《營(yíng)銷培訓(xùn)課程》


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1、課程名稱：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 |1. Value and function of the product |
|* 產(chǎn)品經(jīng)理的定義 |manager |
|* 企業(yè)為什么需要產(chǎn)品經(jīng)理——我們的競(jìng)爭(zhēng)環(huán)境|* Definition of product manager |
|* 產(chǎn)品經(jīng)理的職責(zé) |* Why do we need a product manager - our|
|* 建立起以產(chǎn)品為中心的管理流程和體系? |competition environment |
| |* Responsibilities of the product |
|2.市場(chǎng)研究識(shí)別與作用 |manager |
|* 市場(chǎng)調(diào)研的作用 |* Establishment of management process |
|* 市場(chǎng)調(diào)研活動(dòng)應(yīng)具備的條件及原則 |and system focusing on product |
|* 如何設(shè)計(jì)調(diào)查問卷 | |
|* 案頭調(diào)研（二手資料的收集） |2. Identification and function of market|
| |research |
|3.細(xì)分市場(chǎng)與目標(biāo)市場(chǎng)營(yíng)銷戰(zhàn)略 |* Function of market research |
|* PEST因素分析 |* Necessary conditions and principles of|
|* SWOT分析 |market research |
|* 市場(chǎng)機(jī)會(huì)的發(fā)掘 |* How to design market research |
|* 市場(chǎng)細(xì)分的作用 |questionnaire |
|* 市場(chǎng)細(xì)分的方法 |* Desk research (collection of secondary|
|* 目標(biāo)市場(chǎng)策略選擇? |material) |
|* 產(chǎn)品的差異化——賣點(diǎn) | |
|* 市場(chǎng)定位 |3. Market segmentation and target |
| |marketing strategy |
|4.市場(chǎng)營(yíng)銷組合策略 |* PEST elements analysis |
|* 產(chǎn)品策略 |* SWOT analysis |
|? - 產(chǎn)品的定義 |* Development of market potentiality |
|? - 產(chǎn)品組合策略 |* Function of market segmentation |
|? - 產(chǎn)品生命周期策略 |* Methods of market segmentation |
|? - 樹立品牌策略 |* Strategic choice of target marketing |
|? - 產(chǎn)品的包裝策略 |* Product differences - sales point |
|* 產(chǎn)品定價(jià)策略 |* Market positioning |
|* 產(chǎn)品的分銷渠道策略 | |
|* 產(chǎn)品的促銷策略 |4. Integrated marketing strategy |
|* 制定產(chǎn)品營(yíng)銷計(jì)劃? |* Product strategy |
| |? - Definition of product |
|5.如何成為成功的產(chǎn)品經(jīng)理 |? - Integrated products strategy |
|* 產(chǎn)品經(jīng)理的三個(gè)能力 |? - Product life-cycle strategy |
|* 產(chǎn)品經(jīng)理的素質(zhì)要求 |? - Setting up brand strategy |
|* 產(chǎn)品經(jīng)理的學(xué)習(xí)過程 |? - Product packaging strategy |
|* 產(chǎn)品經(jīng)理在組織中的角色描述? |* Product pricing strategy |
| |* Product distribution channel strategy |
|6.有效的溝通與有效解決沖突 |* Product promotion strategy |
|* 掌握基本的溝通技巧? |* Product marketing plan |
|* 與不同類型的人打交道 | |
|* 產(chǎn)品經(jīng)理與相關(guān)部門及職能的關(guān)系? |5. How to be a successful product |
|* 有效解決沖突的技巧 |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 |


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

2、(英文授課)
課程名稱：如何做工業(yè)企業(yè)市場(chǎng)營(yíng)銷或英語營(yíng)銷課程客戶訂制（即課程內(nèi)容由客戶選定
）
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 |


課時(shí)：每周2次，共12周時(shí)間
Teaching Hours: twice a week and total 12 weeks



3、品牌及大客戶銷售培訓(xùn)項(xiàng)目介紹（含使用英文進(jìn)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/大客戶審計(jì)、檢驗(yàn) (branding/Key Account Audit/Evaluation)
客戶價(jià)值需求分析 customers analysis
品牌形象評(píng)估 brand image
公司戰(zhàn)略分析 company strategy analysis
市場(chǎng)競(jìng)爭(zhēng)分析 market analysis
企業(yè)內(nèi)部?jī)r(jià)值需求分析 inner value for customers
企業(yè)品牌管理現(xiàn)狀分析 brand management situations
????2、基于核心價(jià)值的品牌/大客戶定位 positioning for brand/key account
????3、品牌/大客戶戰(zhàn)略制定、相關(guān)模型及應(yīng)用 brand/key account model and
application in work
4、品牌/大客戶管理系統(tǒng)建設(shè)和操作 brand/key account management systems
and operation

?
以上課程可用作行動(dòng)學(xué)習(xí)和企業(yè)具體定制，相關(guān)費(fèi)用根據(jù)合同為準(zhǔn)，具體課時(shí)以企業(yè)
具體的分析解決方案形成課程大綱及計(jì)劃以及績(jī)效預(yù)估為準(zhǔn)。


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.








其他說明：
其他可以講授的課程名單如下，請(qǐng)參考，謝謝：
Other courses can be taught in Chinese/English and/or to be
designed/requested by clients as follows:


1、初中級(jí)管理者的領(lǐng)導(dǎo)力提升 Leadership Management for junior and
middle level managers
2、銷售渠道改善 Sales Channel Improvement
3、壓力管理 Stress Management
4、團(tuán)隊(duì)績(jī)效管理 Team Performance Management
5、PME職業(yè)管理英語培訓(xùn) Professional Management English Training
(定制化/requested and designed by the clients)

羅偉老師的其它課程