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COMMUNICATION MANAGEMENT
(version 4.0, from 2016)
Strategic and Applied Marketing
BE THE ONE WHO CREATES THE CHANGES
2 WORDS BY DEAN OF SOLVAY BRUSSELS
We are proud to offer you the new version of the master program in
the field of marketing and communication, which is one in the portfo-
lio of 5 programs that Solvay Brussels School is running in Vietnam.
Marketing, customer relationships, adver- upgraded to version 4.0 to include the up-to-
tising and business communication are the date knowledge and know-hows, making the
cornerstones of a long term sustainable marketers ready in daily work and successful
business and the needed ingredient of in the longer career path becoming the expert
short term company performance. They of the field.
should be managed in a professional way,
with a great deal of creativity and with a This program is operated by the Solvay Brus-
clear view of customer perceived value. sels School of Economics and Management
(Université Libre de Bruxelles) for the content
In response to the rapid change of the and faculty in partnership with The National
competitive world, The Master in Marketing Economics University and Ho Chi Minh City
and Communication Management is Open University for the facilities and logistics.
Connecting
to career
promotion
opportunities
Up to date
knowledge
Links to (immediate
real business application &
world expertise
development)
▪ The program is designed for those who are seeking the exposure to
world knowledge about marketing and communication.
▪ Candidates must have a clear interest for boosting their career in marketing
Who and communication regardless of their current occupations.
should ▪ The program is also suitable to entrepreneurs, and professionals in other
fields who want to build foundation in marketing and communication.
attend? ▪ Ambition, ability to communicate with others, creativity and leadership potential
are the qualities we are looking for. All must demonstrate maturity and profes-
sional experience.
“Nobody knows what the world is going to look like in five or ten
years. If you can’t predict the future, invent it.”
Christian Blumelhuber
Professor of Branding Strategy
4 JOIN THE MOST SENIOR AND PRESTIGIOUS MASTER PROGRAM – VIET BI
Curriculum
Marketing is one of the fastest evolving disciplines, most impacted by the digital and technological
revolution. The objective of the program is to provide students who want to be successful in marketing
careers the renowned and practical knowledge to apply in marketing strategies and plans.
Each course will be supplemented with the intervention of a local guest speaker who will shed additional
insights into the specifics of marketing in Vietnam.
The program will be conducted in 20 months, in evening class (18.00 - 21.00) or weekend daytime.
Three modules will build on each other to provide students with needed knowledge and skills.
a. Strategic & This course will bring you up to date with what you need to do to develop strong, efficient and
Applied Marketing coherent marketing strategies. Starting from segmentation, the ground zero for all marketing plans
Management: and campaigns and going through the difficult fields of product, pricing, channels and communication
essentials.
b. Marketing What are brilliant marketing strategies if they are not translated into strong marketing plans? This
Planning, budgeting course will explain you how to go from strategies into plan and once the plans have been decided
and control: how to implement them perfectly. But this is not enough, you need to understand if your plans have
reached their target, this is control. Finally this course will also cover the budgeting features. A
marketing manager cannot perform well if he or she does not understand fully the financial aspect
of marketing plans.
c. Building and Successful brands like Apple or Coca-Cola are reaching values worth billions of dollars. How did
Managing Brands: they reach that level? What are the keys to building strong brands and exploiting fully its potential?
Most importantly how to make sure your brand stays engaged with the consumers and remains top
of their list?
d. Market Research One cannot live in isolation if one wants to survive this is certainly true for a marketers! This course
and Business will explain to students how to understand the market they operate in. Scan and control the
Intelligence: competition, understand and have great insights into the consumer’s needs, aspirations and minds.
Key market research techniques will be explained and most importantly how to translate research
data into conclusions, recommendation and actionable marketing plans.
Data is available in huge and often unreliable quantities today, this course will help you to find your
way through this jungle.
a. Integrated All you need to know about effectively communicating with your target group. This encompasses
marketing and understanding who your target groups are, what media channel you should use to best reach them,
communication and how to always bring a coherent message over to your potential consumers.
strategies:
All media channels will be reviewed but in a broader sense as well, including a 360° coverage of
the target group with media, promotion, public relation, sponsorship and without forgetting in store
presence.This course will also review how to find, work with and best assess a communication and
media agency.
b. Media planning Nowadays with the rapid expansion of communication channels, the temptation is to want to use
and management: all channels to reach out to the consumer. Obviously this is not a correct approach and can prove
expensive and inefficient.
