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  • Pathway to Strategic Communication Planning: Con đường Chiến lược Truyền thông - Đi để Đến

  • 1. Introduction
    • 1.1   The Course Outline
    • 1.2   The Handout
  • 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
  • 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
  • 4. The Foundation: Market Fundamentals - Types of Market
    • 4.1   Types of Market
    • 4.2   Types of Market (Answer to the exercise)
  • 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
  • 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
  • 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
  • 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)
  • 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
  • 10. The Foundation: Creative Fundamentals
    • 10.1   A2B Creative Evaluation Model
  • 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
  • 12. The Exercise: Electrolux Campaign 2020
    • 12.1   The Exercise: Electrolux Campaign 2020
    • 12.2   The Exercise: Electrolux Campaign 2020 (Material)
  • 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
  • 14. Key Pointers to Strategic Planning Pathway
    • 14.1   Key Pointers to Strategic Planning Pathway


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Buổi 9 - The Foundation: MarCom Fundamentals - Marcom Disciplines & Communication Media

Marcom Disciplines vs Communication Media


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Thảo luận


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