TRNG I HC KINH T TP.

H CH MINH
KHOA THNG MI - DU LCH - MARKETING

TIU LUN HNG NGHIP

MAXXUS DIGITAL AGENCY

Tn c quan thc tp : TNHH Maxxus Vit Nam

Ngi hng dn

: Ch Phm Th Xun

Ging vin hng dn : ThS. Nguyn Ngc Qunh Th

Sinh vin thc hin

: L Huyn Thy Trc

M s sinh vin

: 31111020019

Lp

: MA01- K37

Tp.HCM, 01/2015

L Huyn Thy Trc- MA01 - K37

MC LC

CHNG 1: TNG QUAN V CNG TY MAXXUS DIGITAL MARKETING

AGENCY...........................................................................................................................2
1. Nhng thng tin c bn:...........................................................................................2
2. C cu t chc:........................................................................................................4
3. Nhn lc:..................................................................................................................4
4. Cc dch v:.............................................................................................................4
5. Khch hng tiu biu:...............................................................................................6
CHNG 2: BI PHNG VN HNG NGHIP.......................................................9
1. B phn Account:.....................................................................................................9
2. B phn Social Media:...........................................................................................12
CHNG 3: BI HC KINH NGHIM.......................................................................13

L Huyn Thy Trc- MA01 - K37

CHNG 1: TNG QUAN V CNG TY MAXXUS DIGITAL

MARKETING AGENCY.
1. Nhng thng tin c bn:
1.1.1. Gii thiu tng quan
Maxxus c thnh lp t nm 2009, l mt trong nhng n v i tin phong
trong lnh vc Digital Marketing ti Vit Nam.
Vi nn tng am hiu su v Marketing v c bit l cc cng c Digital
Marketing, Maxxus t vn v to ra cc chin lc Online Marketing ph hp
nht nhm pht trin thng hiu v gii quyt nhng thch thc kinh doanh thc
s ca doanh nghip.
Ngy nay khi Internet pht trin mnh m, Maxxus tin rng vi mt chin lc
Digital ng n c th gip cc doanh nghip gia tng mc nhn bit thng
hiu t tng lng khch hng mi v nng cao doanh s bn hng, ci thin
hot ng kinh doanh ca doanh nghip hin ti.
1.1.2. Trit l kinh doanh:
Tm nhn: Tr thnh n v dn u v cung cp dch v t vn chin lc Online
Marketing tng th cho doanh nghip v trin khai cc chin dch.
S mng: Maxxus gip xy dng cc mi quan h, tng tc bn vng gia
thng hiu v khch hng mc tiu, thng qua cc knh truyn thng
ph hp nht to ra gi tr.
Maxxus lun c phng chm : Stay hungry- Stay foolish(nh li ca thin ti
Steve Jobs) lun hc hi, lun lm mi chnh mnh, lun t m v m rng u
c v tm lng.
1.1.3. Thng tin cng ty:
Tn cng ty: Cng ty TNHH Maxxus Vit Nam.
Ngi i din:
ng Dng Vn Hc.
Chc v:
Gim c
a ch tr s:
671 Hong Hoa Thm, Qun Ba nh, H Ni
in thoi:
(+84) 466 748 809
Chi nhnh min Nam: Lu 5, c Tun Tower
84 Bch ng, qun Tn Bnh, TP. H Ch Minh
in thoi: (+84) 866 820 702
Website: http://maxxus.vn/

