Basics of marketing
About the course
The program
Module 1
Definitions of marketing
→ 4 main principles of marketing
→ Real value and perceived value
→ B2B & B2C
→ Inboud and outlbound marketing
→ Consumer satisfaction
The marketing plan, a road map
→ Opportunities of the market
→ The project
→ Market research
→ Strategic marketing
→ Operational marketing
Market Research
→ How to find the right information
→ Demand analysis for B2C & B2B markets
→ Segmentation and targets
→ Penetration rate and market share
→ Competitors analysis
→ Indirect competitors
→ Environment analysis : PESTEL model
→ Internal diagnosis
→ The influencers
Diagnosis SWOT
Objectives
→ Smart method to determine clear objectives
Positioning
→ Positioning studies
→ Positioning map
Strategic marketing
→ Matrices BCG, ANSOF, ADL, MC KINSEY
→ Blue ocean strategy
Operational marketing
→ The product
- Product life cycle
- Product range
- Loss leader and upselling
- Intellectual property and Me-too products
→ The price
- How to set a price
- Price elasticity
- Price skimming
- Penetration pricing
- Alignment pricing
→ The distribution
- How to sell your products or services ?
- Distribution B2C
- Distribution B2B
- E-commerce
→ Promotion
- Notoriety and reputation
- Umbrella brand
- Share of voice
- Corporate communication
- Communication according to specific targets
- Product-centric communication
Business plan
The teacher
Sylvie GRAUMANN
“Renowned professor of international marketing with over 10 years of experience, I am passionate about international exchanges, digital technology, and education. As a professor of the Introduction to Digital Marketing module, I share my knowledge and expertise with my students to help them succeed in the world of digital marketing.”
The objectives
This course introduces you to the basics of digital marketing. It is necessary to know these basics before choosing your specialty.