BELIEVING IN AUTHENTIC LEARNING

Training Program

Training Program

PACE SCHOOL OF MARKETING MANAGEMENTA Member of PACE Institute of Management

REDEFINING THE ROLE OF THE CHIEF MARKETING OFFICER

IN THE DIGITAL AGE

In the Industry 4.0, marketing is undergoing a profound and lasting shift. The role of the CMO is shifted from roles creating and ensuring the execution of a company's marketing vision to positions with broader responsibilities including taking the reins of innovation and disruptive growth.Therefore, the CMO needs to shift from the passive position (just �inding the way to deploy successful marketing activities to sell products) to the proactive position (building a trusted brand in the context of trust crisis, and creating new markets to drive organization to success). The CMO needs to improve not only the techniques on marketing but also scienti�ic knowledge about market orientation, strategy, and marketing management.

CMO IN INDUSTRY 4.0THE SHIFT FROM MARKETING

ACTIVITY TO MARKET CREATION

Marketing has been rede�ined in recent years due to digitization, and with the declining trust in the business world, the Chief Marketing Of�icer (CMO) role is becoming increasingly important for a business’s growth in the digital age.

The key responsibility of a CMO is to manage an effective management system related to marketplace and customer needs. The CMO represents the “voice of the customer” across the company as it responds to signi�icant changes in the marketplace. They also gain a deep understanding of the consumer which is a critical element in developing products or services that will drive their organizations to success. Philip Kotler - Father of modern marketing who came to Vietnam at the invitation of PACE once said: “Marketing management is the art and science of choosing target markets and getting, keeping and growing customers through creating, delivering, and communicating superior customer value.”

In the years ahead, the accelerating pace of change will continue to transform the role of the CMO from traditional marketing to integrated marketing communications. Identifying the right role of the CMO will help establish the professional standards and necessary competencies for the CMO. So that managers will know the right path to improve the required skills to become a professional CMO. Realizing this issue as well as the challenges in the business environment of Vietnam, PACE has researched, designed, and compiled the Chief Marketing Of�icer (CMO) training program.

The Chief Marketing Of�icer (CMO) is one of PACE's special training programs among many leadership training programs for C-suits, including “Chief Executive Of�icer” (CEO), “Chief Human Resources Of�icer” (CHRO), “Chief Financial Of�icer” (CFO), “Chief Customer Of�icer” (CCO), and “Chief Production Of�icer” (CPO).

The program’s trainers are experts with strong expertise and experience in marketing, business and marketing management, as well as deep insight into the global and local business environments. The in�luence of our trainers reach even beyond their PACE classes by advancing the marketing management practices used in the Vietnamese business community.

“Marketing management is the art and science of choosing target markets and getting, keeping and growing customers through creating, delivering,and communicating superior customer value.”

- Philip Kotler

TARGET PARTICIPANTS

Target participants of this special program include:

• Marketing Director, Head of Marketing Department, Brand Director, Brand Manager of domestic and foreign corporation;

• Marketing specialist and brand specialist who are working for local and foreign enterprises;

• Executives who wish to become professional Chief Marketing Of�icers (CMO) in the future.

(The program is not suitable for those who have not had working experience in the business environment.)

PROGRAM OBJECTIVES

The objectives of this program are:

• To provide core thinking and conceptual tools required for an effective CMO in the integration and globalization process;

• To provide participants with essential knowledge and skills of various components needed for a high-achieving CMO in digital age.

Believing in Authentic Learning

“A brand, whether it is a product brand, corporate brand, national brand or personal brand, is the outcome of what a corporate, a nation or a person has been doing, and communicates them well to the society. Society here means a village, a location, a group, a nation, even the global." - PACE

PROGRAM OBJECTIVES

Developing Marketing Professionals

PACE SCHOOL OF MARKETING MANAGEMENTA Member of PACE Institute of Management

TRAINING OBJECTIVES

After successfully completing this program you will be able to: • Understand the functional and positioning changes of a CMO; • Understand the new trend in marketing management in the world: branding doesn’t mean polishing products’ brand name or executing costly or noisy campaigns. “A brand is the outcome and impact of what a company did, does and will do and communicates them well to the society”, it is even more meaningful in the Industry 4.0 and the context of the trust crisis;• Comprehend the essential thinking and knowledge a CMO must have, such as building and implementing marketing strategy, conduct market research, do trade marketing, digital marketing, and integrated marketing communication activities;• Improve the leadership and management in marketing teams to achieve the goals of the marketing department and contribute to the business goals of the whole enterprise.

