市场营销及品牌管理活动包含四部曲:一、通过敏锐的消费者洞察力感受消费者的体验,制定品牌战略;二、设计不同的接触点(contacts),让消费者认同你的战略;三、进行有效的市场细分及次级市场细分,针对各个细分市场设计针对性的接触点;四、评估成效。在六天的课程中,Bobby教授对前两部分进行了深入的讲解,而Edward教授则用数据挖掘的方法教会了大家如何进行市场细分,如何评估市场营销活动的成效。 Marketing and brand management activities include a four-part tune: First, experience the consumer’s experience through a keen consumer insight and develop a brand strategy; Second, design different contacts to allow consumers to identify with your strategy; Conduct effective market segmentation and sub-market segmentation, and design targeted contact points for each market segment; Fourth, evaluate effectiveness. In the six-day course, Professor Bobby gave an in-depth explanation of the first two parts, and Professor Edward used data mining to teach everyone how to conduct market segmentation and how to evaluate the effectiveness of marketing activities.