tr thnh nh qung co - truyn thng & PR chuyn nghip!

- Doanh nghip - Dn tr
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Th Ba, 08/03/2011 - 15:30 tr thnh nh qung co - truyn thng & PR chuyn nghip! Nm 2010, ngnh cng nghip qung co Vit Nam t doanh thu gn 1 t USD. Hin c hn 7.000 cng ty qung co, truyn thng, PR, T chc s kin v gn 100.000 lao ng, trong hn 70% l nhng bn tr tui di 30. Cng nghip qung co l g?: Ngnh cng nghip, dch v qung co c coi l ngnh kinh t sng to hay cn gi l ngnh cng nghip sng to. Sn phm ca qung co ch yu l cc tng hay, mi hoc cc gii php tip th, truyn thng Nhng chng li ng vai tr ch lc trong vic to ra cc gi tr gia tng cho sn phm, thng hiu. Mi ngy c hng trm tng qung co mi trn bo, tp ch, ti vi cho hng ngn doanh nghip c nhu cu. H ni v TP.HCM lun coi ngnh cng nghip dch v v cng ngh cao l ngnh mi nhn. Nhng nm qua, ngnh cng nghip qung co Vit Nam lun tng trng 30 - 35%/ nm, qu tht l mt c hi thc s ln v vic lm v ngh nghip cho bn tr.

Th no l truyn thng trong qung co?: Qua kho st, nhiu bn tr hay nhm ln communication (truyn thng) vi media. B Gio dc & o to c m ngnh tuyn sinh chuyn khoa Truyn thng & Bo ch ( M: 523201), trong c cc chuyn ngnh: Bo ch; Truyn thng a phng tin; Cng ngh truyn thng v Quan h cng chng. Vy truyn thng thng hiu (brand communication), truyn thng marketing (marketing communication) v truyn thng sng to (creative communication) c t u?. Khng h c 3 chuyn ngnh ny, k c chuyn ngnh qung co. Li ny l do chng ta t truyn thng ln chung vi bo i, bo ch (c hiu l media: tivi, bo-tp ch v radio) lm cng c tuyn truyn ch khng phi l cng c ca marketing ( truyn thng tch hp IMC). Mt loi cng c ch lc, ph bin trong ngnh cng nghip qung co v xy dng thng hiu. D 3 ngnh hc ny rt thnh hnh v hot cc nc c nn kinh t v qung co pht trin. Chnh s nhn thc v m kinh t th trng cha cp nhp y , lm cho cc bn tr tt nghip cc trng i hc Vit Nam cc chuyn khoa truyn thng & bo ch kh m kim vic ti trong cc cng ty qung co ln hoc qung co a quc gia. Truyn thng l bao hm tt c mi phng tin truyn ti thng ip, tnh cch nhn

hiu v hnh nh n cng chng. Bao gm c truyn thng gin tip (ATL: Abote The Line) hoc truyn thng i chng ( mass communications); c truyn thng trc tip (BTL: Below The Line) nh: PR, Event, kch hot nhn hiu, POS, POSM; v c cc loi truyn thng mi (new communication) nh internet, PR 2.0, blog, forum. ng dng thun thc cc phng tin ny, bn cn phi c kin thc nn tng v marketing v thng hiu. Trong thc t, sinh vin t cc trng H kinh t (v d sinh vin khoa Thng Mi & Du lch trng H kinh t TP.HCM) ha nhp vo ngnh cng nghip qung co nhanh hn cc trng H Khoa hc X hi v Nhn vn. V vy, bn mun tr thnh nh qung co, truyn thng hay PR chuyn nghip xut sc trong tng lai th nhanh chng trang b cho mnh thm kin thc v marketing v thng hiu Quan h cng chng (PR)- Ngh ang hot: Nhn nh ny hon ton ng. Mt sinh vin kh gii tt nghip H chuyn ngnh Ng vn Anh, lm vic ti phng i ca tp on a quc gia v ngnh hng tiu dng nhanh chm sc sc khe khong 3-5 nm, c tham gia kha o to chuyn su v PR bi bn (khong 100 gi), rt c th tc th ln chc PR Manager ti tp on a quc gia nc gii kht khc. Ngnh PR ca H Vit Nam c rt nhiu trng ging dy nhiu nm nay v hng nm c vi ngn sinh vin ra trng. Vy sao c th ni ngh PR vn ang rt hot ? PR c nhiu nhm cng chng khc nhau: PR vi nh u t; vi V.I.P; vi khch hng i chng; vi khch hng mc tiu; vi chnh quyn; vi gii truyn thng (bo giy, ni v vit); PR ni b v PR 2.0Ha trn trong tt c cc nhm cng chng ny u th hin 2 hnh thc l: PR v li nhun hay PR phi li nhun. Chin lc PR li nhun th qu r vi cc hot ng marketing, xy dng thng hiu. Chin lc PR phi li nhun nh vn ha trong giao thng, ni khng vi ti nilon, bo v loi guHin nay tt c cc doanh nghip, cng ty hay t chc u c cc hot ng lin quan n xy dng hnh nh, uy tn nn cng c PR tr nn rt hu ch. V vy, chng ta c th khng nh rng: PR l cng c truyn thng marketing, xy dng thng hiu (cho doanh nghip hay t chc) trong ngnh cng nghip qung co?. Vy ti sao cc khoa PR khng trong cc trng chuyn v marketing v kinh t nh ?

