Commercialisation

Aperçu

Why study “Marketing” ?1.  Marketing is fun.If you’re looking for an exciting course that involves unusual lectures and opens you to new perspectives, you should consider marketing. We will talk about interesting corporate phenomena, new trends in market demand and aspiring marketing mindsets. 2.  Marketing skills are required in this fast-growing digital world we live in.Elon Musk did not study marketing, he studied Physics and Business.

But eventually, in Life he founded several businesses and companies that needed one form of marketing or the other. When you take a critical look at Tesla’s promotion model, you will find that Tesla builds unique products and explains how they change the way we live in the marketing approach that was effective.

That is Marketing ! 3.  Studying Marketing helps you understand how to influence people’s decisions and how to think different.When you study marketing, you become an influencer. You’ll easily make people see things the way you want them to without force or compulsion.

Marketing is based on telling the truth as a way to convince people to accept what you’re marketing. Whatsoever you decide to go into in future career, you’ll need to need to understand other people’s psychology.

Marketing helps you to understand other people’s perspectives and psychology so you can do well in communications and stand out from competition.4.  Marketing is an integral part of everything.Marketing is not a course that concerns only sales personnel and corporate managers. Whether you’re a teacher, medical doctor, engineer, plumber, you need marketing skills to influence people and attract them to what you have to offer.

After all, is said and done, we all need marketing skills regardless of our field of specialization.Learning Objectives1.  Demonstrate an understanding of marketing philosophy and marketing theories.2.  Design a good customer value-driven strategy 3.  Get customer intelligence by thorough marketing research and analysis.4.  Analyze customers’ buying psychology and predict their purchase behaviors.5.  Devising STP Strategy (Segmentation, Targeting and Positioning).6.  Developing various elements of the 4P marketing mix( Price, Place, Product and Promotion)7.  Being familiar with various forms of digital marketing tools and technologies to maximize customer engagement. Who should learn?1.  All business school students should understand all functional areas of marketing. It is quite ideal for freshmen and sophomores.2.  Students who want to pursue a career in business world such as marketing researchers, advertisers, product managers, R&D researcher, PR experts and digital marketing professionals. 3.  For all interested persons who are keen to know how companies compete in the market and how great products are created.4.  For all interested persons who want to boost communication skills and be an ethical and better version of themselves.  Rewards and Gains1.

Knowledge:

well-established framework of Marketing and Marketing theories.2. Ability(methods and techniques):

launch and promote a product or service in both digital and traditional marketing scenarios.3.

Ability(problem solving skills):

analyze marketing problems encountered in real businesses and devise according solutions.4. Critical marketing mindset:

discern complex marketing phenomena and dare to question and criticize. 5.

Sense of social responsibility and citizenship:

make wise and sustainable decisions for enterprise and whole society.

Programme

• 1. Marketing : Créer de la valeur client et favoriser l'engagement
1.1 Guide d'apprentissage
1.2 Cinq concepts clés en marketing
1.3 Qu'est-ce que le marketing
1.4 Modèle de processus marketing
1.5 Orientations de la gestion marketing
1.6 Évolution du paysage marketing
• 2. Stratégie de l'entreprise et marketing
2.1 Guide d'apprentissage
2.2 Mission et objectifs
2.3 Portefeuille de produits et matrice BCG
2.4 Stratégie de croissance et de réduction
2.5 Stratégie marketing et mix marketing
• 3. Analyser l'environnement marketing
3.1 Guide d'apprentissage
3.2 Microenvironnement
3.3 Macroenvironnement
• 4. Gérer l'information marketing pour obtenir un aperçu client
4.1 Guide d'apprentissage
4.2 Information marketing et aperçu client
4.3 Études de marché
4.4 Recherche exploratoire
4.5 Recherche descriptive
4.6 Conception de questionnaire
• 5. Comprendre le comportement du client et des acheteurs professionnels
5.1 Guide d'apprentissage
5.2 Marché de consommation et comportement des consommateurs
5.3 Caractéristiques influençant les comportements des consommateurs
5.4 Marché professionnel et comportements des acheteurs professionnels
• 6. Stratégie axée sur la valeur client
6.1 Guide d'apprentissage
6.2 Segmentation du marché
6.3 Ciblage
6.4 Positionnement
• 7. Produits et services
7.1 Guide d'apprentissage
7.2 Qu'est-ce qu'un produit
7.3 Niveaux de produits et services
7.4 Classifications de produits et services
7.5 Décisions relatives aux produits
7.6 Développement de nouveaux produits
7.7 Stratégies du cycle de vie des produits
7.8 Caractéristiques des services
7.9 Stratégies marketing pour les services
• 8. Marques
8.1 Guide d'apprentissage
8.2 Aperçu de la marque
8.3 Construire une marque forte
• 9. Tarification
9.1 Guide d'apprentissage
9.2 Aperçu de la tarification
9.3 Logique de base de la tarification
9.4 Stratégies de tarification
9.5 Tarification des nouveaux produits
9.6 Tarification du mix produit
9.7 Tarification promotionnelle
9.8 Tarification dynamique
• 10. Canaux de distribution
10.1 Guide d'apprentissage
10.2 Nature et importance des canaux de distribution
10.3 Structure des canaux de marché
10.4 Conflit de canal et gestion
10.5 Gestion multi-canaux
10.6 Formes de vente au détail
• 11. Promotions
11.1 Guide d'apprentissage
11.2 Communications marketing intégrées
11.3 Publicité
11.4 Relations publiques et vente personnelle
11.5 Promotions des ventes
• 12. Marketing numérique
12.1 Guide d'apprentissage
12.2 Qu'est-ce que le marketing numérique ?
12.3 Types de marketing numérique
• 13. Test final

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Enseigné par

Shandong Normal University

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Matières

Business