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

 * 产品经理的定义

 * 企业为什么需要产品经理——我们的竞争环境

 * 产品经理的职责

 * 建立起以产品为中心的管理流程和体系

 

 2.市场研究识别与作用

 * 市场调研的作用

 * 市场调研活动应具备的条件及原则

 * 如何设计调查问卷

 * 案头调研（二手资料的收集）

 

 3.细分市场与目标市场营销战略

 * PEST因素分析

 * SWOT分析

 * 市场机会的发掘

 * 市场细分的作用

 * 市场细分的方法

 * 目标市场策略选择

 * 产品的差异化——卖点

 * 市场定位

 

 4.市场营销组合策略

 * 产品策略

   - 产品的定义

   - 产品组合策略

   - 产品生命周期策略

   - 树立品牌策略

   - 产品的包装策略

 * 产品定价策略

 * 产品的分销渠道策略

 * 产品的促销策略

 * 制定产品营销计划

 

 5.如何成为成功的产品经理

 * 产品经理的三个能力

 * 产品经理的素质要求

 * 产品经理的学习过程

 * 产品经理在组织中的角色描述

 

 6.有效的沟通与有效解决冲突

 * 掌握基本的沟通技巧

 * 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

 * 有效解决冲突的技巧

 

 

 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

 

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