Documentos de Académico
Documentos de Profesional
Documentos de Cultura
Introduction
This Appendix replaces the original Professional Skills Dictionary - Marketing Appendix issued by Unilever in 1996. A summary of the new Marketing Professional Skill Areas is provided on the following page, complete with definitions and a list of Skill Sub Areas. Subsequent pages of the Appendix provide more detail on each Skill Area. Each page is headed with the Skill Area and its definition. The Skill Sub Areas are then listed along with a more detailed breakdown of the activities involved in each case. Skill profiles for key marketing roles and a resources guide to help in skill development are also available in separate documents. For those heavily involved in consumer understanding/market research, there are further skill descriptions available in a separate Market Research Professional Skills Addendum.
Brand Communication
Developing creative brand communication campaigns that achieve outstanding levels of effectiveness, applying the principles and processes of Advanced Brand Communication.
a) b) c) Developing inspiring briefs Building successful agency team relationships Judging creative proposals d) e) f) Developing outstanding communication campaigns Guiding outstanding brand packaging design Evaluating communication effectiveness
Brand Innovation
With consumer insight as the inspiration, working with other professional specialists to create or adopt consumer-relevant innovations that are rolled out fast, using the principles and practices of IPM.
a) b) c) d) Creating a spirit of innovation Exploring consumer and technological opportunities Generating creative innovation ideas Designing winning innovation concepts e) f) g) Managing the innovation project portfolio Driving innovation projects through the funnel Launch planning, implementation and evaluation
Brand Activation
Bringing a brand to life in the local marketplace via creative implementation of its core mix. Delivering brand growth by using all channel opportunities to connect with consumers and deepen their experiences and relationships with the brand.
a) b) c) Converting brand strategies into innovative activity plans Developing close marketplace connections with consumers Implementing consumer activation programmes d) e) f) Driving brand visibility and channel presence Managing prices, profit margins and budgets Monitoring market developments and brand performance
Consumer Insight
Using and interpreting consumer research to anticipate and define the motivating factors driving consumers brand choice and usage behaviour. Generating and applying consumer insight to drive competitive advantage and business growth.
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