Course : Successful operational marketingthe right action levers
Practical course - 3d
- 21h00 - Ref. MAR
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 | Building an operational marketing plan |
| Developing a direct marketing campaign |
| Disseminating communication through different media |
| Measuring actions |
Intended audience
Marketing directors and managers, product managers, market managers, point-of-sale sales managers, CRM or customer relations managers.
Prerequisites
Basic knowledge of marketing.
Practical details
Hands-on work
Theoretical input, practical exercises, case studies and feedback.
Course schedule
1 Understanding the scope of operational marketing
- Distinguish between operational and strategic marketing.
- Master the fields of action of operational marketing.
- Discover developments and trends in operational marketing.
Storyboarding workshops
Brainstorming and quizzes on operational marketing.
2 Drawing up an operational marketing plan
- Market analysis: demand, competition and analysis tools.
- Strategy: segmentation, targeting and positioning.
- Defining the marketing mix: the 4Ps (Product, Price, Place and Promotion).
- Set up your operational marketing plan: objectives, planning, budget...
Hands-on work
Build a SWOT analysis and develop an operational marketing plan.
3 Use communication, promotional and sales tools
- Master the key points of an on and offline advertising campaign: copy strategy, media planning...
- Produce sales aids: product sheets, sales pitches, brochures, leaflets...
- Manage event communications: events, public relations operations, street marketing, etc.
Hands-on work
Creativity workshop based on a copy strategy. Creation of a sales pitch and presentation.
4 Launch a direct marketing campaign
- Know the specifics and conditions of use of direct marketing.
- Run a direct marketing campaign: mailing, couponing, ISA, telemarketing...
- Buy and rent customer files.
Hands-on work
Building a mailing operation from A to Z.
5 Integrating digital tools into your operational marketing
- Understanding the digital revolution.
- Understand new customer behaviors.
- Use the Web and mobile: email, newsletters, SMS, chat, geolocation, apps...
- Improve your presence on social networks (Facebook, X (formerly Twitter), Instagram, LinkedIn...)
Storyboarding workshops
Discussions on the use of social media in operational marketing.
6 Monitor and measure results
- Define indicators according to actions and objectives.
- Create a dashboard: indicators, flashing lights, alerts, etc.
- Select and evaluate external service providers.
Storyboarding workshops
Creation of an operational marketing dashboard.
Customer reviews
4,8 / 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.
MELISSA T.
17/06/26
5 / 5
Very good. Perhaps we could have addressed the link between marketing and sales in relation to the audience right from the start. However, the materials and exercises were tailored to the session’s audience.
DIDIER L.
17/06/26
5 / 5
The theoretical content is complemented by practical examples, so it’s very enriching
LAETITIA R.
17/06/26
4 / 5
I’m very pleased with the content. I was surprised by the emphasis placed on commercial policy; I hadn’t realised the impact it had, as I’d always thought of operational marketing and commercial policy as two separate things.
Publication date : 07/01/2024
PARTICIPANTS
Marketing directors and managers, product managers, market managers, point-of-sale sales managers, CRM or customer relations managers.
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.
Marketing directors and managers, product managers, market managers, point-of-sale sales managers, CRM or customer relations managers.
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.