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ACCOUNT MANAGEMENT

Master the art of account management with new business development mindset

  • 0 Learners confidently joined the workforce

  • 0 Customized training programs were conducted for corporate clients

  • 0 Contestants entered 10 competitions searching for young talents

LEARNING
OUTCOMES

  • This Account Management course raises the standards of account management that are applied for any disciplines of Marketing & Communication such as advertising, PR, event & activation, digital, production, research, and media…

  • Upskill with 3 types of arts: The art of client service, the art of communication, and the art of project management - Sharpen soft skills which are highly required in the art of account management 

  • Develop the confidence when understanding the role of account expert in the challenging relationship between client and agency

  • Guide to self evaluation to define if account management is the right career choice or make self adjustment to fit to this career 

  • Guided by the trainers that are experience in account management 

  • The final project is an interesting and complex case study that helps students to see the world in multiple dimensions, with no right or wrong answers, only suitable and inappropriate answers.

  • Match and introduce job opportunities

WHO IS THIS COURSE FOR?

  • Current account practitioners working at agencies in different disciplines (Advertising, PR, digital, event, activation, research, media, publisher...) who want to upskill to deliver better results in the complex client and agency relationship

  • Students who wish to enter Marketing & Communication industry, particularly in agency as an account expert as this position is most accessible to the agency world

  • Career switchers who find the agency world and relationship management are their interests and their strengths

COURSE OUTLINE

THE ART OF CLIENT SERVICE

Client is one of the key stakeholders that account people have to handle. Clients often have different objectives and priorities. An account person should have a sharp view on client, then define suitable strategy to work with them in order to make profits for the company from that relationship.

Section 1: Client understanding and client attachment
  • Identify which information should be searched in advance and questions should be asked when meeting with client to have a better understanding

  • Explore the starting point in building relationship and trust from clients

  • Know advanced tips to identify and leverage opportunities to build rapport with clients

Section 2: Win - win negotiation
  • Understand the personality groups (Social tribes) that have influence on personal life and work life

  • Get familiar with the basic techniques of negotiation

  • Practice negotiation skills

Section 3: Pitching to win
  • Understand the importance of business pitching in communication industry

  • Understand different types of pitching and critical check-list

  • Experience simple pitching simulation

Section 4: Business mindset and business development
  • Capture the agency's future

  • Update on the future of account management  

  • Understand the KPIs that account should bear: Soft KPIs, hard KPIs 

  • Prepare for tomorrow  

       Skillset: Communication, client relationship development, presentation, negotiation, problem-solving, project management, pitching... 

       Mindset: Entrepreneurship, efficiency, revenue, target, base salary - commission, profit & loss…

      Toolset: List of prospects, credentials, email template, proposal, quotation

THE ART OF COMMUNICATION

Clear-cut communication is essential to an account person. Being able to speak and write Vietnamese or English does not mean that an individual can communicate well. Making the message come out crystal clear and inspiring is not easy. More than that, reading between the lines is the real art in the complex relationship between client and agency, between stakeholders within an organization.  

Section 5: Business communication
  • Business email  

        Understand phases in writing email  

        Know the tips in writing email  

        Organize and present to effectively convey messages to the audience

        Practice writing business email  

  • Business meeting and meeting minutes  

        Identify objectives of business meeting 

        Master 3 stages of business meeting: Pre, during, post meeting

        Practice writing meeting minutes

Section 6: Presentation like a pro
  • Building the deck 

 Build the structure of a presentation deck 

 Wear the hat of a designer + Obtain the tips to make eye-catching presentation deck

  • Delivery with confidence + Understand the techniques to deliver an effective presentation

 Distinguish presentation and elevator pitch 

 Practice presentation with confidence

THE ART OF PROJECT MANAGEMENT

Staying in control in a busy working environment of multiple projects is important. This module provides learners with skills to fulfill the role of an account person in order to effectively manage project deliverables in terms of task, time, cost, problem solving and other resources to ensure the final result in accordance with the mutual parties’ agreement

Section 7: Problem solving
  •  Understand the teams of a project: The roles of different stakeholders, including creative, planning, account, traffic, production and 3rd parties 

  • Close look into the "problem": Identify the problems, the reason the problems happen, the persons to deal with to solve the problem, and the perspective of viewing the problem 

  • Identify the approach to solve a problem by Grow model 

  • Obtain techniques for leading a discussion: Brainstorming and mindmapping

Section 8: Project management - Process, resources, timing, cost, and paperwork
  • Build a project timeline: Timeline and resources

  • Understand essential time management skills

  • Know how the agencies make money 

  • Understand the fee structure and the principles of building a quotation. Handle paperwork: Contract, liquidation, non disclosure agreement (NDA), censorship, talent release...

LEARNERS HAVE A CHANCE TO EXPERIENCE A PRACTICAL EXERCISE ON ACCOUNT MANAGEMENT, USING THE KNOWLEDGE AND SKILLS THEY HAVE LEARNED.

Learners have a chance to experience a practical exercise on account management, using the knowledge and skills they have learned.

Section 9: Final presentation
  • Present point of view towards a case of a new account trainee 

  • Receive feedback and comments from trainers

THE NECESSITY OF THIS COURSE

  • A good advertising campaign is not only the result of strategy, creative and operation works, it's also the relentless effort of a key thread called - account management, who walk on a fine line between client and agency with the skills of client management, project management, process management, and quality control,... just to name a few. Their sounds-easy-but-hard-to-achieve job is to keep them balanced in order to understand the needs of both sides, then nurture this full-of-conflicts relationship and maintain growth for the agency.

  • This Account Management course is designed to provide future account experts with an essential set of skills and tools to effectively manage the client - agency relationship as well as to find new businesses in this highly competitive time. Throughout the course, learners know how to pave the way to enter the challenging yet interesting agency world as a competent account person.

TRAINERS

  • MAI CẨM LINH

    Business Development Director

    YouNet Media

  • NGUYỄN THỊ HOÀNG LAN

    Senior Director, Content+

    Mindshare Việt Nam

  • ĐINH HOÀI NAM

    Group Client Service Director

    ClickMedia

  • TRƯƠNG MINH NHỰT

    Former Account Director

    Leo Burnett & Asatsu-DK

Testimonials

This course helps me to have more knowledge about agencies, more confident to present, pitching and understand deeply the account role with my team and clients

Phuong Thuy

Sales Executive