This course will help you review the existing media channels, assess each of them with regard to
your specific target group, product/service and most importantly the specificity of our company. This
in order to build a strong media plan to convey your message to your target group.
Obviously, once carried out you also need to evaluate correctly your media plan.
c. Digital marketing Everyone speak about digital, everyone think they now digital, but finding one’s way into the digital
and communication: jungle is another story.
This course will help you go through the fundamental in understanding the tricky ways of digital
marketing and communication, starting from basic web advertising to more sophisticated mobile
communication, not forgetting the important SEO optimization and marketing.
d. Earned and Knowing how to advertise through the web and the mobile world is one thing, understanding how to
Owned social and use Social media is another.
Content marketing:
The objective is for students to understand on the one hand how to listen to the social media (they
can be a powerful information source), how to manage them in the best interest of both the company
and the consumers. Once this has been achieved students will understand clearly the difference
between paid, earned and owned media.
7
a. Retail, distribution Vietnam currently has a share of modern trade at about 20 to 30% of total FMCG sales. This is very
and sales expertise: low compared to more than 90% in Western Countries. Hence the importance to understand this
new channel which will be the growth driver in the future. With this course you will understand the
different modes of distribution, retail trade and sales; know the challenges and constraints and the
processes of modern trade; know how to organize and motivate the sales forces; understand how
the Shopper behaves in a store and understand and be able to apply best practices of sales and
merchandising in stores.
b. Managing The The world has never been so unpredictable and unstable. Trends are changing fast, and consumers
Future (workshop): are changing even faster.
One of the greatest challenges any organization faces is dealing with the future - with the unexpected.
Indeed companies expect people to make decisions that require long- term predictions.
The class will give you tools to set expectations about the future and manage the expected but it
will also bring you the necessary concepts to manage the unexpected.
c. Team empowering All marketers want to make it to the next level. When this time comes you will be confronted with
and inspiring a huge challenge: how to motivate your team? How to get the best out of them? How to generate
(workshop): passion for their job amongst them? But also how to evaluate them and help them get to the next
level.
This course, in the form of a workshop will give you the tools to add leadership skills to your pallet
of qualities.
d. Presentation, The life of a marketing manager is filled with presentations: to the board of the company, to your
negotiations and boss, to your team, to the sales team, to the customers ... And one knows that with the same content
career management a good presentation will make the job whilst a bad one will send you back behind your desk to re-do
(workshop): the work.
This course will teach you how to make great presentation but also ... how to present yourself.
Next to presentations are the negotiation skills: how to get the best deal from your agency or
clients, how to sell your marketing plan to your CEO? Negotiation is an art that can be learned.
Career Management will be addressed with the presence of high level head hunter companies.
e. Creativity and This course is tailored towards how to be more creative in marketing and concept generation as
concept generation well as some of the exercises aimed towards marketing professionals. This course will enable
(workshop): students to be more creative in all of their work and life and then specifically in their marketing
career with tools and skills which they can apply right away.You will learn: How to be more
creative in just seconds; How to increase your creativity to solve your biggest challenges; How to
make better decisions; How to view challenges from different perspectives; How to be a creativity
role model; How to listen to your intuition; How to develop your creative side; How to create more
possibilities every time when solving problems; How to use play and games as creative tools.
The week will be closed by a one day field visit to discover the most
recent developments in term of Modern Trade concepts. Modern
Trade is indeed a key development in Vietnam which will be shaping
the work of future marketers.
Obviously the students will have a chance to visit the Solvay Brussels
School of Economics and Management campus and to meet and
greet with The Authorities of the Faculty.
