Win-win lecture hall

Forging marketing elites, integrating actual combat strategies, realizing innovative thinking and expanding extensive contacts.

Course background

"The main functions of enterprises-marketing and innovation"

Marketing is the key link of enterprise management and the core lifeline of enterprise development!

In the era of meager profit and the fierce competition of market globalization today,

Enterprises want to break through, only change and innovation, from competitive strategy,

Marketing strategy upgrades the whole marketing system.

How do enterprises carry out effective marketing management?

How to formulate a forward-looking and controllable marketing strategy?

How to build a strong brand quickly, efficiently and at low cost?

How to build a gold medal marketing team?

How to innovate channels and break through terminals?

How to comprehensively enhance marketing competitiveness and create extraordinary achievements?

Faced with this series of topics, Zhejiang University's "Winning and Sales Lecture Hall" integrates well-known professors from first-class business schools, executives from Fortune 500 companies and senior marketing experts. After careful design, the course integrates classic marketing theory, cutting-edge marketing ideas and practical experience, aiming at cultivating leading marketing talents, helping enterprises to comprehensively improve their marketing level and build their core competitiveness!

Ginger soup special

Advanced teaching mode: case teaching, scenario simulation, group guidance, teacher-student interaction.

Authoritative teachers: top professors, first-class experts, and top executives of Fortune 500 companies teach together.

Practical course content: tailored for director-level senior managers, with strong operability and application of what they have learned.

Excellent communication platform: lecture salon, peer elite exchange, wisdom collision, strengthening cooperation and sharing resources.

teaching management

Learning investment: RMB 9,800 (including textbook fee, lecture fee, educational administration fee,

Address book, schoolbag, certificate fee) Accommodation and transportation expenses are self-care.

Location of study: Zhejiang University

School commencement date: August 20th10,21.

Teaching arrangement: concentrate on 2-3 days a month (weekend) and complete the study (including thesis writing) within one year;

Students will enjoy free review for life after graduation.

Target audience: general manager, senior marketing manager, marketing director, channel manager and planning manager.

Certificate issuance: After completing the required credits and passing the thesis examination, the trainees will receive the Certificate of Completion of Advanced Seminar in Marketing Management of Zhejiang University issued by Zhejiang University, stamped with the seal of Zhejiang University, and kept by the organization and personnel department for future reference.

Registration telephone: 057 1-87062657 fax: 0571-88211252.

course

Modular block

syllabus

Internal capacity

Strategic module

Marketing strategy planning and implementation

Consumer insight; Market competition analysis; Target market selection and marketing positioning;

Brand strategy; Channel strategy; Product mix strategy; Tactical application of price strategy;

Business model design and innovation

Business model architecture; Business model design method; Analyze the original business model of the enterprise; Explore the improvement scheme of business model; Seeking the best profit model of enterprises through business model innovation; Enhance enterprise value;

Market module

Integrated marketing and brand communication

Strategic integrated marketing; Advertising and promotion management;

Marketing public relations strategy; Stakeholder relationship management;

Product positioning and marketing

How to evaluate market segments and select target markets; Seven choices for positioning and planning;

Use of extension tools; Promotion strategy; Application of product and brand promotion; Coordination between promotion and sales;

Cutting marketing

The positioning strategies and methods of marketing are different; How to sell the same product in different ways;

How to promote distribution in a small and complex market; How to build a brand quickly at low cost;

Channel construction and dealer management

Competitive advantage and value analysis of marketing channels; Misunderstanding of channel operation;

Case study of China distribution industry: how to make dealers fall in love with their own brands;

Key account expansion strategy

Whoever wins a big customer wins the market; Key customers are the key to successful marketing;

The highest rule of key account marketing is trust; Interpretation of classic marketing cases of commercial and war major customers;

Communication management and business negotiation

Leadership and management complement each other; Coordinate conflict and emotional management;

Main points of negotiation; Successful cases and practices of business negotiation;

Management module

Construction and management of high-performance marketing team

Fully grasp the effective methods to establish a strong marketing team; Management by objectives and performance appraisal practice;

