ME10 - Basics of marketing Objectifs Programme

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