L Huyn Thy Trc- MA01 - K37

2. C cu t chc:
Gim c
Ph gim
c
B phn k
thut
B phn
kinh doanh

B phn
media

Kinh doanh
min Nam

Media min
Nam

Kinh doanh
min Bc

Media min
Bc

B phn k
ton

B phn
thit k

3. Nhn lc:
Maxxus t ho vi b phn qun l giu kinh nghim cng i ng nhn vin
c o to chuyn nghip, tr, nhit huyt vi tinh thn lm vic hng say, lun
nng ng sng to tm ti hc hi v cp nht nhng kin thc mi, nhm a ra
nhng sn phm cht lng, tha mn nhu cu ca khch hng. i ng ca cng
ty hot ng nh mt h thng vn hnh khp kn bao gm cc b phn :
Consultant team, Creative team, Social media team, Account team, Production
team.
4. Cc dch v:
4.1.1. Xy dng chin lc v lp k hoch:
Khi s dng cc hot ng Marketing t mc tiu, thng hiu nht thit cn
c mt l trnh tht tt v r rng trc khi i vo trin khai. Thng qua vic to
dng nhng k hoch chin lc, Maxxus lp nn nhng l trnh , khng ch
gii quyt vn t mc tiu m gip xy dng thng hiu mnh hn.
4.1.2. Truyn thng x hi ( Social Media)
4

L Huyn Thy Trc- MA01 - K37

Maxxus ti u ha kh nng truyn ti thng ip ca thng hiu thng qua vic

tip cn chnh xc i tng khch hng tim nng m knh social hin nay cho
php nh: tui tc, ngh nghip, khu vc a l, s quan tm
Bao gm cc hng mc:
- T vn
- Ln chin lc truyn thng
- Qun l cng ng, pht trin tng tc.
- Sng to ni dung
- Qun l danh ting thng hiu
- Viral Marketing qua Influencer Marketing & Message
- Ti u ha.
4.1.3. Thit k
i ng thit k ca Maxxus c phong cch thit k hin i, mnh m, kh nng
m thut tt, c trang b y cc k nng s dng phn mm ha thit k
c trn tt c cc nn tng 2D, 3D, website, app game
4.1.4. Qung co
- Qung co trn cc trang mng x hi, trang cng ng nh: Facebook Ads,
Youtube Ads,
- Qung co Google: qung co trang tm kim, qung co trang hin th.
- Mobile Marketing: SMS brand name v qung co Mobile.
4.1.5. Monitoring
-

Qun l danh ting trc tuyn

+ Cnh bo sm khng hong (hng ngy) gii quyt
+ Phn tch thi gian thc ca phn hi tiu cc v tch cc (hng ngy, hng
tun, hng thng)
Nhn din thng hiu, marketing o lng v phn tch
+ o tip th trc tuyn (buzz, SOV, tnh cm, virality )
+ Phn tch cnh tranh: gim st v phn tch i th cnh tranh
Hnh vi tiu dng v nghin cu th trng
+ Khm ph hnh vi ngi tiu dng v xu hng ngi tiu dng trc tuyn
(nhng g h thch, khng thch, tho lun v )
+ Nghin cu xu hng th trng
a ra gii php khc phc v t mc tiu

L Huyn Thy Trc- MA01 - K37

5. Khch hng tiu biu:

Vi uy tn c khng nh v to dng qua qu trinh lm vic vi khch hng,
hng nm, Maxxus nhn c rt nhiu hp ng qung co trn c nc. Tri
qua hn 2015 ngy lm vic, hn 55 nhn vin, Maxxus lm vic 207 khch
hng trong c 52 khch hng ln.

Sau y l 2 trong s rt nhiu d n m cng ty thc hin v hon thnh:

Khch hng: Ford Vit Nam
Fanpage:https://www .facebook.com/FordVietnam?fref=ts
Thi gian: 5 thng
Knh trin khai:
-

Thu ht fans
Qung co Facebook (promote, standard)
Qun tr ni dung 8 post/ ngy
Minigame tng tng tc fans
Viral marketing trn cc fanpage ln
Xy dng apprandom mu xe v tnh nng ngu nhin.

Kt qu t c:
-

Thu ht: 21,111 fans

TAT (Talking about this): 10% (Duy tr tng tc vi fan >10%)
App Khm ph EcoSport rinh qu hot iPhone 5S c 1843 ngi tham gia
Cuc thi EcoSport Urban Discoveries c 513 ngi tham gia

Khch hng: Truyn hnh v tinh K+

Campaign summer promo_world cup 2014
u i trn b thit b SD v HD
6

L Huyn Thy Trc- MA01 - K37

Mc tiu truyn thng:

-

ti a ha nhn thc:

K+ pht sng ton b World Cup v hn th

na l ma gii mi 2014-2015 .
Bin facebook K+ l mt knh hu ch, cung cp ton b thng tin y
nht v World Cup 2014: Thng tin v cc i bng, Lch thi u, Cp
nht kt qu trc tip, nhng thng tin bn l v cc i bng, cu th.

