課程名稱：產品、市場、品牌管理（初、中、高級經理人）

Training Course : product/marketing and/or

brand management (for junior/middle and senior level managers in

Chinese/English)

 1.產品經理的地位和作用

 * 產品經理的定義

 * 企業為什么需要產品經理——我們的競爭環境

 * 產品經理的職責

 * 建立起以產品為中心的管理流程和體系

 2.市場研究識別與作用

 * 市場調研的作用

 * 市場調研活動應具備的條件及原則

 * 如何設計調查問卷

 * 案頭調研（二手資料的收集）

 3.細分市場與目標市場營銷戰略

 * PEST因素分析

 * SWOT分析

 * 市場機會的發掘

 * 市場細分的作用

 * 市場細分的方法

 * 目標市場策略選擇

 * 產品的差異化——賣點

 * 市場定位

 4.市場營銷組合策略

 * 產品策略

   - 產品的定義

   - 產品組合策略

   - 產品生命周期策略

   - 樹立品牌策略

   - 產品的包裝策略

 * 產品定價策略

 * 產品的分銷渠道策略

 * 產品的促銷策略

 * 制定產品營銷計劃

 5.如何成為成功的產品經理

 * 產品經理的三個能力

 * 產品經理的素質要求

 * 產品經理的學習過程

 * 產品經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

 * 與不同類型的人打交道

 * 產品經理與相關部門及職能的關系

 * 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：共3次，每周1次，每次4小時

Teaching Hours:

three times total and once a week for about 4 hours