., 18 Nov., 9 Dec.

LILLE
2026 : 25 Mar., 15 June, 23 Sep.