ME10 - Basics of marketing [ME10] Understanding the essential methods and practices of marketing Objectifs To know the different marketing dimensions and components To know how to perform marketing diagnostics in order to stand out from competitors To build a marketing mix to attract and retain customers Points forts A methodology and some tools to attract and retain customers Practice-oriented so as to be directly operational Profils Managers aiming to take on a marketing role. Sales representatives or engineers who wish to increase their career advancement opportunities. SME managers wishing to better understand the challenges of marketing for their business. Programme 1st Basics of marketing axis Strategic marketing vs operational marketing Job organisation within the companies Various specific approaches: B2C, B2B industrial marketing, services marketing, etc. 2nd To develop a market-oriented strategy axis To develop a diagnosis To understand key concepts: segmentation, targeting, positioning and competitive advantage To manage the lifecycle of the offer 3rd Understand client portfolio segmentation axis To analyse retention ability of our offers To manage customer life cycles Axe Understand client portfolio segmentation 4 Formuler les politiques autour des variables du mix marketing de l'offre, comprendre le concept de la création de valeur et le mix marketing client : les 4 C's Élaborer un plan de communication intégré et prévoir ses indicateurs de performance Améliorer la communication avec l'équipe commerciale Axe ORGANISER L'INFORMATION ET LES ETUDES MARKETING 5 Structurer son plan d'études Connaître les différents types d'étude Élaborer son système d'information marketing avec les ressources internes et externes