RNCP MCOM - UE2 - Implementing the commercial policy
- Description
- Curriculum
- Reviews
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1
Purchasing process and supplier selectionSUMMARY :
Chapter 1: Foundations of the Purchasing Process
• Sub-chapter 1.1: Definition and challenges of the purchasing function
• Sub-chapter 1.2: Purchase typologies and segmentation
• Sub-chapter 1.3: Legal and ethical framework for procurementChapter 2: Identifying Needs and Expressing Demand
• Sub-chapter 2.1: Internal Needs Analysis
• Sub-chapter 2.2: Specifications
• Sub-chapter 2.3: Budgeting and purchasing planningChapter 3: Prospecting and Selecting Suppliers
• Sub-chapter 3.1: Supplier Research and Sourcing
• Sub-chapter 3.2: Calls for tenders and consultation
• Sub-chapter 3.3: Evaluation and selection of bidsChapter 4: Negotiation and Contractualization
• Sub-chapter 4.1: Preparation for negotiation
• Sub-chapter 4.2: Conducting the negotiation
• Sub-chapter 4.3: Contractual formalizationChapter 5: Monitoring, evaluating and improving the purchasing process
• Sub-chapter 5.1: Managing the supplier relationship
• Sub-chapter 5.2: Measuring Purchasing Performance
• Sub-chapter 5.3: Continuous Improvement and DigitalizationChapter 6: Case Studies and Practical Applications
• Sub-chapter 6.1: Analysis of real-life cases
• Sub-chapter 6.2: Role-playing games and negotiation simulations
• Sub-chapter 6.3: Project file and final presentation -
2
Cost optimization and supplier contract monitoring
SUMMARY :
Chapter 1: Introduction to cost optimization and supplier contract monitoring
• Sub-chapter 1.1: Strategic and operational issues
• Sub-chapter 1.2: Overview of purchasing practices
• Sub-chapter 1.3: Legal and regulatory frameworkChapter 2: Supplier Cost Analysis Methodologies
• Sub-chapter 2.1: Total Cost of Ownership Analysis
• Sub-chapter 2.2: Cost breakdown methods
• Sub-chapter 2.3: Value Analysis and Cost ReductionChapter 3: Tools and indicators for economic management
• Sub-chapter 3.1: Purchasing Dashboards and KPIs
• Sub-chapter 3.2: Supplier Benchmarking
• Sub-chapter 3.3: Digitalization of purchasing managementChapter 4: Contractual Monitoring and Supplier Performance Management
• Sub-chapter 4.1: Building a high-performing supplier contract
• Sub-chapter 4.2: Monitoring and evaluation process
• Sub-chapter 4.3: Managing the supplier relationshipChapter 5: Case studies, simulations and professional placements
• Sub-chapter 5.1: Cost Optimization Case Studies
• Sub-chapter 5.2: Negotiation and Contractualization
• Sub-chapter 5.3: Main project for practical application -
3
Case study in procurement and tender management
SUMMARY :
Chapter 1: Fundamentals of Purchasing and Tendering
• Sub-chapter 1.1: General framework of the purchasing function
• Sub-chapter 1.2: Regulatory and legal environment
• Sub-chapter 1.3: Call for tenders: definitions and typologiesChapter 2: Identifying the need and preparing the tender documents
• Sub-chapter 2.1: Needs and Stakeholder Analysis
• Sub-chapter 2.2: Drafting the specifications
• Sub-chapter 2.3: Organization of the procedureChapter 3: Analysis of Bids and Supplier Selection
• Sub-chapter 3.1: Receiving and managing bids
• Sub-chapter 3.2: Multi-criteria analysis methods
• Sub-chapter 3.3: Negotiation and ContractualizationChapter 4: Contractual Monitoring and Performance Evaluation
• Sub-chapter 4.1: Managing the supplier relationship
• Sub-chapter 4.2: Evaluation and continuous improvement
• Sub-chapter 4.3: Strategic Management ToolsChapter 5: Case Studies and Real-Life Scenarios
• Sub-chapter 5.1: Case study – Complex tendering process in the public sector
• Sub-chapter 5.2: Case study – Purchasing strategy in an international group
• Sub-chapter 5.3: Practical workshop – Drafting, analyzing and simulating a call for tenders -
