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SC MU EVENT 2010 .17.

T CHC
EVENT TRONG BI CNH HIN
I .15. QUN TR RI RO
NGI TNH HAY TRI
TNH .10. KHM PH
MT HNH
TRNH .8.
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[THNG 05-2011]
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05-2011
N PHM CA NHM MARGROUP
S 17|THNG 5-2011
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C vn
Tin s L Tn Bu
Trng khoa Thng mi Du lch Marketng
i hc Kinh t thnh ph H Ch Minh
Ths. Hunh Phc Ngha
Ph B th on trng i hc Kinh T TP.HCM
Ging vin Khoa Thng mi - Du lch - Markeing
Thnh vin hi ng t vn CMO Council
i din ban th k ta son
Hong Th Ngc Anh
Trng nhm Margroup
K thut trnh by
Phm B Nguyn
H Thu Hng
nh ba
Phm B Nguyn
Cng tc ni dung
Ch Nguyn H Anh Tho (Bnh Bo)
Lm ch Dn
Trnh Nguyn Ngc Linh
Hunh Trng Ngha
Trn Gia Ngc
o Minh Nguyn
Bi Tn Pht
Nguyn Th H Phng
Phm Xun Thy
L Ngc Trm
Hong Th Minh Xun
Phm Th Thanh Xun
Trn Hong Yn
Ta son v tr s
54 Nguyn Vn Th, Q1, Tp.HCM
Email: marpro@margroup.edu.vn
Website: htp://www.margroup.edu.vn
Facebook: htp://www.facebook.com/MarPro
Download MarPro: www.mediafre.com/marpro
TH TA SON
----------------------------------------------------------------------------
Nm 2011 c d bo l mt nm khi sc ca xu hng
Digital Marketng. Cc agency v cc doanh nghip bt u
ch trng hn n s tc ng ln v mc nh hng
rng ca Internet cng nh mng x hi n khch hng
ca h. Nh vy liu Marketng truyn thng nh Event,
TVC, c tr thnh d vng? V ngi tu dng c cn
quan tm n nhng chin dch Below The Line honh
trng nh trc? C bao gi bn t hi mnh iu v
bn khon i tm cu tr li.
Khng th khng cng nhn s ln mnh nhanh chng ca
cc phng tn Digital Marketng nhng cng phi nhn
nhn, r rng, cc knh Marketng truyn thng nh Event
khng h lp v. Trong chnh thi th nh vy, yu cu
i vi nhng ngi lm Event ngy cng cao hn th
thch s sng to, s chuyn nghip cng nh bn lnh
lm ngh ca h. Vy quy trnh lm Event chuyn nghip
c nhng im khc bit ng ch no? Vic qun tr
ri ro trong mt Event chuyn nghip thc cht l nhng
cng vic g? V xu hng lm ngh Event sng cng
thi i l ra sao? MarPro 17 vi ch Ngh Event s
mang n cho bn nhng cu tr li tha ng.
Khng c g l hon ton tuyt i. Trong Marketng, iu
ny li cng c ngha. Bn s thnh cng, nu bn bit s
dng cng c ca mnh mt cch hu hiu v hp thi, d
cng c quen thuc hay mi m. Bn tn MarPro s 17
hy vng s gip cng c nim tn mnh m ca nhng ai
, ang v s i cng Ngh Event.
Thn cho,
Ban bin tp.
N G H E
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KHM PH MARPRO
E
4
05-2011
YOU /PL lNVlfLD
LVLNf
YOU /PL
lc
3
c
M
i nm c hng ngn hot ng, s kin xy ra
trn ton th gii. T nhng s kin tm c thu
ht hng triu ngi nh World Cup, Hoa Hu Th
gii, American Idol, Beer Festval, n nhng hot
ng qung b thng hiu ca doanh nghip, tt
c u l sn phm tm huyt ca h thng nhng
con ngi lun chy nho nho khng ngi ngh.
Vy thc s ng sau nhng s kin - Event honh
trng l g? V hin trng ngh Event Vit Nam
ra sao? Hy cng MarPro do quanh mt vng 360
Event.
Event ni chung c
nh ngha la cac hoat
ng, s kin c chu
ich, xy ra tai mt a
im va mt thi gian
nht nh, nhm truyn
ti thng ip va ni
dung cua chng trinh
n vi cac i tng
tham gia.

TNG QUAN NGH MAR

5
05-2011
c th bt gp chng trong cc
hot ng xc tn ca doanh
nghip. Cc hnh thc ca Event
cng ngy cng tr nn a dng.
Mt vi loi hnh Event m ta c
th d dng thy nh: Event PR
nh cc hot ng thng co
bo ch (Pass release), hi ngh
khch hng, l khai trng,;
Event Actvaton nh Event tung
sn phm (Event launch product),
trnh din (Event show), Event ti
im bn (Game actvites, Shop-
per Event),; Event Public
nh nhng hot ng,
s kin lin quan
ti cng ng,
s kin ca
vng min
hay quc
g i a , . . .
Ngoi ra
cn c
n h n g
l o i
E v e n t
khc: t
chc cuc
thi (Event Contest), chng trnh
ca nhc (musicshow), gameshow,
Event trong cc chng trnh hi
ch, trin lm, Expo, Fesival, cc
hot ng Marketng thng mi
(Trade Marketng), Vi tng loi
hnh, cc cng ty c th ng vai
tr l nh t chc, h tr t chc
hay nh ti tr ty theo mc tu
v vai tr ca mi cng ty trong
tng Event c th. ng vai tr
ca nh t chc, ty mc ch ca
chin lc Marketng v Event
m cng ty c th t thn t chc
hoc thu cc cng ty Event thc
hin. Nhng iu ny to nn mt
s kt hp c o gia cng ty
thu v cc Agency Event, ng
thi to nn mi trng lm vic
chuyn nghip ca hai bn.
Event thng i i vi cc hot
ng truyn thng trong mt
chin dch Marketng tng th. Sc
mnh ca cng c Event s em
li hiu qu hn khi kt hp cht
ch vi truyn thng tp trung v
tng lc hn l ch s dng nhng
cng c ri rc. Bn cnh , bn
TNG QUAN NGH MAR
Event ni chung c nh ngha
l cc hot ng, s kin c ch
ch, xy ra ti mt a im v
mt thi gian nht nh, nhm
truyn ti thng ip v ni dung
ca chng trnh n vi cc
i tng tham gia. Trong Market-
ing, Event (hay Event Marketng)
c nh ngha l nhng hot
ng Marketng lin quan n
nhng s kin mang tnh gio dc,
qung b sn phm hay nh v u
th ca sn phm - thng hiu
trn th trng.
