Course : Marketing Keys
Practical course - 3d
- 21h00 - Ref. CLE
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 | Acquire fundamental marketing concepts. |
| Define your marketing approach |
| Establish your internal and external marketing approach using special tools |
| Define the marketing strategy and your product positioning |
| Build and optimize your marketing mix |
| Create the marketing plan and define the tracking indicators. |
Course schedule
1 Define your marketing approach
- Definition of marketing and its scope of application: BtoB, BtoC, services, etc.
- Possible confusions with sales, product management, communication, advertising, customer relations.
- The various steps of the marketing approach: Market, needs, products and services, segmentation, etc.
- Different marketing approaches: The product-need-market trilogy.
- Potential conflicts with production, research and development, and finances.
- New marketing concepts: Data mining, mobile marketing, buzz marketing, co-branding, virtual communities, etc.
- Different types of marketing: Strategic, operational, product, relationship-based, one-to-one, interactive.
- Marketing plans: Strategic, business plan, operational marketing, sales action plan.
Hands-on work
Quiz to learn major marketing concepts.
2 Defining the marketing process
- Marketing definition : confusion between communication, sales, marketing…
- The steps in marketing process
- The new trends in marketing : datamining, mobile marketing, buzz marketing, cobranding, the latest social media
- The many types of marketing
- Draw up a plan : commercial business actions plan, business plan, marketing plan
Exercise
Quizz to learn the basics of marketing
3 Conduct your marketing assessment
- Internal assessment: Corporate identity sheet, skill and function analysis.
- Portfolio analysis: Pareto and BCG models. Choice of different strategies.
- Describing the main internal issues.
- External assessment: Analyzing the company's environment and changes to it with the PESTEL model.
- Analysis of solutions on offer and the market as a whole.
- Study of competition: Classifying competitors, the 5+1 Porter forces, benchmarking.
- Demand analysis and client behavior analysis. Distinction between BtoC and BtoB marketing.
- Summary of internal and external analysis: SWOT Analysis. Strengths, weaknesses, opportunities, threats.
- Providing sources of information: Documentary studies, marketing, panels, satisfaction, usage tests, audience.
Hands-on work
Case study Constructing a SWOT analysis based on a given corporate context.
4 Conduct a market analysis
- Marketing surveys to make the right decisions: quantitative versus qualitative research, panel and satisfaction survey
- Defining external factors : opportunities and threats, PEST analysis
- Market analysis : benchmarking, Porter’s 5 forces
- Marketing internal audit to evaluate strenghs and weaknesses : BCG and Pareto matrix
Case study
a case study from analysis to recommendations using the SWOT Analysis
5 Develop your marketing strategy and choose your markets
- Defining objectives using the SMART method for each pairing, product, and segment.
- Strategy models: Igor Ansoff, McKinsey, Porter. Attractiveness of a market and the company's strengths.
- Choice of product/market pairings.
- BtoC and BtoB segmentation criteria.
- RFM segmentation: Recency, Frequency, Monetary.
- Actions: Which segments to invest in, develop, maintain, or abandon.
- Targeting strategies: Undifferentiated, differentiated, and concentrated.
- Product positioning: Definition, criteria, and opportunities.
- Conceptual mapping.
- Product positioning methodology.
Hands-on work
Case study Creating a positioning map based on a given case. Correct it as a group.
6 Create a marketing strategy and choose a target market
- Assessing the strategic capacity of the company : Mc Kinsey, Ansoff matrix
- Choose brand/market combination
- Setting the objectives
- Customer segmentation and targeting techniques
- Define the positioning of an offer or brand
Exercise
creation of a a perceptual map
7 Build your marketing mix: Consistency and optimization
- Product: The value trilogy of usage, sign, and appeal. The product's three dimensions.
- Product quality assessment criteria.
- Product life cycle and curve. Product lines. Different brand types.
- Price: The factors that influence price. Demand and elasticity coefficients.
- Acceptability price or psychological price. Estimating the acceptable price.
- Calculating the profitability threshold or "break-even" point. Competition study.
- Place: Choosing your distribution network. Drafting the distribution contract.
- Promotion: Advertising, sales promotion, direct marketing, e-marketing, street marketing, etc.
- Athletic sponsorship, arts patronage.
- Crafting communication: Defining targets, assessing the budget.
- Agency brief: Points to watch for.
- Calculating return on investment.
- Electronic communication: Various tools.
- The other Ps: People, Proof, Process.
Hands-on work
Case study Constructing a mix in sub-groups. Presentation.
8 Define a marketing mix : the 5P’s
- The five components of the marketing mix
- Product : product life cycle, brand, range of products, services
- Price : calculate breakevenpoint, psychological pricing, price positioning
- Place : choosing your distribution network
- Promotion : adverstising, sales promotion, direct marketing, digital marketing
- The other components : People, Pre-sales, Post-sales…
Exercise
Define your marketing mix
9 Construct the marketing plan and scorecards
- Creating the marketing plan and action tracking indicators.
- Annual operational plan and the sales action plan.
- Action planning.
- Operational implementation.
- Monitoring and control.
- Scorecards: Indicators, selective distribution, manager, format, explaining deviations, etc.
- Action plans for each client.
- Provisional operating account.
- Selling your plan internally.
Hands-on work
Based on a case, build the structure of the launch plan and its internal communication. Final quiz for reviewing and confirming what was learned.
10 Build a marketing Plan
- Structure your marketing plan and your monitoring indicators
- Annual operating and action plan
- Projected budget and reporting schedule
- Using results monitoring tools
Exercise
creating a marketing plan that supports your strategy . Final revision quiz.
Customer reviews
4,5 / 5
Customer reviews are based on end-of-course evaluations. The score is calculated from all evaluations within the past year. Only reviews with a textual comment are displayed.
YOHAN R.
15/06/26
5 / 5
Lots of tools, an intensive but very interesting training course
CESARIS ELLIE D.
15/06/26
5 / 5
The course was very intensive, despite lasting three full days. The small group of trainees was a real plus, and the atmosphere was excellent.
NOURA O.
15/06/26
4 / 5
Very attentive and answered all my questions very clearly. Took the time to do so – thank you again!
Publication date : 01/26/2024
PARTICIPANTS
PREREQUISITES
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.
PREREQUISITES
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.