Course : Designing and implementing a marketing strategy
Practical course - 3d
- 21h00 - Ref. MAS
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 | Create a strategic assessment |
| Apply the decision support tools and matrices |
| Assess the competitive environment |
| Target the business portfolios |
| Create value |
Course schedule
1 Business strategy and marketing strategy
- Repositioning strategic marketing in overall marketing demand.
- The company's project, mission, and objectives.
- The company's strategic choices and orientations: Consistency, reference frame, result indicators.
2 Strategic assessment
- Assessing the situation: Approach key principles.
- Identifying the environment: Internal and external analysis
Hands-on work
Conduct a strategic assessment based on a case study.
3 Decision support tools
- Decision support matrices (McKinsey, ADL, Porter, etc.).
- B to B tools: RMC and RCA.
Hands-on work
Exercises implementing the decision support tools and matrices.
4 Strategic segmentation
- Managing marketing segmentation and strategic segmentation.
- Defining SBUs.
5 Competitive strategies
- Assessing the competitive environment.
- The Porter model, domination by costs, differentiation, segmentation.
- Kotler positions (leader, challenger, follower, nicher).
Hands-on work
Case studyBased on an analysis scenario of the maket's main competitors.
6 Business portfolio strategies
- Simplifying models: BCG, Arthur D. Little.
- Using a complex model: The attractiveness/strengths grid.
- The Ansoff matrix.
Hands-on work
Work on a BCG and Ansoff matrix.
7 Positioning and value creation
- Brand value and positioning: Notions of distinctive skills, brand image, and client value.
- Perceived value, desired value.
- From scenarios and projects to operational plans.
Hands-on work
Positioning exercise and value creation for a company's line of products and services.
Customer reviews
4 / 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.
SIEGFRIED L.
01/07/26
4 / 5
The material could include more practical examples to illustrate the various tools and concepts covered.
CHERAZED A.
27/05/26
4 / 5
I needed to brush up on the basics, and this course was exactly what I was looking for. Florence is a very good teacher and took the time to go through each exercise with us.
VIVÉCA M.
15/12/25
4 / 5
A very good trainer with a wealth of knowledge and a very sharp mind. The course could have been shorter (1.5 days) and the introductory phase was a bit long. I found the course reassuring, but you never learn anything new.
Publication date : 07/01/2024
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.
Dates and locations
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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.