Trong cc hot ng Below The
Line, Event c xp vo trong
PR hoc Brand Actvaton ty theo
mc ch ca chin lc Market-
ing. Event nm trong cc hot
ng PR khi cc s kin ny nhm
mc ch to ra v tng cng
mi quan h vi khch hng hoc
gii truyn thng, hay thu ht s
ch ca lc lng truyn thng
bo ch,... Cn thuc vo cc hot
ng Brand Actvaton th c khi
mc ch Event l kch thch s si
ni hoc nh du mt thi im
quan trng, gii thiu sn phm
mi, kch hot thng hiu,
Hin nay vi s a dng v tm
quan trng ca Event, chng ta
khng kh
EVENT
EVENT
PUBLIC
EVENT
PR
EVENT
ACTIVATION
OTHERs
6
05-2011
LVLNf
ee ycU cl fcrUm
thn Event cng c nhng cng c
truyn thng cho ring mnh, v
i khi chnh Event li l mt sn
phm - thng hiu ca cng ty
lm ra n. Nhng cng c truyn
thng cho Event c th thy nh:
cc knh bo ch (bo giy v bo
in t), tp ch, n phm; POSM
(Point Of Sales Materials) nh ban-
derole, poster, t ri, banner; th
mi, email, mng x hi, website,
din n, ng thi, xu hng
s dng nhng gii php mi cho
Marketng ni chung v Event ni
ring nh Digital Marketng ang
ngy cng ph bin. S dng Digi-
tal Marketng nh mt phng
tn t chc Event online l mt
phng thc mi c trin vng,
gim thiu chi ph v cng c hiu
qu hn khi thm nhp vo cng
ng mng .
Gn y, Event c t chc ngy
cng chuyn nghip vi s ln
mnh ca cc cng ty t chc s
kin. Cc quy trnh lm Event c
chun ha t khu chun b cho
n khu trin khai v ngy cng
hin i vi s ln mnh khng
ngng ca cng ngh. Theo quy
trnh trin khai, s t chc
chung ca mt Event c th chia
ra thnh hai phn gm: b phn
sng to v b phn hot ng
trin khai. Ngi qun l chung
hai b phn ny c gi l Event
Manager.
Hot ng ca b phn sng to
c m hnh kh ging mt cng ty
qung co gm nhng ngi lm
tng (Ideas), ph trch li thoi,
khu hiu, ngn ng (Copywriter),
ph trch hnh nh (Art Director),
thit k (Graphic Designer) v iu
phi chung l Gim c sng to
(Creatve Director). Cn b phn
hot ng trin khai gm c: ng
u l ngi ph trch iu hnh
hot ng (Event Operaton Man-
ager), bn di l Event Executve
v bn th ba (3rd Partes). Bn
th ba y c th l gii truyn
thng, nh cung cp POSM hoc
gii ngh thut, cc t chc lin
quan v c chnh ph. Cn Event
Executve s ph trch cc vn
trin khai c th ca tng khu
trong Event. Theo s bn, c
th thy, c rt nhiu v tr trong
giai on trin khai nhm m bo
tnh chuyn mn ha r rng trong
tng cng vic. Do , nhim v
ca mt Event Manager l kim
sot tt c mi hot ng t khu
chun b, ln tng, thit k
n qu trnh thc hin cng nh
trong sut qu trnh Event din ra
m bo mi vic theo ng k
hoch, kch bn v cc mc thi
gian (Timeline) ra trc.

V pha cc cng ty Event Vit
Nam, chng ta c th nhn xt
rng mc chuyn nghip cn
cha cao c v cch t chc cng
nh s dng cng ngh, iu ny
c dn trong ngh nhn ra
khi lm vic vi cc i tc nc
ngoi qua cc Event mang tm c
quc t c t chc ti Vit Nam
nh: Hoa hu Hon V 2008, i
l 1000 nm Thng Long H Ni,
Tuy nhin, thng qua s hc hi
v tp thu cc cng ngh, quy
trnh lm Event chuyn nghip
t cc cng ty Event nc ngoi,
qua cc Event ln ca th gii tu
biu nh: World Expo, Olympic,
World Cup, cc cuc thi hoa hu
v trnh din thi trang, th cc
cng ty Event ca Vit Nam ang
ngy cng hon thin mnh hn
c v trnh ln mc chuyn
nghip trong t chc. Mt s cng
ty Event Vit Nam u ngnh c
th k n nh: Max Communi-
catons, Galaxy, Venus, XPR, D&D,
Saycheese,... Ngoi ra, trong lnh
vc Event cn phi k n s tham
gia ca cc Agency nc ngoi nh
Pico Intl,
Leo Actvaton (thuc
Leo Burnet),... Bn cnh quy trnh
chung ging nhau th mi mt
cng ty thng c b kp ring
v cch

t chc hot ng v s
th hin phong cch trong nhng
Event c th. Nhng b kp ny
TNG QUAN NGH MAR
7
05-2011
LVLNf
3
c
ee ycU cl fcrUm fcrUm
cng vi trnh , nng lc ca nhng ngi
qun l Event v ekip thc hin Event s
quyt nh mc chuyn nghip ca mi
cng ty v s thnh bi ca Event.
Ngh Event Vit Nam hin nay ang ngy
cng tr nn nng hn v c coi l c
nhiu trin vng. C nhiu cch khc nhau
hc lm ngh Event nhng ni chung c th
xp vo hai cch chnh l hc qua l thuyt v
tri nghim thc t. L thuyt v Marketng v
ngh Event c th hc qua sch v, nhng u
sch, tp ch chuyn ngnh; hc ti cc trung
tm c kha ging dy v Event nh Vietnam-
Marcom, BMG, Art Vietnam, Megalink,; hay
cc chuyn o to ca mt vi cng ty
Event. Tri nghim thc t v ngh Event th c
th d dng hc c nhng CLB/ nhm hc
thut trng i hc v tham gia cng tc
vi cc cng ty Event chuyn nghip. Nhng
c th lm Event c tt v c nhiu c hi
thng tn trong ngh th cc bn hy kt hp,
va chun b cho mnh cc kin thc c bn v
Event bng l thuyt va thc hnh n qua cc
hot ng Event thc t tri nghim. Ngoi
ra, mt vi b phn ca cng ty Event cn yu
cu bn phi c chuyn mn v nhng lnh vc
nh: ky thut, s dng thit b, thit k, dch
thut, hnh ha, ngn t, iu phi m thanh,
nh sng, Nhng chuyn mn ny i hi
bn phi t tm hiu, rn luyn, hc tp hoc
i khi phi qua nhng kha o to c th
nm vng v s dng chng cho cng vic.
C th ni, Event l mt ngh tng i mt
nhc v cng thng vi p lc cng vic cao
nhng cng phi tha nhn rng Event l mt
ngh rt nng ng, y sng to, thch thc
v nhiu c hi cho nhng ngi tr tham gia.
Cn bn, nu bn thc s am m v c nh
hng trong ngh Event, bn chun b hnh
trang g cho mnh trn con ng pha trc?
Xun Thy
CEO (Chief Executve Ofcer) v CMO (Chief Marketng
Ofcer) l hai nhn t tr ct trong mi cng ty. Ti sao
nhng cuc chin ny la trong phng hp ca h cha
bao gi chm dt? Lm cch no dung ha nhng suy
lun v phn tch mang tnh logic ca CEO vi nhng
tng phong ph v sng to ca CMO?
