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PDC - Expert in Commercial Management
Marketing, Sales and Digital > Content

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    PDC - Expert in Commercial Management
    Marketing, Sales and Digital

    Content

    Learning model

    The programme makes use of a Blended Learning model which combines different learning methods, including taught and on line sessions.

    • Pre-Programme: Taught sessions / On line
    • Programme: Taught sessions / On line.
      • Marketing and Sales Management Module: 8 sessions.
      • Digital Module: 3 sessions.
    • Post-Programme: Feedback in taught / on line sessions.

    The taught sessions combine various methodologies that make it possible to elaborate a theoretical framework, compare, and discuss real case studies related to each of the themes envisaged in the programme content.
    The process materialises with a Marketing Plan elaborated by each participant.

    FROM THEORY TO PRACTICE: MARKETING PLAN

    Each course participant prepares a Marketing Plan to apply in their organisation or another one of their choice.

    Each participant’s project is supervised personally on line by the programme director.

    Upon completion of the programme, each participant will receive an individual report which includes in-depth analysis of the Marketing and Sales Plan they prepared throughout the course. A final meeting will be held with the supervisor to cross-check the findings.

    Course Content

    Marketing
    Marketing

    Session 1. Marketing Approach Market Orientation

    • The marketing approach as the company philosophy.
    • Putting together market orientation and business policy.
    • The business’s reality and environment. Identify and understand factors leading to change.

    Session 2. Strategic Marketing. Segmentation, positioning and price

    • The process of formulating Marketing strategy.
    • Create, communicate and offer value to the customer.
    • Growth strategies and identification of competitive advantages.
    • Decisions in strategic segmentation. Definition of reference markets.
    • Decisions in strategic positioning. Measurement tools.
    • Pricing strategies and tactics.

    Session 3. Product. Brand Architecture.

    • Product and services strategies.
    • Portfolio management.
    • Product life cycle. Value equation.
    • Brand Architecture. Key processes for building it.

    Session 4. 360 degree communication, on line and off line. Introduction to Digital Marketing.

    • Communication plans and their development based on brand strategy.
    • Communication strategies.
    • Advertising. Elaboration of communication briefings.
    • Digital Communication. Planning, implementation and analysis of plan profitability (ROI).
    • Fundamentals of Digital Marketing. Design and creation of a Digital Marketing Plan.

    Session 5. CRM and Engagement. Customer experience.

    • Understanding the client life cycle. Moments of truth.
    • Multichannel customer loyalty strategies, the keys to achieving links with customers. Empowerment & engagement.
    • Experiential Marketing. Emotional Marketing. Neuromarketing.
    • Creation and management of communities, upselling, cross selling and member get member strategies.
    • E-CRM and e-CEM Strategy and Implementation Plan Customer Social Relationship Management (online and offline).
    • ROI in customer relationship management.
    Ventas
    Ventas

    Session 6. Key Account Management and commercial planning

    • Commercial Plan.
    • B2B sales process.
    • Key Account Manager (KAM). Key Account Management.
    • The Key Account Manager profile. Keys to success.
    • Category management strategies (Category Management).
    • Information systems and commercial knowledge.

    Session 7. Structure and commercial organisation.

    • Development and evolution of commercial organisation.
    • Analysis of the business and its scenarios.
    • Levers to lead commercial strategy
    • Development of organisational commercial models referred to differentiated business models.

    Session 8. High performance sales teams.

    • Leadership and change management in teams.
    • Management of high performance teams.
    • Selection, training and recruitment policies.
    • Setting objectives and remuneration schemes.
    Digital
    Digital

    Session 9. Digital strategies. E commerce. Business Intelligence

    • Digital transformation in companies: how to achieve it.
    • Online business models: traditional vs disruption.
    • The customer journey in the company: where to start.
    • E-commerce: strategy, technology, development and international opportunities.
    • Acquisition: how to optimise your online budget.
    • Conversion: how to improve my figures every day.
    • Business Intelligence: understood as Customer Lifetime Value and optimisation of marketing actions.
    • Data at the service of Marketing (Marketing Intelligence) Creation and management of communities, upselling, cross selling and member get member strategies

    Session 10. E-business & search.

    • Design and development of an e-business project.
    • Definition or profiles, usability and user experience.
    • Study and analysis of the competition.
    • Search marketing strategy:
      • Search Engine Optimization (SEO): How to optimise your web’s positioning on browsers
      • Search Engine Marketing (SEM): Fundamentals, options and key points in SEM strategy
    • From attracting traffic to closing the sale. The philosophy of Inbound Marketing Platforms.
    • Web analytics: How to measure and optimise data-based results.
    • CRM: knowing the omnichannel customer.
    • Case studies

    Session 11. E-branding & Content Marketing.

    • Mobile Marketing: Apps vs. mWeb.
    • Content Marketing: Definition, strategy and objectives.
    • Social Media Marketing: Strategy definition. Facebook, Twitter, Blogs and new networks. Real Time Marketing. Social Media Analytics.
    • Email marketing.
    • Display, Video and Rich Media.
    • Affiliate marketing.
    • Multichannelity.

