Marketing for Non-Marketers

Training objective: Acquire the basics of marketing reasoning to better understand customer expectations, analyze the market, position an offer and effectively contribute to the commercial or communication strategy of an organization, even without being a marketing specialist. Contextualization and perspective: Marketing is now a cross-functional function that influences all business decisions: from product development to customer relations, including internal communication and digital strategy. This training aims to provide non-specialist collaborators (technicians, salespeople, HR, administrative staff, service managers, etc.) with the keys to understanding marketing reasoning in order to: - Better collaborate with marketing and sales teams; - Contribute to the design or promotion of an offer; - Understand the needs of internal or external customers and translate them into concrete actions; - Integrate a customer-oriented logic into their daily practice, regardless of their position. The content and practical cases will be contextualized according to the profiles present (private sector, public sector, B2B, B2C, or associative) to ensure the relevance and direct application of learning.

• Understand key marketing principles and their impact on business performance.
• Identify customer needs and relevant market segments.
• Define a clear and differentiated value proposition.
• Develop essential elements of the marketing mix (product, price, distribution, communication).
• Actively participate in marketing projects or decisions with a global and structured vision.