Cuc chin trong phng hp cho thy rng vic dung
ha CEO v CMO khng phi l khng th. Chnh nhng
t duy tri chiu ca h mi l s b sung cho nhau v
quyt nh n s ra i thnh cng hay tht bi ca sn
phm, thm ch quan trng hn, l s tn vong ca c
thng hiu, c cng ty.
Vi li hnh vn thong t, d hiu cng nhng phn
tch chi tt v dn chng c th, hai tc gi ni tng Al
v Laura Ries mt ln na ha hn s mang n cho cc
bn gc nhn mi m v cch t duy ca nhng nh qun
l trong thi i mi.
Tc gi: Al Ries - Laura Ries Dch gi: Nguyn Linh Giang
Nh xut bn: Nxb Lao ng X hi
S trang: 396 Hnh thc ba: Ba cng
Ngy xut bn: 02 - 2011
Gi ba: 99.000VN
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TNG QUAN NGH MAR
8
05-2011
Vi sao phai cn am m mi co th thanh
cng? to ra thanh cng cho mt Event
chuyn nghip, nhng ngi t chc phai
lam gi? Hy cng chuyn gia va cc bn sinh
vin khm ph hanh trinh th thch va cng
y th v nay nh!
qun l tt, chng ta cn c
ti thiu nhng yu t c bn sau
y: Th nht, ta cn ln k hoch
chi tt, d on c nhng ri
ro c th xy ra. Th hai, ta phi c
checklist tht chi tt, thng xuyn
theo di v cp nht checklist
gii quyt vn pht sinh. Cui
cng, mt leader tt l ngi c
kinh nghim v tm nhn bao qut
cng vic ca tt c cc b phn.
d qun l trong t chc s kin,
anh t ra cng thc tng quan gm 4
bc quan trng sau: Bc u tn ln
tng (Concept) c th xem l quan
trng nht v tng chnh l linh hn
ca mt Event. Bc th hai l d an,
c chng tnh kh thi ca tng (Es-
tmate). Bc th ba l vic thc hin
im tn quyt (Botle neck). Nhng
im tn quyt ny rt quan trng, lm
tt c chng s gip Event chy thng
sut. Cui cng l vic tp trung cao
trong Event (Key success). Trong ngy chy
event, tt c ngun lc, nhn lc s c
tp trung cao , m bo hon thnh
cng vic mt cch tt nht, trn tru nht.
S dng tng c khng cn l chuyn
l. Do lc cc cng ty u c hn, m
yu cu ca khch hng th c rt nhiu
yu t, tng ch l mt trong s ,
nn i vi h nh vy l va phi. Tht
ra ta c th ni tng khng nht
nht thit phi c sinh ra hon ton
mi. Chng ta c th tham kho trn TV
hay xem sch bo cc Event ca nc
ngoi. Tuy nhin khch hng s nh gi
rt cao nhng tng mi l c o.
Xo nu li tng hay ca
Event c cng c th coi nh
to ra ci mi, quan trng l lm
cho ngi tham gia khng thy
nhm chn v c ky. Ty tng
loi hnh Event m ta c th tham
kho tng ca cc chuyn gia
trong cc lnh vc khc nhau.
i vi ch, mi phn chun b u phi
c xem l rt quan trng th mi c
mt event thnh cng. iu khng
c ngha l phn tn hay dn tri lc
lng chun b, m l mnh phi c s
nghim tc, tp trung cn thit hon
tt tng cng vic hiu qu v tt nht.
Theo ti, mt sn phm c PR
tt s to nn sc ht ln trn th
trng, cho nn ta cn phi nh
mnh vo cng tc PR trong khu
chun b. Tuy nhin, ta khng nn
PR qu n tng so vi ni dung
tht s ca chng trnh, iu
s to nn kt qu khng tt,
gy ht hng cho khch tham d.
Tng quan v
qu trnh v cch
qun l tt mi
khu trong Event
Cn ch trng
phn no trong
cng tc chun b
trc Event
tng trong
Event v vn
xo nu tng
c
DIN N MARKETING
KHM PH
HNH TRNH 1
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Anh Andy Tun Anh
CEO - Founder ThinkEvent
Ch Cao Th Thu Thy - Tila
Director Key Communicatons
Bn Hong Th Thuy Trang
H Kinh t TP.HCM
Bn Nguyn Quang Dng
Cao ng Kinh t i ngoi
9
05-2011
Thanh Xun - Gia Ngc
Ch c thc hin mt Event, m
trong phn trao gii cho gii game,
l tn qun mang cp ra. y l
mt iu ng tc v tt c thnh
cng t u chng trnh n
lc coi nh sng bin.
Theo ch cc yu t lm nn thnh
cng cho mt Event l tng
v con ngi. Y tng hp dn
s khin khch tham d c n
tng kh qun. Bn thn ngi
lm Event phi yu thch v sng
cht vi cng vic mnh ang lm,
tn tm v chu c mi p lc.
cng l cha kha thnh cng
trong mi cng vic, ngnh ngh.
Vic hp tng kt, nh gi cht lng cng
vic sau Event ca tng mng, tng b phn
rt quan trng. y l thi im rt kinh
nghim, v cng l c hi pht trin ngh
cho nhng ngi thiu kinh nghim. H s
bit tan cnh mt Event, cng vic din
ra th no, mc li u trnh gp phi
nhng li ny trong nhng Event sau .
Sau Event, ban t chc phi xem
xt phn hi ca ngi tham gia v
chng trnh rt kinh nghim,
hoc gii quyt cc vn pht
sinh sau . Vic ng cc bi vit
tng hp v chng trnh trn cc
phng tn truyn thng i chng,
c bit l Internet cng rt quan
trng. Ngoi ra vi cc Event c
khch mi VIP hoc nh ti tr v
nh bo tham d, ban t chc phi
gi th cm n s gp mt ca h.
Vi kinh nghim ca mt ngi lm Event
chuyn nghip, anh mun ni rng ngh
ny thc s rt kh, tn ti trong ngh
v t thnh cng, bn phi cc k am m.
Khi am m, bn s c mt p lc, chnh p
lc gip bn pht trin v quyt tm theo
ui n cng. Ngay t by gi, cc bn tr
c nh hng theo ngh Event nn bt u
t mnh thu thp nhng tri nghim trong x
hi bng cch quan st, tham gia cc Event,
Kinh nghim
ng nh trong
lc ang chy
mt Event
Trch nhim v
cng vic ca
nhng ngi
t chc sau khi
Event kt thc
B quyt t
chc mt Event
thnh cng
S c xy ra trong khi t chc Event c 2 loi:
s c bt kh khng (thi tt, ng s, ) v
s c do ngi lm Event thiu kinh nghim.
Trong bt k Event no, gim thiu ti a ri
ro cng cn c phng n d phng. Chng
hn nh khi xy ra mt in, ta c gii php
thu my pht in. Hay gim thiu s
c tri ma th c th xem qua d bo thi
tt, thu a im c mi che hay chun b
d che. i vi nhng Event trn 2000 ngi
lun phi c lc lng bo v, xe cp cu,...
C rt nhiu yu t nh hng
n Event nh: thi tt, khch
mi, VIP, set up, ky thut, nhn
s, Tuy nhin, nu chng ta
chun b chu o v c phng
n backup th s hn ch c.