4
Tender management: methodology and implementation
Summary :
Chapter 1: Introduction to calls for tenders
• Sub-chapter 1.1: General framework and issues
• Sub-chapter 1.2: Public vs. Private Tenders
• Sub-chapter 1.3: Tender lifecycleChapter 2: Defining the need and preparing the file
• Sub-chapter 2.1: Needs Analysis
• Sub-chapter 2.2: Drafting the specifications
• Sub-chapter 2.3: Risk anticipationChapter 3: Launching and managing the consultation
• Sub-chapter 3.1: Choosing the procedure
• Sub-chapter 3.2: Publication and communication
• Sub-chapter 3.3: Receipt and opening of bidsChapter 4: Analysis of offers and selection
• Sub-chapter 4.1: Evaluation Methodology
• Sub-chapter 4.2: Clarification and negotiation
• Sub-chapter 4.3: Decision and notificationChapter 5: Contractualization and Monitoring of Performance
• Sub-chapter 5.1: Contractual formalization
• Sub-chapter 5.2: Monitoring of the service
• Sub-chapter 5.3: Final evaluation and capitalizationChapter 6: Case studies and real-life scenarios
• Sub-chapter 6.1: Simulation of a complete call for tenders
• Sub-chapter 6.2: Real-life case studies
• Sub-chapter 6.3: Comparative Analysis Workshop -
5
Negotiation and Contractualization Strategies
Summary :
Chapter 1: Strategic Foundations of Negotiation in Purchasing
• Sub-chapter 1.1: Issues and strategic framework
• Sub-chapter 1.2: Needs analysis and preparation
• Sub-chapter 1.3: Determining objectives and leversChapter 2: Techniques and Methods of Professional Negotiation
• Sub-chapter 2.1: Negotiation Models and Styles
• Sub-chapter 2.2: Conducting a negotiation process
• Sub-chapter 2.3: Communication and posture of the negotiatorChapter 3: Contractualization and Risk Management
• Sub-chapter 3.1: Legal Fundamentals of the Contract
• Sub-chapter 3.2: Contract drafting and negotiation
• Sub-chapter 3.3: Managing contractual risksChapter 4: Complex Environments and Specific Cases
• Sub-chapter 4.1: Negotiation in international markets
• Sub-chapter 4.2: Negotiation in the context of innovative or technological purchasing
• Sub-chapter 4.3: Tenders and negotiation in public procurementChapter 5: Case study, simulation and evaluation
• Sub-chapter 5.1: Case studies and critical analysis
• Sub-chapter 5.2: Role-playing games and immersive simulations
• Sub-chapter 5.3: Assessment of learning outcomes and capitalization
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6
Negotiation techniques and objection handling
SUMMARY :
Chapter 1: Foundations of Negotiation
• Sub-chapter 1.1: Definition and typology of negotiation
• Sub-chapter 1.2: Fundamental Principles of Negotiation
• Sub-chapter 1.3: Ethical and cultural framework of negotiation
Chapter 2: Negotiation Techniques and Tools
• Sub-chapter 2.1: Preparing for the negotiation
• Sub-chapter 2.2: Conducting the negotiation
• Sub-chapter 2.3: Closure and follow-up
Chapter 3: Handling Objections
• Sub-chapter 3.1: Identification and typology of objections
• Sub-chapter 3.2: Methodologies for handling objections
• Sub-chapter 3.3: Practical cases of objection management
Chapter 4: Complex Negotiation and High-Stakes Situations
• Sub-chapter 4.1: Characteristics of complex negotiations
• Sub-chapter 4.2: Advanced Negotiation Strategies
• Sub-chapter 4.3: Practical Application Workshop
Chapter 5: Assessment and Continuous Improvement of Negotiation Skills
• Sub-chapter 5.1: Self-assessment and feedback
• Sub-chapter 5.2: Training and improvement
• Sub-chapter 5.3: Measuring Performance in Negotiation
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7
Customer loyalty and satisfaction strategies
SUMMARY :
Chapter 1: Foundations of Customer Loyalty and Satisfaction• Sub-chapter 1.1: Key concepts and definitions
• Sub-chapter 1.2: Strategic challenges of customer loyalty
• Sub-chapter 1.3: Loyal Consumer Behavior
