Marketing & brand
The customer is at the heart
Collective intelligence and Management training programmes help your employees to understand what managing people implies, what are the key competences required to manage yourself and then manage others.
The role of the management has evolved during the last decade due to the digital revolution and social media emergence.
Team members want to contribute and present their ideas and share with their colleagues.
Basic Level
Management practices evolve over time… Developing your own managerial style, acquiring techniques and best practices help you revealing your potential.
Objectives
- Analyze and interpret the impact of marketing decisions on your company’s performance
- Learn the key considerations in the preparation of a professional marketing plan
- Understand the business dynamics of marketing
- Communicate effectively with your organization’s marketing executives in their own language
- Optimize the interface between your department and the marketing department
Programme outline
- Principles of marketing
- The organisation of marketing in the company
- Marketing in operation
- Implementing the plan: the four components of the marketing mix (‘the 4 Ps’)
- Marketing in perspective
Any executives who need to understand how key functions (finance and accounting, manufacturing, R&D, human resources, purchasing, sales and IT) interact with the marketing , external suppliers and customers..
To know the next available date and register,contact us with the training ref (MARK01) and the location
This training takes place in our office in Luxembourg and Dakar-Senegal.
The lessons learned in « Marketing Principles » are now applied and leveraged to develop strategies for both B2B “channel partners” and B2C “end-user consumer” markets.
Objectives
- Better understand the difference between B2B and B2C marketing techniques
- Acquire marketing techniques to better position yourself to target the right market
- Better understand end to end consumer expectations
Programme outline
- Understand B2B and B2C Marketing principles
- B2B Organizational Buyer behavior
- B2C Consumer Buyer behavior
- Place, working with channel partners
- Business and Consumer market segmentation strategies
- Primary and Secondary Research techniques and strategies
- Advertising and Promotion options
Newly appointed managers having
a function or a role as product, brand, and marketing, managers who are involved in the implementation of a B2B and/or B2C value based marketing strategy.
To know the next available date and register, contact us with the training ref (here MARK02) and the location
This training takes place in our office in Luxembourg and Dakar-Senegal.
Intermediate Level
Acquire the tools and techniques on « what to do » and « how to do it » as a Product manager !
Objectives
- In-depth understanding of product management and how to build volume and deliver profits
- Improved business decision making through effective financial analysis
- Application of best practice marketing strategies to execute winning strategic product plans
- Polishing the soft people skills needed to work within a matrix structure and interact effectively
- with other departments in your organisation
Programme outline
- The scope of marketing fits
- The current product management structure
- Developing strategic product marketing plans
- Building effective working relationships
- Selling to senior management
- Best practice product development procedures
- Market-driven product
- Product strategies
- Segmentation, pricing and packaging, based on product positioning
- Developing a sustainable competitive advantage
- Forecasting, budget control and reporting results Interactive communication strategies
For recently promoted product or brand manager responsible for products or services in both the industrial and consumer sectors. Additionally, staff members who interact with product managers incl. general managers, technical managers, and marketing specialists
To know the next available date and register, contact us with the training ref (MARK03) and the location.
This training takes place in our office in Luxembourg and Dakar-Senegal.
The course is highly relevant to pure service companies as well as product-oriented industries looking to enrich their product offering with services.
Objectives
- Promote the value of intangible “products”
- Objective
- To get an understanding of your customers’ rising expectations for high-quality ‘service products’
- To learn segmentation tactics for pure services or products where the value derives from the service(s)
- The key role of relationship marketing in the service sector, and how to benefit from this
- The methodologies for applying the extended marketing mix when marketing a service business
- To acquire tools to develop, evaluate, apply and keep a competitive edge in the service business.
Programme outline
- The basics of relationship marketing
- How to recognise customers.
- Service marketing
- The service ‘product’
- Gaining competitive advantage by positioning the service
- The service marketing mix
- The 4 Ps plus the ‘extended mix’
- Introduction to the service marketing plan
- Segmentation issues
- Promoting a service business
- The importance of recognising key ‘message sources’.
- Market / customer information systems
All business development and customer service managers and directors who have a few years experience of marketing and general business management.
To know the next available date and register contact us with the training ref (MARK04) and the location.
This training takes place in our office in Luxembourg and Dakar-Senegal.
Discover how the techniques can be applied and leveraged to develop strategies and product plans, and to gain an understanding of the characteristics of B2B “channel partners” and markets.
Objectives
This programme will help you to:
- Update your knowledge regarding state-of-the-art thinking in B2B marketing
- Analyse and re-define your overall value, cost and speed position and apply it to the management of marketing, sales, product creation and supply chain processes
- Gain an in-depth understanding of the different ways in which value can be created for, and delivered to, the customer, and re-calibrate the magnitude of your overall competitive advantage
- Enhance your know-how of the impact of e-commerce on e-B2B and the associated opportunities and threats ; create the customer-driven company via market-driven implementation
Programme outline
- Integrating the firm’s corporate, technology and market processes
- Contemporary issues in business marketing
- B2B e-strategy
- Supplier-customer alignment
- Value proposition design and pricing strategy
- Engaging in value-based pricing.
For senior marketing managers in industrial and high-tech markets who are responsible for developing and implementing a value-based strategy which support the plan.
To know the next available date and register,contact us with the training ref (MARK05) and the location.
This training takes place in our office in Luxembourg and Dakar-Senegal.
Senior Level
Rethinking your positionning on the market place and be attractive by redefining, rebuilding a powerful message and your brand!
Objectives
How to define and structure a powerful brand identity and implement the marketing strategy.
Programme outline
- Introduction
- Defining a Brand
- Awareness and perceptions
- The components of Brand identity
- Evaluating Brand identity
- The brand identity statement
- Brand promise
- Brand value propositions
- From intent to action; Brand building goals
- Ensuring implementation
- Personal Action Plan
Any marketing manager who have to define a brand image and help the organization to reposition itself on the market place.
To know the next available date and register, contact us with the training ref (MARK06) and the location.
This training takes place in our office in Luxembourg and Dakar-Senegal.
Putting brand awareness at the heart of your communications strategy ! « Marketing is an investment, not an overhead. »
Objectives
This workshop is designed to help you evaluate the achievable benefits of brand communications in your company
Group work includes marketing challenges, followed by case history evidence and the chance to talk through your own issues.
Programme outline
- Marketing in the 21st century
- Advertising effectiveness
- An international case history challenge – your response
- Business-to-business
- Games
- Globalisation of advertising
Any executives managing communications strategy, advertising development and budgets, implementation of integrated campaigns, or agency relationship.
To know the next available date and register, contact us with the training ref (MARK07) and the location.
This training takes place in our office in Luxembourg and Dakar-Senegal.