BE PART OF THE DIVERSIFIED COMMUNITY 9
4% 7% 8% 17%
15%
6% 8%
6%
14% 25% 8% 15%
12% 34%
9%
9% 21% 24%
7% 12%
and a contributing faculty for the 2010; Nominated for National Training Company. From Jan-
Continuing Education division of Economists’ Award; Nominat- uary 2011, giving Leadership,
Cal State East Bay. ed for Solvay Business School Management and Sales Work-
Alumni Award shops in 9 Countries in Asia
Jean-Pierre Aerts (Vietnam, Myanmar, Cambodia,
Got Bachelor in Law University Marianne Claes Laos, Thailand, Indonesia, Ma-
of Liège, MSc in Management MSc in Management Solvay laysia, China, Japan).
University of Louvain and Mas- Brussels School. She is a very
ter of Business Administration experienced marketing execu- Jean Tondeur
Cornell University – N.Y. J-P tive, having exercised her tal- Holds a Master of Sciences in
Aerts worked as a marketing ents in companies like Procter & Economics from Université Li-
executive for Procter & Gamble, Gamble (President of the P&G bre de Bruxelles (ULB), and an
Coca-Cola and other multination- alumni club) and VF Europe Executive Master Degree in-
al companies. Besides teaching (Lee, Wrangler, Eastpack...) Management from Solvay Brus-
Marketing Planning at Solvay where she headed the Europe- sels School of Economics &
Brussels School, he is also a an marketing operations. She is Management. He is a Professor
consultant in marketing strategy a marketing professor at Solvay of marketing management at
and marketing planning for big Brussels School of Economics HEC-Management School -Uni-
international companies. and Management (SBS - EM) versity of Liege since 1992.
teaching at both Master and ex-
Jean-Pierre Baeyens ecutive education level. She is He is also a marketing lec-
MBA Harvard Business School, also the Dean for the SBS - EM turer at the Solvay Brussels
MSc in Management Solvay Vietnam programs. She is board School(ULB). J. Tondeur started
Brussels School, Jean Baeyens member of World Wild Life Fund his career in sales and market-
holds the Chair of Marketing at Belgium. ing in a business to business
Solvay Brussels School, where environment and held various
he teaches Marketing Theory, Hugues Rey marketing and sales executive
Strategic Marketing Manage- Hugues began his career in 1992 responsibilities in FMCG and
ment and International Market- as Research Manager for Media in the services sectors. He has
ing. His management career in- + Square (now WPP Mindshare) been a partner- consultant in
cludes various tenures in MNC’s and then as Research Director marketing and strategy in con-
(Procter & Gamble, Moulinex…) for Initiative Media in 1998. In sulting companies. He founded
and nearly 20 years as consul- 2000, he created Fastbridge - various Executive Education
tant, board member and advisor. the digitale agency of Initiative programmes and has taught for
From 2009 to 2012, Jean Baey- Media In 2006 and 2007, Hugues years at various Management
ens served as Dean of Solvay was the Digital Director Europe Schools in Belgium, Vietnam
Brussels Schoolmaster pro- Middle East Africa for Initiative. (SBS-EM MBA), Bulgaria (Mas-
grams in Vietnam. In 2008, he has been promoted ter Degree IFAG).
as Chief Strategy Officer for Me-
Thibault de Barsy dia brands. He began at Havas Pascal Wuillaume
MSc in Management Solvay Media in Sept 2010 where he is Got the Bachelor in applied eco-
Brussels School in 1996. A lead- now the CEO’s. Hugues is also nomics Antwerp University and
ing manager able to handle large active in many professional me- Master of Business Administra-
responsibilities with great auton- dia associations. He is also re- tion Stern Graduate school of
omy and strong resilience. Le- sponsible for several readings at Business Administration, New
veraging vast international expe- SBS-EM. In 2010, Hugues was York University. Prof. Wuillaume
rience with uncontested leaders very proud to receive a “Lifetime managed several stock listed
in their markets, I have a proven Achievement Award” during the companies. His last post was
track record in motivating teams, Mixx Award. 20 years of media Chief Executive Officer of the
exceeding operational targets agencies development through multinational Fountain Group.
and developing successful long- digital and data infusion. He has a wide international busi-
term strategies. CEO Keytrade ness experience, with tenures in
Bank Luxembourg sinds Janu- Dylan Scammell the USA, Europe & Far East Asia
ary 2014; Listed as “Leader of Owner, Founder and Manag- and has a deep knowledge of
tomorrow” by Trends magazine; ing Director of Mekong Train - A intercultural relationships all over
Marketeer of the Year Nominee Leadership, Management, Sales the world.