Chapter 2: Measuring Customer Satisfaction and Loyalty
• Sub-chapter 2.1: Indicators and measurement tools
• Sub-chapter 2.2: Customer Surveys and Feedback
• Sub-chapter 2.3: Technological tools and data analytics
Chapter 3: Customer Loyalty Strategies
• Sub-chapter 3.1: Loyalty Programs
• Sub-chapter 3.2: Personalization and relationship marketing
• Sub-chapter 3.3: Customer loyalty through customer experience
Chapter 4: Complaints Management and Attrition Prevention
• Sub-chapter 4.1: Proactive management of dissatisfaction
• Sub-chapter 4.2: Retention Strategies
• Sub-chapter 4.3: Managing lost customers
Chapter 5: Case studies and professional simulations
• Sub-chapter 5.1: Sectoral Case Studies
• Sub-chapter 5.2: Strategic Design Workshops
• Sub-chapter 5.3: Simulation and decision-making
Chapter 6: Trends and innovations in customer loyalty
• Sub-chapter 6.1: New consumer expectations
• Sub-chapter 6.2: Emerging Technologies
• Sub-chapter 6.3: Towards sustainable loyalty
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8
Communication and brand management in a competitive environment
SUMMARY :
Chapter 1: Foundations of Communication and Branding
• Sub-chapter 1.1: Communication Theories
• Sub-chapter 1.2: Origins and definitions of the brand
• Sub-chapter 1.3: Strategic issues in a competitive environment
Chapter 2: Building and Managing Brand Identity
• Sub-chapter 2.1: Brand identity
• Sub-chapter 2.2: Strategic Positioning
• Sub-chapter 2.3: Brand Architecture and Extension
Chapter 3: Integrated Communication Devices
• Sub-chapter 3.1: Integrated Brand Communication
• Sub-chapter 3.2: Advertising, content and storytelling
• Sub-chapter 3.3: Public relations, influence and reputation
Chapter 4: Consumer Engagement and Brand Experience
• Sub-chapter 4.1: Consumer behavior towards the brand
• Sub-chapter 4.2: Brand experience
• Sub-chapter 4.3: Brand Engagement and Communities
Chapter 5: Strategic Management and Performance Indicators
• Sub-chapter 5.1: Brand Audit and Diagnosis
• Sub-chapter 5.2: Marketing Performance Indicators
• Sub-chapter 5.3: Innovation, monitoring and continuous adaptation
Chapter 6: Case Studies and Professional Simulations
• Sub-chapter 6.1: Emblematic Case Studies
• Sub-chapter 6.2: Collaborative projects and strategic pitches
• Sub-chapter 6.3: Critical analysis and reflexivity
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9
Monitoring and analysis of sales performance
Summary :
Chapter 1: Fundamentals of Sales Performance
• Sub-chapter 1.1: Defining commercial performance
• Sub-chapter 1.2: Actors and scope of performance
• Sub-chapter 1.3: Key Performance Indicators (KPIs)
Chapter 2: Performance Monitoring Methodologies
• Sub-chapter 2.1: Business Information Systems
• Sub-chapter 2.2: Building a Sales Dashboard
• Sub-chapter 2.3: Quantitative and qualitative analysis methods
Chapter 3: Managing and driving sales performance
• Sub-chapter 3.1: Performance Diagnosis
• Sub-chapter 3.2: Team leadership and sales stimulation
• Sub-chapter 3.3: Decision-making and strategic management
Chapter 4: Case studies and decision-making simulations
• Sub-chapter 4.1: Sectoral Case Studies
• Sub-chapter 4.2: Diagnostic and recommendation workshops
• Sub-chapter 4.3: Simulation of a commercial steering committee
Chapter 5: Trends and innovations in sales management
• Sub-chapter 5.1: Data science and artificial intelligence
• Sub-chapter 5.2: New managerial approaches
• Sub-chapter 5.3: Ethics and responsibility in performance
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10
Intercultural negotiation and adaptation to international markets
SUMMARY :
Chapter 1: Foundations of Intercultural Negotiation• Sub-chapter 1.1: Challenges of the internationalization of trade
• Sub-chapter 1.2: Theoretical frameworks of interculturality
