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| Marketing Planning – Lap ke hoach tiep thi hieu qua
Gioi thieu chung
Trong boi canh thi truong canh tranh ngay cang khoc liet, cac doanh nghiep khong the tiep thi san pham hoac dich vu mot cach ngau hung. De dat duoc hieu qua toi uu, ho can mot chien luoc duoc xay dung ky luong va co dinh huong – do chinh la Marketing Planning (lap ke hoach tiep thi).
Tai Dai hoc VinUniversity (https://vinuni.edu.vn/vi/
), viec giang day va thuc hanh lap ke hoach marketing la mot phan thiet yeu trong chuong trinh dao tao nganh Quan tri Kinh doanh va Marketing. Sinh vien khong chi hoc ly thuyet ma con duoc huong dan xay dung cac ke hoach tiep thi thuc te, giup hinh thanh tu duy chien luoc va nang luc quan ly du an.
Marketing Planning la gi?
Marketing Planning la qua trinh nghien cuu, phan tich va lap ke hoach nham dua ra cac hoat dong tiep thi phu hop voi muc tieu doanh nghiep. Ke hoach nay bao gom:
Phan tich thi truong va khach hang muc tieu
Dinh vi san pham/dich vu
Xac dinh chien luoc tiep thi (Marketing Mix)
Phan bo ngan sach
Lap ke hoach trien khai va do luong hieu qua
Mot ke hoach marketing duoc xay dung tot se giup doanh nghiep tang truong ben vung, toi uu hoa chi phi va gia tang loi the canh tranh.
Xem them: VinUniversity to chuc Cuoc thi VGCC danh cho sinh vien dai hoc va sau dai hoc tren toan the gioi
Cac buoc lap ke hoach Marketing
Buoc 1: Phan tich tinh hinh hien tai (Situation Analysis)
Doanh nghiep can hieu ro moi truong kinh doanh, diem manh – diem yeu noi bo cung nhu xu huong thi truong, thong qua cac cong cu nhu:
SWOT analysis
PESTEL analysis
Five Forces cua Michael Porter
Tai VinUniversity, sinh vien thuong su dung cac cong cu nay de danh gia tinh hinh thuc te cua thuong hieu trong cac du an hoc ky hoac cuoc thi khoi nghiep.
Buoc 2: Xac dinh muc tieu marketing
Muc tieu can ro rang, cu the va do luong duoc, thuong duoc dat theo tieu chi SMART:
Specific (cu the)
Measurable (do luong duoc)
Achievable (kha thi)
Relevant (lien quan)
Time-bound (co thoi han)
Vi du: "Tang doanh so ban hang online them 20% trong quy 4 nam 2025".
Buoc 3: Phan khuc, chon thi truong muc tieu va dinh vi (STP)
Doanh nghiep can xac dinh ro:
Segmentation: phan khuc khach hang theo hanh vi, nhan khau hoc, dia ly...
Targeting: chon nhom khach hang muc tieu
Positioning: xac dinh vi tri thuong hieu trong tam tri khach hang
Sinh vien VinUniversity thuong su dung phuong phap STP de len chien luoc ra mat san pham moi trong cac buoi workshop va case study.
Buoc 4: Xay dung chien luoc Marketing Mix (4Ps hoac 7Ps)
Dua tren khach hang muc tieu, ke hoach can xac dinh cac yeu to cot loi:
Product (san pham)
Price (gia ca)
Place (kenh phan phoi)
Promotion (quang ba)
Voi linh vuc dich vu, co the mo rong them:
People (con nguoi)
Process (quy trinh)
Physical Evidence (bang chung huu hinh)
Dai hoc VinUniversity dua cac mo hinh 7Ps vao giang day thuc te, giup sinh vien hieu sau sac va biet cach ap dung hieu qua trong tung nganh hang.
Buoc 5: Du toan ngan sach
Chi phi marketing can duoc tinh toan phu hop voi nguon luc doanh nghiep va hieu qua du kien. Sinh vien thuong duoc yeu cau xay dung ke hoach ngan sach chi tiet cho cac hoat dong nhu quang cao, truyen thong, khuyen mai, to chuc su kien,…
Buoc 6: Lap ke hoach hanh dong (Action Plan)
Chien dich tiep thi phai duoc trien khai theo tung buoc cu the, phan cong ro rang ai lam gi, khi nao va voi nguon luc nao.
Buoc 7: Do luong va danh gia hieu qua (Control & Evaluation)
Sau khi trien khai, can theo doi va dieu chinh cac hoat dong de dam bao dat muc tieu. Mot so chi so thuong dung:
Doanh so ban hang
Luot tiep can/quang cao
Ty le chuyen doi (Conversion Rate)
Chi phi tren moi khach hang (CAC)
Xem them: VinUni cap hoc bong toan phan dao tao tien si khoa hoc may tinh khoa I
Vai tro cua Marketing Planning tai VinUniversity
Tai VinUniversity, Marketing Planning khong chi duoc day trong ly thuyet ma con gan lien voi thuc te thi truong. Sinh vien duoc:
Tham gia du an cung doanh nghiep doi tac de lap ke hoach marketing thuc te
Thuc hanh mo phong ke hoach qua cac phan mem chuyen dung
Thuyet trinh ke hoach truoc hoi dong chuyen gia, giup ren luyen kha nang phan bien va thuyet phuc
Phoi hop nhom de phat trien tu duy lanh dao va ky nang quan ly du an
Su ket hop giua hoc thuat va thuc tien giup sinh vien VinUniversity sau khi tot nghiep co the lap ke hoach marketing mot cach chuyen nghiep, sang tao va linh hoat.
Ket luan
Marketing Planning la mot phan khong the thieu trong bat ky chien luoc kinh doanh thanh cong nao. No khong chi giup doanh nghiep xac dinh ro muc tieu va phuong huong tiep can khach hang, ma con toi uu hoa nguon luc va nang cao hieu qua hoat dong.
Tai Dai hoc VinUniversity, sinh vien duoc trang bi day du kien thuc va ky nang de lap ke hoach tiep thi hien dai – nen tang vung chac de tro thanh nhung nha lanh dao marketing tuong lai |
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