《营销培训课程》

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1、课程名称：产品、市场、品牌管理（初、中、高级经理人）

Training Course : product/marketing and/or brand management (for

junior/middle and senior level managers in Chinese/English)



|1.产品经理的地位和作用 |1. Value and function of the product |

|* 产品经理的定义 |manager |

|* 企业为什么需要产品经理——我们的竞争环境|* Definition of product manager |

|* 产品经理的职责 |* Why do we need a product manager - our|

|* 建立起以产品为中心的管理流程和体系  |competition environment |

| |* Responsibilities of the product |

|2.市场研究识别与作用 |manager |

|* 市场调研的作用 |* Establishment of management process |

|* 市场调研活动应具备的条件及原则 |and system focusing on product |

|* 如何设计调查问卷 | |

|* 案头调研（二手资料的收集） |2. Identification and function of market|

| |research |

|3.细分市场与目标市场营销战略 |* Function of market research |

|* PEST因素分析 |* Necessary conditions and principles of|

|* SWOT分析 |market research |

|* 市场机会的发掘 |* How to design market research |

|* 市场细分的作用 |questionnaire |

|* 市场细分的方法 |* Desk research (collection of secondary|

|* 目标市场策略选择  |material) |

|* 产品的差异化——卖点 | |

|* 市场定位 |3. Market segmentation and target |

| |marketing strategy |

|4.市场营销组合策略 |* PEST elements analysis |

|* 产品策略 |* SWOT analysis |

|  - 产品的定义 |* Development of market potentiality |

|  - 产品组合策略 |* Function of market segmentation |

|  - 产品生命周期策略 |* Methods of market segmentation |

|  - 树立品牌策略 |* Strategic choice of target marketing |

|  - 产品的包装策略 |* Product differences - sales point |

|* 产品定价策略 |* Market positioning |

|* 产品的分销渠道策略 | |

|* 产品的促销策略 |4. Integrated marketing strategy |

|* 制定产品营销计划  |* Product strategy |

| |  - Definition of product |

|5.如何成为成功的产品经理 |  - Integrated products strategy |

|* 产品经理的三个能力 |  - Product life-cycle strategy |

|* 产品经理的素质要求 |  - Setting up brand strategy |

|* 产品经理的学习过程 |  - Product packaging strategy |

|* 产品经理在组织中的角色描述  |* Product pricing strategy |

| |* Product distribution channel strategy |

|6.有效的沟通与有效解决冲突 |* Product promotion strategy |

|* 掌握基本的沟通技巧  |* Product marketing plan |

|* 与不同类型的人打交道 | |

|* 产品经理与相关部门及职能的关系  |5. How to be a successful product |

|* 有效解决冲突的技巧 |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 |





课时：共3次，每周1次，每次4小时

Teaching Hours: three times total and once a week for about 4 hours



2、(英文授课)

课程名称：如何做工业企业市场营销或英语营销课程客户订制（即课程内容由客户选定

）

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 |1. Specificities of Industrial |

|increasingly complex and dynamic. B2B |marketing  |

|marketing is specific to its context and|* B2B clients: decision system, amount |

|its clients. This training in B2B |involved, purchasing criteria, and |

|marketing can help participants to adapt|industry value chain |

|its marketing to specific markets and |* The axes of differentiation in |

|constraints in B2B industry.  |industry and B2B services |

| |* The marketing approach applied to |

|This course will help participants to: |industry and B2B services |

|1. Position marketing actions in the | |

|company |2. Analysis of B2B and B2C markets   |

|2. Acquire marketing methods and tools |* The five sources of potential |

|specific to B2B industry |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 |





课时：每周2次，共12周时间

Teaching Hours: twice a week and total 12 weeks







3、品牌及大客户销售培训项目介绍（含使用英文进行工作管理和操作）





Branding and Sales Key Account Training Courses (can be taught in English

language in practical jobs and daily working management)









1、品牌/大客户审计、检验 (branding/Key Account Audit/Evaluation)

客户价值需求分析 customers analysis

品牌形象评估 brand image

公司战略分析 company strategy analysis

市场竞争分析 market analysis

企业内部价值需求分析 inner value for customers

企业品牌管理现状分析 brand management situations

    2、基于核心价值的品牌/大客户定位 positioning for brand/key account

    3、品牌/大客户战略制定、相关模型及应用 brand/key account model and

application in work

4、品牌/大客户管理系统建设和操作 brand/key account management systems

and operation



 

以上课程可用作行动学习和企业具体定制，相关费用根据合同为准，具体课时以企业

具体的分析解决方案形成课程大纲及计划以及绩效预估为准。





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.

















其他说明：

其他可以讲授的课程名单如下，请参考，谢谢：

Other courses can be taught in Chinese/English and/or to be

designed/requested by clients as follows:





1、初中级管理者的领导力提升 Leadership Management for junior and

middle level managers

2、销售渠道改善 Sales Channel Improvement

3、压力管理 Stress Management

4、团队绩效管理 Team Performance Management

5、PME职业管理英语培训 Professional Management English Training

(定制化/requested and designed by the clients)