課程名稱(chēng)：產(chǎn)品、市場(chǎng)、品牌管理（初、中、高級經(jīng)理人）

1.產(chǎn)品經(jīng)理的地位和作用
* 產(chǎn)品經(jīng)理的定義
* 企業(yè)為什么需要產(chǎn)品經(jīng)理——我們的競爭環(huán)境
* 產(chǎn)品經(jīng)理的職責
* 建立起以產(chǎn)品為中心的管理流程和體系 

2.市場(chǎng)研究識別與作用
* 市場(chǎng)調研的作用
* 市場(chǎng)調研活動(dòng)應具備的條件及原則
* 如何設計調查問(wèn)卷
* 案頭調研（二手資料的收集）

3.細分市場(chǎng)與目標市場(chǎng)營(yíng)銷(xiāo)戰略
* PEST因素分析
* SWOT分析
* 市場(chǎng)機會(huì )的發(fā)掘
* 市場(chǎng)細分的作用
* 市場(chǎng)細分的方法
* 目標市場(chǎng)策略選擇 
* 產(chǎn)品的差異化——賣(mài)點(diǎn)
* 市場(chǎng)定位

4.市場(chǎng)營(yíng)銷(xiāo)組合策略
* 產(chǎn)品策略
  - 產(chǎn)品的定義
  - 產(chǎn)品組合策略
  - 產(chǎn)品生命周期策略
  - 樹(shù)立品牌策略
  - 產(chǎn)品的包裝策略
* 產(chǎn)品定價(jià)策略
* 產(chǎn)品的分銷(xiāo)渠道策略
* 產(chǎn)品的促銷(xiāo)策略
* 制定產(chǎn)品營(yíng)銷(xiāo)計劃 

5.如何成為成功的產(chǎn)品經(jīng)理
* 產(chǎn)品經(jīng)理的三個(gè)能力
* 產(chǎn)品經(jīng)理的素質(zhì)要求
* 產(chǎn)品經(jīng)理的學(xué)習過(guò)程
* 產(chǎn)品經(jīng)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(lèi)型的人打交道
* 產(chǎn)品經(jīng)理與相關(guān)部門(mén)及職能的關(guān)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 

【主要背景】
品牌營(yíng)銷(xiāo)、企業(yè)管理實(shí)戰顧問(wèn)、高級講師、培訓專(zhuān)家
京麓書(shū)院特聘高級講師
天津《每日新報》中軒職場(chǎng)欄目特邀客座嘉賓
淘課網(wǎng)合作高級講師
天津前程投資管理咨詢(xún)、天津格致管理咨詢(xún)公司特聘講師
【職業(yè)經(jīng)歷】
亞洲資源新加坡投資中國夏宮酒業(yè)公司中國區市場(chǎng)總監
英國COLART集團中國區銷(xiāo)售總監（英國倫敦本部Sales & Marketing總裁級別培訓）
北大縱橫管理咨詢(xún)公司原第六事業(yè)部高級品牌及營(yíng)銷(xiāo)顧問(wèn)
天津前程投資管理咨詢(xún)公司顧問(wèn)總經(jīng)理、首席講師
【主講課程】
《PME職業(yè)管理英語(yǔ) 企業(yè)定制化課程》
《大客戶(hù)營(yíng)銷(xiāo)》
《打造狼性的銷(xiāo)售團隊》
《品牌管理 定制化課程》
《創(chuàng )造杰出績(jì)效的教導》
《提升團隊業(yè)績(jì)及凝聚力》