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Course : Designing and implementing a marketing strategy

Designing and implementing a marketing strategy


Average of customer reviews Average of customer reviews Average of customer reviews Average of customer reviews
4 / 5


Positioning a consistent marketing strategy with the company's goals. Managing a business portfolio while approaching the competitive environment. Reconciling the marketing and strategic segmentations (products-markets/SBUs, business unit prioritization). Positioning product lines. Decision support tools.


INTER
IN-HOUSE
CUSTOM

Practical course in person or remote class
Disponible en anglais, à la demande

Ref. MAS
  3d - 21h00
Price : 1890 € E.T.

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Positioning a consistent marketing strategy with the company's goals. Managing a business portfolio while approaching the competitive environment. Reconciling the marketing and strategic segmentations (products-markets/SBUs, business unit prioritization). Positioning product lines. Decision support tools.


Teaching objectives
At the end of the training, the participant will be able to:
Create a strategic assessment
Apply the decision support tools and matrices
Assess the competitive environment
Target the business portfolios
Create value

Intended audience
Executives in charge of their business unit's marketing strategy, business leaders, marketing directors, marketing managers, product managers, sales directors, communication directors.

Prerequisites
Basic marketing knowledge.

Course schedule

1
Business strategy and marketing strategy

  • Repositioning strategic marketing in overall marketing demand.
  • The company's project, mission, and objectives.
  • The company's strategic choices and orientations: Consistency, reference frame, result indicators.

2
Strategic assessment

  • Assessing the situation: Approach key principles.
  • Identifying the environment: Internal and external analysis
Hands-on work
Conduct a strategic assessment based on a case study.

3
Decision support tools

  • Decision support matrices (McKinsey, ADL, Porter, etc.).
  • B to B tools: RMC and RCA.
Hands-on work
Exercises implementing the decision support tools and matrices.

4
Strategic segmentation

  • Managing marketing segmentation and strategic segmentation.
  • Defining SBUs.

5
Competitive strategies

  • Assessing the competitive environment.
  • The Porter model, domination by costs, differentiation, segmentation.
  • Kotler positions (leader, challenger, follower, nicher).
Hands-on work
Case studyBased on an analysis scenario of the maket's main competitors.

6
Business portfolio strategies

  • Simplifying models: BCG, Arthur D. Little.
  • Using a complex model: The attractiveness/strengths grid.
  • The Ansoff matrix.
Hands-on work
Work on a BCG and Ansoff matrix.

7
Positioning and value creation

  • Brand value and positioning: Notions of distinctive skills, brand image, and client value.
  • Perceived value, desired value.
  • From scenarios and projects to operational plans.
Hands-on work
Positioning exercise and value creation for a company's line of products and services.


Customer reviews
4 / 5
Customer reviews are based on end-of-course evaluations. The score is calculated from all evaluations within the past year. Only reviews with a textual comment are displayed.


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Remote class

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