Knh trin khai:

-

Goole search- GDN adtext

Qung co Facebook (promote, standard)
Qun tr Fanpage
Forum Seeding
Event Online : Cng K+ nghnh World Cup 2014

Kt qu:
-

S i tng mc tiu tip cn qung co KM h t Facebook Ads:

1,206,641
S lt hin th qung co KM n i tng mc tiu (C Facebook

Ads v Google Ads): 9,737,267

Event online Cng K+ ng hnh World Cup 2014: 877 ngi tham d v
3061lt ngi tham gia d on kt qu 6 trn u hp dn ca
World Cup.

CHNG 2: BI PHNG VN HNG NGHIP

1. B phn Account:

01

H v tn
Chc danh
Trnh hc vn

Phm Th Xun
Account Manager
Tt nghip i hc Chnh quy.
Khoa Kinh T - i hc Quc gia TP.H
Ch Minh.
7

L Huyn Thy Trc- MA01 - K37

Cng vic c th:

- Xy dng v trin khai k hoch kinh doanh ca cng ty ti vn phng min
-

Nam, m bo doanh thu li nhun ca cng ty.

Qun l nhn vin di cp Account, iu phi cc team cn li: k thut,

Social, Design
Hng dn, training nhn vin thc tp/ th vic v cng vic ca 1 nhn vin
thc th: Cch gi in k kt hp ng v chm sc khch hng, t vn chin
lc marketing cho khch hng, meeting, qun l d n, bo co tin cng
vic, x l nhng pht sinh Cng c l in thoi, laptop, s tay.

iu kin lm vic: cn c my chiu, my in, phng tin i li, mng internet.

i vi ch Xun, mt v tr qun l trong cng ty ngoi vic phi nm vng kin
thc chuyn mn, xy dng v iu ha cc mi quan h i ni, i ngoai. Ch cn cn
c mt tm nhn bao qut, phi lun t trau di, trang b cho bn thn cc k nng bn
hng, cc kin thc v Marketing tng th (Digital Marketing, Google Adwords,
Facebook Ads, qun l Fanpage)
Trong cng vic ch cm thy hnh phc khi c lm vic mt mi trng lm
vic tr, nng ng, c nhiu c hi pht trin bn thn. Khch hng a phn l nhng
ngi c tri thc, hiu bit nn d c s ng cm trong cng vic. Cc mi quan h lun
c ch xy dng trong sut qu trnh lm vic,khch hng c quen nn thng ti k
hoc gii thiu cng ty khc n k hp ng.
Bn cnh trong cng vic, ch phi ph trch cng lc qu nhiu hng mc
cng vic va l mt qun l va l 1 Account chu trch nhim nhiu khch hng nn
thng xuyn trong lm vo tnh cnh qu ti, p lc trong cng vic.
Digital Marketing l mt mi trng ngnh cnh tranh khc lit. Vit Nam
Digital Marketing ang trong thi k pht trin mnh m vi s ra i ca cc nn tng
platform mi, y l mi trng marketing cho c doanh nghip va v nh khi h c th
d dng qun l ngn sch v hiu qu qung co.
Ch cho rng kin thc ca bn thn lun l ht ct gia sa mc nn phi trau
di v b sung thng xuyn. Ch ngng m cc Guru trn th gii nh David Ogilvy,
8

L Huyn Thy Trc- MA01 - K37

Leo Burnet, sc sng to tuyt vi ca Mark Zuckerberg v i ng nhn vin

Facebook. Vit Nam, anh Nguyn Khnh Trnh- CEO ca Cleverads v L Anh Tun
CEO ca Climax l nhng n anh i trc trong ngnh m ch rt tn trng.
Li khuyn:
i vi cc bn sinh vin mi ra trng, ch c li khuyn dnh cho cc bn hy lun
bit lng nghe vi tinh thn hc hi tht nhanh. Cc bn cn c tinh thn nghim tc hc
hi, nhn nhn im mnh, im yu ca mnh. V cc kin thc hc trng ch l nn
tng i hi bn thn sinh vin phi thch ng nhanh vi cng vic bn ngoi nhiu hn.
c bit khng nn v t tin vi nhng g mnh c c khi ngi trn gh nh trng m
khng lng nghe, c gng nhiu hn trong cng vic.