• Sub-chapter 1.3: Cultural representations and stereotypes
Chapter 2: Mastering Intercultural Communication
• Sub-chapter 2.1: Language, codes and protocols
• Sub-chapter 2.2: Key intercultural skills
• Sub-chapter 2.3: Effective Communication Strategies
Chapter 3: Negotiating in a Multicultural Environment
• Sub-chapter 3.1: Negotiation Styles Across Cultures
• Sub-chapter 3.2: Stages of the negotiation process
• Sub-chapter 3.3: Comparative Case Studies
Chapter 4: Strategic Adaptation to International Markets
• Sub-chapter 4.1: Market research with a cultural component
• Sub-chapter 4.2: Intercultural Business Deployment
• Sub-chapter 4.3: Managing multicultural teams
Chapter 5: Practical Application and Professional Development
• Sub-chapter 5.1: Simulated Negotiation Workshops
• Sub-chapter 5.2: Analysis of real-life cases
• Sub-chapter 5.3: Building an international project
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11
Planning an effective sales prospecting strategy
SUMMARY :
Chapter 1: Introduction to Sales Prospecting
• Sub-chapter 1.1: Defining sales prospecting
• Sub-chapter 1.2: Typology of prospecting actions
• Sub-chapter 1.3: Main challenges and levers for efficiency
Chapter 2: Strategic Prospecting Planning
• Sub-chapter 2.1: Market analysis and target segmentation
• Sub-chapter 2.2: Defining prospecting objectives
• Sub-chapter 2.3: Building a sales action plan
Chapter 3: Tools and Methods of Modern Prospecting
• Sub-chapter 3.1: Traditional and digital tools
• Sub-chapter 3.2: Approach and Contact Techniques
• Sub-chapter 3.3: Analysis and continuous improvement of prospecting
Chapter 4: Case studies and prospecting simulations
• Sub-chapter 4.1: Targeting workshop and building a prospecting database
• Sub-chapter 4.2: Workshop on designing prospecting scripts and emails
• Sub-chapter 4.3: Simulation of prospecting campaigns
Chapter 5: Strategic Decision-Making in Prospecting
• Sub-chapter 5.1: Analysis of data from prospecting
• Sub-chapter 5.2: Diagnosis of commercial performance
• Sub-chapter 5.3: Developing an improvement plan
Chapter 6: Summary and career prospects
• Sub-chapter 6.1: Key skills for success in prospecting
• Sub-chapter 6.2: Developments in sales prospecting
• Sub-chapter 6.3: Final assessment and synthesis project
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12
Managing calls for tenders and preparing a commercial offer
SUMMARY :
Chapter 1: Introduction to Tender Management
• Sub-chapter 1.1: Understanding the call for tenders
• Sub-chapter 1.2: The tendering process
• Sub-chapter 1.3: Analysis of a tender dossier
Chapter 2: Tender Response Strategy
• Sub-chapter 2.1: Decision to apply
• Sub-chapter 2.2: Organizing the response
• Sub-chapter 2.3: Developing the response plan
Chapter 3: Designing a Winning Business Offer
• Sub-chapter 3.1: Defining the value proposition
• Sub-chapter 3.2: Drafting the commercial offer
• Sub-chapter 3.3: Costing and economic modeling
Chapter 4: Presentation and negotiation of the offer
• Sub-chapter 4.1: Preparing for the oral defense
• Sub-chapter 4.2: Oral presentation techniques
• Sub-chapter 4.3: Final Negotiation
Chapter 5: Post-Offer Analysis and Continuous Improvement
• Sub-chapter 5.1: Performance Evaluation
• Sub-chapter 5.2: Optimizing future responses
• Sub-chapter 5.3: Customer relationship management after the call for tenders
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13
Tools and methods for managing key accounts
SUMMARY :
Chapter 1: Introduction to Key Account Management
• Sub-chapter 1.1: Definition and challenges of key accounts
• Sub-chapter 1.2: Mapping of stakeholders and internal organization
• Sub-chapter 1.3: Key success factors in key account management
Chapter 2: Strategic Analysis of the Key Accounts Portfolio
