TRUY CẬP KHÓA HỌC

Giới Thiệu

Sự đa dạng các cách thức truyền thông mở ra nhiều cơ hội mới, nhưng cũng đòi hỏi thương hiệu phải tỉnh táo trong việc ưu tiên và phối hợp sử dụng các cách thức sao cho hiệu quả. Nói cách khác, trước khi triển khai bất cứ hoạt động truyền thông nào, thương hiệu cần có một chiến lược rõ ràng. Khóa học này hướng dẫn cách thức hoạch định chiến lược truyền thông cho thương hiệu một cách bài bản, để tối ưu hiệu quả và nguồn lực đầu tư.

Nội Dung Khóa Học

▶️ Buổi 1 – Introduction
1.1 – The Course Outline
1.2 – The Handout
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▶️ Buổi 2 – The Chapeau: 04 Strategic Thinking Questions
2.1 – Strategic Thinking Question #1
2.2 – Strategic Thinking Question #2
2.3 – Strategic Thinking Question #3
2.4 – Strategic Thinking Question #4
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▶️ Buổi 3 – The Entrance: Introduction to Strategic Communication Planning
3.1 – Strategic Planning Role
3.2 – Strategy vs. Tactics: The Example
3.3 – Brick-n-Mortar Factors: The Skills
3.4 – Brick-n-Mortar Factors: The Knowledge
3.5 – Brick-n-Mortar Factors: The Experience
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▶️ Buổi 4 – The Foundation: Market Fundamentals – Types of Market
4.1 – Types of Market
4.2 – Types of Market (Answer to the exercise)
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▶️ Buổi 5 – The Foundation: Market Fundamentals – Target Consumer Portrait
5.1 – Market Fundamentals: Target Segmentation
5.2 – Market Fundamentals: Target Segmentation (Case Study & Exercise)
5.3 – Market Fundamentals: Target Segmentation (Answer to the Exercise)
5.4 – Market Fundamentals: Exchange Values
5.5 – Market Fundamentals: Exchange Values (Samples)
5.6 – Market Fundamentals: Target Consumer Portrait (Case Study)
5.7 – Market Fundamentals: Target Consumer Portrait (Exercise)
5.8 – Market Fundamentals: Summary
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▶️ Buổi 6 – The Foundation: Brand Management Fundamentals – Brand Stages
6.1 – Brand Stages: Introduction
6.2 – Brand Stages: Growth
6.3 – Brand Stages: Maturity, Decline
6.4 – Brand Stages (Samples)
6.5 – Brand Stages in Practice
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▶️ Buổi 7 – The Foundation: Brand Management Fundamentals – Brand Equity & Brand Ways-in
7.1 – Brand Equity: Brand Identity & Brand Meaning
7.2 – Brand Equity: Brand Response & Brand Resonance
7.3 – Brand Equity: Case Study
7.4 – Brand Ways-In
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▶️ Buổi 8 – The Foundation: MarCom Fundamentals – Marcom Direction
8.1 – Target Audience
8.2 – Strategic Communication Platform
8.3 – Communication Approach
8.4 – Communication Approach (Samples)
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▶️ Buổi 9 – The Foundation: MarCom Fundamentals – Marcom Disciplines & Communication Media
9.1 – Marcom Disciplines
9.2 – Attributes of Different Marcom Disciplines
9.3 – Marcom Disciplines in Practice
9.4 – Communication Media
9.5 – Marcom Disciplines vs Communication Media
9.6 – Critical Aspects of Communication Mix
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▶️ Buổi 10 – The Foundation: Creative Fundamentals
10.1 – A2B Creative Evaluation Model
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▶️ Buổi 11 – The Process: Strategic Communication Planning Process
11.1 – Stage I: Communication Platform Planning
11.2 – Stage I: Communication Platform Planning (Case Study)
11.3 – Stage II: Touch-points Planning/Communication Plan
11.4 – Stage II: Touch-points Planning/Communication Plan (Case Study)
11.5 – Base Elements of Strategic Planning Process
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▶️ Buổi 12 – The Exercise: Electrolux Campaign 2020
12.1 – The Exercise: Electrolux Campaign 2020
12.2 – The Exercise: Electrolux Campaign 2020 (Material)
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▶️ Buổi 13 – The Walk: Case study – Song Huong Foods
13.1 – Strategic Starter: Brand Background
13.2 – Strategic Starter: Brand Equity
13.3 – Strategic Starter: Communication Challenges & Objectives
13.4 – Strategic Starter: Target Audience
13.5 – Exploration: Communication Platform
13.6 – Exploration: Communication Approach
13.7 – Ideation: Communication Idea
13.8 – Ideation: Idea Interpretation
13.9 – Communication Plan
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▶️ Buổi 14 – Key Pointers to Strategic Planning Pathway
14.1 – Key Pointers to Strategic Planning Pathway