Course Details

This course equips Small and Medium Enterprise (SME) owners with the skills to apply AI-powered insights for effective category positioning — understanding where to compete and how to win consumers’ minds.

You will learn to design data-driven and innovative marketing strategies that strengthen brand value, attract new customers, as well as enhance customer loyalty and competitiveness in the marketplace. This course is designed for participants proficient in Mandarin as it is conducted in the language.

By end of this course, you will be able to:

1. Explain key marketing methodologies and the evolving logic behind consumer decision-making.
2. Assess their organisations’ current category stage.
3. Formulate each growth phase’s clear objectives.
4. Apply AI agents and analytical tools such as the Positioning Triangle, Feature, Advantages, Benefits, Evidence Model, and Questioning Framework.
5. Evaluate new category opportunities from multiple perspectives.

Topics to be covered

• Evolution of Marketing Decisions & Three Stages of Category Competition
• Six Dimensions of Category Positioning
• Common Pitfalls and How to Avoid Them in Category Positioning