Basics of marketing
The program
→ Definitions of marketing
→ 4 main principles of merketing
→ Real value and perceived value
→ BTOC and BTOB
→ Inboud and outlbound marketing
→ Consumer satisfaction
→ Market opportunities
→ The project
→ The project leader
→ Market research
→ Strategic marketing
→ Operational marketing
→ Find right information
→ Demand analysis
→ B2C markets
→ B2B markets
→ Competitors : analysis
→ Indirect competitors
→ Environment analysis
→ Politic, economic & social
→ Technoloic, ecologic & legal
→ Internal diagnosis
→ The influencers
→ Swot diagnosis
→ Swot : Why ?
→ Define marketing objectives
→ Smart method
→ Positioning
→ Be unique
→ Market cannibalisation
→ Positioning studies
→ Positioning map
→ A long-term vision
→ The marketing matrices
→ BCG matrix
→ Blue ocean strategy
→ Marketing mix
→ Product life cycle and details
→ How to extand the product life cycle
→ Product range
→ Loss leader & Upselling
→ Wide & short range
→ « Me too » products
→ How to set a price
→ Price elasticity
→ Price policy
→ How to sell ?
→ Distribution B2C & customer area
→ Distribution B2B
→ E-commerce
→ How to communicate
→ Notoriety and reputation
→ Umbrella brand
→ Share of voice
→ 1. Corporate communication
2. Communication according to specific target
- Internal communication
- Press communication
- Lobbying
- Financial communication
3. Product-centricommunication
→ Key elements
→ Business model canvas