Cn ch trng
phn no trong
cng tc chun b
trc Event
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Anh tng lm mt chng trnh c khch
mi VIP tham gia ln sn khu ht, khng
may b phn ky thut gp s c, sn khu
cht trong mt khang thi gian. Lc
ngi iu phi Event lp tc quyt nh
MC mi nhc s ni tng (ng thi l o
din m Nhc ca Event) m n. V tt c
khch tham d u ngh l mt tt mc
c dn dng t trc, khch mi VIP
ht rt hay v rt vinh d c mt nhc
s ni tng m n cho mnh. T mt s
c ky thut nhng nh vo cch x tr rt
ngt ngo m Event thnh cng rc r.
Event la mt ngh kh nhng n vn lun thu ht c cac ban tr nng ng bi vi tnh cht ring
mang tnh th thach, sang tao cua n. Ban yu thich va am m vi ngh Event? ng ngai ngn,
hay t tn th sc, ban se tm ra nim vui c bit trong cng vic nay. Chc cac ban thanh cng.
Thn ai!
10
05-2011
RI RO
QUN TR
M
i Event la mt a con tnh thn ca ngi
t chc. Vi tm huyt va thi gian b ra,
ai cng hng n mt s kin cht lng va
thanh cng. Nhng thc t li khng sun s nh vy.
Rt nhiu Event b bi s tc ng ca mt bong
en mang tn RI RO. Bao gm ba yu t chnh: con
ngi, thi gian va cc ngun lc khc, mi Event la
mt qu trinh tch ly ca nhiu cng vic khc nhau.
Ri ro co mt tt ca cc yu t, ti tt ca cc cng
on ngay t khi gung my event c hinh thanh.
Vi vy, quan tr ri ro chnh la vic am bao cho c
my nay c thanh hinh va chy mt cch trn tru
n ch. V mt l thuyt, nu 3 yu t k trn c
thc hin hoan hao thi xc sut thanh cng ca mt
Event s la 100%, nhng thc t kho co th t n
s phn trm l tng y, vn lun co nhiu l thng
trong mt Event. Vn la chng ta khng tp trung
vao nhng n lc v vu, ma chng ta s tp trung
vao vic lam sao khng xay ra hoc hn ch ti a
s xut hin cc l thng ngay t u, o mi la mc
ch ma quan tr ri ro hng n.
THI GIAN
M
un c mt chic xe hon chnh, ta phi c
y ng c, bnh xe, yn xe, v phi c
thi gian hon thnh nhng chi tt .
Tng t nh vy, trong qu trnh chun b mt Event,
mi cng vic u i hi ta phi sp xp cho chng mt
khong thi gian nht nh hon thnh. Thi lng
chun b ca mt Event ch mang tnh tng i, ph
thuc vo ngun lc ta c v quy m ca Event, c th l
6 ngy vi mt Event thng thng nhng cng c th
l 6 nm nh l khai mc th vn hi Olympic Bc Kinh
chng hn. Vic nhn thc c yu t thi gian l v
cng quan trng, bi chng ta b ng trc thi gian
nn tu ch lm ng ngay t ln u tn lun c
t ln hng u.
Mt Event m thi gian c phn b khng hp l th
chc chn s c ri ro xy ra. qun l thi gian tt,
cn nhn bit c nhng quy trnh ca mt Event t
khi bt u cho ti lc Event din ra v nhng cng on
sau Event. Ngoi vic n nh nhng khong thi gian
ph hp, trng Event cn lu n thi gian d phng,
vic ny rt quan trng v n s cu bn khi nhng bn
thua trng thy khi c nhng vn t ngt xy ra lm
tr tn . Vic nh ot thi gian hp l ph thuc
vo yu t khch quan l mong mun ca khch hng
v yu t ch quan l hiu bit, kinh nghim ca trng
Event. Bi th, ngi lp k hoch cn c mt ci nhn
thc t, chnh xc v khi lng cng vic phi lm, v
cc ngun lc hin ti v cn bng chng vi cc yu cu
v thi gian ca khch hng a ra mt k hoch tt
well plan trn c s tng ph hp.
Khu hnh thnh tng v cng quan trng, mt Event
ng ngha l phi thc hin c ti a mc ch ca
khch hng i vi ngi tham d. Vic hiu r khch
hng mun g v thy c insight ca ngi tham d
s nh vic ngm ng hng tm, v cnh cung Event s
ging cao, bn vt mi tn thng ip truyn t cm
php vo ch ngm.
LNG KNH NGH MAR
Well plan and do it
right at the frst tme!
11
05-2011
CON NGI
CHN MT GI VNG
C
on ngi l yu t chnh, gi vai tr quan trng nht
i vi mt event. Hin nhin rng Event s khng
th no t din ra nu khng c nhng ngi cn n
v nhng ngi lm ra n. Vic m bo cho Event c
din ra thnh cng cng l vic m bo cho nhng con
ngi lm vic tt v phi hp nhp nhng vi nhau.
Vi nhng ngi t chc, iu cn thit nht chnh l
s chuyn nghip trong cng vic, hay ni cch khc l
cht lng cng vic do ngi m trch. Event c
v nh mt qu bom n chm, kt thc mt bc ny th
lp tc bc khc phi c thc hin, nu mt khu b
trc trc th n s ko cc khu khc theo nh hiu
ng domino. Bi th nn trng Event phi l ngi bit
cch giao vic. Vic ch quan v tn tng vo ngi khc
qu mc s dn n nhng hu qu khn lng nh t
o xanh mua thnh o vng, sn phm p nhng li
khng ng thit k ban u, hay nh ca s nhn ri hy
s t ngt,...; cui cng, vic Event b l iu kh trnh
khi. Tuy Nhin, s chuyn nghip ca nhn vin v i
tc ch l iu kin cn, lun lun gim st v phi m
bo c h lm ng nhng g bn cn mi l iu kin
. Nhng s rng buc v hp ng hoc v mi quan
h s rt c ch trong nhng tnh hung lm vic vi con
ngi.
CC NGUN LC KHC
T
hng th cc cng ty Event s khng bao gi lm
t A n Z cho mi cng on, h s phi hp vi
nhiu n v khc c chuyn mn su trong tng
lnh vc cng tham gia t chc s kin. Cc cng ty
v in n, thit k, sn khu - m thanh - nh sng, cc v
on, ban nhc,... s lun c nhng mc gi ngi
t chc la chn ty theo mi cng ty. Chi ph chng ta
b ra cho yu t ny l mua v s chuyn nghip v
m bo cht lng cng vic. Vy nn, khi bn k ko tr
gi cng chnh l lc bn ang k ko vi s m bo y.
D nhin l mc chi ph cho cc hot ng outsourcing
phi c la chn sao cho ph hp vi cht lng
chng trnh, vi mt bng chi ph trn th trng, v
chng cng phi c trong d tr kinh ph ban u.
