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SUPPLY CHAIN TRAINING PROGRAMS

Global Marketing Management in Supply Chain Course

Duration: 3 weeks
Location: HCMC
Time: Every Saturday from 2PM to 5PM, Every Sunday from 9AM to 12PM and from 2PM to 5PM

GLOBAL MARKETING MANAGEMENT
in SUPPLY CHAIN

Duration: 3 weeks

Location: HCMC

GLOBAL MARKETING MANAGEMENT
in SUPPLY CHAIN

Duration: 3 weeks

Location: HCMC

LEARNING OUTCOMES

 LEARNING OUTCOMES

Understanding the role and trends of Marketing in the international environment as well as in Supply Chain

Understanding the major shift from basic Marketing concept (1.0) to the current digital environment (4.0) and the new customer paths

Knowing how to penetrate and promote products in new markets

Evaluating and analysing the healthiness of business’s brand through Marketing productivity metrics

Identifying your business’s structure and products throughout the 4 major industry archetypes

PROGRAM CONTENT

 PROGRAM CONTENT

Chapter 1: Introduction to Global Marketing Management

• The Marketing Concept

• Traditional Marketing and Modern Marketing definition

• Trends of international trade in 2017

• PEST

• Trade barriers

• Top 10 trends of Marketing in 2018

Chapter 2: From Traditional to Digital Marketing 4.0

• Marketing mix (4Ps)

• Marketing and Logistics interface

• Characteristics of service Marketing

• The major shift from 4Ps to 4Cs and 4 New-Cs

– Co-creation, Currency, Communal Activation, Conversation

Chapter 3: Segmenting, Targeting and Positioning

•  What is a Market?

•  Consumer vs Industrial Markets

•  Selecting Markets & Segmentation

•  Advantages and disadvantages of Segmentation

•  Bases for Segmentation

•  Single vs Multivariable Segmentation

•  Segmentation Leads to Targeting

•  Targeting Leads to Positioning

•  Marketing Mix and Positioning

•  The influential digital subcultures: youth, woman and netizens

•  The 5Fs

Chapter 4: New Customer Paths

• The AIDA concept

• The 4As concept and funnel-like process

– Aware 

 Attitude 

– Act 

– Act again

• From 4As to 5As concept

– Aware 

– Appeal

– Ask

– Act

– Advocacy

• Driving from Awareness to Advocacy: The O zone (O3)

Chapter 5: Marketing Productivity Metrics

• PAR: Purchasing Action Ratio

• BAR: Brand Advocacy Ratio

• ROMI: Return on Marketing Investment

• Decomposing PAR and BAR

• Driving up Productivity of Marketing

Chapter 6: Four Major Industry Archetypes

• Door knob

• Goldfish

• Trumpet

• Funnel

PROGRAM INFORMATION

 PROGRAM INFORMATION

Training schedule: Every Saturday from 2PM to 5PM, Every Sunday from 9AM to 12PM and from 2PM to 5PM

 Certification: Certificate of completion of the course “Global Marketing Management in Supply Chain” issued by VILAS.

* Participants may continue to study the remaining 9 modules of the FIATA Higher Diploma in Supply Chain Management to obtain FIATA certification – the standard of a Professional Supply Chain Manager of the Federation of Freight Forwarders International Transportation FIATA (www.fiata.com), valued Internationally and indefinitely.

REGISTER NOW

VILAS – Vietnam Logistics and Aviation School

Address:

11th Floor, Hai Au Building, 39B Truong Son Street, Ward 4, Tan Binh District, HCMC

Phone: 0934077677

Email: program@vilas.edu.vn

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