Certificat Professionnel en Marketing et Gestion du Marketing

Aperçu

Professional Certificate in Marketing and Marketing Management by MTF Institute What you'll learn:

Introduction to Marketing ManagementMarketing Environment AnalysisMarket Segmentation, Targeting, and PositioningConsumer Behaviour and Decision-Making ProcessMarketing Strategy DevelopmentStrategy FormulationPricing Strategies and Pricing DecisionsIntegrated Marketing Communications (IMC)Exploring Beyond the Course Welcome to course Professional Certificate in Marketing & Marketing Management by MTF InstituteCourse provided by MTF Institute of Management, Technology and FinanceMTF is the global educational and research institute with HQ at Lisbon, Portugal, focused on business & professional hybrid (on-campus and online) education at areas:

Business & Administration, Science & Technology, Banking & Finance. MTF R&D center focused on research activities at areas:

Artificial Intelligence, Machine Learning, Data Science, Big Data, WEB3, Blockchain, Cryptocurrency & Digital Assets, Metaverses, Digital Transformation, Fintech, Electronic Commerce, Internet of Things.

MTF is the official partner of:

IBM, Intel, Microsoft, member of the Portuguese Chamber of Commerce and Industry.MTF is present in 208 countries and has been chosen by more than 440 000 students.Course Author:

Alex Amoroso is a seasoned professional with a rich background in academia and industry, specializing in research methodologies, strategy formulation, and product development. With a Doctorate Degree from the School of Social Sciences and Politics in Lisbon, Portugal, where she was awarded distinction and honour for her exemplary research, Alex Amoroso brings a wealth of knowledge and expertise to the table.In addition to her doctoral studies, Ms.

Amoroso has served as an invited teacher, delivering courses on to wide range of students from undergraduate level to business students of professional and executives courses. Currently, at EIMT in Zurich, Switzerland, she lectures for doctoral students, offering advanced instruction in research design and methodologies, and in MTFInstitute Ms.

Amoroso is leading Product Development academical domain.In synergy between academical and business experience, Ms. Amoroso achieved high results in business career, leading R&D activities, product development, strategic development, market analysis activities in wide range of companies.

She implemented the best market practices in industries from Banking and Finance, to PropTech, Consulting and Research, and Innovative Startups.Alex Amoroso's extensive scientific production includes numerous published articles in reputable journals, as well as oral presentations and posters at international conferences. Her research findings have been presented at esteemed institutions such as the School of Political and Social Sciences and the Stressed Out Conference at UCL, among others.With a passion for interdisciplinary collaboration and a commitment to driving positive change, Alex Amoroso is dedicated to empowering learners and professionals for usage of cutting edge methodologies for achieving of excellence in global business world.What is Marketing?Definition:

Marketing is the process of identifying customer needs, creating products or services that fulfill those needs, and communicating the value of those offerings to potential customers.Focus:

Marketing focuses on getting the right message to the right audience, ultimately driving interest and sales.Key Activities:

Market researchProduct developmentBrand buildingAdvertising and promotionsContent creationCustomer relationship managementWhat is Marketing Management?Definition:

Marketing management is the strategic and operational process of planning, organizing, implementing, and controlling an organization's marketing resources and activities.Focus:

Marketing management aims to create a cohesive marketing plan, optimize resource allocation, and measure the effectiveness of marketing initiatives.Key Activities:

Developing marketing strategies and plansSetting marketing budgetsManaging marketing teamsOverseeing marketing campaignsAnalyzing marketing performance (tracking metrics and ROI)Making adjustments to strategies as neededThe Relationship Between Marketing and Marketing ManagementThink of marketing as the actions you take to promote your business, and marketing management as the overarching system to plan, execute, and refine those actions strategically.Here's a simple analogy:

Marketing is like cooking a delicious meal.

It involves finding the right recipe (products/services), sourcing the best ingredients (market research), and carefully preparing the dish (advertising, promotions).Marketing Management is like being the head chef. They devise the overall menu (marketing strategy), manage the kitchen staff (marketing teams), ensure the budget is efficient, and keep track of customer feedback (measuring results) to perfect future meals.

Programme

• Introduction au marketing et à la gestion du marketing
Aperçu des principes du marketing
Importance du marketing dans les affaires
• Recherche de marché et comportement du consommateur
Techniques de recherche de marché
Comprendre les besoins et préférences des consommateurs
• Stratégie et planification marketing
Élaboration d'un plan marketing
Objectifs stratégiques en marketing
• Branding et positionnement
Valeur et identité de marque
Stratégies de positionnement
• Développement de produits et cycle de vie
Processus de développement de nouveaux produits
Étapes du cycle de vie du produit
• Stratégies de tarification
Facteurs influençant les décisions de tarification
Modèles et tactiques de tarification
• Gestion de la distribution et de la chaîne d'approvisionnement
Logistique et gestion des canaux
Distribution au détail et en gros
• Communication marketing intégrée
Stratégies de publicité et de promotion
Relations publiques et planification des médias
• Marketing numérique
Canaux de marketing en ligne
Marketing sur les réseaux sociaux
• Gestion des ventes
Techniques de vente efficaces
Construire et gérer une équipe de vente
• Gestion de la relation client (GRC)
Systèmes et stratégie de GRC
Améliorer la satisfaction et la fidélité des clients
• Mesure et analyse en marketing
Mesures et indicateurs clés de performance en marketing
Prise de décision basée sur les données
• Questions éthiques et tendances futures du marketing
Considérations éthiques en marketing
Tendances et technologies émergentes en marketing
• Projet de synthèse
Développer un plan marketing complet
Présenter et défendre des stratégies marketing

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Enseigné par

MTF Institute of Management, Technology and Finance

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Matières

Business