Unilever Marketing Skill
PROFESSIONAL SKILLS DICTIONARY
MARKETING APPENDIX
(2nd version)
Issued: November 2000
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.
Marketing Professional Skills Areas
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.
|Building holistic understanding of consumers |Synthesising and sharing consumer learning |
|Planning market research |Generating inspiring consumer insights |
|Interpreting market research |Anticipating current and future consumer opportunities |
Marketing Strategy Development
Using consumer insight and competitor analysis to anticipate market growth opportunities and to determine the markets, channels and segments to operate in. Challenging the status quo with brand strategies that beat
MARKETING APPENDIX
(2nd version)
Issued: November 2000
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.
Marketing Professional Skills Areas
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.
|Building holistic understanding of consumers |Synthesising and sharing consumer learning |
|Planning market research |Generating inspiring consumer insights |
|Interpreting market research |Anticipating current and future consumer opportunities |
Marketing Strategy Development
Using consumer insight and competitor analysis to anticipate market growth opportunities and to determine the markets, channels and segments to operate in. Challenging the status quo with brand strategies that beat