12 CONNECT YOURSELF TO THE OPPORTUNITIES
Graduates of the MMCoM can expect to have a wide and varied range of career opportunities in
marketing communications agencies and in-house marketing departments.
An increasing number of graduates are working within the rapidly expanding digital, direct and interactive
marketing industry.
with 1-2 years in the field, you can expect to After graduation from the program, you can
work in positions such as: expect to progress to roles such as:
Social Media Co-ordinator Marketing and Communications Manager
Digital Brand Officer Community Engagement Manager
Community manager Senior Public Relations Consultant
Content Marketing Co-ordinator Senior Media Relations Advisor.
Public Relations Advisor Social Media Manager
Media relations advisor Campaign Strategy Director
Marketing Co-ordinator Senior Account Manager
Integrated Marketing Campaigns Executive CMO
Deputy GD
Career support
You can expect support and guidance on career choices, help in
identifying and applying for jobs, as well as coaching on interpersonal
and communication skills.
Our partners will regularly update job opportunities that are suitable
to MMCoM students and graduates. They also join one session as
part of the program, to prepare you to take off.
An Bellemans
Vice President, Personal care and Media Unilever Vietnam
BE PART OF THE DIVERSIFIED COMMUNITY 13
Alumni’s Companies
14 MAKE THE RIGHT CHOICE FOR YOUR FUTURE
As this is a big decision to your career and life, the following search process
is suggested for you to go through with much attention.
Program screening
▪ Think of your career path and where you want to go to.▪ Search the
programs, and compare them on as many dimensions as you can.
decision finalization
▪ Visit our website ▪ Talk to our consultant ▪ Attend our Discover Day ▪ Attend
our Information Session ▪ Attend our “One - day Master student” class
Talk to our Alumni
Admission requirements
Admission procedure
1/ Get applications
▪ Download the application and guide from www.solvay-mba.edu.vn
▪ Or send enquiry to emails info@solvay-ulb.org to enquire
2/ Submit applications
▪ Send documents via email to info@solvay-ulb.org
▪ Or submit hard copy to the admin office (ISME/NEU or HCMC OU)
3/ Application screening
▪ The co-directors of the program reserve the rights to discard some
candidates if their application doesn’t meet program standards
4/ On-campus assessment
▪ Shortlisted candidates after application will take a written test;
▪ Interviews will take place in front of a mixed jury of professors;
▪ Time: about 1 – 2 weeks after deadlines. Notification will be given upon
application submission
5/ Admission results
▪ One week after the test
6/ Program commencement
▪ In November
TAKE THE LEAD WITH 7 REASONS WHY MMCOM 15
1/ A Western degree from one of the prestigious schools of management (being in top 30 in Europe
for master programs in management; holding the famous international Equis accreditation).
2/ A unique state of art program tailored to the specific demands of marketers in Vietnam embodying the
world trends and the Vietnam perspectives; students going through a learning process from essential
level covering various marketing fundamentals to expert level specializing in communication with
up-to-date applications.
3/ Direct interaction with 100% Western faculty who possesses teaching seniority both in Europe and
Vietnam and sharing hands-on expertise from business world; additionally, high experienced
professionals in Vietnam joining as visiting lecturers.
4/ Concrete results with clear career development. Graduates come out of the program with strong
confidence, in-depth professional knowledge and soft skills for leadership.
5/ Students being prepared, coached individually and then connected to promotion opportunities
offered by top head hunters who are in strategic collaboration with SBS.
6/ Joining the network of more than 400 marketing professionals graduating from previous intakes,
more than 2,300 alumni from Solvay Viet Bi Programs nationwide, and 25,000 alumni of Solvay
Brussels School worldwide.
7/ Working and studying with organized schedule to ensure proper performance at school and at work;
together with the reasonable study tuition, graduates enjoying the best return in career investment.
“I really appreciate the practical aspects of the lectures. I felt like I could apply everything I heard in the
class to my daily work, to dealing with clients or with my colleagues and superiors. Just after one year of
study, I was amazed by the progress in my professional competence.”
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