What abilities and knowledge do marketing planning need?

The Essential Qualities of Marketing Planners —— Knowledge Level and Professional Attainment of Planners

The first stop of growth: a comprehensive understanding of yourself

As a qualified planner, we should consciously construct our own knowledge structure, develop good thinking habits, master skillful strategies and skills, cultivate rigorous work style, think creatively, and participate extensively in colorful social practice, so as to achieve a real all-round planner.

Knowledge level and professionalism of planners (1)

In recent years, with the development of economic situation, people pay more and more attention to creativity and planning. Planning industry has become a hot emerging industry, and its role in promoting the development of enterprises is increasingly recognized. This remarkable industry warming has brought about a growing demand for planning talents.

In this context, many friends are eager to become a member of the army of planners, dreaming that their wonderful ideas and planning can bring a broad world to an enterprise and create a better tomorrow for themselves. But planning is a highly professional and demanding job, so you need to have a comprehensive understanding of yourself to judge whether you are suitable for this job.

Planning, that is, planning or plotting, is to achieve specific goals, put forward novel ideas and countermeasures, and formulate specific implementation action plans. Planning is a theory-based and future-oriented activity. It judges the changing trend of things according to various situations and information in reality, carries out comprehensive conception and design around the specific goal of an activity, and chooses reasonable and feasible action modes, thus forming correct decisions and efficient work.

The main difference between man and other animals is that man can plan all his activities in advance. The key to planning is to use "strategy", which is inseparable from creative thinking. The "plan" in planning refers to the "plan" part of the strategic plan. It can be said that from interpersonal communication, production competition to diplomatic exchanges, the two armies confronted each other; From running enterprises, opening up markets, developing careers and prospering styles ... we must assess the situation, formulate strategies and carry out timely and necessary planning activities.

Planning activity is a creative activity, which requires planners to have the necessary quality and accomplishment. The following are the necessary abilities and qualities for a successful planner.

People's planning ability is actually the result of the comprehensive action of many factors. It is not a gift, nor can it be formed overnight, but a person's comprehensive ability obtained through long-term and arduous self-learning, self-tempering, self-transformation and self-improvement. Therefore, as a qualified planner, we should consciously build our own knowledge structure, develop good thinking habits, master skilled strategic skills, cultivate rigorous work style and creative thinking, and participate in colorful social practice extensively, so as to achieve a real all-round planner.

(1) professional knowledge level

From the perspective of enterprise planning, planning managers should have such a knowledge structure: basic theory and physical knowledge of planning; Enterprise management theory closely related to enterprise management; Social science knowledge related to enterprise planning.

Basic theory and physical knowledge of planning, including basic concepts, basic skills, basic principles, working procedures and basic methods of planning.

Business management theories related to business management include management, behavioral science, marketing and advertising planning knowledge.

Social science knowledge related to enterprise planning, including sociology, psychology, social psychology, etc.

(2) Education level

Planning manager should be a professionally trained person, not anyone. The educational level of the planning manager should be above junior college or even higher. Because planning is a comprehensive undertaking and requires a lot of multidisciplinary knowledge, it is difficult to make the planning activities orderly and the planning results effective without formal training.

(3) Knowledge of laws and policies

Take efficiency as the goal and law as the criterion. This is the code of conduct that planning managers should firmly grasp. Planning managers should have sufficient knowledge of relevant laws and policies, including advertising law, anti-unfair competition law, economic law and various relevant laws and regulations formulated by the state. Only in this way can we avoid unintentional harm to others or unfair competition caused by ignorance of the law.

(4) Basic knowledge of enterprise management

Enterprises are economic organizations and must follow the rules of the game determined by the economy-the output value is greater than the input value. Planning managers should not only have the ability to diagnose the operating conditions of enterprises, but also have the ability to predict market changes, which can reasonably and effectively promote enterprises to be in a favorable position in market competition at an appropriate time.

Planning managers should master the knowledge related to enterprise management, such as enterprise management theory, enterprise product marketing theory, consumer psychology and value theory.

(5) Modern financial knowledge

Modern financial management emphasizes value multiplication-the capital nature of enterprise management. Therefore, the planning manager should have considerable professional knowledge in finance, accounting and management, and be able to operate capital and judge international finance and trade. Planning managers should not only have corresponding professional knowledge, but also have corresponding operational skills, so as to ensure that the wealth creation ability of enterprises can be fully exerted.

(6) IT network knowledge

Internet has become an indispensable part of today's social life and the foundation on which economic development depends. Every planner must understand and borrow this means.

A planner should not only improve his theoretical understanding of it, but also learn to use it. The appearance of network has brought unprecedented changes to the dissemination and enjoyment of information. A planner should learn to make use of this valuable resource, so as to provide a stronger guarantee for the success of planning activities.

(7) Modern media knowledge

The result of enterprise planning is to let the society know and accept the enterprise, so the media is an indispensable medium. Planning managers should master the knowledge of communication, journalism and advertising, which is also an important part of planning.