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DIGITAL PLANNING

Complete digital planning process for managers

  • 0 Learners confidently joined the workforce

  • 0 Customized training programs were conducted for corporate clients

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LEARNING
OUTCOMES

  • This Digital Planning course completes the digital planning process with 6 simple and logical steps 

  • The only course that guides to plan content and media channels in sync

  • Untangle the biggest difficulty in digital planning which is defining key performance indicators and setting the budget 

  • Guided by talented digital specialists who are currently working at clients and agencies   

  • Practice along the 6 steps of digital planning to bring knowledge into real life 

  • Share real digital projects and campaigns that help learners refer to the industry standards 

  • The final project requires learners to apply the entire planning process to build a digital plan for a brand 

  • Match and introduce job opportunities

WHO IS THIS COURSE FOR?

  • Digital planners at agencies (Digital, media, advertising, PR, content, social...) who wants to know how to develop a digital plan that reflects business goals with effective planning such as channel selection, budget allocation and channel integration 

  • Marketing managers, brand managers, digital managers at clients who wants to understand and evaluate a digital plan with proposed budget, channel integration, and how to link digital investment with brand objectives and business objectives

  • Business owners of MSME (Micro - small - medium enterprise) or startups who wish to manage the humble marketing budget on digital effectively with a proper planning process 

  • * Prerequisite: This intensive digital marketing course requires learners having at least 6 months of experience in this field. 

COURSE OUTLINE

DIGITAL PLANNING PROCESS

This is the comprehensive planning process from receiving the brief to understand the business problems to finding the solutions through the art of blending content with media channels. At the end, any plans should be evaluated against the set KPI to draw the actions for optimization.

Section 1: Step 1 - Business challenge analysis
  • Digital overview

        Understand the overview of digital process and digital key players

        Be familiar with key digital concepts, namely the role of media, 5Ds of digital marketing, paid - owned - earned... 

        Capture the digital landscape 

  • Define brand objectives and digital objectives  

  • Ensure important information is included in the brief 

  • Release brief for final presentation

Section 2: Step 2 - Research and strategic approach
  • Explore opportunities, insights and ideas

  • Leverage the digital tools to run insights, research

  • Know how to select channels

  • Deep dive into the digital brief template

  • Know about idea judgement criteria

Section 3: Practice step 1 and step 2 - Business challenge, research, and strategic approach
  • In class exercise and group presentation

Section 4: Step 3 - Integrated digital strategy
  • Be familiar with channel strategy

  • Know about paid – owned – earned

  • Explore consumer journey

  • Zoom into digital integrated communication framework

Section 5: Step 4 - Content strategy
  • Understand the importance and role of content strategy

  • Get familiar with the content strategy framework: Creation, publication, governance

  • Deep dive into the structure of a content strategy

  • Analyze different content formats

  • Analyze sample of content strategy

Section 6: Practice step 3 and step 4 - Integrated digital strategy and content strategy
  • In class exercise and group presentation

Section 7: Step 5 - Media planning (1)
  • Review key digital platforms and channels: Search, social, display, video ..

  • Understand the roles of each channels  

  • Understand the buying model of each channel 

  • Understand digital targeting

Section 8: Step 5 - Media planning (2)
  • Comprehend budget allocation

  • Understand KPI setting

  • Distinguish sufficient vs. efficient

  • Know the key elements of a media plan: Targeting, channels, vendors, timing, budget, metrics, KPIs...

Section 9: Step 6 - Measurement and optimization
  • Practice media planning

  • Get to know about performance tracking and optimization

  • Understand brand measurement: Brand lift study, cross media study, Buzzmetrics listening tool, Google Analytics, Sizmek, etc. 

  • Practice step 5 and Step 6 - Media planning, measurement and optimization 

        In class exercise and group presentation

FINAL PRESENTATION

 

Section 10: Final presentation
  • Present the digital plan for a specific brand

THE NECESSITY OF THIS COURSE

  • Digital, technology, social media are changing the landscape of Marketing & Communication. Everyone could not resist the urge to learn and apply digital into the business but hardly knows about its impact as well as how to implement it effectively. How much money is enough to invest into digital marketing? How to measure the contribution of digital into the revenue growth? Should we stay outside the game to observe what works and what doesn't? Will we be left behind if we don't jump in now? This is the dilemma that many business owners, managers, practitioners are facing today. 

  • Digital Planning at AIM Academy is designed for people who are in the management role at any types of organizations. Only knowing the digital marketing planning process, the KPI, measurement, and evaluation criteria for a good digital plan can help the decision makers stay in control in this digital era. 

TRAINERS

  • PHẠM THỊ THẢO LINH

    Head of Ecom - Consumer Product Division

    L’Oréal Vietnam

  • LUKAS ANH NGUYEN

    Former Associate Director, Content+

    Mindshare Vietnam

  • NGUYỄN THIÊN SƠN

    Former Digital Specialist

    L'Oreal Vietnam

  • NGUYỄN QUỐC TIẾN

    Country Digital Customer Experience Lead

    Schneider Electric

  • PHẠM THỊ THÚY NGA

    Digital Marketing Leader

    Amazon Việt Nam

  • PHẠM QUỐC TUẤN

    Brand Manager

    ECO PHARMA

  • BON NGUYỄN

    Associate Director

    Mediacom - GroupM

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