-Tohelpmarketingpeopletounderstandandexperiencetheprocessofvaluepropositiondevelopmentforthebrand
-Tostrengthenthecompetencyofstrategicthinking,enrichingthetoolkitofmarketingplanning.
1.Marketingfundamentals
Marketingevolutions
Marketingclassifications
Marketingchallenges
2.VPHintroduction
Components
Importance
Applications
3.Target(identification)
Marketsegmentation
Targetidentification4.Consumerinsight
Whatisinsights
Howtogeneratetheconsumerinsights
Persona
5.Competitiveenvironment
Competitiveanalysis
Valuepropositionmapping
6.Benefits/reasonstobelieve/discriminator
FABE
Brandpositioningdescriptio
7.KeysuccessfactorsofVPH
8.VPHbasedIMC
許林芳
李金城
黎紅華
徐周
潘俊
武魏巍
凌黎
吳斌
李良德
高圣皓
張珂
黃道雄
王越
袁小勇
甘建榮
