對象
企業營銷管理層及營銷部門經理或主管
目的
提升營銷績效和操作經驗
內容
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
