對象

企業(yè)營銷管理層及營銷部門經(jīng)理或主管

目的

提升營銷績效和操作經(jīng)驗

內(nèi)容

課程名稱：產(chǎn)品、市場、品牌管理（初、中、高級經(jīng)理人）

Training Course : product/marketing and/or

brand management (for junior/middle and senior level managers in

Chinese/English)

 1.產(chǎn)品經(jīng)理的地位和作用

 產(chǎn)品經(jīng)理的定義

 企業(yè)為什么需要產(chǎn)品經(jīng)理——我們的競爭環(huán)境

 產(chǎn)品經(jīng)理的職責(zé)

 建立起以產(chǎn)品為中心的管理流程和體系

 2.市場研究識別與作用

 市場調(diào)研的作用

 市場調(diào)研活動應(yīng)具備的條件及原則

 如何設(shè)計調(diào)查問卷

 案頭調(diào)研（二手資料的收集）

 3.細(xì)分市場與目標(biāo)市場營銷戰(zhàn)略

 PEST因素分析

 SWOT分析

 市場機會的發(fā)掘

 市場細(xì)分的作用

 市場細(xì)分的方法

 目標(biāo)市場策略選擇

 產(chǎn)品的差異化——賣點

 市場定位

 4.市場營銷組合策略

 產(chǎn)品策略

   - 產(chǎn)品的定義

   - 產(chǎn)品組合策略

   - 產(chǎn)品生命周期策略

   - 樹立品牌策略

   - 產(chǎn)品的包裝策略

 產(chǎn)品定價策略

 產(chǎn)品的分銷渠道策略

 產(chǎn)品的促銷策略

 制定產(chǎn)品營銷計劃

 5.如何成為成功的產(chǎn)品經(jīng)理

 產(chǎn)品經(jīng)理的三個能力

 產(chǎn)品經(jīng)理的素質(zhì)要求

 產(chǎn)品經(jīng)理的學(xué)習(xí)過程

 產(chǎn)品經(jīng)理在組織中的角色描述

 6.有效的溝通與有效解決沖突

 掌握基本的溝通技巧

 與不同類型的人打交道

 產(chǎn)品經(jīng)理與相關(guān)部門及職能的關(guān)系

 有效解決沖突的技巧

 1. Value and function of the product

 manager

 Definition of product manager

 Why do we need a product manager - our competition environment

 Responsibilities of the product manager

 Establishment of management process and system focusing on product

 2. Identification and function of market research

 Function of market research

 Necessary conditions and principles of market research

 How to design market research questionnaire

 Desk research (collection of secondary material)

 3. Market segmentation and target marketing strategy

 PEST elements analysis

 SWOT analysis

 Development of market potentiality

 Function of market segmentation

 Methods of market segmentation

 Strategic choice of target marketing

 Product differences - sales point

 Market positioning

 4. Integrated marketing strategy

 Product strategy

    Definition of product

   Integrated products strategy

   Product life-cycle strategy

   Setting up brand strategy

    Product packaging strategy

 Product pricing strategy

 Product distribution channel strategy

 Product promotion strategy

 Product marketing plan

 5. How to be a successful product manager

 Three capabilities of a product manager

 Qualifications of a product manager

 Learning process of being a product manager

 Organizational role description of a product manager

 6. Effective communication and conflicts solving

 Mastering fundamental of communication skills

 Dealing with different kinds of people

 Relationship between PM and other departments and functions

 Skills to solve conflict effectively

課時：共3次，每周1次，每次4小時

Teaching Hours:

three times total and once a week for about 4 hours