Modern Marketing Capability Cultivation and Training

Author: Su Lanjun
Publisher:
Publish Date: 2005-10-08
Features: This book is a new marketing textbook based on the cultivation of abilities. It closely revolves around the main theme of "the formation of marketing professional competence for students" and innovatively proposes the division of marketing competence into professional skills, social skills, methodological skills, thinking skills, and personal development skills. It employs diverse methods such as marketing fables, stories, case studies, thinking exercises, marketing games, role-playing, simulation training, project research, and learn-by-doing to systematically develop and train these competencies, making the cultivation of students' marketing abilities more specific, comprehensive, scientific, and effective. The book is divided into four major modules: Cultivation and Training of Market Opportunity Identification Skills; Cultivation and Training of Market Segmentation, Selection, and Positioning Skills; Cultivation and Training of Marketing Mix Skills; Cultivation and Training of Marketing Strategy and Integrated Marketing Skills. A total of nineteen comprehensive competencies are set, covering the main skills required in current corporate marketing practices. This book is suitable for vocational and technical education, training for corporate marketing personnel, and self-study for individuals interested in marketing.