Marketing & Communication - Business Management Toolbox

Upon completion of this path, participants will be capable of:

• Setting up a commercial strategy
  
• Learning methods: Virtual class / Autonomous learning

• Strategic marketing and operational marketing
  
• Commercial and non-commercial marketing
  
• Goods vs services
  
• The notion of ‘need’
  
• The notion of ‘client’
  
• The product
  
• • Segmentation
    
  • Targeting and positioning
    
  • Product lifecycle
    
  • New products
    
• Branding
  
• • The roles of branding
    
  • Brand name
    
  • Brand capital
    
• Distribution
  
• • Offline, online and multichannel distribution
    
  • Distributor brands
    
• Price
  
• • Choosing a price
    
  • The price of new products
    
  • Price positioning and prestige pricing
    
  • Price according to perceived value
    
  • Price according to economic advantage
    
  • Market price and flexible prices
    
• Communication
  
• • The objectives of communication
    
  • Media advertising
    
  • Digital marketing

• Executive of small or medium-sized business
  
• New manager who has acquired sufficient experience to be responsible for a team; person with more than ten years’ experience but no initial training in management; needs to cope with new responsibilities, and needs to learn everything about this new role
  
• SME manager in direct contact with the business’s executives
  
• Young manager in a defined career plan within the business who needs to upgrade and prove his/her knowledge in order to be considered for promotion
  
• Employee aiming at a managerial position
  
• Employee with ambitions of promotion who decides on his/her own initiative to train in order to improve his/her skills and prove they have been acquired.
  
• Self-employed person whose business has developed considerably over the years, and now has to manage people and unite them in respect of his/her vision
  
• New business manager
  
• Person who has recently been given responsibility for managing a project, activity, budget, etc. within a large organisation
  

At the end of the course, participants will receive a certificate of attendance issued by the House of Training.