FUNDAMENTALS OF MARKETING

  TIME
  DURATION
  PRICE
MORNING 08:00:00 To 12:00:00   AFTERNOON 14:00:00 To 18:00:00
10 weeks
900 per month
Understand the importance and stakes of marketing in a company's strategy. Get acquainted with the approach, marketing actions, and the measurement of their performance.
CONTENT
  • Definition of marketing
  • The role of marketing actors in the company
  • Positioning marketing within the company's strategy
  • Strategic monitoring
  • Positioning
  • Marketing diagnosis
  • Segmentation
  • SBUs (Strategic Business Units)
  • Market and environmental knowledge
  • Qualitative and quantitative studies
  • Evaluate costs and risks
  • The marketing mix
  • Product policy, product life cycle, product range
  • Pricing policy, cost estimation, demand evaluation, benchmarking
  • Distribution policy, distribution channels, direct and indirect distribution, sales techniques, merchandising
  • Communication policy, media and non-media, diversity of promotional actions, pre-tests and post-tests.
  • Anticipate marketing developments
  • The new forms of marketing: e-marketing, trade marketing, one-to-one, category management, etc.
  • Customer loyalty
  • Developing relationship marketing (CRM)
  • Implementation of performance tracking

Experts available to support you throughout your project.        

Experts available to support you throughout your project.