Marketing in automotive
automotive marketing: the long consideration funnel, brand and the dealer network, financing as a lever, and the shift to direct/online sales.
This block builds marketing fluency specific to the automotive sector, where long purchase cycles, high-consideration decisions, and a dealer-OEM split shape every campaign. You will learn how core marketing concepts apply to vehicle brands, dealerships, aftermarket, and mobility services, then move into the metrics that govern acquisition and retention across test drives, configurators, and service visits. You will also cover the advertising and consumer-protection rules that constrain automotive claims, from fuel economy and emissions statements to finance promotions. The goal is practical command of how automotive marketing is planned, measured, and kept compliant, so you can operate credibly across manufacturer, retail, and digital channels.
Ce que vous allez maîtriser
- Apply core marketing frameworks to automotive segments such as OEM brand, dealer network, aftermarket, and mobility services
- Calculate and interpret automotive marketing metrics including cost per test drive, lead-to-sale conversion, customer acquisition cost, and service retention rate
- Benchmark funnel and engagement performance against sector norms for configurators, showroom visits, and lead nurturing
- Run pre-launch compliance checks on automotive advertising claims covering fuel economy, emissions, pricing, and finance offers