02

H v tn
Chc danh
Trnh hc vn

Hng Pht
Account Executive
Tt nghip Cao ng Chnh quy.
Trng i hc Si Gn.

Cng vic c th: Kinh doanh dch v qung co, theo st cc hp ng k vi K

iu kin lm vic: Laptop, xe my, s tay
Pht l cng l mt sinh vin mi ra trng, lm vic c khong 6 thng ti
cng ty. V vy hn ai ht Pht hiu rng cc bn sinh vin phi trang b cho mnh y
cc kin thc v Marketing truyn thng, cc k nng giao tip, k nng qun l thi gian
thch nghi tt vi mi trng lm vic mi ti cc Agency. Tt nhin nhng kh khn
v thch thc chung ca cc sinh vin mi ra trng u l thiu kin thc v kinh
nghim lm vic. Tuy nhin khi cc bn vt qua c n, mang li cho cng ty
nhng hp ng mi c gi tr cc bn s cm thy bn thn trng thnh ln rt nhiu
Pht c li khuyn dnh cho cc bn sinh vin cn ang thc tp v mi ra trng
hy chu kh ln s v hc hi t cc anh ch i trc, c gng n lc thch nghi nhiu
hn. Cc bn cng c th follow cc n anh n ch ni ting trong ngnh trn Facebook

L Huyn Thy Trc- MA01 - K37

nh Nguyn Thanh Sn, Hng V, Tng Gia Hi Lam hc hi thm nhiu v mi

trng ngnh hin ti.
2. B phn Social Media:
H v tn
Chc danh
03
Trnh hc vn

Ng Phan Thanh Thuy

Social Media
Tt nghip i hc Chnh quy.
Trng i hc M TP.H Ch Minh.

M t cng vic: Ln nh hng content, order thit k hnh nh, contact vi khch
hng, ln concept v ni dung v cc bi viral. Ln plan, lm proposal cho cc job.
Cng vic chnh ca ch Thuy cng yu cu cc kin thc chuyn ngnh v Digital
Marketing, k nng giao tip vi khch hng cng nh ng nghip trong cng ty.Ngoi
ra cng vic cn i hi kin thc v x hi, v ngnh ngh m khch hng hot ng
kinh t vn chin lc v lm proposal cho khch hng.
Maxxus i vi ch l mt mi trng lm vic thn thin v nng ng.Bn thn
ch Thuy cng c h tr rt nhiu t ch qun l v cc ng nghip trong cng
vic.Cng ty lun t chc cc ba tic nh vo cc dp c bit nh l, Tt mi ngi
gn kt vi nhau nhiu hn.Cn kh khn l khi khch hng d deadline, thay i chng
trnh t xut vo lc cui buc mnh phi thay i content v hnh nh v th ch lun b
p lc v cng vic. Tuy nhin iu tm c nht ca ch l c lm lm ng cng vic
mnh yu thch, mi trng lm vic tr trung nng ng,ng nghip a phn l ngi
tr nn d ni chuyn, giao tip v gip nhau trong cng vic.
Ch Thuy cng nhn nh Digital Marketing ang c tc pht trin kh nhanh
v trong tng lai chc chn s cn nhiu tim nng pht trin vt tri hn na tr
thnh mng chnh ca Marketing trong tng lai.V mun c th pht trin trong mng
ny bn thn ch Thuy cng phi khng ngng hc hi trong qu trnh lm vic, khi trao
i khch hng, tm hiu cc cng c qung co trong tng lai.
Ch cng ngng m anh Nguyn nh Ton nguyn gim c ca Massan
Consumer Group - ngi lun c nhiu tng Marketing xut sc, n u xu hng
Marketing.Cc bn sinh vin mi ra trng nn ra ngoi tri nghim nhiu hn l hc
10

L Huyn Thy Trc- MA01 - K37

kin thc trong trng, tham gia cc Group, CLB v lnh vc theo hc, m rng mi
quan h ca bn thn v c bit phi ch ng tm hiu hc hi.