• Sub-chapter 2.1: Customer Portfolio Diagnosis
• Sub-chapter 2.2: Segmentation and targeting of key accounts
• Sub-chapter 2.3: Competitive analysis and positioning
Chapter 3: Building the Key Account Strategy
• Sub-chapter 3.1: Defining a development strategy
• Sub-chapter 3.2: Designing a customized offer
• Sub-chapter 3.3: Managing the Key Account Strategy
Chapter 4: Operational Tools for Key Account Management
• Sub-chapter 4.1: CRM (Customer Relationship Management) and automation tools
• Sub-chapter 4.2: Prospecting and Relationship Maintenance Techniques
• Sub-chapter 4.3: Negotiation and closing with key accounts
Chapter 5: Management and sustainable development of major accounts
• Sub-chapter 5.1: Monitoring and evaluating customer satisfaction
• Sub-chapter 5.2: Sales growth and up-selling/cross-selling
• Sub-chapter 5.3: Management and leadership of a key account team
Chapter 6: Case Studies and Practical Simulations
• Sub-chapter 6.1: Analysis of real-life business cases
• Sub-chapter 6.2: Role-playing workshops
• Sub-chapter 6.3: Professional project for managing a major account
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14
Case study in sales prospecting and negotiation
Summary :
Chapter 1: Fundamentals of Sales Prospecting
• Sub-chapter 1.1: Definition and challenges of prospecting
• Sub-chapter 1.2: Targeting and qualification strategies
• Sub-chapter 1.3: Prospecting Channels and Tools
Chapter 2: Preparing and Building the Sales Approach
• Sub-chapter 2.1: Needs analysis and sales approach
• Sub-chapter 2.2: Designing the sales pitch
• Sub-chapter 2.3: Preparation of materials and maintenance
Chapter 3: Commercial Negotiation in a B2B Context
• Sub-chapter 3.1: Principles and stages of negotiation
• Sub-chapter 3.2: Negotiator Behavior and Psychology
• Sub-chapter 3.3: Complex and collective negotiation
Chapter 4: Practical Case Studies and Simulations
• Sub-chapter 4.1: Case study in field prospecting
• Sub-chapter 4.2: B2B Negotiation Case Study
• Sub-chapter 4.3: Critical analysis and areas for improvement
Chapter 5: Managing Sales Performance
• Sub-chapter 5.1: Key monitoring indicators
• Sub-chapter 5.2: Digital tools to assist with prospecting and negotiation
• Sub-chapter 5.3: Agile and responsive sales organization
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16
Digital communication tools and platforms
SUMMARY :
Chapter 1 — Introduction to Digital Communication
Chapter 2 — Social Media and Content Strategy
Chapter 3 — Digital Advertising
Chapter 4 — Emailing, CRM and Marketing Automation
Chapter 5 — Graphic Design and Content Production Tools
Chapter 6 — Strategic Analysis and Management Tools
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17
Content strategies and digital storytelling
Summary :
Chapter 1: Foundations of digital content and storytelling
• Sub-chapter 1.1: History, definitions and issues
• Sub-chapter 1.2: Applied Communication Theories
• Sub-chapter 1.3: Digital culture and audience behavior
Chapter 2: Content Strategy: Foundations and Methodologies
• Sub-chapter 2.1: Defining a content strategy
• Sub-chapter 2.2: The strategic process
• Sub-chapter 2.3: Governance and management of content
Chapter 3: Storytelling in the service of brands
• Sub-chapter 3.1: Fundamental Principles of Storytelling
• Sub-chapter 3.2: Narrative Variations and Formats
• Sub-chapter 3.3: Emblematic cases and lessons learned
Chapter 4: Platforms, formats and digital content production
• Sub-chapter 4.1: Digital Ecosystems
• Sub-chapter 4.2: Content Production
• Sub-chapter 4.3: Performance Measurement and Optimization
Chapter 5: Branded Content, Influence, and Community Engagement
• Sub-chapter 5.1: Brand content
• Sub-chapter 5.2: Influence, ambassadors and UGC (user-generated content)
• Sub-chapter 5.3: Community Engagement and Animation