Hc vin lp PR i thc t vit ti v mi trng V tr cng vic v thu nhp nh th no?: Nh qung co chuyn nghip,ai cng bit rt r 2 iu: 1/ Khng c lng ngoi gi; 2/ C s am m, nn khi thnh ngh th kh lng b sang ngh khc. Ph thuc vo nng lc, bn c th chn cc v tr khc nhau sau y: Chin lc thng hiu (brand strategy); Dch v khch hng (account); PR (strategy, plan, creative, copywriter); Media (strategy, planning, booking, buying ); Sng tao (creative); Vit li (copywriting); Ngh thut (art); Nhip nh (Photography); Thit k (design); OOH (out of home), Event, POS, POSM Tt c nhng cng vic ny i hi mt tay ngh thc hnh thun thc ch khng phi l bng cp hay kin thc l thuyt. Mt Account Manager gii ti cc cng ty nc ngoi lun c mc lng ti thiu t 1.000 - 2.000 USD/ thng v cc cng ty Vit Nam cng lun sn lng tr bn t 500 1.000 USD/ thng. Nhng trn thc t rt t nhn lc gii chuyn mn cc chuyn ngnh ni trn. V sao? Hc ai, hc u v hc nh th no ?: Khng c trng H no VN hay trn th gii dm nhn xng l l o to cc nh qung co, truyn thng v PR xut sc. Ti sao c hng trm trng H ln trn th gii u cn n giy chng nhn o to ngh qung co, truyn thng, PR t Hip hi Qung co Th gii (IAA) m khng ngc li ?. Th nn, vic o to ngh qung co, truyn thng v PR chuyn nghip ti cc nc trong khu vc Chu TBD v trn th gii u do Lin on qung co nc m trch. Qung co l loi hnh o to ngh, giu hm lng thc hnh, ng dng ch khng phi o to kin thc hn lm nh cc trng H. V vy, nhng ngi tham gia ging dy (ging vin) bt buc phi l nh qung co, truyn thng, PR chuyn nghip th vic hc ca bn mi mong c kt qu tt. Ni la chn

 hc qung co, truyn thng, PR chuyn nghip phi hi t ti thiu 2 yu t:

1/ i din chnh thc (t cc t chc ngh nghip) cc nh qung co, truyn thng chuyn nghip;

2/ C quy trnh kim sot cht lng tt nghip bng kt qu ca mt n c tnh thc tin cao m ngi hc phi t mnh lm c. Nu bn khng lm c mt sn phm qung co, truyn thng, PR t t khi c s hng dn v gip t mt nh qung co n anh gii i trc (ging vin) th kh lng ni rng bn s l Nh qung co, truyn thng, PR chuyn nghip trong tng lai gn. Chc bn thnh cng ! Kim Dng Ph ch tch Hip hi Qung co Vit Nam Vin trng Vin Nghin cu & o to Qung co Vit Nam

Hp tc gia ARTI Vietnam v Hc vin qung co Singapore (IAS). T tri sang phi: ng Sorab Mistry ch tch IAS; ng inh Quang Ng - Nguyn Th trng B VHTT &DL, ch tch Hip hi QCVN (VAA) v ng Kim Dng Ph ch tch VAA kim Vin trng ARTI Vietnam Vin o to qung co Vit Nam (ARTI Vietnam) l php nhn t chc thuc Hip hi qung co Vit Nam (VAA), chu s qun l nh nc B VH-TT &DL. VAA l thnh vin ca Lin on qung co Chu -TBD (AFAA) v Hip hi qung co th gii (IAA). c 25 kha hc lm qung co ch thcdo ARTI Vietnam, VAA v cc Nh qung co chuyn nghip ging dy, hng dn cho 500 bn tr ti TP.HCM, H Ni, Cn Th. Ch c 53% s bn tr ch thc c cp Giy thng hnhtr thnh Nh qung co, truyn thng, PR, Event v Brand chuyn nghip c tha nhn cp quc gia. Truy cp website : arti.edu.vn hoc arti.org.vn hoc in thoi: 6271 8667 -6274 8667 (TP.HCM) v 6684 2129 (H Ni) bit chi tit cc kha o to.

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