Flexible schedules, built around your constraints| Date or timetable constraints? We adapt our sessions to your availability. Suggest my datesFlexible schedules, built around your constraints| Date or timetable constraints? We adapt our sessions to your availability. Suggest my datesFlexible schedules, built around your constraints| Date or timetable constraints? We adapt our sessions to your availability. Suggest my datesFlexible schedules, built around your constraints| Date or timetable constraints? We adapt our sessions to your availability. Suggest my dates
Digital marketing, e-commerce, sales strategy and selling techniques.
Course objectives
Set operational marketing in its institutional, legal and methodological context.
Master strategy and the marketing mix and the tools that go with it.
Apply the approach to cases drawn from the participants' own working context.
Produce the expected deliverables and secure the points that most often stall.
Draw up an action plan that can be applied as soon as you are back on the job.
Skills acquired
Analyse a situation against market analysis and positioning.
Implement strategy and the marketing mix.
Use operational rollout and channels independently.
Organize measuring and optimizing performance and report on it to the governing bodies.
Who it is for
Marketing and commercial communication managers
Business development officers
E-commerce and digital marketing managers
Heads of small and medium-sized businesses responsible for growth
Prerequisites
Professional experience in the relevant field is recommended. No particular academic prerequisite is required: the course is designed for practitioners in post.
Programme
01Market analysis and positioning
Definitions, scope and stakes: operational marketing.
Applicable legal, regulatory and institutional framework.
Actors, roles and responsibilities.
Opening workshop: shared diagnosis of the participants' situations.
02Strategy and the marketing mix
The reference methodology, step by step.
Tools, templates and working documents.
Points to watch and commonly observed mistakes.
Workshop: application to a case brought by the participants.
03Operational rollout and channels
Operational implementation and sequencing.
Articulation with the organization's other processes.
Handling complex situations and trade-offs.
Workshop: producing an interim deliverable.
04Measuring and optimizing performance
Indicators, controls and monitoring arrangements.
Reporting and communication to decision-making bodies.
Capturing lessons learned and continuous improvement.
Drawing up an individual action plan for returning to work.
The programme is adjusted to the context and to the cases
participants bring. The final outline is confirmed to you before the session starts.
Teaching method and materials
The course alternates between methodological input, application workshops and work
on the cases participants bring. Each module ends with a deliverable that can be used
in a real working situation.
Participants receive all the teaching materials, the document templates used during
the session, and a named certificate of participation.
Frequently asked questions
Is this course available in-house?
Yes. The entire CCMESD catalogue can be delivered in-house, at your premises or remotely, with the programme adapted to your context, your procedures and your data. A quote request is enough to start the scoping.
How long is the session and what is the pace?
The session runs over 2 weeks. The programme alternates between methodological input, application workshops and work on the cases participants bring with them.
Are there prerequisites for registering?
Professional experience in the relevant field is recommended. No particular academic prerequisite is required: the course is designed for practitioners in post.
Is a certificate issued?
A named certificate of participation is issued at the end of the session, along with all the teaching materials and the tools used.
Does the fee include accommodation?
Two options are offered at registration: option A, without accommodation, and option B, with accommodation and breakfast. Lunch, dinner and incidental costs are not included in option B.
