Course Content
Module 1 : Diagnostic marché & positionnement stratégique
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9 Topics
2 Quizzes
Introduction au module – Présentation des objectifs du module
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Analyser l’existant – Récolter les informations pertinentes liées à l’entreprise, son activité, son projet
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Définir ses cibles – Cibles primaire, secondaire, coeur de cible + exemple
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Définir ses cibles – Persona marketing + exemple
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Définir ses cibles – Carte d’empathie
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Définir ses cibles – Exercice : définir les cibles et le persona de l’entreprise
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Analyser son marché – Définir le marché, analyser la demande + exemple, définir les acteurs, mapping concurrentiel
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Analyser l’environnement – L’analyse PESTEL
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Synthèse des données à l’aide de la matrice SWOT
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Quizz sur les cibles
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Quizz final du module 1
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Module 2 : Construire sa stratégie digitale
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15 Topics
2 Quizzes
Introduction au module – Présentation des objectifs du module
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Introduction au module – Fondamentaux d’une stratégie de communication, tunnel de conversion + exemples
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Définir les objectifs – Objectifs stratégiques, objectifs opérationnels, objectifs SMART + exemple
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Déterminer les moyens – Définir les ressources actuelles et à venir
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Définir son positionnement – Qu’est-ce que le positionnement et comment le définir
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Définir son positionnement – TedTalk de Simon Sinek sur le Golden Circle
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Définir son positionnement – Connaître son why et le mix marketing
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Devenir identifiable – Ligne éditoriale + exemple
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Devenir identifiable – Proposition de valeur
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Devenir identifiable – Branding + exemples
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Choisir le canal de com’ – Revue des différents canaux de communication digitale, leurs avantages et inconvénients
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Connaître le cadre légal – Principes fondamentaux et RGPD
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Utiliser l’IA pour sa stratégie – Bonnes pratiques et usages génériques
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Utiliser l’IA pour sa stratégie – Rédiger un prompt précis et adapté
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Synthétiser la stratégie – Synthétiser les données, comment créer un rétroplanning
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Quiz sur les objectifs
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Quiz final du module 2
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Module 3 : E-réputation & gestion de crise digitale
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8 Topics
2 Quizzes
Introduction – Présentation des objectifs du module
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Maîtriser sa e-réputation – E-réputation et vecteurs
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Les bonnes pratiques pour répondre et collecter des avis + exemples
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Bad buzz : sources et schéma classique
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Etude de cas : Le Slip Français
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Prévenir un bad buzz + exemple
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L’Effet Streisand
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Les 3 stratégies de com de crise
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Quizz sur les bad buzzs
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Quizz final du module 3
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