Outline khóa học Digital Strategic Planning của AiiM. Xem thêm outline và đăng ký học thử tại: http://aiim.edu.vn/khoa-hoc/digital-strategic-planning/

1. GIỚI THIỆU VỀ
HOẠCH ĐỊNH CHIẾN LƯỢC
TRONG QUẢNG CÁO

4. THỰC TẾ LÀ
“Nobody reads
advertising.
People read
what they want
to read and
sometimes it’s
an ad” –
Howard Luck
Gossage

5. SỰ THAY ĐỔI TÍCH CỰC: “INFORM TO INVOLVE”
SEND BRAND MESSAGE
MAKE USEFUL BRANDED CONTENT
ADD TANGIBLE VALUES TO PRODUCT
CREATE MEANINGFUL BRANDED CONVERSATION
CREATE BRAND EXPERIENCE IN AN ENTERTAINING WAY

7. “Marketer” “Consumer”
“Planner”
“Account “Creative
person” person”

8. “Marketer” “Consumer”
“Technologist “Architecture
“Planner”
” ”
“Account “Creative
person” person”

9. “Marketer” “Consumer”
Product & brand Insight & issue
“Technologist “Architecture
“Planner”
” Thinking & ”
Technology Medium planning &
planning
enhancement integration
process
“Account “Creative
person” person”
Take brief – write Debrief – Creative on
brief – brief to team Digital medium

10. Marketer
Brand Business
Market Manager Consultant
research
Bất cứ trường Junior Planning Head of
Planner
đại học nào planner Director Planning
Account Account General
Director Manager
Creative
Digital expert

11. - Buổi 1: What is strategic planning? Contribution
of Strategic Planning. “Planner”
Career Path of Strategic Planner.
- Buổi 2: Lessons from marketers: from marketing “Marketer”
principles to communication product on
digital space.
“Architecture
- Buổi 3: Category & product issues “Planner”
”
+ consumer insights.
“Account
- Buổi 4: Brief in communication person”
“Account “Creative
- Buổi 5: Interact & brief to creative person” person”

12. Buổi 6 – 9: from big idea to digital campaign planning
• Buổi 6: Big ideas - what is big idea? From “Planner”
business/communication
objective to big idea.
“Technologist
”
• Buổi 7: General insights of digital medium
• Buổi 8: Contribution of digital in 360' “Planner”
communication & consumer journey
“Architecture”
• Buổi 9: Digital campaign planning

13. © 2012 Ho Cong Hoai Phuong

14. Buổi 10 - 12: Functional creative/tactic on digital medium:
• Buổi 10: From campaign idea to “Technologist “Creative
microsite ” person”
• Buổi 11: From campaign idea to
mass media: banner, PR, adwords, “Creative
PPC “Planner”
person”
• Buổi 12: From campaign idea to
“Creative
content marketing: email marketing, “Planner”
person”
SMS marketing, social media.

15. • Buổi 13: Take brief & brainstorm
– Nhận yêu cầu của khách hàng và brainstorm
• Buổi 14: internal presentation.
– Thuyết trình nội bộ với giảng viên.
• Buổi 15: Present to judge
– Thuyết trình với các giảng viên khách mời: mr. Nguyễn
Hữu Nghị, mr. Trần Thanh Phong, mr. Ngô Minh Thuận.

16. • Chân dung một Digital Strategic Planner:
http://www.slideshare.net/aiimeducation/digital-strategic-plannerwho-are-you-
planner
• Sự sáng tạo có chiến lược (strategic creative) có thể
mang bạn đi bao xa:
http://aiim.edu.vn/blog_mod/digital-strategic-marketing-su-sang-tao-co-chien-luoc-
co-the-mang-ban-di-bao-xa
http://aiim.edu.vn/blog_mod/su-sang-tao-co-chien-luoc-se-mang-ban-di-bao-xa-phan-
2

17. XIN CẢM ƠN