AIM ACADEMY | Course | Hands-on Marketing

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Opening	: 11/04/2023
Expected graduation date	: 11/05/2023
Schedule	: Tue-Thu (19:00 – 21:30)
Duration	: 8 sessions
Level	: Fresh

Tuition 6.500.000 VND 6.500.000 VND

Pay tuition by 11.04.2023 (*) Installment payment with credit card is applied

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LEARNING
OUTCOMES

This marketing course helps learners gain the most solid and practical foundation about marketing which is drawn out from the successes of local and international companies in Vietnam
Designed for anyone who is interested in marketing including students, career switchers, marketing specialists from clients, communication specialists from agencies
Continuously update the latest applications in the field of marketing
Gain well rounded marketing skill set with knowledge about digital marketing and trade marketing
Guided by trainers who are experienced marketing specialists
The final project requires learners to apply all knowledge to build a marketing plan for a specific brand of a multinational company
This is the most attractive short-term course at AIM Academy with diverse background that helps exchange knowledge and experience
Match and introduce job opportunities

WHO IS THIS COURSE FOR?

Students or fresh graduates with or without marketing knowledge who want to start a career in Marketing & Communication industry
Young marketing or communication specialists from both clients and agencies who need to consolidate knowledge with the highest standards from the industry
Career switchers who want to gain industry exposure and be well-equipped for further courses at AIM Academy

COURSE OUTLINE

MARKETING OVERVIEW AND SOURCES OF GROWTH

What is marketing? What are the opportunities and challenges in marketing as a career? How to learn marketing? This opening module acts as a guideline and orientation for those who love marketing. Also, this module helps learners identify the sources of growth to set a business mindset in marketing.

Section 1: Marketing overview

Know and distinguish some key definitions in marketing, the role, and the evolution of marketing
Identify the key responsibilities and tasks of marketers
Be familiar with common marketing terminologies: STP (Segmentation, targeting, positioning), 4Cs (Category, consumer, company, competition), 6Ps (Product, price, place, promotion, packaging, proposition), IMC (Integrated marketing communication)… through practical theories from MNCs (Multinational companies) and case studies
Understand the relationship between the marketing department and other stakeholders – internal and external
Get a clear view of career pathways in marketing in terms of client side and agency side

Section 2: Sources of growth and 4Cs analysis

Define the objectives of business and marketing
Understand why ""growth"" is the ultimate purpose of marketing
Define sources of growth - Know how to apply 4Cs analysis to select the most suitable sources of growth to deliver marketing objectives
Explore different strategic actions to win the chosen source of growth

CONSUMER UNDERSTANDING

Understanding consumers starts with narrowing them down into segmentation. The next module in this marketing course introduces the framework STP which means segmentation, targeting, and positioning, then consumer insights are revealed together with new product concept development.

Section 3: Market segmentation, targeting, and positioning (STP)

Understand market foundation and basic tools to define: Market segmentation, target audiences, target consumers, users profile
Develop brand positioning

・Use the tailor-made framework to develop brand positioning

・Know how to judge brand positioning

・Practice writing good brand positioning

Section 4: Consumer insights and concept development

Consumer insights

・Understand about insights

Know the importance of insights

・Acquire techniques to grab important moment of truth

Concept development

・Understand the definition and important role of concept

・Identify key elements in a concept

・Deep dive into principles for developing a great concept

・Practice developing product concept

INTEGRATED MARKETING COMMUNICATION (IMC)

IMC has never been so important in today's marketing when consumers are exposed in a complex world of media. This module gives a full picture of tools that are applied for integrated marketing communication with a strong focus on digital marketing.

Section 5: Integrated marketing communication (IMC)

Understand the purpose and role of communication, particularly what communication can and cannot do
Get to know and apply the ""Communication task map""
Know how to set objectives for communication and how to measure them
Step into the world of IMC and know 6 steps in IMC planning:
・ IMC overall: How it looks like, excellent case studies + 6 steps in planning an IMC: Understand consumers and set objectives; IMC brief; propose big idea; plan consumer's touchpoints; execute and measure; summarize and reflect key learnings
・IMC brief: How to do a good brief
・Big idea: How to judge creative idea with ""ABC"" model
・Consumer's touchpoints planning
・Execution:
* Introduce promotion mix: Advertising, PR, experience marketing, direct marketing, promotion...
* Introduce traditional media channels: TVC, billboard, LCD/digital frame, OOHs, KOLs, radio...