Improve the marketing skills of all marketers; Enhance the overall competitiveness of the marketing team;

Leadership personal charm promotion

Why do subordinates follow you; How to gain the appreciation and trust of superiors;

Master the steps and methods of counseling; Enhance personal charm through leadership art;

Marketing financial management

Thoroughly grasp the three major financial statements; Read the financial report; Consciousness of cost control;

Strengthen the consciousness of cash flow; Improve the efficiency of capital operation; Rich cases;

Exercise module

Marketing actual combat sand table training

Strategic planning; Market positioning; Establish an image and allocate resources; Market forecast and trend analysis; Analysis of competitors and competitive situation; Implement advertising and promotion activities; The starting point of integrating all parties in the company; Ensure the implementation of market positioning; Brainstorm; Find out your company's target customer base; Make corresponding marketing plans for the company's target customer groups;

Learning experience sharing

Taking economy, finance and law as the main theme; Interspersed with themes such as art, culture, music and sports; Cultivate students' innovative thinking; Or cultivate students' sentiment; Enrich the connotation of study and life; Strengthen students' after-school communication;

Theme module

Famous lecture

Top 500 executives in the world share successful marketing case analysis with famous entrepreneurs in China;

Event marketing; Public relations marketing; Regional icebreaking; Creative marketing;

Exchange visits between students and enterprises

According to the specific situation of class students; Arrange enterprise exchange visits from time to time;

And take the most prominent management advantage of the enterprise as the theme; Expand discussion

teaching and administrative staff

Lu Changquan is the most valuable practical marketing expert in contemporary China and the planner and operator of a series of successful marketing cases in China.

Shen Qing is one of the top ten planners in China, one of the top ten outstanding planning case awards in China, and a guest critic of CCTV and Shanghai Satellite TV.

Li Guangdou CCTV brand consultant, famous brand strategy expert, founder of brand competitiveness school.

Wen Xiangdong, a famous brand strategy and marketing advertising expert, is one of the top ten planners in China and one of the top ten most innovative marketing case planners in China.

Li Ligang sales actual combat training expert, team building expert, professional trainer specially invited by the US Embassy in China, and special expert in frontier lectures.

Cheng Guangjian is the director and general manager of Guang Cai International Company, and once served as the sales management director of Bayer Group, a Fortune 500 company.

Wei Qing has been focusing on the marketing industry for ten years, and has successively served as the marketing director and marketing consultant of many large well-known enterprises such as Ding Xin International Group and Coca-Cola Company.

Gao Qiang, the planner of Win in China, is currently the president of Kappas (Hong Kong) Investment Co., Ltd.

Liu Qiming is a visiting scholar at Duke University in the United States, and once served as the vice president of Gallup China, a world-renowned consulting firm.

Kong Fanren, the leader of consulting industry in China, the top ten planner in China and the outstanding marketer in China, is the general planner of the "Jinding Award" China Marketing Forum.

Shu Guohua is an expert in actual marketing planning, hype and actual training, an expert in brand China Alliance, and a researcher at China Brand Research Institute.

Liu Fan, the most approachable and inspiring marketing expert, used to be the general manager of Kingdee Software (China) Northern Region.

Wang Yazhou's top marketing channel master, practical marketing expert; As a world-famous multinational group sales director and marketing vice president.

Chairman of Bian Zhuoyue Growth Management Consulting Co., Ltd.; He used to be the general manager of Siemens South China and the chief training consultant of Shenzhen Telecom Training Center.

Xu holds a master's degree in public administration from the Kennedy School of Government of Harvard University, a doctor of law from the University of San Francisco, and an expert in communication and negotiation.

Shao sent an advanced trainer to actual combat; He used to be the head of the Management College Center of Siemens (China) Company.

Zhu Qiang Xinyuan is the general manager of Nongfu Spring's national sales, "Top Ten Outstanding Marketers in China" and a master of practical marketing innovation.

Wang is a partner of Quark (China) arc advisory group. He used to be the marketing director of Pepsi-Cola and (China) Company, with rich marketing management experience.

Registration telephone: 057 1-87062657 fax: 0571-88211252.