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.市場研究識別與作用
* 市場調(diào)研的作用
* 市場調(diào)研活動應(yīng)具備的條件及原則
* 如何設(shè)計調(diào)查問卷
* 案頭調(diào)研（二手資料的收集）

3.細分市場與目標市場營銷戰(zhàn)略
* PEST因素分析
* SWOT分析
* 市場機會的發(fā)掘
* 市場細分的作用
* 市場細分的方法
* 目標市場策略選擇 
* 產(chǎn)品的差異化——賣點
* 市場定位

4.市場營銷組合策略
* 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
  - 樹立品牌策略
  - 產(chǎn)品的包裝策略
* 產(chǎn)品定價策略
* 產(chǎn)品的分銷渠道策略
* 產(chǎn)品的促銷策略
* 制定產(chǎn)品營銷計劃 

5.如何成為成功的產(chǎn)品經(jīng)理
* 產(chǎn)品經(jīng)理的三個能力
* 產(chǎn)品經(jīng)理的素質(zhì)要求
* 產(chǎn)品經(jīng)理的學習過程
* 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 
* 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】
品牌營銷、企業(yè)管理實戰(zhàn)顧問、高級講師、培訓專家
京麓書院特聘高級講師
天津《每日新報》中軒職場欄目特邀客座嘉賓
淘課網(wǎng)合作高級講師
天津前程投資管理咨詢、天津格致管理咨詢公司特聘講師
【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(qū)市場總監(jiān)
英國COLART集團中國區(qū)銷售總監(jiān)（英國倫敦本部Sales & Marketing總裁級別培訓）
北大縱橫管理咨詢公司原第六事業(yè)部高級品牌及營銷顧問
天津前程投資管理咨詢公司顧問總經(jīng)理、首席講師
【主講課程】
《PME職業(yè)管理英語 企業(yè)定制化課程》
《大客戶營銷》
《打造狼性的銷售團隊》
《品牌管理 定制化課程》
《創(chuàng)造杰出績效的教導(dǎo)》
《提升團隊業(yè)績及凝聚力》