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