    Download Content

    Content

    Learning model

    The programme makes use of a Blended Learning model which combines different learning methods, including taught and on line sessions.

    • Pre-Programme: Taught sessions / On line
    • Programme: Taught sessions / On line.
      • Marketing and Sales Management Module: 8 sessions.
      • Digital Module: 3 sessions.
    • Post-Programme: Feedback in taught / on line sessions.

    The taught sessions combine various methodologies that make it possible to elaborate a theoretical framework, compare, and discuss real case studies related to each of the themes envisaged in the programme content.
    The process materialises with a Marketing Plan elaborated by each participant.

    FROM THEORY TO PRACTICE: MARKETING PLAN

    Each course participant prepares a Marketing Plan to apply in their organisation or another one of their choice.

    Each participant’s project is supervised personally on line by the programme director.

    Upon completion of the programme, each participant will receive an individual report which includes in-depth analysis of the Marketing and Sales Plan they prepared throughout the course. A final meeting will be held with the supervisor to cross-check the findings.

    Course Content

    Marketing
    Marketing

    Session 1. Marketing Approach Market Orientation

    • The marketing approach as the company philosophy.
    • Putting together market orientation and business policy.
    • The business’s reality and environment. Identify and understand factors leading to change.

    Session 2. Strategic Marketing. Segmentation, positioning and price

    • The process of formulating Marketing strategy.
    • Create, communicate and offer value to the customer.
    • Growth strategies and identification of competitive advantages.
    • Decisions in strategic segmentation. Definition of reference markets.
    • Decisions in strategic positioning. Measurement tools.
    • Pricing strategies and tactics.

    Session 3. Product. Brand Architecture.

    • Product and services strategies.
    • Portfolio management.
    • Product life cycle. Value equation.
    • Brand Architecture. Key processes for building it.

    Session 4. 360 degree communication, on line and off line. Introduction to Digital Marketing.

    • Communication plans and their development based on brand strategy.
    • Communication strategies.
    • Advertising. Elaboration of communication briefings.
    • Digital Communication. Planning, implementation and analysis of plan profitability (ROI).
    • Fundamentals of Digital Marketing. Design and creation of a Digital Marketing Plan.

    Session 5. CRM and Engagement. Customer experience.

    • Understanding the client life cycle. Moments of truth.
    • Multichannel customer loyalty strategies, the keys to achieving links with customers. Empowerment & engagement.
    • Experiential Marketing. Emotional Marketing. Neuromarketing.
    • Creation and management of communities, upselling, cross selling and member get member strategies.
    • E-CRM and e-CEM Strategy and Implementation Plan Customer Social Relationship Management (online and offline).
    • ROI in customer relationship management.
    Ventas
    Ventas

    Session 6. Key Account Management and commercial planning

    • Commercial Plan.
    • B2B sales process.
    • Key Account Manager (KAM). Key Account Management.
    • The Key Account Manager profile. Keys to success.
    • Category management strategies (Category Management).
    • Information systems and commercial knowledge.

    Session 7. Structure and commercial organisation.

    • Development and evolution of commercial organisation.
    • Analysis of the business and its scenarios.
    • Levers to lead commercial strategy
    • Development of organisational commercial models referred to differentiated business models.

    Session 8. High performance sales teams.

    • Leadership and change management in teams.
    • Management of high performance teams.
    • Selection, training and recruitment policies.
    • Setting objectives and remuneration schemes.
    Digital
    Digital

    Session 9. Digital strategies. E commerce. Business Intelligence

    • Digital transformation in companies: how to achieve it.
    • Online business models: traditional vs disruption.
    • The customer journey in the company: where to start.
    • E-commerce: strategy, technology, development and international opportunities.
    • Acquisition: how to optimise your online budget.
    • Conversion: how to improve my figures every day.
    • Business Intelligence: understood as Customer Lifetime Value and optimisation of marketing actions.
    • Data at the service of Marketing (Marketing Intelligence) Creation and management of communities, upselling, cross selling and member get member strategies

    Session 10. E-business & search.

    • Design and development of an e-business project.
    • Definition or profiles, usability and user experience.
    • Study and analysis of the competition.
    • Search marketing strategy:
      • Search Engine Optimization (SEO): How to optimise your web’s positioning on browsers
      • Search Engine Marketing (SEM): Fundamentals, options and key points in SEM strategy
    • From attracting traffic to closing the sale. The philosophy of Inbound Marketing Platforms.
    • Web analytics: How to measure and optimise data-based results.
    • CRM: knowing the omnichannel customer.
    • Case studies

    Session 11. E-branding & Content Marketing.

    • Mobile Marketing: Apps vs. mWeb.
    • Content Marketing: Definition, strategy and objectives.
    • Social Media Marketing: Strategy definition. Facebook, Twitter, Blogs and new networks. Real Time Marketing. Social Media Analytics.
    • Email marketing.
    • Display, Video and Rich Media.
    • Affiliate marketing.
    • Multichannelity.

    Download Content