Among them, the knowledge and skills of overall marketing planning include SWOT analysis, consumer insight analysis, 4P and extending 6P to the later 1 1P marketing framework, 4C concept and theoretical basis of integrated marketing. Product planning brand planning knowledge and skills, including: product planning, Boston matrix, general matrix, brand planning, brand value, brand portrait and other knowledge.
Advanced knowledge and skills, since it is the Internet age, we need to master more network skills and knowledge in marketing planning, including: knowledge and skills in website planning, knowledge and skills in SEM, knowledge and skills in network promotion and communication, knowledge and skills in data analysis, skills in network culture and psychological analysis of netizens.
The knowledge and skills of website planning include the mainstream layout, structural planning, function and customer experience of the website. Knowledge and skills in SEM, including keyword strategy, how to write SEO scheme, how to execute SEO, etc. Network promotion and dissemination of knowledge and skills, including network promotion and dissemination methods, promotion programs, promotion implementation, etc. ; Network culture and netizen psychology, including the grasp of network platform, products, new products, development trend, network circle and network characteristics; Data analysis can be said to be the most characteristic of these contents, because it is the most important feature that distinguishes online marketing from traditional marketing, and online marketing can be quantitatively monitored and supervised, so data monitoring and statistical analysis are a very important skill.