Khóa Pathway to Strategic Communication Planning: Con đường Chiến lược Truyền thông – Đi để Đến

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Nội Dung Khóa Học

Buổi 1 – Introduction
1.1 – The Course Outline
1.2 – The Handout
Buổi 2 – The Chapeau: 04 Strategic Thinking Questions
2.1 – Strategic Thinking Question #1
2.2 – Strategic Thinking Question #2
2.3 – Strategic Thinking Question #3
2.4 – Strategic Thinking Question #4
Buổi 3 – The Entrance: Introduction to Strategic Communication Planning
3.1 – Strategic Planning Role
3.2 – Strategy vs. Tactics: The Example
3.3 – Brick-n-Mortar Factors: The Skills
3.4 – Brick-n-Mortar Factors: The Knowledge
3.5 – Brick-n-Mortar Factors: The Experience
Buổi 4 – The Foundation: Market Fundamentals – Types of Market
4.1 – Types of Market
4.2 – Types of Market (Answer to the exercise)
Buổi 5 – The Foundation: Market Fundamentals – Target Consumer Portrait
5.1 – Market Fundamentals: Target Segmentation
5.2 – Market Fundamentals: Target Segmentation (Case Study & Exercise)
5.3 – Market Fundamentals: Target Segmentation (Answer to the Exercise)
5.4 – Market Fundamentals: Exchange Values
5.5 – Market Fundamentals: Exchange Values (Samples)
5.6 – Market Fundamentals: Target Consumer Portrait (Case Study)
5.7 – Market Fundamentals: Target Consumer Portrait (Exercise)
5.8 – Market Fundamentals: Summary
Buổi 6 – The Foundation: Brand Management Fundamentals – Brand Stages
6.1 – Brand Stages: Introduction
6.2 – Brand Stages: Growth
6.3 – Brand Stages: Maturity, Decline
6.4 – Brand Stages (Samples)
6.5 – Brand Stages in Practice
Buổi 7 – The Foundation: Brand Management Fundamentals – Brand Equity & Brand Ways-in
7.1 – Brand Equity: Brand Identity & Brand Meaning
7.2 – Brand Equity: Brand Response & Brand Resonance
7.3 – Brand Equity: Case Study
7.4 – Brand Ways-In
Buổi 8 – The Foundation: MarCom Fundamentals – Marcom Direction
8.1 – Target Audience
8.2 – Strategic Communication Platform
8.3 – Communication Approach
8.4 – Communication Approach (Samples)
Buổi 9 – The Foundation: MarCom Fundamentals – Marcom Disciplines & Communication Media
9.1 – Marcom Disciplines
9.2 – Attributes of Different Marcom Disciplines
9.3 – Marcom Disciplines in Practice
9.4 – Communication Media
9.5 – Marcom Disciplines vs Communication Media
9.6 – Critical Aspects of Communication Mix
Buổi 10 – The Foundation: Creative Fundamentals
10.1 – A2B Creative Evaluation Model
Buổi 11 – The Process: Strategic Communication Planning Process
11.1 – Stage I: Communication Platform Planning
11.2 – Stage I: Communication Platform Planning (Case Study)
11.3 – Stage II: Touch-points Planning/Communication Plan
11.4 – Stage II: Touch-points Planning/Communication Plan (Case Study)
11.5 – Base Elements of Strategic Planning Process
Buổi 12 – The Exercise: Electrolux Campaign 2020
12.1 – The Exercise: Electrolux Campaign 2020
12.2 – The Exercise: Electrolux Campaign 2020 (Material)
Buổi 13 – The Walk: Case study – Song Huong Foods
13.1 – Strategic Starter: Brand Background
13.2 – Strategic Starter: Brand Equity
13.3 – Strategic Starter: Communication Challenges & Objectives
13.4 – Strategic Starter: Target Audience
13.5 – Exploration: Communication Platform
13.6 – Exploration: Communication Approach
13.7 – Ideation: Communication Idea
13.8 – Ideation: Idea Interpretation
13.9 – Communication Plan
Buổi 14 – Key Pointers to Strategic Planning Pathway
14.1 – Key Pointers to Strategic Planning Pathway