《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)

罗伟老师的其它课程