Bn hy yn tm rng, vi mt cng ty chuyn nghip,
ch Tn lun c t ln hng u, v vy h s khng
hy sinh li ch lu di ct xn mt khon ph ca bn
ri sn phm b gim cht lng. Hy chn cho mnh
mt i tc uy tn trn th trng yn tm giao ph
cng vic v cng tc lu di. V d th no, bn phi
ch ng kim sot c tn v cht lng cng
vic m bo mi vic u ng theo k hoch ra.
Tt c nhng cng vic ln pha trn cng hng trm cng
vic nh hn, t lc s khi cho n khi kt thc nn
c t trong mt checklist y v chnh xc. Khi
nhng cng vic c lit k r rng v chi tt n mc
chng khng n cha mt cng vic ngm no khc th
l mt checklist tt. Checklist ny cng cc phng n
d phng cho mi trng hp s cho bn thm t tn v
mt Event thnh cng nh mong i.
Xin chn thanh cm n anh Pham Ngc Khn - Head
of Consultng & Client Service - MiR Actvaton va anh
Nguyn Anh V - Account Manager - Buzz Communica-
ton a gip v mt ni dung bai vit c hoan
thanh.
Tn Pht
ngi tnh
tri tnh
HAY
LNG KNH NGH MAR
12
05-2011
CASE STUDY
Nguyn l Tng
bng tri ca
Hemingway khng
ch c vn dng
trong phn tch cc
tc phm vn hc,
m cn vo vic
quan st mt Event.
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T h o
Cm Vin Sai
Gn trong ba ngay 9, 10 va
11/12/2010 a thu ht ng o sinh
vin yu thich Marketng cng nh Marketers t
hp cng tham d Lin hoan Qung cao Vit Nam 2010.
Ba tc cua s t pha trong sang tao c khai mac mt cach
n tng vi s tham gia cua hn 300 khach mi la ai din cua nganh truyn
thng qung cao Vit Nam. L khai mac Lin hoan Qung cao va vinh danh cac i lt vao
vng chung kt S t tr Vit Nam 2011 a din ra kha thanh cng vao lc 18h00 ngay 9/12/2010.
Nhin chung, hip hi Qung cao Vit Nam va cng ty TNHH Truyn thng Hoa Mt Tri a em n cho
ngi xem mt chng trinh ang quan tm v nhiu mt.
B N BC MN
NHUNG
NG SAU
Cch by tr n gin nhng kho lo mang li
cho ngi xem s tp trung, hng th vo tng tt
mc ca chng trnh. Bc xung pha cui khu vc
chng trnh din ra, khch mi s n khu Bufet
c by tr sang trng, tnh t trong khung cnh m
p.
c c mt Event din ra nh bui l khai mc
Lin hoan Qung co Vit Nam i hi mt s chun
b chuyn nghip, t chc hiu qu cng nh x l
nhanh chng nhng vn pht sinh khi chng
trnh din ra. chnh l phn n di mt nc m
bt c ngi chy Event no cng phi i mt.
Chun b cc tc phm trin lm ch l mt trong
nhng khu ca cng tc t chc, nhng li ng vai
tr quan trng thit yu. Trc khu in n l mt chui
cng tc chun b gm vic lin h nhn tranh, dch
thut v kim tra chi tt. Ch cn mt bc chm tr
l ri ro treo tranh khng ng thi hn xy ra. Trong
trng hp ny, Ban t chc (BTC) chng trnh
quyt nh in trc cc tc phm dng treo
hai bn li i chnh v chp nhn
trng phn li i ph.
Phn ni ca tng bng?
Phn chm ca tng bng?
Bc vo Tho Cm Vin t cng L Dun, khch mi
c th ngm cc tc phm c trin lm dc theo
li i chnh v tn thng n khu vc bui l khai
mc Lin hoan Qung co 2010 v Trao gii cuc thi
Young Lions Vit Nam 2011 din ra pha cui ng.
n tng u tn n tng vng, quan im
ny c vn dng kh thnh cng thng qua
vic n tp khch mi mt cch n cn v chuyn
nghip ca i ng tp tn trong trang phc o di
.
Tin thng vo khu vc sn khu chnh, ngi tham
gia s n tng bi cc thit k m i ng Set-up
mang li. im nhn ca ton b chng trnh chnh
l khu vc sn khu vi chic Tivi cng ngh n LED
mn hnh rng c t trn mt phng nn en lp
lnh sng. Ngay trc sn khu l nhng b bn gh
ph vi trng mut - ni khch mi cng giao
lu
trong sut thi gian din ra chng
t r n h .
13
05-2011
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Cch
gii quyt ny
gip gim thiu thit hi
nhiu nht mt tn ca khu vc
trin lm vn gi c thit k ban u v
thu ht nh nhn ca ngi xem.
Nu qun tr thi gian v nhn s trong ni b l mt
vn ln i vi Event th vic kim sot cc vn
trn i vi out-sourcing li cng kh khn hn.
Vic ln concept n thc hin Event bng ngun lc
ni b s th hin ht c nhng tm huyt m
cng ty Hoa Mt Tri p trong sut mt thi
gian di nhng nhng cng tc v thi cng, dng
cnh th c mt s cng ty Event thu ngoi nhm
tt kim kinh ph cng nh thi gian thc hin. Tuy
nhin, nu khng c qun l cht ch, vic thu
ngoi ny c th dn n cc pht sinh nh tc phm
c treo khng ng khu vc so vi d kin. Cng
nh vi mi s kin, vic tha thun vi cc n v
tham gia chng trnh phi c m bo, do
phng n phn cng nhn s treo li s tranh
trn l iu bt buc. Cn thn trong qu trnh chy
Event l mt vic khng tha, l mt trong nhng
bi hc ln m ngi chy Event phi lun tm nim.
Khng c Event no din ra thnh cng m khng c
rehearsal - trch li ch Nguyn Trn Phng Ngc
- Event Management Supervisor - cng ty Hoa Mt
Tri. D chng trnh nh hay ln, cng tc chy th
cng v cng quan trng. Qua , nhng l hng ca
khu t chc c pht hin v khc phc kp thi
trc khi Event tht s din ra. Vi chng trnh khai
mc, vic chp nhn chi ph chy th hai ln vo
hai ngy 7 v 8 th hin s chuyn nghip v ht lng
v mt Event t ri ro nht c th. Nh vy, n nhng
sai st c coi l nh nh size ch, ky thut chuyn
slide,... u c chnh sa cho ph hp v gp phn

to
nn thnh
cng ca chng trnh.
Bn cnh vic chy th, m bo Event c th
din ra thnh cng, nhng k hoch back-up nh cp
in, y t, bn quyn tc phm,... c cng ty
Hoa Mt Tri chun b mt cch chi tt t nguyn
nhn n cch x l. Mt trong nhng ri ro ln
c th xy ra i vi mt Event ngoi tri l tri
ma. Tng chng nh y l mt hin tng thi
tt t nhin, nhng ri ro ny li hon ton c th
ph hy ton b Event v nu khng chun b trc
mt phng n h tr th chc chn BTC s tr tay
khng kp. Vi tnh hung ny, cng ty c ch
trc trong vic thit k sn khu thong c th
t thm d v chun b mi che cho ton b khch
tham d. Tt nhin, khi ri ro xy ra, ngi lm Event
khng th yu cu mi th hon my nh lc ban u,
nhng iu quan trng l c th bo nhng iu c
bn c th tp tc chvng trnh.
i vi cc chng trnh ln nh bui l khai mc
Lin hoan Qung co Vit Nam 2010 v trao gii cuc
thi Young Lions 2011, mi tt mc khi xut hin ti
chng trnh u phi c thng qua tc quyn v
cp giy php. Cng chnh do nguyn nhn m
vic sp xp cc tt mc biu din ca ba Idol
c xem xt rt ky t giy php hnh ngh v tc
quyn ca bi ht nhm m bo tnh hp php ca
tt mc biu din.
