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The life sciences industry, and especially the field of epigenetics research, is booming due to different factors, such as the high prevalence of cancer. Biotech companies are pressured to constantly innovate, by continuously investing in research and development activities, to cope with the acceleration of this industry. 

This thesis has been developed with the aim of supporting the development of Diagenode in such context. Diagenode is a biotech company offering innovative products to support epigenetics research. Its success relies on its flagship product, the Bioruptor, which allows the company to grow at a double-digit rate on the instruments market. However, the company is facing a growth slowdown on the second market in which it is active: the kits and reagents market, although the growth forecasts of this market were the most promising. 

This project aims at accompanying the implementation of an Inbound Marketing strategy to support the company’s double-digit growth objective on the kits and reagents market. After conducting the strategic audit of the company, which allowed to identify its source of differentiation and competitive advantage, a clear strategy, based on both the identified problem and the industry attractiveness, was formulated and developed.

The Inbound marketing strategy was then developed based on the customer journey map, which aims at identifying the channels customers use and the content they consume when interacting with the brand, and evaluate their experience along this journey. By doing so, the company could therefore deliver the right content, to the right target, through the right channel, to deliver a seamless and positive experience. 

This strategy is relevant to a company willing to grow organically, as it can only rely on its own internal resources and capabilities, which should therefore be leveraged in the most optimal way. This strategy allows to optimize the marketing efforts by choosing the most relevant targets to deliver the most appealing content to. Per opposition to an Outbound strategy, which consists in spreading advertisements of various forms to reach out to the broadest audience, the impact of which is highly difficult to measure but often low, the measurement of an Inbound strategy, in terms of impact, profitability, and return on investment is facilitated, and often positive.

Inbound Marketing --- customer journey --- organic growth --- competitive advantage --- differentiation --- Inbound marketing --- marketing entrant --- avantage compétitif --- différentiation --- croissance organique --- parcours client --- Sciences économiques & de gestion > Marketing

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Dans un monde de plus en plus globalisé où les interactions entre pays et cultures ne cessent d’augmenter, le multiculturalisme au sein des entreprises devient parfois la règle plutôt que l’exception. Ce mélange culturel tire son origine de deux sources principales : la migration de personnes et le déplacement temporaire. Au sein du secteur de la construction analysé dans ce travail de fin d’études, la deuxième option est la forme la plus répandue et celle-ci est généralement mise en œuvre par le détachement de travailleurs. L’expansion considérable du phénomène oblige les différents acteurs du secteur à se pencher sur la question. En effet, cette mosaïque de cultures et de nationalités présente des difficultés de l’ordre linguistique et interactionnel qui peuvent se refléter directement sur le fonctionnement et la performance de l’entreprise. Aux fins du présent travail, la gestion des langues et des cultures a d’abord été analysée d’un point de vue théorique avant de vérifier les concepts constatés au moyen d’entretiens effectués auprès des différents acteurs concernés. À la faveur de ces analyses théoriques et pratiques, des pistes de solutions ont été formulées. In an increasingly globalised world where the interactions between countries and cultures have been rising steadily, the multiculturalism among the companies becomes sometimes the rule rather than the exception. This cultural mix had its origins in two main sources: the people’s migration and the temporary displacement. Inside the construction sector analyzed in this thesis, the second option is the most usual and is frequently implemented through the posting of workers. The significant expansion of this tendency has obliged the different actors in this sector to tackle the issue. Indeed, this mosaic of cultures and nationalities presents linguistic and interactional difficulties that could have a direct impact on the operations and the performance of the company. For the purposes of this work, the linguistic and cultural management has primarily been analyzed from a theoretical perspective and has been verified later by interviews conducted with the relevant actors. Thanks to these theoretical and practical interviews, possible solutions have been developed.