Chapter 6: Practical Workshop: Designing and Deploying a Content Strategy
• Sub-chapter 6.1: Strategic briefing and problem analysis
• Sub-chapter 6.2: Device Design
• Sub-chapter 6.3: Reporting, evaluation and feedback
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18
E-reputation management and digital influence
SUMMARY :
Chapter 1: Foundations of e-reputation
• Sub-chapter 1.1: Definitions and issues
• Sub-chapter 1.2: Digital ecosystem and actors
• Sub-chapter 1.3: Theories and models of analysis
Chapter 2: Mapping, Monitoring, and Measuring Online Reputation
• Sub-chapter 2.1: Mapping of presence and vulnerability
• Sub-chapter 2.2: Monitoring Tools and Methodologies
• Sub-chapter 2.3: Indicators and dashboards
Chapter 3: Strategies for managing and building online reputation
• Sub-chapter 3.1: Proactive Strategies
• Sub-chapter 3.2: Reactive Strategies and Crisis Management
• Sub-chapter 3.3: Recommendations and strategic positioning
Chapter 4: Digital Influence and Relationships with Influencers
• Sub-chapter 4.1: Understanding the economics of influence
• Sub-chapter 4.2: Influence campaigns and partnerships
• Sub-chapter 4.3: Regulation and transparency
Chapter 5: Practical Workshop and Case Study
• Sub-chapter 5.1: E-reputation diagnosis
• Sub-chapter 5.2: Construction of a management system
• Sub-chapter 5.3: Final presentation and group feedback
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19
Developing a digital communication strategy
Summary :
Chapter 1: Introduction to Strategic Digital Communication
• Sub-chapter 1.1: Challenges and specificities of digital communication
• Sub-chapter 1.2: Overview of digital channels
• Sub-chapter 1.3: Strategic approach and digital positioning
Chapter 2: Environmental Analysis and Strategic Diagnosis
• Sub-chapter 2.1: Digital Market Research
• Sub-chapter 2.2: Digital Communication Audit
• Sub-chapter 2.3: Strategic diagnosis and needs assessment
Chapter 3: Developing the digital communication strategy
• Sub-chapter 3.1: Building the overall strategy
• Sub-chapter 3.2: Choice of digital channels and tools
• Sub-chapter 3.3: Strategic Planning
Chapter 4: Operational Implementation
• Sub-chapter 4.1: Content Production and Management
• Sub-chapter 4.2: Activating Visibility Levers
• Sub-chapter 4.3: Project management and team coordination
Chapter 5: Management, optimization and performance measurement
• Sub-chapter 5.1: Action tracking and dashboards
• Sub-chapter 5.2: Analysis of results and iteration
• Sub-chapter 5.3: Strategic assessment and projection
Chapter 6: Case studies and professional simulations
• Sub-chapter 6.1: Real-life case studies
• Sub-chapter 6.2: Strategic Design Workshops
• Sub-chapter 6.3: Complete simulation of a professional assignment
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20
Case study in applied digital communication
Summary :
Chapter 1: Fundamentals of Applied Digital Communication
• Sub-chapter 1.1: Evolution and challenges of digital communication
• Sub-chapter 1.2: Contemporary digital ecosystem
• Sub-chapter 1.3: Theories and models of digital communication
Chapter 2: Methodology of the case study in communication
• Sub-chapter 2.1: Constructing a strategic problem
• Sub-chapter 2.2: Situation analysis and diagnosis
• Sub-chapter 2.3: Methodological approach to a case study
Chapter 3: Design of digital communication devices
• Sub-chapter 3.1: Content Strategy
• Sub-chapter 3.2: Influence campaigns and community engagement
• Sub-chapter 3.3: Paid media and visibility levers
Chapter 4: Measuring, analyzing, and managing digital performance
• Sub-chapter 4.1: Web analytics and dashboards
• Sub-chapter 4.2: Qualitative evaluation of digital actions
• Sub-chapter 4.3: Data-driven decision making
Chapter 5: Practical Case Studies and Professional Simulations
