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Objectives
 Acquiring basics on strategic marketing and marketing mix
Preparing your new marketing position
Working better with a marketing service
Concerned people
Engineers - Project managers
Business managers
Information Technology or consulting companies
Knowledge required
None.
Duration
1 to 3 days. Possible to be individually coached.
Pedagogy
Lecture
Discussion with the participants.
Practical cases study
Tools creation
Self-evaluation form
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Know-How acquired - Programme
 Target your best potential customers, and your priority offers: the strategic marketing
Determine your abilities in order to target your offers
The market survey
Determine the potential market segments
Take into account the obstacles (competition, regulation, investments, etc.)
Apply the SWOT to your activity
Lock your pairs: Offers / Markets.
The elevator speech
HOW TO APPROACH MY TARGETED CUSTOMERS?
THE MARKETING MIX
The product policy contributions:
The product range - The offer’s packaging - Brands
The product-brand pair - Derived products or services.
Choose the right price models
How to choose your selling price?
The yield management
Contract policy: Which possible formats (contract, general selling terms, etc)
The marketing information to consider for your contracts
Solutions to sell with partners?
Which partners to consider – How to interest them – How to come into contact with them – How to stimulate and control them?
What communication plan?
In particular for a small budget
The communication plan: what for, how to do it?
Define your sales tools.
The marketing plan:
What for? What does it include? How to carry it out?
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