Détachement --- Multiculturalisme --- Langues --- Cultures --- Construction --- Gestion --- Posting --- Multiculturalism --- Languages --- Cultures --- Construction --- Management --- Sciences économiques & de gestion > Gestion de l'entreprise & théorie des organisations

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SPI is a public company acting for the economic development of the province of Liège. Their main mission, and thus their main revenue stream, is to provide business properties to companies that want to run their businesses in the province. In the last months, SPI has been suffering from competition on the market due to a multiplication of operators. 
Therefore, this project-thesis aims to suggest a marketing strategy for one of their promising products: the Val Benoit site. The particularity of this site is that it is densified, and it combines different functionalities (residential, economic and services) within the same place.
The first part of this project was to understand the legal framework and the constraints of the company given its public status.
SPI has a lot of information about the market, thus the second part was to define and understand the market using external analysis. Environmental information was compiled, customer behaviors were decrypted with internal information and a quantitative research conducted to try to confirm these data. Coupled with an internal analysis in the third part, a SWOT analysis was completed.
The fourth part describes the strategy involving branding and makes also some suggestions for the marketing mix.
Finally, some ideas about future projects of densified spaces are explored and discussed.

Marketing strategy --- Densified spaces --- Val Benoit --- Public company --- Business property --- Functional mixing --- Sciences économiques & de gestion > Marketing

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The project developed in the company and exposed in this thesis consists of the creation of a performance review process for the distributors of Brunswick Marine in EMEA. This American firm is the regional headquarters of Mercury Marine, the well-known boat engine builder, for Europe, Middle-East and Africa. In order to supply their products, the company works with distributors in countries where they have a poor knowledge of the market.
The review process had to be constructed following the principles of the Balanced Scorecard. Moreover, the integration of the scorecard in a business intelligence tool, Power BI, was also required to turn the tool into a dynamic and functional one. This system will allow the company to collaborate better with its distributors by targeting strengths to maintain and weaknesses to fill.
During the first stages of the project, I got to know the company and its actual communication system with the distributors. Then, an analysis of the distributors evaluation processes in similar firms that Brunswick Marine in EMEA brought an insight in their best practices.
During the improvement stage, a new performance review process was put in place. This structure is constructed in waterfall from the global strategy of Mercury Marine to specific objectives linked to the business of the distributors. Furthermore, indicators allow to measure the performance of each distributors on those objectives. Finally, a scoring system distinguish the best distributors.
The technical and organizational constraints of this project imply that only a part of the objectives was integrated in the performance review process immediately usable with the distributors. Various indicators have been proposed in the recommendations section for a future implementation. Nonetheless, enhancements must also be undertaken on the scoring system and on the business intelligence tool.

Performance Management --- Distributors --- Strategy Map --- Balanced Scorecard --- Key Performance Indicators --- Business Intelligence --- Power BI --- Sciences économiques & de gestion > Gestion de l'entreprise & théorie des organisations

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The health sector is undergoing an incredible transformation due to the growing and ageing population. Public and private health systems are facing pressure and declining profit margins. eHealth and mHealth appear as solutions to improve care and to facilitate treatments thanks to new technologies and mobile technologies.
This project-thesis takes place within the start-up named Andaman7. On one hand, the company has created a mobile application for patients. They can have access to their electronical health record whenever they want. On the other hand, it offers a platform for health care professionals, such as hospitals and pharmaceutical companies. The latter can collect anonymised medical data from patients to improve care and clinical trials.
This work proposes a digital marketing strategy intended for the Business to Business (B2B) market.
There are different obstacles. The professional market is complex with a multitude of people involved in the buying process. Legal constraints are important in the health sector and have a great impact on marketing campaigns too.
The health market is analysed, and different solutions are considered to communicate at best with the potential targets.
Nowadays, the customer journey almost systematically begins online. Therefore, a digital strategy is essential. Outbound marketing and inbound marketing are two main strategies in the marketing field. This second technique is based on the consent of the internet user. It respects laws, regulations and privacy.
Inbound marketing gives better results than push advertising in identifying prospects and leads. The “strategy of the Sherpa” explains how to appeal to internet user in order to transform them into a client or an ambassador. The content is the key and “baits” are a good solution to tempt people.
Inbound marketing is the future, in which people ask to be informed and are not bombarded with unwanted adverts.

Andaman7 --- Belgium --- start-up --- eHealth --- mHealth --- marketing --- digital marketing --- inbound marketing --- content marketing --- strategy of the Sherpa --- permission marketing --- Sciences économiques & de gestion > Marketing