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課程概述
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企劃之目的在輔助決策者釐清策略邏輯，這是宏觀面的思考架構；同時，企劃也是要幫助執行者確認實施的範疇、順序及其背後原理，這是微觀面的作業說明書；更有時候，企劃書是說服投資者或主管支持我們的項目，這是價值千金的說帖；在戰場前線，企劃書能夠打動顧客願意買單我們產品或服務，這就是行銷人的基本武功! 本課程要從基礎文字開始訓練，引導學生藉由文字邏輯來說服自己、投資人、主管、部屬、消費者。
The purpose of marketing program is to assist decision makers to clarify the strategic logic. This is a macro-level thinking structure. Also, planning is to help the executor confirm the scope, sequence and underlying principles of implementation. This is a micro-level operation manual. More sometimes, the marketing program is to persuade investors or supervisors to support our project, and to impress customers who are willing to pay for our products or services. This is the basic skills of marketers! This course starts from training the program writing ability. The students are guided to convince themselves, investors, supervisors, subordinates, and consumers through text logic.
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授課內容
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企劃之目的在說服他人或自己接下來要實現什麼目標、該怎麼做，以及如此決策的理由。如果目標只有一個，或是實現目標的方法及步驟只有一種，就不需要企劃，因為直走就會到。所以，企劃就是要在「有限的資源」、「多重的阻礙」、「動態的競爭」、「變化的環境」…之中，找到一條達成任務的最適途徑。
The purpose of marketing program is to convince people or yourself what goals to achieve next, what to do, and the reasons for such a decision. If there is only one goal, or there is only one method and step to achieve the goal, there is no need to plan. Therefore, the marketing program is to find an optimal way to accomplish the task among "limited resources", "multiple obstacles", "dynamic competition", "changing environment", etc.
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