Description

The most delicate mission of marketing lies in making decisions that strongly commit the brand or company: choice of positioning and target markets, relevant integration of digital levers. This training in strategic marketing provides essential practical and methodological benchmarks.

Who is this training for ?

For whom ?

Director and marketing manager, product manager, brand manager, market manager.

Prerequisites

Training objectives

Acquire a complete and current vision of strategic marketing and its influence on the company.

Integrate new digital practices.

Appropriate decision support models.

Training program

• Before the face-to-face
  • - A self-diagnosis.
• Marketing strategy: the approach
  • - The keys to marketing strategy.
  • - The pillars of digital marketing.
  • - The challenges of customer experience.
  • - The impact of sustainable development and CSR.
• Strategic marketing: external audit
  • - Data and analytics: new levers for customer listening.
  • - The market life cycle approach.
  • - Porter's 5 forces: identify competition.
• Market segmentation
  • - The tree and segmentation criteria.
  • - Analysis of needs and behaviors.
• Analysis strategies and models
  • - Decision support models: BCG, Kinsey, ADL.
  • - SWOT.
  • - Strategic approaches: Ansoff, Porter, Kotler and Blue Ocean.
  • - The POEM.
• Develop a positioning
  • - Marketing that combines branding and performance.
  • - Differentiation strategies.
  • - The positioning approach.
• Deploy the marketing strategy
  • - Integrate the forces of digital marketing.
  • - Structure of a marketing plan.
  • - The digital marketing mix.
• After face-to-face, implementation in a work situation
  • - An e-learning module "SWOT diagnosis" and a strengthening program: "One challenge per week for 7 weeks".