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  • Truyền thông Thương hiệu Tổng lực: Integrated Brand Communication

  • 1. Pre-agency briefing
    • 1.1   Introduction
    • 1.2   Identify job-to-be-done
    • 1.3   Identify role of communication
    • 1.4   Identify measurable objectives
    • 1.5   Handout: Pre-agency briefing
  • 2. Agency briefing
    • 2.1   Write an inspiring brief
    • 2.2   Key elements of an IBC brief
    • 2.3   Case Study: Sunlight
    • 2.4   Handout: Agency briefing
  • 3. Creative proposal
    • 3.1   Understand the brand communication pyramid
    • 3.2   Understand the campaign idea
    • 3.3   Understand the communication strategy
    • 3.4   Case Study: Sunlight
    • 3.5   Judge a creative proposal and give feedback
    • 3.6   Handout: Creative proposal
  • 4. Execution development
    • 4.1   Develop execution plan
    • 4.2   Case Study: Sunlight
    • 4.3   Brief and feedback execution agencies
    • 4.4   Handout: Execution development
  • 5. Implementation in markets
    • 5.1   Case Study: Burger King – Peace Day Burger
    • 5.2   Case Study: Ariel - #ShareTheLoad
    • 5.3   Handout: Implementation in markets
  • 6. Post-launch evaluation
    • 6.1   Brand KPIs
    • 6.2   Bonus: Digital KPIs
    • 6.3   Course Recap
    • 6.4   Handout: Post-launch evaluation


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Buổi 4 - Execution development

Case Study: Sunlight


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