Course : Marketing strategy for publishers
Practical course - 2d
- 14h00 - Ref. SMD
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 | Drawing up a strategic diagnosis |
| Define the market positioning of a software offering |
| Design an appropriate marketing strategy |
| Building a marketing plan to promote software |
Intended audience
Anyone responsible for designing and implementing a marketing strategy for software publishers.
Prerequisites
Basic knowledge of marketing.
Practical details
Hands-on work
Situational exercises and case studies.
Course schedule
1 Introduction to the software publishing market
- The software publisher market.
- The specific features of this type of market.
- The importance of innovation in this field.
- A new generation of business models.
Hands-on work
Business model analysis.
2 Analyze this market, gather information
- Analysis of the company's environment: PESTEL.
- The marketing plan.
- Competitor analysis and classification.
- Porter's forces analysis.
- Internal and external sources of information.
- Choosing the type of study.
- Customer satisfaction surveys.
3 Diagnosis and positioning of the offering
- Pareto analysis of customer portfolio.
- The BCG matrix.
- The performance monitoring dashboard.
- Synthesis of internal and external analysis: SWOT.
Hands-on work
Based on a case study, create a BCG and SWOT matrix.
4 Developing a marketing strategy
- Setting strategic objectives. SMART objectives.
- Define objectives by product/segment pair.
- The targeting and segmentation phase.
- Analyze the attractiveness of a market. The McKinsey model.
Hands-on work
A software publisher wants to develop a new billing software. Analyze the market, the competition and establish a strategy and marketing plan for its commercialization.
5 Perfect mastery of the marketing mix
- Define product quality assessment criteria.
- Pricing strategy.
- Evaluate sales channels.
- Selecting a distribution channel. Distribution contracts.
- Sales force communication.
Group discussion
Write a mix in sub-groups based on one or two concrete cases in the field of software publishing.
Publication date : 07/15/2024
PARTICIPANTS
Anyone responsible for designing and implementing a marketing strategy for software publishers.
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 responsible for designing and implementing a marketing strategy for software publishers.
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.
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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.