CASE STUDY
H
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14
05-2011
Trng Ngha - Hong Yn
Gi nhit cho
Tng bng tri!
!
Bui l khai mc Lin hoan Qung co Vit
Nam 2010 v trao gii cuc thi Young Lions
2011 kt thc li nhiu n tng
cho khch tham d cng nh nhng bi
hc qu gi cho nhng ngi n-ng-
th cng chng trnh. Khng c mt Event
no l hon ho, chng trnh cng vn
cn nhng thiu st trong khu qun l
thi gian trc Event, mt s tng c
tnh kh thi thp nn cha th trin khai
hay s bt hp l trong vic bi tr Bufet
khin khch tham d phi ch i kh lu.
Nhng chnh nhng iu
lm nn
kinh nghim ca dn Event thc th, h hc
t nhng chng trnh qua nhng s
kin tp theo c th c o hn, thnh
cng hn.
Xin chc cho cuc thi Young Lions 2012 v
Lin hoan Qung co 2011 s tp tc c
thc hin mt cch chuyn nghip hn vi
nhng tng t ph v thu ht ngy
cng nhiu hn na nhng ti nng tr n
vi ngnh Marketng Vit Nam.
Ngi vit bai xin cam n s gip nhit
tnh ca ch Nguyn Trn Phng Ngc -
Event Management Supervisor - Cng ty
TNHH truyn thng Hoa Mt Tri.
CASE STUDY
Ngi ph trch li thai v ngn ng 1.
1.
2.
2.
3.
3.
4.
4.
5.
5.
6.
6.
7.
7.
Cch gi chung ca cng c truyn thng cho EVENT s
dng bandrole, poster, t ri, banner.
Cc bn hy nhanh tay gi p n v email
marpro@margroup.edu.vn nhn c
5 phn qu t ban bin tp l 5 bn in MarPro
18 cho 5 bn gi mail v sm nht!
!!!
EVENT tung sn phm, trnh din hoc EVENT ti im
bn thuc lai hnh no?
Hot ng din ra trc EVENT nhm pht hin v
khc phc l hng.
Lai hnh EVENT ang c chuyn nghip ha, ph
bin trong tng lp ngi c iu kin?
Ri ro trong EVENT c v nh...?
B quyt thnh cng vi ngh EVENT.
CU HI
SN CHI
T kha: nhng ch trong m s gip bn tm ra t kha
ca Sn chi MarPro 17.
ng k nhn thng tn bn
tn MarPro bng cch gi
mail v BBT theo a ch
marpro@margroup.edu.vn
15
05-2011
trong bi cnh
Vic t chc mt Event vi kt qu m h v phn hi ca
ngi tham d s nhng ch cho nhng bo co r rng
v s lng, thng tin ca ngi tham d, phn ng ca
h i vi cc hot ng ca nh t chc, mc hi lng,
mi quan tm ca h,...

N
gh t chc s kin ang pht trin mnh m Vit Nam v cng ngy cng hon thin hn
c gng bt kp trnh chung ca th gii. C nhng bin ng khng ngng xy ra v t
ny sinh nhng xu hng mi trong ngh t chc s kin. Hy cung MarPro d on mt s xu
hng tt yu s din ra trong ngnh t chc s kin ti Vit Nam.
S ln ngi ca Truyn
thng x hi (Social Media)
Trong cc tp ch, website, hi
tho chuyn ngnh t chc s
kin trong thi gian gn y, t
ang c nhc n vi tn sut
cao nht l Social Media. S ln
mnh khng ngng ca cc trang
web chia s trc tuyn, s vn
rng ca cc mng x hi tr
thnh mt vn m ln cho cc
hot ng Marketng, trong c
c Event. S chia s v lan truyn
nhanh chng ca thng tn trong
mi trng Social Media lm cho
tnh tng tc gia ngi tham d
vi nh t chc ngy cng cao: vic
thm d xu hng, thu thp thng

tn, tuyn truyn trc chng
trnh, tp nhn ng k, o lng
hiu qu,... thng qua cc trang
Social Media t c kt qu cao
vi mt mc chi ph thp n kh
tng tng.
Event trc tuyn
Vi s pht trin ca cng ngh v
mng Internet, ti Vit Nam hin
nay hi ngh trc tuyn tuy cha
ph bin rng ri nhng ang ha
hn thay th cho nhng bui hp
truyn thng tn km hoc nhng
bui hi tho cch tr v a l gy
bt tn cho ngi tham d. Mt
s cng ty nh CMC Telecom
tn phong gii thiu dch v m
thoi a phng BlueMeetng cho
php thit lp cc cuc hp o
mt cch d dng, nhanh chng,
hoc nh dch v hi ngh truyn
hnh do Cng ty Dch v vin Thng
Si Gn cung cp cng ang c
kh nhiu cng ty tn cy s dng.
Event c nhn cng c
chuyn nghip ha
Nhng ba tc sinh nht, nhng
m ci ca mt s t ngi giu
c Vit Nam ang c thu cc
cng ty Event chuyn nghip t
chc, v d tnh ln sng ny s
dn lan rng trong tng lp nhng
ngi c iu kin ti chnh, mun

nhng dp ng nh ca cuc i
XU HNG MARKETING
T CHC
EVENT
HIN I
16
05-2011
c t chc mt cch n tng,
chuyn nghip. V nu vic ny i
theo xu th chung ca th gii, rt
c th sau ny Vit Nam cng s
c nhng m tang trng th do
cc cng ty Event thc hin.
Green Event - v mt th
gii xanh
Trn th gii, xu hng t chc
nhng Event p ng cc tu
chun v gi gn mi trng ang
rt ph bin nhng cng ty mun
pht trin bn vng v ci thin
hnh nh trong mt cng chng.
Vit Nam, do ngnh t chc s
kin cn kh tr v vn bo v
mi trng trong hot ng kinh
doanh cha c ch trng nhiu
nn khi nim ny cn kh xa l.
Tuy nhin, theo dng chy chung
ca th gii, d on trong khong
5 nm na, nhng Event xanh
vi s gim thiu ti a s dng
cc ti nguyn ca Tri t nh
giy v cc vt liu gy nguy hi
cho mi trng nh ti nylon, kh
thi,... s pht trin v ngy cng
ph bin.
