What skills do you need to master in marketing planning?

1. A certain basic professional knowledge of marketing, understanding of product positioning, channels, and other methods;

2. Ability to innovate;

3. Market research and data analysis capabilities;

Fourth, the ability of resources to be integrated and disguised;

5. Cognitive and reading insight in the field of the industry;

6. Consumer Behavior and Psychology;

7. Advertising or Integrated Marketing Communication.

Let's first understand the work content of planning Feng Zhengliang, which is roughly divided into the following parts:

1. Marketing general control, cooperate with sales and senior leaders, do project value combing, refining and expression, comprehensive control of marketing and promotion rhythm, language, cost and other work, and manage the planning team;

2. Docking, arranging and implementing promotion plans;

3. Advertising design, often docking with advertising companies;

4. Activities, planning and executing marketing activities, often docking with event companies;

5. Material production and sales management, design and production of various marketing props, manage the software and hardware of the sales site, and often connect with the material production unit;

6. Docking with the market, collecting, sorting and analyzing market data, researching and tracking competing projects;

The above is the most basic and core work, not necessarily a special person, the operating habits and needs of each company and project are different, sometimes one person has more than one, sometimes one needs a team to do.

In view of the above work, it can be seen that the basic requirements of marketing planning:

1. Aesthetics - the identification, pursuit and creation of beauty, such as the most basic pictures, copywriting, retreat is also very important, such as the love of life, thinking, so that we can really go into the perspective of customers to think about the problem and write touching copywriting.

2. Refining and summarizing expressions - such as market analysis, project positioning, customer tracing, in the face of basic information, not only can organize and analyze, but also think clearly, and the most important thing is to be able to say it. Marketing planning needs to refine product selling points and find event opportunities.

3. Communication - the work of planning Yinkuan can never be completed by sitting on the desk, making good use of various partners, communicating with customers to understand their ideas, and collaborating with sales, engineering, R&D, property and other positions within the company. Good communication can improve productivity.

4. Learning ability and knowledge structure - learning is a lifelong thing, and we need to continue to learn and build our own knowledge and ability framework. Knowledge structure can identify a person's talent in certain aspects, and can better judge their future growth.

For example, if you already like literary books, then the perception and creativity of the copywriter will be better.

5. The spirit of hardship and hard work, marketing planning is always accompanied by a project, and it is common to do activities before and after running

These are just the basic abilities that marketing planning needs to have, and let's talk about a few ways to become a planner

1. Directly apply for the company's planning position, starting from the basic planning specialist.

2. Enter a more subdivided and professional position in planning, such as advertising companies, event companies, etc., and then change jobs to do planning.

3. Start from sales and transfer planning.

In general, I think marketing planning is a very comprehensive position, with a lot of things to do, and it requires us to have an overall grasp of the project.

There are several abilities that a brand planner needs to have.

The production of a successful brand planning is inseparable from the efforts of a professional brand planning consulting team. It can be said that how important brand planning is to the enterprise, how important the brand planning consultant is to the generation of this brand planning. It is precisely because brand planning occupies an important position in the operation of enterprises that enterprises have extremely high requirements for brand planning consultants.

1. Keen insight.

The formation of brand planning is based on the understanding of the market. The market is not static, and sometimes people's living standards and events in society will affect consumers' consumption behavior. In addition, different cultures and different economies between regions also lead to different markets in different places.

Therefore, brand planners need to have a keen insight to observe the changes in the market (including industry dynamics, competitor dynamics, etc.) in order to grasp the market in a timely manner.

2. Excellent analytical, judgment and decision-making skills.

Brand planners should have excellent analysis, judgment and decision-making ability, be good at making a systematic and comprehensive analysis of the market environment, and be good at making correct judgments on the captured market information. Essentially, branding is a decision-making process, as marketers also need to have excellent decision-making skills.

3. Ingenuity and innovation.

Competition in the market has always existed, and if companies want to become the leaders in this long-term war, they need to rely on innovation to create their own advantages. Compared with the characteristics of products and management methods that are easy to be imitated, innovation in market strategy and promotion methods can become a powerful force for enterprises to dominate the market, so innovation has become a necessary ability for marketers.

Fourth, the depth of potential excavation.

The potential is mainly mined from three aspects: market, product and competitor. Find the blank point and entry point of the market through market mining; Find the advantages of your own products through product mining; Opponent weaknesses found through competitor mining. Without in-depth potential excavation, it is difficult for brand planners to find the weakness of the market and the shortcomings of competitors, and it is difficult to make successful and effective planning plans.

Fifth, agile thinking and association.

Paying attention to the market is the most basic job of brand planners, but it is difficult to make high-quality marketing planning if you only understand the market without agile thinking and association.

6. Good organization and presentation skills.

The formation of a planning plan requires a certain degree of organizational ability, pretense and expression ability. Organizational ability refers to the ability to plan, command, arrange, and schedule, which can ensure the feasibility of the program; Presentation skills include both written and oral expressions. The structure, skill of the argument and the power of the language play a crucial role in convincing the business leader or the client.