Course : Operational marketing for publishers
Practical course - 3d
- 21h00 - Ref. MUO
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 | Build an operational marketing plan in the software publishing sector |
| Developing a direct marketing campaign |
| Disseminating communication through different media |
| Drafting sales aids |
| Measuring actions taken |
Intended audience
Anyone with a marketing or communications role at a software publisher or web and mobile application provider.
Prerequisites
Basic knowledge of marketing.
Practical details
Hands-on work
Situational exercises and case studies.
Course schedule
1 The scope of marketing
- The different plans: operational marketing, strategic marketing, communication, sales action plan.
- Marketing plan fundamentals: objectives, challenges and key stages.
- Marketing trends: get to grips with the concepts of buzz, street marketing, viral marketing, tribal marketing...
Hands-on work
Positioning of participating companies.
2 A successful operational marketing plan
- Stages in the operational marketing plan.
- Know and recognize your target market.
- Market analysis: competition, analysis tools.
- Strategy: segmentation, targeting, positioning, benefits.
- Define and implement the marketing mix (4Ps): product, price, place, promotion.
Case study
Building a SWOT and an operational marketing plan.
3 Sales aids
- Sales pitches: the CAP-B method.
- Build attractive messages.
Hands-on work
Creation of a sales pitch and presentation to the group with the aim of getting them involved.
4 Communication and promotional tools
- Key points of an advertising campaign: copy strategy, media planning, effectiveness criteria.
- Optimize marketing actions: different communication media and their synergies.
- Event communication: setting up a PR operation, street marketing.
- Run a direct marketing campaign: mailing, faxing, bus-mailing, couponing, ISA, mailing, newsletter...
- Write a brief, select and evaluate service providers.
Exercise
Creativity exercise in sub-groups based on a copy strategy.
5 Implementing web marketing actions
- Key success factors for a website.
- User experience, ergonomics, value proposition, content to convince.
- A/B testing to constantly improve site statistics.
- Internet: SEO SEA, affiliation, display, e-mailing, e-newsletters, blog...
- Telephony: SMS, MMS, Application, Geolocation...
- Social networks: Community, Webinar, Brand content...
- Implement an Inbound Marketing strategy.
- Attract, Conquer, Retain: the winning strategies.
- The fundamentals of the conversion tunnel.
Hands-on work
Building an e-mailing operation from A to Z.
6 Monitor and measure results
- Evaluating success: which indicators for which action and for which objective?
- User centric vs site centric.
- Choosing KPIs and developing an ROI culture.
- Define an action plan based on feedback.
Exercise
Practice calculating the ROI of an action by creating a management chart.
Publication date : 02/09/2024
PARTICIPANTS
Anyone with a marketing or communications role at a software publisher or web and mobile application provider.
PREREQUISITES
Basic knowledge of marketing.
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.
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.
Anyone with a marketing or communications role at a software publisher or web and mobile application provider.
PREREQUISITES
Basic knowledge of marketing.
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.
• 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.
This programme is an original creation, developed by the teaching teams at ORSYS Formation. Any reproduction, representation, adaptation or use, in whole or in part, without the prior written authorisation of ORSYS, is strictly prohibited. ORSYS reserves the right to take any action necessary to protect its intellectual property rights.
Dates and locations
Dernières places
Date garantie en présentiel ou à distance
Session garantie
This programme is an original creation, developed by the teaching teams at ORSYS Formation. Any reproduction, representation, adaptation or use, in whole or in part, without the prior written authorisation of ORSYS, is strictly prohibited. ORSYS reserves the right to take any action necessary to protect its intellectual property rights.