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The essence of marketing

1350 €

at 0.7 KM
IFE Follow

• Training
• Business
• Communication
• Public Relations
• Trade
• Strategy
• Marketing

Appropriate the main concepts and vocabulary of marketing.
Evaluate the issues and the place of marketing in the overall strategy of the company.
Understand the major digital trends and its importance in the marketing plan.
Integrate the approach, the operation, the language and the marketing tools.

PROGRAM
The essence of marketing
Adopt the marketing mindset

Satisfy demand and anticipate market opportunities.
Master the different types of marketing and the specificities according to the sectors of activity.
Know the language of marketing.
Identify the new tools of digital marketing.
Define your marketing approach

Definition of marketing and its scope: BtoB, BtoC, services ...
Possible confusion with sales, product management, communication, advertising, customer relations.
The different stages of the marketing process: market, needs, products and services, segmentation ...
The different marketing logic: the product trilogy, need, market.
Potential conflicts with production, research and development, finance.
New concepts of marketing.
The different types of marketing: strategic, operational, product, relational, one to one, interactive.
Marketing plans: strategic, business plan, operational, commercial action plan.
Integrate the marketing approach

SWOT: analysis of the environment (threats and opportunities) and internal diagnosis (strengths and weaknesses).
Objectives and general strategy.
Choice of product / market pairs.
Segmentation, targeting and positioning.
Business Plan and Marketing Plan.
Commercial action and sales force, monitoring and control of objectives and means.
Understand the marketing organization

Analyze marketing structures and functions.
Optimize the relationship between marketing and other business functions.
Understand the big trends and the basics of digital marketing

Mobile marketing, e-commerce, multichannel, user experience, connected objects, innovations ...
Social marketing: social networks, e-reputation, animation, influence, virality
SEO.
Marketing vs. digital marketing.
Develop a marketing plan

Develop your marketing strategy and choose your markets.
Definition of objectives using the SMART method by product pair, segment.
Strategy Templates: Igor Ansoff, McKinsey, Porter. Attractiveness of a market and assets of the company.
BtoC and BtoB segmentation criteria.
Methodology of product positioning.
Market analysis and competition: watch tools and benchmarking.
Target setting by market.
The 4P, the construction of the marketing mix: a "Product Centric" model that is evolving.
The new marketing mix related to digital transformation: 4C (customer, cost, convenience, communication), 4E (emotion, experience, exclusivity, commitment), 4D (disruption, digitalization, de-siloting, diffusion)
The development of the business plan.
The annual operational plan and the commercial action plan.
Monitoring and control.
Build your marketing mix: coherence and optimization

Product: trilogy value of use, sign, appeal. The three dimensions of the product. Criteria for assessing product quality. Cycle and life curve of the product. Range and product lines. The different types of brand.
Price: the factors that influence the price. Demand and coefficients of elasticity. Price of acceptability or psychological price. Estimate of the acceptable price. Break-even or break-even calculation. Competitive study.
Place: choose its distribution channel. Establish the distribution contract.
Promotion: advertising, sales promotion, direct marketing, e-marketing, street marketing ...
Sports sponsorship, sponsorship.
Elaboration of a communication: define the targets, evaluate the budget.
Brief to an agency: points of vigilance.
Calculation of return on investment.
Electronic communication: the different tools.
The other P's: People, Proof, Process.
Realize your marketing diagnosis

Internal diagnosis: corporate identity sheet, analysis of skills and functions.
Portfolio Analysis: Pareto and BCG models. Choice of differentiated strategies.
Formulation of the main internal problems.
External diagnosis: analysis of the company's environment and its evolutions with the PESTEL model.
Analysis of the offer and the global market.
Competition Study: Classification of Competitors, Porter's 5 + 1 Forces, Benchmarking.
Analysis of the customer's request and behavior. Distinction between BtoC and BtoB marketing.
Synthesis of internal and external analysis: strengths, weaknesses, opportunities, threats.
Contribution of sources of information: documentary studies, marketing, panels, satisfaction, usage tests, audience.
Building the marketing plan and dashboards

Development of the marketing plan and indicators for monitoring actions.
Annual Operational Plan and Commercial Action Plan.
Action planning.
Operational implementation.
Monitoring and control.
Dashboards: indicators, selective distribution, responsible, format, explanation of differences ...
Action plans by client.
Forecast operating account.
Sale of his plan internally.