• Sub-chapter 5.1: Analysis of emblematic real-life cases
• Sub-chapter 5.2: Designing an applied case study in groups
• Sub-chapter 5.3: Oral presentations and pedagogical feedback
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21
Introduction to digital communication and e-marketing
Summary :
Chapter 1: Foundations of digital communication and e-marketing
• Sub-chapter 1.1: Historical and contextual evolution
• Sub-chapter 1.2: Definitions and Key Concepts
• Sub-chapter 1.3: Digital Ecosystem
Chapter 2: Digital Communication Strategies
• Sub-chapter 2.1: Analysis of the environment and targets
• Sub-chapter 2.2: Building a digital communication strategy
• Sub-chapter 2.3: Budgeting and resource allocation
Chapter 3: E-marketing Tools and Techniques
• Sub-chapter 3.1: Organic and paid search engine optimization (SEO/SEA)
• Sub-chapter 3.2: Content Marketing and Inbound Marketing
• Sub-chapter 3.3: Digital Advertising and Social Networks
Chapter 4: Management and evaluation of digital actions
• Sub-chapter 4.1: Performance measurement and key indicators
• Sub-chapter 4.2: Optimization and strategic adjustments
• Sub-chapter 4.3: Crisis management and communication in sensitive situations
Chapter 5: Case studies and application workshops
• Sub-chapter 5.1: Analysis of existing digital campaigns
• Sub-chapter 5.2: Designing a digital communication strategy
• Sub-chapter 5.3: Digital Crisis Management Simulation
Chapter 6: Future Trends and Career Prospects
• Sub-chapter 6.1: Emerging Technologies and Digital Marketing
• Sub-chapter 6.2: Ethics and responsible communication
• Sub-chapter 6.3: Skills and careers in the digital sector
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22
Finalization and critical review of the project
SUMMARY :
Chapter 1: Introduction to Project Finalization
• Sub-chapter 1.1: Challenges of project completion
• Sub-chapter 1.2: Actors involved and responsibilities
• Sub-chapter 1.3: Objectives and deliverables of the final phase
Chapter 2: Critical Review of the Project
• Sub-chapter 2.1: Principles and critical stance
• Sub-chapter 2.2: Methods of critical analysis
• Sub-chapter 2.3: Analysis of discrepancies and malfunctions
Chapter 3: Project Performance Evaluation
• Sub-chapter 3.1: Performance Indicators (KPIs – Key Performance Indicators)
• Sub-chapter 3.2: Lessons Learned (REX)
• Sub-chapter 3.3: Stakeholder evaluation
Chapter 4: Tools and Techniques for Finalization
• Sub-chapter 4.1: Closing Management Tools
• Sub-chapter 4.2: Final presentation techniques
• Sub-chapter 4.3: Document management and archiving
Chapter 5: Strategic Decision-Making at the End of a Project
• Sub-chapter 5.1: Strategic Analysis of Results
• Sub-chapter 5.2: Residual Risk Management
• Sub-chapter 5.3: Closing strategic communication
Chapter 6: Practical workshop for finalization and proofreading
• Sub-chapter 6.1: Paired case study
• Sub-chapter 6.2: Role-playing games and mock defenses
• Sub-chapter 6.3: Self-assessment and professional commitment
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23
Presentation of results and recommendations
SUMMARY :
Chapter 1: Understanding the purpose of the activity report
• Sub-chapter 1.1: Definition and strategic roles
• Sub-chapter 1.2: Regulatory and normative frameworks
• Sub-chapter 1.3: Positioning within the communication strategy
Chapter 2: Formal Structure of an Activity Report
• Sub-chapter 2.1: Classical Architecture and Expectations
• Sub-chapter 2.2: Fundamental Content
• Sub-chapter 2.3: Appendices, data and certifications
Chapter 3: Building relevant and impactful content
• Sub-chapter 3.1: Strategic Narration and Storytelling
• Sub-chapter 3.2: Information Relevance and Data Selection
• Sub-chapter 3.3: Rigor, objectivity and transparency
Chapter 4: Editorial Design and Promotional Materials
