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CMO - Professional Chief Marketing Officer

There are four levels of viewpoint in Marketing:
Level 1: Marketing is communication, advertisement.
Level 2: Marketing is 4P.
Level 3: Segmentation, target market selection and brand positioning.
Level 4: Marketing is the company philosophy.
Who reaches the level 1 perspective - He is a pagan with Marketing. Who reaches level 2 perspective - That person is a Marketing Officer. Who reaches level 3 - That person is a mid-level marketing specialist. Who gains perspective at level 4 - That person is truly a professional CMO (Professional Chief Marketing Officer).

CMO has always been a very high income earner, occupying an important position in the Enterprise and is a key factor in the business operation of the Enterprise. Not only do they create the brand of the product - the Service - the Organization, but they also are the administrators to maintain the brand. They have to work before the product is on the market, they are the last ones to withdraw when the life cycle of a product is dead - They are the CEO's son, the soul of the media activities, a companion-MANAGER of the business department, is the customer’s ally, is the partner of the competitor.
Professional Chief Marketing Officer (CMO) is one of the special training programs of the PTI Business School besides the leading training programs such as "CEO - Professional Chief Executive Officer", "CFO - Chief Financial Officer, "" CHRO - Chief Human Resources Officer"," CCO - Chief Commercial Officer".

Đối tượng tham gia

  • The board of enterprise.
  • Chief Marketing Officers.
  • Leaders of  Marketing Department, brand Managers, trademark Managers, marketing specialists or brand and trademark specialists of domestic and foreign companies who are eager to be equipped with knowledge and skills in Marketing and Marketing management to become a professional Chief Marketing Officer.

Mục tiêu chương trình :

After the training program, you can:

  • Understand the changes on the roles and position of a CMO nowadays.
  • Understand the latest and the most important trends in Marketing of Vietnam and the world.
  • Understand the core thinking and knowledge necessary for a CMO such as: Strategic Marketing Planning; System and operation of Marketing department; managing trade support activities;  Public relations and media relations; and all other areas related to Marketing as well as Marketing management of the enterprise.

No

 

SUBJECT

Duration

Session

Credit units

01

 

Portrait of CMO

  • The position, role, mission, task of a CMO;
  • Capabilities, qualifications, required knowledge and experience of a CMO;
  • The path and required conditions to become a CMO.

02

08

02

 

Marketing management

  • Marketing process, marketing budget;
  • Implementing strategies and evaluating the implementation of marketing strategies.

02

16

03

 

System and operation of the Marketing Department in the enterprise

  • Building the organizational structure of the marketing department in line with the enterprise;
  • Marketing processes and policies;
  • KPI and reporting system.

02

08

04

 

Marketing strategy

  • Corporate strategy and functional strategy; The meaning of developing a marketing strategy; Planning Marketing Strategies;
  • Analytical tools and steps for marketing.

04

16

05

 

Marketing Policy; Building and managing brand and trademark.

  • Products and pricing;
  • Marketing tactics; Comprehensive Marketing, Marketing MIX, subversive Marketing, breakthrough Marketing;
  • Monitor and evaluate marketing activities.

02

16

06

 

Market research and analysis

  • Methods for collecting market information;
  • Study and analyse consumer & consumer behavior;
  • Study and analyse  market situation and magnitude of the market segment;
  • Research result and making decision.

02

08

07

 

Trade Assistance Operations Management

  • Role and significance of Trade Marketing;
  • Developing trade Marketing strategies and plans;
  • Promotional management: concepts, organizational process and promotion control;
  • Organizing other trade support activities (events, networks, conferences, sample donations ...).

02

08

08

 

Advertisement and PR

  • The importance of advertising nowadays;
  • Develop a PR strategy; PR program management;
  • Internal PR; prevent and solve crises;
  • Media types and how to write press releases.

02

08

09

 

Team management

  • Marketing people and marketing staff;
  • Management and leadership skills

02

08

10

 

Managing and Developing distribution channels

  • Building and setting up distribution channels;
  • Managing distribution channels and sales management;
  • Improve the efficiency of distribution channels.

04

16

11

 

Workshop topics:

  • Talk and share experiences with top marketing experts in the country.

01

04

12

 

Economics and Business Conference

02

08

13

 

Certificate Graduation Ceremony

01

04

 

 

Total

28

112
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