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战略营销——品牌价值定位工作坊(英文授课)

- To help marketing people to understand and experience the process of value proposition development for the brand
- To strengthen the competency of strategic thinking, enriching the tool kit of marketing planning.
课程大纲
1. Marketing fundamentals
* Marketing evolutions
* Marketing classifications
* Marketing challenges

2. VPH introduction
* Components
* Importance
* Applications

3. Target (identification)
* Market segmentation
* Target identification
4. Consumer insight
* What is insights
* How to generate the consumer insights
* Persona

5. Competitive environment
* Competitive analysis
* Value proposition mapping

6. Benefits / reasons to believe / discriminator
* FABE
* Brand positioning descriptio

7. Key success factors of VPH

8. VPH based IMC

适合谁

* Marketing supervisors, managers, and directors

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