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1、市场营销策划实训指导书（Marketing planning training guide book）Marketing planning training guide bookI. training purposeMarketing planning practice is a course of strong, through the marketing planning practice, cultivate students ability to use marketing theory to solve practical problems of enterprise marketi
2、ng knowledge, grasp the marketing planning process, to learn how to write the plan book.Two, training objectMarketing MajorThree, training contentWith the pioneering project as the planning and training content, students can master the planning process and methods, complete the operable marketing pl
3、anning program, and cultivate the students entrepreneurial awareness and entrepreneurial spirit.Specific training content according to the entrepreneurial program planning requirements, divided into nine projects. The whole class is divided into 4 groups, and the training task is completed in groups
4、.Training item 1: team CIS planning(1) training objective: to grasp the content and method of CIS planning, and to strengthen the training team construction through team CIS planning.(two) training content and requirements;1, content: the formation of team, given CIS positioning, import ideas and st
5、rategies, team CIS design.2, requirements: according to marketing planning company requirements for CIS planning(three) training organization: the whole class is divided into 4-6 groups, and the training tasks are completed in groups.(four) training steps1. Team building2, CIS design and development
6、3. Design CIS import plan(five) training examination;1, assessment plan, from the form of planning books, programs, creativity, feasibility, integrity and other aspects of assessment. (70%)2, assessment of personal training in the process of performance (30%)(six) training hours: 4 hoursTraining pro
7、ject two: Market Research, planning, implementation and Research Report Writing(1) objective of trainingThrough training, students can understand the whole process of market research, and grasp the specific procedures, skills and methods of three major links, such as market research, program plannin
8、g, research and implementation, and Research Report writing.(two) training content and requirements;1, content: Market Research Plan of the specific framework of the content, planning steps; research, implementation, management rules; complete research report copy.2, requirements: through training,
9、students are required to master the specific research program planning, research process management, implementation and research report writing format requirements.(three) training organization: planning team as the unit to complete the training task.(four) training stepsAccording to the selected pl
10、anning projects for investigation and planning(1) design investigation plan;(2) conducting market research;(3) writing research reports;(five) training examination;1, assessment, research and planning program, from the integrity of the program, the feasibility of the two assessment. (40%)2, assessme
11、nt research reports, from the format of the report, content two aspects of assessment. (60%)(six) training hours: 12 hoursTraining project three: market positioning planning(1) objective of trainingThrough training, students can understand and grasp the market positioning, planning framework of the
12、program, the specific content, format requirements, focusing on the market positioning planning process, methods, skills and focus.(two) training content and requirements;1, content: market positioning planning process, steps, market segmentation and positioning program design.2: Requirements: grasp
13、 the market positioning planning procedures, methods, skills.(three) training organization: planning team as the unit to complete the training task.(four) training steps1, carry on the market analysis and SWOT analysis to the training project2. Design objectives, market access strategies and market
14、positioning programs3, writing market positioning plan(five) training examination;1, assessment of market positioning plan, from the planning book format, program creativity, feasibility, integrity and other aspects of assessment. (70%)2, assessment of personal training performance (30%)(six) traini
15、ng hours: 4 hoursTraining project four: product planning(1) objective of training:Through training, students can understand and grasp the framework of the product planning, specific content, format requirements, focusing on the planning process, methods, skills and focus.(two) training content and requirements;1: content: product mix design2: Requirements: product planning procedures, methods and techniques, product mix program format(three) training organization: planning team as the unit to complete the training task.(four) training steps
