You are on page 1of 34

www.wunan.com.

tw
(02)2705-5066

www.wunan.com.tw
(02)2705-5066

www.wunan.com.tw
(02)2705-5066

(APMA, American Project Management Association)

(Certied Marketing Project Manager)

www.wunan.com.twi
(02)2705-5066

a0824809@gmail.com
2013/12/9

iiwww.wunan.com.tw

(02)2705-5066

Contents

Part

Chapter 1

1.1

1.2

Chapter 2

Chapter 3

13

Chapter 4

15

Chapter 5

19

Chapter 6

21

www.wunan.com.twi
(02)2705-5066

Contents

Part

Chapter 7

27

7.1

28

7.2

30

7.3

SWOT

34

Chapter 8

37

8.1

38

8.2

42

Chapter 9

49

9.1

50

9.2

53

9.3

56

9.4

58

9.5

60

iiwww.wunan.com.tw

(02)2705-5066

Chapter 10

63

10.1

64

10.2

66

10.3

68

10.4

70

Chapter 11

73

11.1

74

11.2

76

11.3

78

81

www.wunan.com.twiii
(02)2705-5066

www.wunan.com.tw
(02)2705-5066

Part 1

Marketing Project Management


Body of Knowledge

Chapter 1
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Chapter 6

www.wunan.com.tw
(02)2705-5066

www.wunan.com.tw
(02)2705-5066

Chapter

(market research) (product development)


(customer service)

1.1

(marketing management system)

3
www.wunan.com.tw
(02)2705-5066

Marketing Project Management Body of Knowledge

1.1

(Market)

(Marketing)

(Sale)

(Product)

(Service)

(Customer)

()

(Users)

()

(Buyer)

(Decision maker)
www.wunan.com.tw
(02)2705-5066

Chapter 1

(Consumer)

(Brand)

(trademark)
(brand development index)

1.1

(introduction stage)
(growth stage) (maturity stage) (decline stage)
(fadeout stage)

www.wunan.com.tw
(02)2705-5066

Marketing Project Management Body of Knowledge

1.2

1.2

2.5%
(early adopters)

13.5% (early
minority)

68%
34% (early majroity)
34 % (late majority)

www.wunan.com.tw
(02)2705-5066

Chapter 1

16%
(laggards)

1.2

1.1

3 1
1

www.wunan.com.tw
(02)2705-5066

Marketing Project Management Body of Knowledge

1.1

SWOT

www.wunan.com.tw
(02)2705-5066

Chapter

2.1 (marketing management)

(situation analysis) (strategy formulation) (value


creation) (product sales) (customer service)

9
www.wunan.com.tw
(02)2705-5066

Marketing Project Management Body of Knowledge

10

2.1

(infrastructure)
(team)

(marketing management system)

(best practice)

(core competence)
(corporate
marketing culture) 2.1

www.wunan.com.tw
(02)2705-5066

Chapter 2

11

SMART
1. (specic)
2. (measurable)
3. (achievable)
4. (realistic)
5. (time-bound)

www.wunan.com.tw
(02)2705-5066

Marketing Project Management Body of Knowledge

12

www.wunan.com.tw
(02)2705-5066

Chapter

(1) (situation analysis)(2)


(strategy formulation)(3) (value creation)(4)
(product sales) (5) (customer service)

(1) (strategy analysis)(2)


(strategy selection)(3) (strategy execution)
(1) (value planning)(2) (value creation)
(3) (value delivery)(1)
(marketing opportunity analysis)(2) (marketing strategy
development)(3) (marketing strategy implementation)

13
www.wunan.com.tw
(02)2705-5066

14

Marketing Project Management Body of Knowledge

(marketing management process)


3.1

3.1

www.wunan.com.tw
(02)2705-5066

Chapter

4.1 (situation analysis)


(environment analysis) (market
planning)SWOT (SWOT analysis) 4.2 (strategy
formulation) (objective planning)
(strategy planning) 4.3 (value creation)
(product development)
(service design) (production) (service
deployment) (product distribution) 4.4
(product sales) (promotions)
(personnel training) (product sales) (sales
evaluation) 4.5 (customer service)
(service customer) (service control)
(service improvement)

17
3 2
15
www.wunan.com.tw
(02)2705-5066

16

Marketing Project Management Body of Knowledge

5
4
3

SWOT

4.1

4.2

4.3

www.wunan.com.tw
(02)2705-5066

Chapter 4

17

4.4

4.5

www.wunan.com.tw
(02)2705-5066

Chapter

(environment analysis)

5.1

(constraints)
(assumptions)

(techniques)
(tools)

19
www.wunan.com.tw
(02)2705-5066

20

Marketing Project Management Body of Knowledge

5.1

www.wunan.com.tw
(02)2705-5066

Chapter

(marketing management
framework) (marketing management process)
(marketing management step)
(marketing management method)
(marketing management hierarchical model)

(methodology)

6.1
(infrastructure)

21
www.wunan.com.tw
(02)2705-5066

22

Marketing Project Management Body of Knowledge

(efciency) (effectiveness)
(time to market)
(marketing productivity)

www.wunan.com.tw
(02)2705-5066

Chapter 6

23

SWOT

1.
2.
3.
4.

1.
2.
3.
4.
5.

1.
2.
3.

6.1

www.wunan.com.tw
(02)2705-5066

. .
, 2014.01

ISBN 978-957-11-7464-8 ()
1. 2.
496

102025588

1FT7










106 3 3 9 4
(02)2705-5066(02)2706-6100
http://www.wunan.com.tw
wunanwunan.com.tw
0 1 0 6 8 9 5 3

/6
(04)2223-0891(04)2223-3549
/290
(07)2358-702 (07)2350-236

2 0 1 4 1
2 0 0


www.wunan.com.tw

(02)2705-5066

You might also like