Mt s chin dch c nhiu
t chc v cng ty thc hin nh
hng lot hot ng hng ng
chin dch Gi Tri t, ngy hi
i , ngy hi thu in thoi c
i in thoi mi ti ch ca
Sony Ericsson, hay t chc cho cc
th sinh Miss Teen p xe vn ng
bo v mi trng,
o lng hiu qu sau
Event s c ch trng
Vic t chc mt Event vi kt qu
m h v phn hi ca ngi tham
d s nhng ch cho nhng bo
co r rng v s lng, thng
tn ca ngi tham d, phn ng
ca h i vi cc hot ng ca
nh t chc, mc hi lng,
mi quan tm ca h,... Mt phn
do yu cu ca cng ty u t t
chc Event s ngy cng cao hn,
mt phn do vic Event agency
ngy cng chuyn nghip, v cc
loi phng tn track (kho
st) cc phn hi ca ngi tham
d ngy cng tn tn, xu hng
ny s tr thnh tt yu.
Vi Digital Marketng, ngi ta
c th o lng chnh xc nhng
con s nh s ngi ving thm
website ca s kin, s ngi m
email gii thiu s kin, s ngi
quan tm click v t l ngi c
nhng phn hi no nh ng
k tham d hay gi cho bn b,
Mt s phng tn nh Camera
bc u c s dng nhiu
s kin ti Vit Nam, nht l hi
ch, trin lm ghi nhn mc
quan tm ca khch hng: h
thng dng li nhng khu vc
no, h hay gh xem nhng sn
phm g,
Cc phng php truyn thng
nh kho st phn hi ca ngi
tham d thng qua phiu kho
st, phng vn ly kin ngi
tham d hay thu thp database
ngi tham d, cng vn cn
pht huy hiu qu.
T
rong cc xu hng k trn,
pht trin mnh m mt
cch r nt nht c th
k n xu hng s
dng Social Media
trong Event.
Nhiu
nm tr li y cc nhn hng ln
u t xy dng micro site cho
mi s kin ln ca h, v gn y
h bt u tn cng sang lnh
a Social Media. H lp fanpage
thu ht ngi tham gia, t
chc cc tr chi pht v mi,
tung cc clip ln cc trang chia s
video v ng bi qung co trn
hng lot din n ni i tng
khch hng tm nng thng
xuyn t tp, v d nh cuc thi
Viral Challenge, Cowndown Party
ca Heineken, L hi mng nm
mi ca Yeah1 hay gn y nht
l Tiger Translate,... Tuy nhin vic
ny cn ang mc s khai l
di bom ngi dng Internet
gy ch nh spam trn cc din
n, li ko ngi tham d vo
Fanpage hay by ra cc tr chi
nh n gin to n tng,
cha c nhiu chin dch Market-
ing lan truyn (Viral Marketng)
trn Internet c thc hin mt
cch bi bn ng b gy n
tng su sc cho khn gi v to
hiu ng cng hng mnh m.
L ngi lm ngh t chc s
kin, chng ta nn thng xuyn
theo di bo i, cc website
chuyn ngnh trau di, cp
nht nhng xu hng mi nhm
lm cho nhng Event ca mnh
lun nm trong dng chy chung
ca th gii.
XU HNG MARKETING
Bnh Bo
17
05-2011
E
vent nhm mc ch
hng n cng
ng trong nm va
qua phi k n ci tn
OMO. Bt u t nm
2005, nhn hng OMO
ca Unilever thc hin
chng trnh v cng
ng: Pht trin ton
din tr em. Nhng ngy
u nm 2010, nhn hng t chc ngy
hi Vn Xun Tng M l mt chng
trnh mang ngha tht s m p ca nhng
em hc sinh tu hc dnh tng cho m.
Khc vi OMO, Toyota Vit Nam vi mc
ch gn gi mu xanh ca mi trng,
gim thiu s nhim t rc, kh thi,
thc hin mt lot cc hot ng v cuc
thi Y tng xanh l mt trong s .
Thnh cng v thu ht c s quan tm
ca gii tr ngay t ln u tn ra mt
nm 2009, nm 2010 vi ch s dng
nng lng bn vng, Y tng xanh
tp tc c trin khai v i tng tham
gia cng ngy cng phong ph, a dng.
Cha bit tng no s c chn
cp vn nhng trc mt, nhng cuc thi
c tc ng khng nh n suy ngh,
hnh ng ca gii tr v vn mi
trng trong xu th hin ti.
Bn cnh , Event ra mt, gii thiu sn
phm cng khng vng bng trn sn
khu Event 2010 ti thnh ph H Ch
Minh. i gia Nokia ca Phn Lan khng
b qua cn st v mng x hi tung
ra sn phm in thoi C3 cng chng
trnh trnh lng honh trng din ra
ti sn vn ng Qun Khu 7, tp.HCM
vo ngy 8/8/2010. Khng h km cnh,
cng l mt anh ln
trong ngnh cng ngh,
Samsung vi ngy ra
mt Samsung Galaxy
Tab to n tng
sang trng cho ngi
dn thnh ph. Ngy
9/11/2010, ra mt
sn phm my tnh bng
ca mnh, Samsung
c mt mn trnh diu hnh tht n tng ca
mt on xe mt v t nhm to c hi tri
nghim v kh nng nh v GPS, ghi li ng
i, dn ng thng qua h thng bn ca
Samsung Galaxy Tab.
Mt loi hnh Event chim phn ln v s lng
chnh l hi tho, ta m. in hnh c bui
hi tho v Social Marketng Solutons, cng l
bui ra mt Trung tm gii php tp th cng
ng. Ngoi ra cn c cc bui hi tho va
mang tnh cp nht thng tn Marketng, va
th hin cch t chc ngy cng chuyn nghip
nh: Vietnam Digital Marketng & Technology
2010, Vietnam Online Marketng 2010, CMO
Conference 2010 - Digital Marketng, Hn
na, c nhiu Event kh ln trong nm m
rng i tng l sinh vin, to c hi tt h
hc hi, tch ly kinh nghim thc t vi ngh,
hi tho Truyn Thng Xy Dng Thng Hiu
do O&M phi hp vi trng i hc Kinh T
TP.HCM t chc l mt in hnh nh th.
Trong Marketng, Event c xem l mt cng
c c chi ph khng nh, tuy nhin, khng th
ph nhn tnh tng tc, truyn ti thng tn
cao ca chng. V trong tng th mt chin
dch Marketng, Event hu ht l mt n lc,
a bn n khch hng mc tu v cng
ng. Do , hy nhn nhn n nh mt sc
TNG QUAN NGH MAR
SC MU
EVENT
Nm 2010, t duy Marketing si ni vi cng c Digital cng nhng tnh nng mi v chi
ph thp. Mi ngi trao i, hi han nhau v Mobile marketing, v E-mail marketing,
v SEM, v mng x hi, Vy liu cc cng c truyn thng c cn ch ng trong
thi k hu khng hong khng? Nhng doanh nghip cn tip tc chi tin cho cc
hot ng qung co tn km, nhng event honh trng, nhng chin dch PR ko
di? Cu tr li l c v MarPro 17, chng ti xin cp n mng Event nm 2010.
