課程名稱(chēng)：產(chǎn)品、市場(chǎng)、品牌管理（初、中、高級(jí)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(jìng)爭(zhēng)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(chǎng)研究識(shí)別與作用

 * 市場(chǎng)調(diào)研的作用

 * 市場(chǎng)調(diào)研活動(dòng)應(yīng)具備的條件及原則

 * 如何設(shè)計(jì)調(diào)查問(wèn)卷

 * 案頭調(diào)研（二手資料的收集）

 3.細(xì)分市場(chǎng)與目標(biāo)市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略

 * PEST因素分析

 * SWOT分析

 * 市場(chǎng)機(jī)會(huì)的發(fā)掘

 * 市場(chǎng)細(xì)分的作用

 * 市場(chǎng)細(xì)分的方法

 * 目標(biāo)市場(chǎng)策略選擇

 * 產(chǎn)品的差異化——賣(mài)點(diǎn)

 * 市場(chǎng)定位

 4.市場(chǎng)營(yíng)銷(xiāo)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(shù)立品牌策略

   - 產(chǎn)品的包裝策略

 * 產(chǎn)品定價(jià)策略

 * 產(chǎn)品的分銷(xiāo)渠道策略

 * 產(chǎn)品的促銷(xiāo)策略

 * 制定產(chǎn)品營(yíng)銷(xiāo)計(jì)劃

 5.如何成為成功的產(chǎn)品經(jīng)理

 * 產(chǎn)品經(jīng)理的三個(gè)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(guò)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(lèi)型的人打交道

 * 產(chǎn)品經(jīng)理與相關(guān)部門(mén)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(shí)：共3次，每周1次，每次4小時(shí)

Teaching Hours:

three times total and once a week for about 4 hours