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