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Innovating through the marketing conceptual model 

The dark side of marketing conceptual model

Innovating through the marketing conceptual model Category: Methods and Tools
Type: Workshops and Seminars
Duration: Between 5 and 8 hours
Format: Classroom formatBlended formate-learningRapid format
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To innovate, start new projects,  to make progress ... Nowadays, every company  is involved in the constant search for improvement. That is why they require increasingly more tools to find new ideas. However, it’s not only necessary to create new techniques, but also to reorganize the oldest ones’ approach. In this module, we will have a wash to the conceptual model of marketing, in order to draw from it many innovative and ingenious ideas.



  • To understand what is the market approach. Knowing how to find new markets through the variables PESTLE
  • To know the different kinds of segmentation variables to find new market niches
  • To understand the segmentation matrix and its functions. Understanding the network effects  when it comes to segment 
  • To distinguish positioning attributes that allow us to innovate



  • Develop an suitable strategy for innovation based on the conceptual model of marketing
  • To get a deep understanding of the market approach
  • To manage the marketing mix according to the value equation
  • To understand the variety of strategies to follow for the change of positioning 
  • To learn the variables that best define consumers to group them
  • To understand the attributes that best define the company to compare it