CHNG 3: BI HC KINH NGHIM

Tri qua gn 1 thng thc tp v tr Account ti cng ty Maxxus, bn thn ti cng
hc hi c rt nhiu iu.Khng th ph nhn nhng kin thc c hc trng l
nhng nn tng cn bn nht ti c th bt tay vo cc cng vic thc t cng ty. Tuy
nhin cng ty vn cn phi o to v hng dn thc tp sinh thm rt nhiu v nghip
v chuyn mn, v kin thc Digital Marketing hin nay theo kp tin lm vic ca
cc anh ch i trc.
Tt c cc sinh vin thc tp c tham gia hun luyn 1 tun trc khi i vo giai
on thc tp chnh thc do chnh ch Xun- trng b phn Account, anh Hc- Gim
c cng ty, anh Hng- trng b phn K thut. Cc kin thc c trang b trong kha
hun luyn l cc kin thc chuyn mn thc t v mng qung co Facebook, qung co
Google n cc k nng giao tip cn bn nht vi khch hng t gi in thoi n trao
nhn danh thip, cch n mc cho ph hp vi mi trng lm vic v vn ha cng ty.
Tht s y l mt c hi thc tp may mn khi sau khi hun luyn chng ti c
lm nhng cng vic nh 1 Account chnh thc: gi in tm khch hng mi, chm sc,
ln bo co hng tun cho cc khch hng hin ti, ln lch gp khch hng, nhn brief,
ln k hoch l nhng iu qu gi m khng phi sinh vin no cng c c hi tri
nghim. D cn gp nhiu b ng dn n sai xt trong nhng ngy u nh gi email
qun nh km file, gi in cho khch hng cn vp vp nhng tht s l nhng
bi hc v cng hu ch i vi nhng sinh vin mi ra trng.
Chng ti thc s hiu tr thnh 1 Account chnh thc trong mt Agency
u tin phi thc s c kin thc chuyn v Marketing bi vi t cch ca mt Agency
bn phi l mt chuyn gia nh li ch Xun chia s.Tip Account cn bit cch
ng x dung ha mi quan h bn ngoi vi khch hng, mi quan h bn trong vi cc
ng nghip cc b phn Social Media, thit k, k thut.

11

L Huyn Thy Trc- MA01 - K37

Khi tri qua 1 thng, ti t nhn thy sinh vin khi bc ra ngoi lm vic vi
cng ty phi c tinh thn hc hi, lng nghe t cc anh ch i trc.T bn thn ti cm
thy khng hn cc kin thc trng khng p dng c khi i lm nh nhiu anh ch
trc hay chia s. t nht cc mn hc trng cho ti mt ci nhn nh gi tng
quan v th trng Marketing hin ti, cc kin thc v Qung co, PR, E-Marketing,
Hnh vi khch hng, Nghin cu th trng h tr cc k hu ch trong nhng bc
u sau ty theo kh nng ca mi sinh vin tip thu nhanh hay chm cc kin thc
thc t thng qua cc tri nghim. Cc bn sinh vin khi cn hc trng cng nn trau
di cc k nng mm khi tham gia cc hot ng x hi c th nhanh chng thch nghi
mt mi trng mi
Tm li, thi gian thc tp ny i vi ring ti l v cng qu gi v y l c hi
hc hi, tri nghim v ng dng nhng g mnh hc, th thch bn thn vi nhng
iu mi.Chn thnh cm n anh Hc, ch Xun v ton th cc anh ch trong cng ty
Maxxus Vit Nam cho ti mt mi trng thc tp y th thch rn da v hon
thin hn chnh bn thn mnh.

12