La stratégie Marketing
La stratégie Marketing
Walid Bergaoui
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Marketing Strategy
Marketing strategy doesn't sell: it paves the way for the sale. Before the first ad, before the first sales meeting, it answers a decisive question — why should a customer choose you, and not someone else? This program teaches you to answer it through clear choices: distinctive positioning, well-defined targets, a strong value proposition, and messages that hit home. Because a brand that knows what it is makes the offer desirable and the sales work effortless.
The approach is concrete and decision-driven. You start by reading your market — customers, competition, segments — then you shape your positioning and build a value proposition that aligns messaging, image, and experience. You then move on to meaningful action: choosing the right channels and formats, building a content strategy that is relevant rather than omnipresent, and establishing a brand that inspires trust through branding, storytelling, and visual consistency. A strong brand shortens the decision cycle and increases the perceived value of your offer.
Finally, you learn to steer: setting objectives, tracking the right metrics, reading results, and adjusting continuously — because a marketing strategy is never set in stone. You'll also know how to avoid common pitfalls: mistaking actions for strategy, communicating without positioning, copying the competition, or multiplying channels without consistency. By the end of the program, you'll be able to design and steer a clear, consistent, value-driven marketing strategy that attracts the right customers, strengthens your brand, and sustainably supports sales performance — without ever replacing it.
What you walk away with
More than concepts: a ready-to-deploy strategy, built for your own market.
Your complete strategic plan — positioning, targets, and value proposition formalized, ready to guide all your actions.
Your content and channel plan — the right messages, on the right platforms, for the right targets.
Your brand platform — consistent messaging, tone, and visual cues to build trust.
Your dashboard — the key metrics to measure, decide, and adjust continuously.
Program — 12 sessions of 1 hour
Before acting, you must choose. The course follows the logic of a strategy being built: understanding the market, deciding on positioning, building the offer and the brand, deploying content and channels, then steering and lasting.
Module 1 — Understand and Decide (sessions 1-3)
1. Marketing or sales: preparing rather than selling — the role of strategy, the difference between strategy and actions, and the founding principle: before acting, you must choose.
2. Analyzing your market — customer expectations, trends, competing offers: reading your environment to decide based on facts, not intuition.
3. Segmenting and choosing your targets — identifying relevant segments, defining your personas, and focusing your efforts where they matter.
Module 2 — Positioning and Value Proposition (sessions 4-6)
4. Defining a distinctive positioning — the unique place you hold in the customer's mind: why you, and not someone else.
5. Building the value proposition — what you promise, what you actually deliver, and the consistency between the two.
6. Crafting the key messages — translating positioning into clear, credible, and memorable messages for each target.
Module 3 — Brand, Content, and Channels (sessions 7-9)
7. Building awareness and trust — branding, storytelling, visual and editorial consistency: a strong brand that reduces the sales effort.
8. Choosing your channels and formats — being relevant where it counts rather than everywhere, according to your targets and resources.
9. Building your content strategy — the right messages at the right times, without over-communicating, to sustain attraction over time.
Module 4 — Steer and Last (sessions 10-12)
10. Setting objectives and metrics — defining clear objectives and the KPIs that make it possible to measure real performance.
11. Analyzing results and adjusting — reading market feedback and evolving the strategy continuously: nothing is set in stone.
12. Avoiding mistakes and building a lasting advantage — avoiding common pitfalls (copying, spreading yourself thin, communicating without positioning) and aiming for a lasting advantage rather than mere visibility.
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