SHORT COURSE

ADVERTISING
FOUNDATION
Mt gii php hc tp ca

Xy dng bi
A I NN THAM GIA
Sinh vin tip xc vi Marketing, nhng
cha tng c nh hng ngh nghip

N GNH QUNG CO - HIU LUT CHI

HA NHP & TA SNG
cng nh ch dn xy dng career plan
bi bn.
Khng phi ngu nhin m ngnh Qung co c xem l s kt hp gia
khoa hc v ngh thut. Sinh vin xc nh theo nghip Marketing,
Ngh thut vic lm ra nhng sn phm sng to lay ng lng ngi, bn mun c kin thc tng quan chun mc
hng bng v p. ngay t u v cc phn ngnh c th ca
Khoa hc vic to nn nhng sn phm y cng c quy trnh, chuyn mn Marketing cng nhng cp nht v th trng
ha v nguyn tc phi hp.
kinh doanh v lao ng nm 2017.
Nu bc vo ngnh hay lm vic vi dn Qung co tm th mt k mng
m hay mt doanh nhn thc dng, bn s u b di - c th l mt sn
Nhng bn lm trong ngnh di 2
phm ng chn (nu bn l marketer) hay chng-ai-thm-lm-chung (nu bn
lm trong agency). nm, mun xc nh (li) con ng ngh

V ngnh Qung co c lut chi ring, chi khng hiu lut d ra ra sm. nghip sp ti cng nh nghe li khuyn,
kinh nghim v tm hiu thm cc c hi
Vi mong mun gip cc bn tr hiu c lut chi - ch trong mt thng
- ha nhp & ta sng, WeCreate kt hp cng Advertising Vietnam (tn mi ngh nghip.
ca Cuc Sng Agency) gii thiu kha hc Advertising Foundation.
Kha hc c thit k nhn mnh vo thc hnh v tri nghim, gip bn Nhng bn ang lm bn Client side mun
t BIT n YU mi kha cnh ca ngnh Qung co - t hiu ngnh, tm hiu v quy trnh ca mt Agency Qung
hiu mnh v vng tin thit lp k hoch ngh nghip hay phi hp hiu qu.
co lm vic r rng v hiu qu hn.

4 LI CH BN NHN C T KHA HC

1 brief t client thc hnh xuyn sut trong kha hc.

Thc hnh qua 4 giai on ca quy trnh pht trin Creative Solutions
(gii php sng to): Take Brief, Write Brief, Develop Idea, Develop Proposals
di vai tr ca Account, Creative, Planner - t gip xc nh v tr ph hp
vi bn trong ngnh Qung co.

4 ging vin l nhng tin bi nhiu kinh nghim trong mng Marketing &
Qung co chuyn nghip, sn lng t vn chi tit trong v sau kha hc, v
chuyn mn ln nh hng ngh nghip.

7 nghip v nn tng chun b cho cng vic qung co chuyn nghip:

chun b cho bui nhn brief, vit client brief, chuyn th t client brief thnh
creative brief, brief cho creative, sng to ideas v creative solutions, vit
creative rationale, lm timeline t ideas v tng hp thnh proposal.
 N I DUNG CHI TIT
INTRODUCTION TO ADVERTISING
Qung co l g? Ai l ai trong qung co?
Tng quan v ngnh qung co, sng to v marketing ti Vit
Nam - cp nht 2016
Tng quan v cc loi advertising agency; quy trnh lm vic.
Cc thut ng (terminology) nn tng hiu v ho nhp vi
mi trng Marketing & Advertising chuyn nghip.
FOUNDATION; PRACTICE
Chn dung ca Account Management. Thi , cch t duy, k
nng v kinh nghim cn thit.
Client Brief l g? Ti sao n li quan trng?
Check-list nhng iu cn chun b trc bui nhn brief (client
briefing session)
[Thc hnh] Nhn brief tht t Brand Management specialist.
[Thc hnh] Cch tng hp thng tin v vit Contact Report sau
bui nhn brief
STRATEGIC ADVERTISING PLANNING: WHY, WHAT, HOW,
WHO?
Strategic Planning trong qung co l g? c thc hin bi
ai - bng cch no?
Creative Brief l g? Qu trnh chuyn t Client Brief sang
Creative Brief
[Thc tp] Vit Client Brief
Communication Insights & Communication Proposition l g?
[Thc tp] Lm competitor review v xc nh Core issue
[Thc tp] Tm kim insight v pht trin Communication
Proposition.
[Thc tp] Tng hp thnh Creative Brief
Check-list nhng iu cn chun b cho Creative Briefing
Session
CREATIVE DEVELOPMENT: WHY, WHAT, HOW, WHO?
Gii php sng to (creative solutions) l g? c thc hin bi
ai - bng cch no?
Idea l g? Idea khc vi execution th no? Th no l big idea?
Qu trnh pht trin t insight thnh ideas.
5 nguyn tc nh gi ideas.
Idea l g? Idea khc vi execution th no? Th no l big idea?
12 loi ideas c bn trong Advertising
Insight ca creative team v cch lm vic hiu qu vi h.
[Thc tp] Briefing cho Creative team
[Thc tp] Suy ngh v la chn ideas
[Thc tp] Pht trin ideas n creative solutions
BRING IDEAS TO LIFE: WHY, WHAT, HOW, WHO?
Qu trnh pht trin t ideas thnh creative solutions hon chnh
- c thc hin bi ai - bng cch no?
Ideas platform: ATL - BTL - Digital - Integrated.
Creative Proposals l g? Gm nhng phn g?
[Thc hnh] Cch lm mt project timeline
Cch thuyt trnh Proposals thuyt phc cho Client
Bring ideas to life - lm cch no, lm vic vi ai?
Cch lm vic hiu qu cng b phn Producer, Production
House v cc nh cung cp khc.
CAREER PLANNING IN ADVERTISING
La chn phn ngnh, loi chuyn mn (advertising/PR/event/
digital) v cng ty ng tuyn
K nng phn tch Job Description v vit CV trong ngnh
Advertising
Portfolio l g? Cch no xy dng Portfolio
Kinh nghim ng tuyn thnh cng.
LIN H T VN: MS. VN ANH - 0972 034 278 HOC EMAIL: INFO@ADCAMP.ASIA
C C
CHUYN GIA S TRC TIP
GING DY & HUN LUYN
Ch TRN CHU - Former Client Services Director, Dentsu Vietnam
Ch Chu c 15 nm gn b vi ngnh Marketing & Communi-
cation, tri qua TT C cc tp on qung co global ln
nht ti Vit Nam bao gm JWT (WPP), Publicis (Publicis), Lowe
(InterPublic), BBDO (OMD) v Dentsu cng nh tham gia vo
nhng d n him-c-kh-tmnh qung b cho Vietnam
Airlines trn 25 th trng ton cu (trong thi gian lm vic ti
JWT) cng nh trong nhiu ngnh hng v khch hng th v.
Ch THO DNG - Former A ssociate Plan ning Director, Dentsu Vietnam
Ch Tho bt u s nghip qung co vi b phn Account
Management ti Lowe Vietnam (nay l MullenLowe) vo thi im
cng ty ny ra mt hng lot nhng chin dch n tng ca
Vinamilk, Close-Up, Kinh , Unilever v Total. Sau ch Tho nh
hng s nghip trong chuyn mn Strategic Planning v lm
vic ti nhng agency c nn tng Planning mnh nh JWT (agency
khai sinh ra b phn Strategic Planning), TBWA (agency gp phn xy
dng nhng thng hiu hng u nh Apple, Absolute Vodka) v
Dentsu Vietnam (tp on qung co ln nht ca Nht v top 5
ca th gii).
Ch THM NGUYN - Account Manager, Publicis Vietnam
Gn b vi mng Account Management gn 5 nm, ch Thm
tri qua qu trnh lm vic ti nhiu tp on qung co hng u
nh Dentsu Vietnam, Cheil Worldwide (tp on qung co ln nht
ca Hn Quc), Chou Senko v hin ang gn b vi Publicis v tr
Account Manager.
Ch NHUNG NGUYN - Senior Copywriter, Geometry Global.
7 nm kinh nghim ti mi trng sng to chuyn nghip, ch Nhung
lm vic qua cc global agencies nh Lowe, BBDO, TBWA, Leo
Burnett v nay l Geometry - activation agency ln nht th gii thuc
tp on WPP.
Ch Nhung nm trong team thng Young Lions 2012, khu vc Vietnam
- cuc thi danh gi nht cho young creative trn ton th gii (nm
trong khun kh Cannes Lions). Vi mc tiu tr thnh Head of Copy
trong vng 3 nm ti, ch Nhung hin ang th sc trong lnh vc
Activation song song vi vic mi da sng to.
Mt CHUYN VIN MARKETING t tp on client ln
Mt chuyn vin Marketing t tp on client ln s mang n cho
cc bn brief ca nhng d n tht cc bn c th ng dng kin
thc hc v lm vic nh trong mt agency thc s.
T
HI GIAN & NGN SCH U T
THI GIAN: 12 BUI HC (3 ting/bui) KHAI GING: Ch nht 27.08.2017
Tun 1 Tun 2 Tun 3 Tun 5
C ngy CN 27.08 C ngy CN 10.09 C ngy CN 17.09 Ti th T 27.09
Ti th T 30.08 Ti th T 13.09 Tun 4 Sng CN 01.10
C ngy CN 24.09
NGN SCH U T: Single standard: 4.750.000/ngi
Cc hnh thc u i:
- ng k trc 15.08 (c nhn): gim 15% - cn li 4.000.000/ngi
- ng k nhm 3 ngi trc 18.08: gim 15% - cn li 4.000.000/ngi + Qu tng
- ng k nhm 2 ngi trc 18.08: gim 10% - cn li 4.275.000/ngi + Qu tng
- Cc hnh thc u i trn khng cng dn, ch p dng mt hnh thc duy nht
(vi u i cao nht).