• Sub-chapter 4.1: Graphic charter and visual identity
• Sub-chapter 4.2: Multimodality and digital formats
• Sub-chapter 4.3: Content Timing and Updates
Chapter 5: Professional Practices and Case Studies
• Sub-chapter 5.1: Business Case Studies
• Sub-chapter 5.2: Activity Report Design Workshop
• Sub-chapter 5.3: Oral presentation and professional defense
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24
presentation of results and recommendations
SUMMARY :
Chapter 1 — Fundamentals of Strategic Communication
1.1 — Theoretical frameworks of communication
1.2 — Communication as a lever for decision-making
1.3 — Typology of communication devicesChapter 2 — Identifying needs and analyzing the problem
2.1 — Defining the communication need
2.2 — Research, monitoring and benchmarking
2.3 — Target Audience AnalysisChapter 3 — Designing a suitable communication device
3.1 — Development of the communication strategy
3.2 — Creating messages and storytelling
3.3 — Planning and operational implementationChapter 4 — Data Analysis and Impact Assessment
4.1 — Qualitative and quantitative analysis methods
4.2 — Data visualization and presentation of results
4.3 — Organizational LearningChapter 5 — Strategic Recommendations and Professional Defense
5.1 — Development of relevant recommendations
5.2 — Oral presentation techniques
5.3 — Professional simulation and feedback -
25
Report and presentation of a digital project
SUMMARY :
Chapter 1: Introduction to the digital project
• Sub-chapter 1.1: Understanding the concept of a digital project
• Sub-chapter 1.2: The life cycle of a digital project
• Sub-chapter 1.3: The framework of the report and the defense
Chapter 2: Project Management Methodology
• Sub-chapter 2.1: Traditional and Agile Methods
• Sub-chapter 2.2: Project Management Tools
• Sub-chapter 2.3: Project Governance and Management
Chapter 3: Drafting the Project Report
• Sub-chapter 3.1: Structuring the report
• Sub-chapter 3.2: Professional Writing
• Sub-chapter 3.3: Consistency and quality of the deliverable
Chapter 4: Preparing for the Defense
• Sub-chapter 4.1: Construction of oral discourse
• Sub-chapter 4.2: Presentation materials
• Sub-chapter 4.3: Professional Posture and Stress Management
Chapter 5: Case Studies and Practical Application
• Sub-chapter 5.1: Analysis of existing digital projects
• Sub-chapter 5.2: Guided Writing Workshop
• Sub-chapter 5.3: Defense simulations
Chapter 6: Review and Evaluation
• Sub-chapter 6.1: Individual and group assessment
• Sub-chapter 6.2: Reflexivity and professional projection
• Sub-chapter 6.3: Module Conclusion
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26
Fundamental principles of digital project management
Course outline
Chapter 1: Foundations of CSR and the role of indicators
• Sub-chapter 1.1: Understanding CSR in a managerial context
• Sub-chapter 1.2: Typology of CSR indicators
• Sub-chapter 1.3: Functions and challenges of CSR indicatorsChapter 2: CSR Analysis and Diagnostic Tools
• Sub-chapter 2.1: CSR assessment methodologies
• Sub-chapter 2.2: Audit frameworks and tools
• Sub-chapter 2.3: Data Collection and Processing ToolsChapter 3: Designing a CSR indicator system
• Sub-chapter 3.1: Defining objectives and scope
• Sub-chapter 3.2: Development of relevant indicators
• Sub-chapter 3.3: Implementation and managementChapter 4: Using CSR indicators in a decision-making context
• Sub-chapter 4.1: Analysis and interpretation of results
• Sub-chapter 4.2: Decision-making and corrective actions
• Sub-chapter 4.3: Communication of results and credibilityChapter 5: Case studies and professional simulations
• Sub-chapter 5.1: Business case study: design and deployment of CSR indicators
• Sub-chapter 5.2: Workshop: CSR audit and performance evaluation
• Sub-chapter 5.3: Simulation of a CSR strategic committee
