罗伟:产品、市场、品牌管理（初、中、高级经理人）中英文讲解

讲师资历

课程目标

提升营销绩效和操作经验

课程大纲

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