Marketing

Planning
Project
Program Objectives & Format
Total Interactive
★ Processes and analytical tools for Immersion Discussions

strategic marketing planning

★ Best (and poor) practices in strategic Action

Learning
marketing management Planning Lateral
Workshops Learning
★ Development of marketing plans

Case
Studies
 Company Customer
Insights Insights
Market
Insight
Competitor Segmentation
STRATEGIC Insights Insights

MARKET Opportunity Assessment

& Targeting
PLANNING Strategy Objectives & Strategic Focus
Development
MODEL Positioning

Program Value Creation, Value Delivery,

Design Value Communication, & Value Extraction
Macro-
Analysis
Micro-
Budgeting
Analysis

Execution
 Company Customer ▪ Review last year strategies vs brand performance to identify
Insights Insights the gap (issues)
Market ▪ Discover major market and consumer trends for business
Insight growth (opportunities)
Competitor Segmentation ▪ Define major sources of growth from current and potential
Insights Insights consumers

Opportunity Assessment ▪ Fix the brand issues and capture the market
& Targeting opportunities in line with the major sources of growth
▪ Prioritize brand tasks to determine Brand/Trade
Strategy Objectives & Strategic Focus Marketing J2BD and KPI
Development ▪ Define what expected attitudes and buying behaviors.
What new perception to build about the brand?
Positioning

▪ Develop new brand strategies to achieve objectives.

Program Value Creation, Value Delivery, Decide Brand/Trade Mktg Campaigns with Brand
Value Communication, & Value Extraction Innovation, Brand Communications, Brand Activation,
Design Consumer Promotion, etc.

▪ List of detailed marketing activities to execute and

Budgeting
keep track with the timeline and budget.

Execution
 Program Schedule
Section 1 Section 3 Section 5 Section 7 Section 9
Welcome and Introduction Workshop: Assessing Market Opportunities Managing Service Integrated Brand
The Strategic Marketing The 3D process of Insights Quality Communication
Planning Model •Direction: Insight Brief Brand Campaign 6 Steps to develop an
Case Discussion: HCMC •Discovery: Facts and finding Planning Template effective IBC Campaign.
Tourism- New normal needs new •Distillation: Info interpretation to
strategy insights

Company Insights
•Strategic Intent, Achievement
Milestones, Core team, Project
portfolio, etc.
•Brand STDP & 7Ps review
Market Segmentation Insights Market Review and Reflection Industry discussion Industry discussion
Case Discussion: Customer Video Presentation
insight in tourism product
development Identify the root causes of Issues
and opportunities by using 4W and
5 WHYs model.

Prioritize brandJ2BD

Section 2 Section 4 Section 6 Section 8 Section 10

Debrief
5 Steps to Customer Insights
Case Discussion: Diana, Dove,
Heineken, Xmen, etc.
Debrief Objectives & Trade Marketing Digital Marketing
IV
Marketing Clinic
Competitor Insights Strategic Options GT, MT, Ecommerce Zalo - Thấy là thương
Case Discussion: Brand Growth Model distribution channels
• Milo vs Ovaltine, Consumer Promotion,
• G7 and Café Viet, Brand Activation, Loyalty
• Grab & Be. Program.

Exercise: Marketing Planning Workshop Positioning Your Offer Industry discussion Industry discussion
DMU Analysis Brand Briefing from Purite Brand
Need Landscape team
MAM
Buying Process
Assessments
ASSESSMENT VALUE
ASSESSMENT ITEM AND DUE DATE
NUMBER (/100)

Strategic Marketing Simulation (Group)

1. 20%
Due: See students' individual online accounts for due dates.

Fundamental Knowledge: Brand Management & Market visit

2. (Individual) 40%
Due: Session 8

Major Projects (Group)

3. 40%
Due: Session 15

Details provided in the unit guide.

 Assessment 1

Strategic Marketing Simulation

How conducted?
• There are 8 rounds/ quarters
• Each quarter, you’ll receive information
on the current situation, and report
from the previous rounds.
• Based on the given info, you and your
Benefits
team have to make decision to WIN.
Game Scenario • Promote better decision making;
• You work for a large international • Crystallize the financial implications of
bicycle firm. You have been selected marketing decisions;
to head up the new marketing division • Discover how important it is to use market data
to sell bicycles internationally. and competitive signals to adjust the strategic
• Each team member assumes a plan and more tightly focus business tactics;
tactical area of responsibility and • Build marketing confidence through knowledge
everyone is responsible for profit and experience.
analysis. • …
Assessment 2

Group Video Presentation

Your Understanding on
• Customer understanding (Chapter 4,5)
• Strategic Brand Management (Chapter 6,7,8)
• Brand Innovation (chapter 9)
• Strategic Pricing (Chapter 11)
• Strategic and Integrated Marketing Channels. (Chapter 12,13)
• Brand Communications (Chapter 14,15,16,17)

Market review
• Observe 6Ps performance of Purite and Oliv
• Interview current and potential customers.
• Reflection Video Presentation
Assessment 3

THE MP-Project
Project Brief from Purite Brand Manager Student’s tasks:
• Last year Marketing Strategies and Marketing Performance of • To identify the root cause Issues and opportunities to get them
Purite and Oliv Personal care product fixed
• Issues and Opportunities to handle this year • Set SMART Objective
• Decide New Marketing Strategies and IMC Plan.