INDUSTRIAL MARKETING

THE PURPOSE OF CERTIFICATE OF COMPETENCE
Certificates of competence are formations that can be obtained in one and a half or two years at evening classes and who possess a coherent set of teaching units.
Certificates of competence CNAM can demonstrate the acquisition of fundamental knowledge for the practice of a profession. They are issued at the request of the auditor when it has validated all the teaching units that compose it.
 The main objective of this certification is to train professionals in modern techniques of sales and marketing in trade between companies.

CAREER OPPORTUNITIES
Business engineer, account manager, sales management and marketing. Buyer, sales management and marketing, purchasing department for producers or distributors of products and services for businesses.

ORGANIZATION
 Monitor and validate the academic units defined in the table below:
Marketing I: concepts and marketing research 6
 ESC101 CREDITS
 
Marketing II: Marketing Strategy 4
 ESC102 CREDITS
Marketing of industrial products and services I 4
 ESC207 CREDITS
Marketing of industrial products and services II 6
 ESC208 CREDITS
Marketing purchases 6
 ESC117 CREDITS
Process and purchasing organization 4
 ESC118 CREDITS
 To obtain the certificate of competence must obtain 30 ECTS credits corresponding to the teaching units above.
 For the validation of experience, listeners can possibly be recognized validation of certain units of instruction in respect of their experience.


ADMISSION
Level:
 Bachelor + 2 years of higher education with experience in business
 A significant professional experience may substitute for degree
 
INFORMATION - REMOVAL OF FILES NOMINATIONS
Martine VAGLIO
Chair of studies and business strategies
40 rue des fasters - 75002 Paris
Tel: 01 40 27 21 30 - Fax: 01 40 27 27 49 - Email: @ martine.vaglio cnam.fr


 

UNITS OF INSTRUCTION
CERTIFICATE OF COMPETENCE
IN MARKETING AND PRODUCTS
INDUSTRIAL SERVICES


MARKETING I: CONCEPTS AND MARKETING STUDIES
ESC101 - 60 hours

TRAINING CONTENT

Market research
Marketing principles and players
Approach of a study on a simple example
Methodologies for gathering marketing information
Sampling
Analysis of marketing information
Consumer panels and distributors, "access panels", panels of Internet users.
Use of new communication technologies
Internet marketing research
Single source
Prediction markets
Case studies of applications
 
MARKETING II: MARKETING STRATEGY
ESC102 - 40 hours

TRAINING CONTENT
Marketing Strategy
Classic and recent strategic analysis
Value chain and customer satisfaction
Segmentation to one marketing
Development of marketing mix
Partial policies (products, services, prices, communication, distribution)
Direct marketing and customer relationship management / CRM
Information systems sales and marketing.
E-commerce.

 
MARKETING OF INDUSTRIAL PRODUCTS AND SERVICES I
ESC 207 - 40 hours

TRAINING CONTENT
Introduction
The marketing of industrial goods and services and production
The peculiarities of industrial marketing
The context of industrial marketing
Classification of goods and services production
Circuits purchase decision and prescription of industrial products
Motivation to purchase and image in industrial goods and services
Mainstream media industry
Policies products
Design quality. Life cycle, range, segmentation, positioning.
The launch of new products.
Management of technology resources.
Market studies and forecasts of property and business services
Research methods and collection
The statistical analysis tools, different types of study
Forecasting methods, the observatory of competition
Pricing policy
The decomposition of the price.
Pricing and business strategy.
Price and customer behavior.
Method of pricing.
Strategic approaches
The job
Strategic segmentation and segmentation marketing
The larger models of strategic analysis
Models of portfolio analysis
Operational management of trade policy
Marketing strategy and business plans
Large choice of trade policy
The choice of priorities
The management of trade policy
Marketing strategies and planning

 
MARKETING OF INDUSTRIAL PRODUCTS AND SERVICES II
ESC208 - 60 hours
TRAINING CONTENT
New methods of strategic approach
Methods of analysis and development
Analytical methods, diagnostic
Product to the trade
Operation of the internal information
Interactive Analysis
Business marketing
Economic sectors concerned
Birth and progress of the project
Marketing and systemic
Contribution of systemic commercial
Sell ​​and sale of coaching sellers
The psychology of sales, motivation
Consist of a team
Stimulation and remuneration
Tools for sale
Train, train and learn
Communication in industrial
Marketing Purchasing
The approach and tactics
The search for the best match between supply and demand
Specific case
Marketing of technological innovation
Marketing service activities
Marketing projects
The approach international markets
Constraints related to import and export
Modes of study and attack foreign markets
Techniques in international trade
Intermediaries of foreign trade
Marketing, total quality and sustainable development
Internal marketing and product quality compliance
Operational marketing and marketing quality
The responses of Advanced Marketing Business to Business and Total Quality
Management (TQM)
The informational marketing
Marketing and Sustainable Development
Marketing strategy and management
Strategic Marketing
Strategic analysis and decisions
The marketing management
Monitoring of the action and information systems marketing
Methods of treatment and case examples.
 
PURCHASING MARKETING
ESC117 - 60 hours

TRAINING CONTENT
1) The purchase and procurement process
• From the expression of needs to delivery of products or services
• History and evolution of the function and customer / supplier relationships
• The customer / supplier relationships with current integration of new technologies (CRM ...)
• Types of purchases and their segmentations
• The various forms of acts of purchase
• The elements of the purchasing process and supply
2) The buyer and the markets
• The issue of shopping in a market economy
• Marketing purchases and buying upstream. Viewing the portfolio purchases. Market research.
• The sourcing in an intercultural context
- Sources of general information
- Information by country
- World Water Day
• Diagnosis of supply situation
• The risks on the company's projects
• Strategies for short-term basis to reflect the constraints of the company
3) The buyer face to men
• The negotiation of purchases
• The negotiation strategies (study of seven modes)
• The intercultural dimension of the negotiation
• The online trading
• Aid relationship
4) Legal Issues
5) The buyer and the peripheral function

• Integration with policy Marketing Company
• Internal communication
• Management control of the purchasing function
6) The management of the procurement function
• Different management styles
• Management 360
• Structure of Marketing Procurement
• The different types of organization
• Recruitment and remuneration of actors of the civil
• The planning process
 

PROCESS AND ORGANIZATION OF PURCHASES
ESC118 - 40 hours

TRAINING CONTENT

1 / The organizational purchases
• Expression of requirements (specifications, specifications ...)
• Consultations - selection criteria and comparison chart
• Placing an order
• Delivery, monitoring, reminders ...
• Recipe and control
• Delivery
• Payment
• Warranty - penalties
• Transport and Incoterms


2 / The buyer and new communication tools
• The technological and competitive
- Definition
- File General Information
- General scheme
- Organisation
• E. procurement (supply E.)
- Operating Principle
- Balance sheet (advantages - disadvantages)
- Portals and Marketplace
- Examples and application


3 / levers of cost reduction
• The seven levers
• Strategy. Application example

4 / supply chain and interfaces with other services
• Logistics and Supply Chain
• Interface with the Financial Services
• Matrix organization in a project structure