市场部能力素质模型

Develop appropriate objectives and strategies for advertising and apply key principles. Provide sound creative judgment and direction on a project basis for a current campaign. Manage and motivate agency. Manageldirect execution (i.e. print scheduling, proofing, etc.)
1• basic terminology and media processes 20 media categories 3• role of media in brand strategy
4• make recommendations in media planning: choiee of media to meet brand objectives, and scheduling
Capable
acts with direction
•
•
executes
reports • Capacity for making sound judgments and giving creative direction
(e.g. describing communication objectives, evaluating creative,
General promotion principles. Retail promotion process and associated costs.
Role of RP in brand strategy. Trade classes and retail terminology. PM trade class programs, principles, and cost structures
eal:ffmarketing & C're4ti`
etenc .c3rwu: 91rect to Cr1
direct mail, other 'rect, event 1• term i no l ogy, vehicles (e . g. , marketing, sampling programs, bar nighta, etc.), and processes 2• role of direct to consumer marketing in accomplishing brand objectives
and giving feedback). • Execute advertising process on a project basis.
Proflcient provides direction within defined scope
• •
manages develops directs • • •
proficient
• managel,
p rroc4des direction within • directs
defined scope
• develops
recommendations Be develop media plan, applying key strategic and executional principles to various media alternatives (e.g., print, outdoor) 9• manage and direct media planning and executional activities
Master provides leadership In enf/re competency area
• • • •
leads, inspires integrates teaches decides
• • • •
Integrate RP planning with overall brand strategy. Consistently apply sound judgment in meeting RP plans. Pursues strategic partnerships. Develop technical proficiency and creative excellence in others.
30 role of marketing services groups (i.e., fulfillment, purchasing, database direct, etc.) in process of direct to consumer marketing 4• execute direct to consumer marketing programs, working with appropriate functions (marketing services groups, a gency, purchasing) 5• incorporate direct to consumer marketing into overall brand planning 6• use analyses to evaluate results and plan for upcoming direct to consumer efforts
media efforts 11• inspire on-going pursuit of continuous improvement in media planning and execution 12• integrate media plan into total marketing mix
109 identify and pursue key opportunities/innovative so utions in
Master proaide$ leaderslti,pin
eritire
competencY
• leads, inspires • integrates • teaches • decides
(e.g., Retail Masters)
Legalities
Capable acts with direction
•
executes reports
• Capacity to develop sound program objectives. Capacity to select from alternatives to meet brand objectives.
• •
manages develops directs • • • •
Specific trade class RP strategies and measures of effectiveness. Recognize, cultivate, or create RP ideas that will meet/exceed objectives. Identify and recommend new or emerging RP techniques appropriate to brand. Direct annual RP planning and manage execution according to plan. Joint planning and analysis (with trade marketing and sales). Demonstrate sound judgment in selecting a promotion agency based on the characteristics of the promotion.
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http://legacy.library.ucsf.edu/tid/pjc01b00/pdf
Developritent Level Learnin.g acts with supervision
AreK 1: Mstrketing & Crei Compete.ttcy Are
MARKETING TECHNICAL SKILLS COMPETENCY MODELS
http://legacy.library.ucsf.edu/tid/pjc01b00/pdf
Development Level
Level Definition
Area I: Marketing & Creativity Concepts Competency Area: Advertising
5• demonstrate budget awareness and control 6• execute media plan for a project, monitoring execution against objectives 70 recommend appropriate media strategies and evaluate media plan
13, develop technical proficiency and creative excellence in subordinates
luarea
2 S0ElZ6ti90d
http://legacy.library.ucsf.edu/tid/pjc01b00/pdf
Development Level
Master piovldes'leadershlp In ehilre competency area
• • •
leads, inspires integrates teaches decides
• • • •
Consistently provide leadership of the creative process. Inspire breakthroughs in campaign/selling ideas. Consistently provide strategically sound creative judgment and direction. Provide sound creative judgment and direction for a new campaign. Develop technical proficiency and creative excellence in others.
Level Definition
Area 1: Marketing & Creativity Concepts Competency Area: Retail Promotion
Learning acts with supervision
• •
understands participates
•百度文库•
•
Execute RP plan on a project basis, monitoring against objectives. • Use of Systems to meet program objectives and evaluation.
Proficient provides direction within defined scope
arnin . acts with supervision • • understands participates • • • • • • • Key aspects and principles of advertising and its role in achieving brand strategy. Brand positioning, target audience, and brand character. Strategy for other PM brands and competitor brands. Agency/PM role in developing creative. Overall advertising process, copy production process, and associated costs. Difference between advertising vehicles and their applications. Legalities.
3
90EjZbb90Z
http://legacy.library.ucsf.edu/tid/pjc01b00/pdf
Deueroprtrent Level
Learning acts with aupervi8fan
' 1'.et^el De utilzpn
• understands • participates