Programme
Part 1: The marketing approach
- The principles of marketing
- The role and place of marketing in the organisation
- Marketing objectives
- The customer-focused approach to marketing
- Strategic marketing
- Short, medium and long-term objectives
- Market analysis
- The main strategic options
- Segmentation, targeting and positioning
Part 2: Working with the marketing mix parameters
Product
- Product strategies and market sources
- Design, the concept of life cycle, ranges, packaging
Price
- The concept of value and quality in relation to price, price perception, pricing, price positioning
Promotion
- The process of developing an advertising campaign: creation (objectives, choice of communication channels, approach), media - planning (choice of media and materials, budget), control, etc.
- Sales promotion: objectives, methods
Place
- Sales channels and distribution networks
Amélie ROUILLERE
Training Advisor