1
0
010
010
010
010
18
05-2011
Vi vai tr gip cc bn sinh vin chuyn nganh
Marketng co nhn thc ng n v nganh hc, ng
thi co thm nh hng cho ngh nghip tng
lai, nhom Margroup t chc chng trinh CMO
Career 2011 - Marketng from your heart. Chng
trinh din ra vao lc 8h30 ngay 13/3/2011 ti phng
A205 c s A trng i hc Kinh t Tp.HCM (59C
Nguyn inh Chiu qun 3, Tp. HCM).
MARKETING
FROM YOURHEART
CMO Career 2011 c s tham gia ca anh Lm Vit
Hng - Nguyn chuyn gia t vn cp cao Ogilvy PR
Vit Nam - Ph Tng Gim c KOTO Si Gn v thy
Hunh Phc Ngha - Ging vin trng i hc Kinh
t Tp.HCM - thnh vin Hi ng t vn CMO Council;
ng thi c s gp mt ca i din cng ty Hong
Minh Water, bo Doanh nhn Si Gn, bo Tui Tr,
cc CLB-i-Nhm; v quan trng l s tham gia ca
gn 80 bn sinh vin chuyn ngnh Marketng trng
H Kinh t Tp.HCM.
Qua nhng cu chuyn th v, gn gi v chn thnh,
hai v din gi ca chng trnh gip cc bn
sinh vin c cch nhn nhn ng n v bn cht
ngnh Marketng. Hn na, di con mt ca nhng
Marketer dn dy kinh nghim, h em n bi
hc v cch xy dng thnh cng trong ngh l lm
Marketng vi tt c tm huyt v lun lun xut pht
t tri tm.
CMO Career 2011 khp li vi ch Tm trong lng
ngi tham gia, ng thi m ra nhng vn gip
ch cho vic nh hng ngh ca cc bn sinh vin
chuyn ngnh Marketng. Khng dng , bui hi
tho cng mang n ha hn v nhng chng
trnh trong din n CMO ca nhm Margroup thnh
cng hn.
H Phng
IM TIN MARGROUP
mnh tm n tnh ton, s dng n khn ngoan,
bn s to c sc nh hng v cng to ln trong
lng ngi tham d.
Cng vi dng chy chung ca th gii Marketng, cc
loi hnh Event khc u c nhng bc pht trin d
di ngn khc nhau. Tt c to nn mt bc tranh S
kin 2010 a dng v y mu sc, cm xc. Khng
n gin ch l mt Event, nu ngi lm Marketng
c chin lc, tm nhn chn ng loi hnh v tp
hp c cc yu t thin thi, a li, nhn ha
th mt Event c th tr thnh qu boom tn trong
mi trng cnh tranh hin nay.
Nm 2010, nn kinh t Vit Nam khng hi phc nh
k vng ca cc chuyn gia, nhng s gia tng v s
lng Event, sc sng to ca mi Event cng cho
thy, doanh nghip khng qu kht khe vi cng c
tn km ny. iu h kht khe chnh l cht lng ca
Event v sc sng to ca chng. L mt Marketer
tng lai, Event c nm trong s quan tm ca bn?
Ngc Trm
19
05-2011
IM TIN MARGROUP
Vao lc 9h00 ngay 06-03-2010, ti
phng A105 (C s A, Trng i
hc Kinh t Tp. H Ch Minh - 59C
Nguyn inh Chiu Q.3, Tp.HCM),
i hi nhom Margroup nhim ki
17 (NK17) (2011- 2012) din ra
trong khng kh trang trng, nh
du mt bc pht trin mi trong
tn trinh hot ng ca Nhom.
Vi s hin din ca TS. L Tn
Bu - trng khoa Thng mi -
Du lch - Marketng, nhng thy c,
cn b on Thanh Nin - Hi Sinh
Vin, i din CLB - i - Nhm,
cc anh ch Margroup Community
cng thnh vin - cng tc vin,
i hi thng qua bo co tng
kt nhim k 16, trnh by phng
hng hot ng trong nhim
k ti, ng thi ra mt Ban iu
hnh Margroup NK17.
Trong NK16 va qua, cc bui hi
tho, chng trnh tham quan
doanh nghip, tour du lch POK,
n phm MarPro, ca nhm
Margroup thu ht s quan tm
ca ng o cc bn sinh vin,
nhn c s h tr v hp tc
ca rt nhiu doanh nghip, n
v truyn thng, Cu lc b - i
- Nhm trong v ngoi trng,
Nhm Margroup cng rt vinh d
c tng Giy khen ca Hi Sinh
Vin Tp.HCM v nhng thnh tch
ng gp trong phong tro on -
Hi giai on 5 nm (1995 - 2010).
Mt nhim k mi chnh thc
c bt u bng s quyt tm
thc hin tt cng tc lnh o
v s cng hin ht mnh ca Ban
iu hnh NK17. H s l i din
ca nhng Chin binh , nhn
trng trch a nhm Margroup
vng bc trn chng ng sp
ti v vn xa n mt tm cao
mi.
Vi mc tu y mnh cc hot
ng hc thut trong lnh vc
Marketng v pht trin din n
CMO (Chief Marketng Ofcer),
nhm Margroup ha hn mt
NK17 thnh cng vi nhiu hot
ng a dng, sng to nhm b
sung kin thc, trau di ky nng
v nng tm t duy Marketng cho
cc bn sinh vin.
VNG VNG TRN
CHNG NG MI
NHM MARGROUP NHIM K 17
20
05-2011

NH V
Mt ngi n ng do chi quanh thnh ph bng khinh kh cu. Nhng mt
cn gi ln a ng ra tn vng qu ngoi . Ngi n ng khng bit mnh
ang u v quyt nh h kh cu cch 5m so vi mt t v hi mt ngi
qua ng: Xin li, tha ng, ng c th cho ti bit ti ang u khng ?
Ngi qua ng ni: ng ang trong mt qu khinh kh cu che v cch
mt t nm mt.
Ngi n ng trn khinh kh cu chau my ni: ng chn chc l mt nhn vin
tp th.
Lm th no ng c th bit iu ? ngi qua ng hi.
Bi v cu tr li ca ng rt chnh xc, nhng hon ton v dng v thc t l ti
vn cn b lc.
Vy, ng chc chn l mt nh qun l, ngi qua ng thn nhin p tr.
Rt ng! Lm sao ng bit c?
ng bit chnh xc v tr ca mnh, nhng khng bit mnh ang u v i v
u. Thc t l ng ang ti v tr trc khi chng ta gp nhau, nhng by gi
vn l bng cch no ng li cho ti!.
Lm ch Dn - su tm
GII QUYT VN
Mt ngi nhn vin phn mm, mt nhn vin phn cng, v
nhn vin tp th ang i trn ng th lp xe b x. H lin ra
khi xe v nhn vo vn .
Nhn vin phn mm ni: Ti khng th lm bt c iu g vi s
c ny - l mt vn v phn cng.
Nhn vin phn cng ni: C l nu chng ta c tt ri khi ng
xe lin tc, n s t sa cha.
Nhn vin tp th: Ny, 75% ng c ca n cn xi c - bn
n i!
NHNG CON MAR DZUI DZ