品牌及營銷（銷售和市場）管理培訓與咨詢項

課程大綱

1、課程名稱：產品、市場、品牌管理（初、中、高級經理人）

Training Course : product/marketing and/or brand management (for junior/middle and senior level managers in Chinese/English)

1.產品經理的地位和作用

* 產品經理的定義

* 企業為什么需要產品經理——我們的競爭環境

* 產品經理的職責

* 建立起以產品為中心的管理流程和體系

2.市場研究識別與作用

* 市場調研的作用

* 市場調研活動應具備的條件及原則

* 如何設計調查問卷

* 案頭調研（二手資料的收集）

3.細分市場與目標市場營銷戰略

* PEST因素分析

* SWOT分析

* 市場機會的發掘

* 市場細分的作用

* 市場細分的方法

* 目標市場策略選擇

* 產品的差異化——賣點

* 市場定位

4.市場營銷組合策略

* 產品策略

  - 產品的定義

  - 產品組合策略

  - 產品生命周期策略

  - 樹立品牌策略

  - 產品的包裝策略

* 產品定價策略

* 產品的分銷渠道策略

* 產品的促銷策略

* 制定產品營銷計劃

5.如何成為成功的產品經理

* 產品經理的三個能力

* 產品經理的素質要求

* 產品經理的學習過程

* 產品經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

* 產品經理與相關部門及職能的關系

* 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

2、(英文授課) 課程名稱：如何做工業企業市場營銷或英語營銷課程客戶訂制（即課程內容由客戶選定）

Training Courses in English: How to do sales and marketing operation and management in client’s market based on B2B or B2C (courses can be taught by action learning or based on clients requests)

The environment of the B2B sectors is increasingly complex and dynamic. B2B marketing is specific to its context and its clients. This training in B2B marketing can help participants to adapt its marketing to specific markets and constraints in B2B industry.

This course will help participants to:

1. Position marketing actions in the company

2. Acquire marketing methods and tools specific to B2B industry 1. Specificities of Industrial marketing

* B2B clients: decision system, amount involved, purchasing criteria, and industry value chain

* The axes of differentiation in industry and B2B services

* The marketing approach applied to industry and B2B services

2. Analysis of B2B and B2C markets 

* The five sources of potential competition in B2B market

* Major changes in the environment

* The marketing monitoring: identifying the best sources of information

3. marketing strategies

* From analysis to strategy: SWOT

* Segmentation of industrial market and B2B services

* Choice of higher value markets: IAC method

* The strategic analysis models focused on B2B

4. Offers in markets operaitons

* The B2B marketing mix

* The concept of aggregate supply and related services.

* B2B profitability ratios

5. Innovation of sales & marketing

* From the sale of goods in right to use: a new type of consumption

* Customer experience: a new field of differentiation

* The sources of innovation in the life cycle

6. From marketing plan to business action plan

* Milestones, process and tools

課時：每周2次，共12周時間

Teaching Hours: twice a week and total 12 weeks

3、品牌及大客戶銷售培訓項目介紹（含使用英文進行工作管理和操作）

Branding and Sales Key Account Training Courses (can be taught in English language in practical jobs and daily working management)

1、品牌/大客戶審計、檢驗 (branding/Key Account Audit/Evaluation)

客戶價值需求分析 customers analysis

品牌形象評估 brand image

公司戰略分析 company strategy analysis

市場競爭分析 market analysis

企業內部價值需求分析 inner value for customers

企業品牌管理現狀分析 brand management situations

    2、基于核心價值的品牌/大客戶定位 positioning for brand/key account

    3、品牌/大客戶戰略制定、相關模型及應用 brand/key account model and application in work

4、品牌/大客戶管理系統建設和操作 brand/key account management systems and operation

以上課程可用作行動學習和企業具體定制，相關費用根據合同為準，具體課時以企業具體的分析解決方案形成課程大綱及計劃以及績效預估為準。

The above courses can be specifically worked-out according to the clients requests and relative course guideline and executive plans will be subjected to the company market and operational analysis and/or problems summarized for solution.

其他說明：

其他可以講授的課程名單如下，請參考，謝謝：

Other courses can be taught in Chinese/English and/or to be designed/requested by clients as follows:

1、初中級管理者的領導力提升 Leadership Management for junior and middle level managers

2、銷售渠道改善 Sales Channel Improvement

3、壓力管理 Stress Management

4、團隊績效管理 Team Performance Management

5、PME職業管理英語培訓  Professional Management English Training (定制化/requested and designed by the clients)