Section 6: Digital marketing

Distinguish the difference between marketing and digital marketing
Draw out the customer journey on digital
Understand paid - owned - earned media
Be familiar with popular digital platforms: Search, social, display, video...
Get acquainted with basic digital terminologies

SHOPPER MARKETING

Understanding about trade marketing is a must for any brand or marketing specialists. This helps create influencing power in shoppers' decision making process in store.

Section 7: Shopper marketing

Understand distribution systemization and availability
Get to know channel classification: Modern trade (MT), general trade (GT), e-commerce
Review the path to purchase landscape
Analyze shopping behavior and how to capture and translate into sales
Comprehend about trade promotion and promotion strategy

FINAL PRESENTATION

Section 8: Final presentation

Present a marketing plan for a specific brand based on 4Cs analysis, STP, consumer insights, and 6Ps with a focus on IMC
Receive comments and feedback from trainers
Q&A

THE NECESSITY OF THIS COURSE

Marketing knowledge can be obtained at university or easily found on the internet. However, the marketing industry is changing rapidly. Therefore, all marketers are required to not only have a solid understanding about marketing but also keep pace with the latest marketing trends. But where can you learn marketing?
Hands-on Marketing is a foundation course designed by highly experienced marketing experts from popular organizations. They hand-pick the knowledge that is most essential for beginners or those without a marketing background. Especially, this highly applicable course helps learners bring into their business from small scale to large scale. Therefore, this course is an unskippable foundation to anyone who wants to progress firmly in this career.

TRAINERS

NGUYỄN NHƯ THẠCH TRÚC

Senior Brand Manager

Vinamilk
HUỲNH THUẦN

Marketing Director

Marico South East Asia Corporation
NGUYỄN HỮU TUẤN

Marketing Manager

Thiên Long
CAO THÀNH ĐẠT

Regional Marketing Manager

Abbott
PHẠM QUỐC TUẤN

Group Brand Manager & Digital Manager

ECO PHARMA

Testimonials

I am really excited when I can work officially as a marketer now. So many challenges but I feel lucky because I chose AIM as my mentor at the starting point

Thanks to the course, I gained practical brand building and management knowledge which perhaps if I studied myself, it would take me a lot of time.

Nguyen Thi Bich Huyen

Marketing Executive

Winterhalter Gastronom Vietnam

Pham Minh Tan

Product Marketing Specialist

Nutrilite, Amway

HANDS-ON MARKETING

LEARNING
OUTCOMES

WHO IS THIS COURSE FOR?

COURSE OUTLINE

MARKETING OVERVIEW AND SOURCES OF GROWTH

Section 1: Marketing overview

Section 2: Sources of growth and 4Cs analysis

CONSUMER UNDERSTANDING

Section 3: Market segmentation, targeting, and positioning (STP)

Section 4: Consumer insights and concept development

INTEGRATED MARKETING COMMUNICATION (IMC)

Section 5: Integrated marketing communication (IMC)

Section 6: Digital marketing

SHOPPER MARKETING

Section 7: Shopper marketing

FINAL PRESENTATION

Section 8: Final presentation

THE NECESSITY OF THIS COURSE

TRAINERS

Testimonials

AIMACADEMY TRAINING JOINT STOCK COMPANY

HANDS-ON MARKETING

LEARNING OUTCOMES

WHO IS THIS COURSE FOR?

COURSE OUTLINE

MARKETING OVERVIEW AND SOURCES OF GROWTH

Section 1: Marketing overview

Section 2: Sources of growth and 4Cs analysis

CONSUMER UNDERSTANDING

Section 3: Market segmentation, targeting, and positioning (STP)

Section 4: Consumer insights and concept development

INTEGRATED MARKETING COMMUNICATION (IMC)

Section 5: Integrated marketing communication (IMC)

Section 6: Digital marketing

SHOPPER MARKETING

Section 7: Shopper marketing

FINAL PRESENTATION

Section 8: Final presentation

THE NECESSITY OF THIS COURSE

TRAINERS

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Testimonials

AIMACADEMY TRAINING JOINT STOCK COMPANY

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