DURATION & TUITION FEE

• Duration: The total duration of the program is 30 sessions (equivalent to 90 hours), you can choose to study in the evening or on weekends. Each program lasts 04 months for daytime classes or 2.5 months for evening classes. Please see the detailed schedule of upcoming courses on PACE’s website: www.PACE.edu.vn.

• Tuition fee: For the of�icial fee and preferential policy for early fee transfer or group registration, please see details on PACE’s website www.PACE.edu.vn or contact PACE’s Training Consulting Department.

PROGRAM COMPLETION

Participants who have completed the program will be awarded the Graduation Certi�icate of the “Chief Marketing Of�icer” program of PACE School of Marketing Management (a member of PACE Institute of Management).

PROGRAM CONTENT

Believing in Authentic Learning

SUBJECTS Sessions Hours

Being a Professional CMO• The roles and missions of a Professional CMO• The required quali�ications, competencies, knowledge, and experience of a CMO• The path and the requirements to become a CMO

1 1 3

Marketing Strategy• Marketing in a new age • Corporate strategy, business strategy, marketing strategy • Planning and implementing a marketing strategy• Implement, evaluate & control the marketing strategy

2 4 12

Marketing Division• Functions, duties, and responsibilities of the marketing division• Building structure and assigning tasks in the marketing division• Business processes and policies of BP Marketing• The KPI of the marketing division

3 2 6

Market Research• The role of market research• Introduction to research methods• Analyze research reports and make decisions• Working with research partners

4 2 6

Brand Management• Brand awareness• Brand positioning

• Brand activities• Control the effectiveness of brand operations

5 4 12

Integrated Marketing Communication• Building communication campaign• Integrated marketing communication planning

• Communication tools• Deploy, evaluate & control the implementation of the communication campaign

6 4 12

Digital Marketing• Digital marketing platform• Digital marketing strategy

• Traditional marketing vs. digital marketing• Digital marketing management7 4 12

Trade Marketing• The role and meaning of trade marketing• Building strategy and plan of trade marketing• Organize trade marketing activities• Measure the effectiveness of trade marketing activities

8 2 6

Sales Management• The relationship between marketing and sales• Understand the new era of sales management• Understand the role of sales strategy and sales planning• Effective coordination between marketing and sales

9 2 6

Team Management• Basic knowledge about team management• Some essential managerial skills

Life Management Program (LMP)

10 2 6

11 2 6

Final Exam12 1 3

Graduation Ceremony

TOTAL* * *

30 90

PROGRAM CONTENT

PACE Institute of Management is highly respected for pioneer work through empowering businesses in their management and developing leaders at all levels so that businesses can grow strongly in local and global markets.

PACE is well known for a global ecosystem of management with 8 af�iliated schools (specializations in the �ield of management, including general management, HR management, �inancial management, marketing management, sales management, production management, supply chain management, and project management), 7 member companies (specializing in management areas), and 9 global partners (the world’s leading organizations in management areas).

PACE’s mission is “to develop high-performance leaders and professionals for business and society.”

To achieve its mission, PACE focuses on the following areas: (1) PACE Training; (2) PACE Consulting; (3) PACE Books; (4) PACE Research; and (5) PACE Conference.

In addition, since 2007 PACE also has initiated and managed PACE NGOs including several not-for-pro�it educational projects to realize our mission in an overall and suf�icient way, such as IPL Scholarship (www.IPL.edu.vn), OpenEdu Initiative (www.OpenEdu.vn), GoodBooks Project (www.SachHay.org), Annual Book Awards, and OneBook.

With 20 years of experience in developing leaders and professionals for business and society, PACE has offered more than 110 training programs, with thousands of courses, for more than 200,000 leaders and professionals of companies operating in Vietnam, and Vietnamese senior government of�icers at both central and provincial levels.

Together with 20-year experienceas a pioneer in developing leaders and professionalsfor business and society, PACE is partnering withthe world’s leading organizations specializing

in the field of management.

Specializing in Leadership Greatness & Culture Transformation Specializing in Mindful Leadership

Specializing in “SLII Leadership Method”

Specializing inDigital Marketing

Specializing inHuman Resource

Management

Specializing inStrategy Management

& KPI System

Co-delivering Mini-MBA &Global Leadership Program

Specializing inProject Management

Specializing inManagement Accounting

PACE Building341 Nguyen Trai Street, District 1, HCMCPhone: +84 (28) 3837.0208

Capital Tower (14th Floor) 109 Tran Hung Dao, Hoan Kiem, HanoiPhone: +84 (24) 3646.2828

contact@PACE.edu.vndaotao@PACE.edu.vnwww.PACE.edu.vn