1

Define your marketing approach

• Definition of marketing and its scope of application: BtoB, BtoC, services, etc.
• Possible confusions with sales, product management, communication, advertising, customer relations.
• The various steps of the marketing approach: Market, needs, products and services, segmentation, etc.
• Different marketing approaches: The product-need-market trilogy.
• Potential conflicts with production, research and development, and finances.
• New marketing concepts: Data mining, mobile marketing, buzz marketing, co-branding, virtual communities, etc.
• Different types of marketing: Strategic, operational, product, relationship-based, one-to-one, interactive.
• Marketing plans: Strategic, business plan, operational marketing, sales action plan.

2

Defining the marketing process

• Marketing definition : confusion between communication, sales, marketing…
• The steps in marketing process
• The new trends in marketing : datamining, mobile marketing, buzz marketing, cobranding, the latest social media
• The many types of marketing
• Draw up a plan : commercial business actions plan, business plan, marketing plan

3

Conduct your marketing assessment

• Internal assessment: Corporate identity sheet, skill and function analysis.
• Portfolio analysis: Pareto and BCG models. Choice of different strategies.
• Describing the main internal issues.
• External assessment: Analyzing the company's environment and changes to it with the PESTEL model.
• Analysis of solutions on offer and the market as a whole.
• Study of competition: Classifying competitors, the 5+1 Porter forces, benchmarking.
• Demand analysis and client behavior analysis. Distinction between BtoC and BtoB marketing.
• Summary of internal and external analysis: SWOT Analysis. Strengths, weaknesses, opportunities, threats.
• Providing sources of information: Documentary studies, marketing, panels, satisfaction, usage tests, audience.

4

Conduct a market analysis

• Marketing surveys to make the right decisions: quantitative versus qualitative research, panel and satisfaction survey
• Defining external factors : opportunities and threats, PEST analysis
• Market analysis : benchmarking, Porter’s 5 forces
• Marketing internal audit to evaluate strenghs and weaknesses : BCG and Pareto matrix

5

Develop your marketing strategy and choose your markets

• Defining objectives using the SMART method for each pairing, product, and segment.
• Strategy models: Igor Ansoff, McKinsey, Porter. Attractiveness of a market and the company's strengths.
• Choice of product/market pairings.
• BtoC and BtoB segmentation criteria.
• RFM segmentation: Recency, Frequency, Monetary.
• Actions: Which segments to invest in, develop, maintain, or abandon.
• Targeting strategies: Undifferentiated, differentiated, and concentrated.
• Product positioning: Definition, criteria, and opportunities.
• Conceptual mapping.
• Product positioning methodology.

6

Create a marketing strategy and choose a target market

• Assessing the strategic capacity of the company : Mc Kinsey, Ansoff matrix
• Choose brand/market combination
• Setting the objectives
• Customer segmentation and targeting techniques
• Define the positioning of an offer or brand

7

Build your marketing mix: Consistency and optimization

• Product: The value trilogy of usage, sign, and appeal. The product's three dimensions.
• Product quality assessment criteria.
• Product life cycle and curve. Product lines. Different brand types.
• Price: The factors that influence price. Demand and elasticity coefficients.
• Acceptability price or psychological price. Estimating the acceptable price.
• Calculating the profitability threshold or "break-even" point. Competition study.
• Place: Choosing your distribution network. Drafting the distribution contract.
• Promotion: Advertising, sales promotion, direct marketing, e-marketing, street marketing, etc.
• Athletic sponsorship, arts patronage.
• Crafting communication: Defining targets, assessing the budget.
• Agency brief: Points to watch for.
• Calculating return on investment.
• Electronic communication: Various tools.
• The other Ps: People, Proof, Process.

8

Define a marketing mix : the 5P’s

• The five components of the marketing mix
• Product : product life cycle, brand, range of products, services
• Price : calculate breakevenpoint, psychological pricing, price positioning
• Place : choosing your distribution network
• Promotion : adverstising, sales promotion, direct marketing, digital marketing
• The other components : People, Pre-sales, Post-sales…

9

Construct the marketing plan and scorecards

• Creating the marketing plan and action tracking indicators.
• Annual operational plan and the sales action plan.
• Action planning.
• Operational implementation.
• Monitoring and control.
• Scorecards: Indicators, selective distribution, manager, format, explaining deviations, etc.
• Action plans for each client.
• Provisional operating account.
• Selling your plan internally.

10

Build a marketing Plan

• Structure your marketing plan and your monitoring indicators
• Annual operating and action plan
• Projected budget and reporting schedule
• Using results monitoring tools