采购人员市场营销(CIPS五级)

采购总经理,采购总监,采购经理,供应链经理与主管,采购与供应主管等

课程特色:本课程帮助学员提高运用有关在采购与供应管理过程中的市场营销知识。市场销售人员和采购人员在供应管理过程中有非常多的相近之处，市场销售人员和采购人员的相互了解可以可以增进双方的沟通和策略性的作出一些商业决策。本课程从现代先进的市场运营模式和供需理论来讲如何通过市场营销来更好的服务于客户，并将终端消费者的市场营销活动和制造型企业的市场营销活动分开，引用大量的全球500强企业的案例分析，让学员可以对市场营销作一个充分的策略层面的分析和了解。同时，作为CIPS的五级证书的课程，其新颖的概念及模型可以令学员充分了解市场营销的动作及管理。

CIPS英国皇家国际采购与供应经理文凭五级证书

Section 1 Definitions of marketing and the marketing concept
1. Definitions of marketing
2. marketing orientation
3. the marketing mix-4P
4. relationship between marketing and other functions
5. case study

Section 2 Relationship marketing
1. relationship marketing vs transactional marketing
2. relationship networks
3. customer relationship
4. supplier relationship
5. intermediary relationship
6. stakeholder relationship
7. employee relationship
8. case study
Section 3 the external environment and its impact on marketing decisions

1. marketing and the external environment
2. macro factors
3. micro factors
4. case study

Section 4 Consumer buying behaviour
1. buying behaviour
2. consumer buying motoives
3. the consumer decision process
4. participants in the consumer decision process
5. factors influencing the decision process
6. case study

Section 5 organizational buying behaviour
1. characteristics of industrial markets
2. the organizational buying process
3. participants in the organizational buying process
4. influences on the organizational buying process
5. case study

Section 6 the target marketing process
1.target marketing
2. bases for segmenting industrial markets
3. targeting
4. positioning
5. case study

Section 7 marketing research and the marketing research process
1. the marketing research process
2.types of data
3. secondary research primary research
4. experimentation
5. sampling
6. test marketing
7. the marketing information system(MkLS)
8. case study

Section 8 the product
1. the dimensions of a product
2. consumer products
3. industrial products
4. the product life cycle(PLC)
5. the Boston consulting group matrix(BSG)
6. case study

Section 9 product planning and new product development
1.the Ansoff matrix
2. new product development(NPD)
3. case study

Section 10 planning and packaging considerations
1.branding
2.developing a brand strategy
3. advantage and disadvantage of branding
4.branding strategies
5. brand names
6. branding in the industrial sector
7. the purpose of packaging
8. case study

Section 11 pricing decisions
1.approach to pricing
2. demand-based pricing
3. cost-based pricing
4. market-based pricing
5. pricing strategies
6. pricing tactics
7. price formulate and tendering
8. case study

Section 12 distribution systems
1. distribution defined
2. channels of distribution
3. channel intermediaries
4. direct marketing
5. channel selection strategy
6. case study

Section 13 promotion
1. the role of promotion
2. the promotional mix
3. balancing elements of the promotional mix
4. push vs pull
5. promotional planning
6. case study

Section 14 the sales function
1. the role of personal selling
2. the role of the sales force
3. the size of the sales force
4. sales force organization
5. control and evaluation of sales force performance
6. motivating the sales force
7. case study

Section 15 the marketing of services
1. the service economy
2. the growth of the service economy
3. characteristics of services
4. the marketing mix for services
5. case study

Section 16 not-for-profit organizations
1. not-for-profit organization
2. types of market for not-for-profit organzations
3. why do not for profit organizations need marketing?
4. the target marketing
5. the marketing mix
6. case study

Section 17 international marketing(1)
1. reasons for marketing goods internationally
2. macro trends encouraging international trade
3. the international marketing environment
4. barriers to international trade
5. international market entry strategies
6. criteria for selecting suitable international market entry strategies
7. case study

Section 18 international marketing(2)
1. managing the international marketing mix
2. product management
3. pricing
4. promotion
5. international marketing strategy
6. case study

Section 19 marketing planning
1. the marketing planning process
2. mission and corporate objectives
3.marketing audit
4. SWOT analysis
5. Assumptions
6. Marketing objectives
7. segmentation
8. targeting and positioning
9. marketing mix strategy
10. resource allocation and implementation
11. control and review
12. case study

Section 20 case study
1. case study

香港理工大学MBA，英国皇家采购与供应学会CIPS课程特聘讲师，采购及供应链管理顾问/专家/讲师，主要服务于制造业，物流供应链行业和品牌零售业。培训内容主要涉及采购及供应链管理。如：采购人员管理，采购流程及流程再造，采购绩效管理，采购法务与合同管理，采购与供应关系管理、供应商资源运用及绩效管理，仓库管理，JIT管理，VMI管理，谈判技巧，制造型企业物流管理。所任职过的行业涉及：电子、五金、塑胶、电机、医疗、包装、珠宝、饰品、化工等制造业及物流和品牌连锁业、贸易、教育、培训咨询等行业。具有多年的工作实践及培训经验，以及给多家企业提供咨询、培训的经验。注重实践经验与实际案例相结合的互动式讲课模式。亲切、随和的授课风格，能够将通俗易懂的理论分析与大量的实际案例以及个人切身管理经验相结合，现场气氛活跃；思维敏捷,带给学生深入浅出的收获和感受。