Mn Qun tr thng hiu(Brand Management)Thi lng: 50 titi hc M Tp. HCMKhoa Qun tr kinh doanh*

3. Gii thiu sch tham kho1. Ti liu tham kho chnh ca mn hcTp bi ging mn Qun tr Thng hiu, Nguyn Thu HuynTrn Hunh Cng-Ninh Hiu Ngha-Hunh Kim Tin, Ti liu lu hnh ni b, Trng i hc M TPHCM, 2008.Chng trnh pht thanh mn Qun tr Thng hiu, Nguyn Thu Huyn-Hunh Kim Tin, trn i Ting ni nhn dn TP.HCM (sng 610KHz) theo k hoch pht sng ca Trung tm o to t xa.a CD thu thanh bi ging mn Qun tr Thng hiu, Nguyn Thu Huyn - Hunh Kim Tin, Trung tm o to t xa, 2008.Gio trnh mn Qun tr Thng hiu, Nguyn Thu HuynNinh Hiu Ngha, Ti liu lu hnh ni b, Trng i hc M TPHCM, 2009Nguyn Quc Thnh & Nguyn Thnh Trung, Thng hiu vi nh qun l con ng dn n thnh cng, NXB Chnh tr Quc Gia, 2004. L Anh Cng, To dng v Qun tr Thng hiu, Danh ting Li nhun, NXB L X hi, 2004. *

3. Gii thiu sch tham kho2. Ti liu tham kho khcDavid A-Aaker & Erich Joachimsthaler, Brand Leadership, The Free Press, 2000David A-Aaker, Building Strong Brands, The Free Press, 1996David A-Aaker, Managing Brand Equity, The Free Press, 1991JeanNoelKapferer, Strategic Brand Management, The Free Press, 1992John Philip Jones, How to use Advertising to build Strong Brands, SAGE Publications, 1999www.vir.com.vnwww.lantabrand.com *

4. Dy hc nh gi kt qu hc tpa. Nhim v ca Ging vin Cung cp h thng kin thc, c s l lun Hng dn sinh vin tho lun v nhn thc cc vn .Tm tt, nhn mnh phn l thuyt trng tmb. Nhim v ca Sinh vinTham d lp hc y , ng gi.Phn cng chun b phng tin ging dy. Trnh tho lun, ni chuyn, lm vic ring trong lc GV ang truyn t. Chuyn TD sang ch rung. Chun b bi trc, n lp tham gia tch cc tho lun nhm. Lm vic theo nhm v tun th cc qui nh m nhm ra. *

4. Dy hc nh gi kt qu hc tpc. Mt s nguyn tc c bn khi tho lun trn lpKhuyn khch ti a vic t cu hi, tho lun trn lp.Mi cu hi, gp trn tinh thn xy dng.Khng tranh ci ngsai, khng ch trch gay gt.d. Hnh thc nh gi thi cim gia k (Thuyt trnh nhm): 30% tng im.im cui k (Thi trc nghim, khng s dng ti liu): 70% tng im.*

5. T chc thc hina. Ban cn s Lp chun b:Lp nhm, chn ti Danh sch nhm- ti.Danh sch im gia k.b. D kin ngy bo v tiu lun.Np bi: Mt bn (file word) ng tp vo ngy: 28/04 n 05/5/2011.File word, clip th mc trc thuyt trnh: 05/5/2011.Thi gian trnh by: 10 pht; Cht vn: 15 pht.C nhn c cng im nu c cu hi/tr li tt.Lu : Trong qu trnh thc hin, nu c kh khn cn s hng dn ca ging vin, phi lin lc ngay vi ging vin.

5. T chc thc hinChn ti thch hp: c th chn theoNgnh: so snh mt vi DN ni bt trong ngnh vi nhau.Doanh nghip: xem xt mt s/tt c thng hiu ca cc sn phm/dch v ca doanh nghip .Sn phm/dch v: xem xt cc thng hiu ca mt ngnh hng, mt phn khc th trng ca doanh nghip m thiThu thp ti liu tham kho thng qua: Bo ch, truyn hnh.Internet.T liu ca cc cng ty.*

5. T chc thc hinSon cng: 1. S lc qu trnh hnh thnh t chc/doanh nghip (ngn gn):2. Qu trnh xy dng v pht trin thng hiunh hng chin lc: Thc trng thng hiu, Tm nhn, S mnh, Mc tiuTuyn ngn nh v thng hiuKin trc thng hiu: Danh mc v m hnh kin trcH thng nhn din thng hiu (Hnh nh minh ha, clip,).3. Cc hot ng qung b thng hiu: Qung co, Quan h cng chng.Thc y bn hng: Khuyn mi, Khuyn mi4. Hot ng khai thc thng hiu5. Kt lun v Rt ra bi hc kinh nghim

5. T chc thc hinVit tiu lun:Trnh by trn kh giy A4 (c ch 14, dng n), c phn hnh nh/t liu minh ha i km.Khng gii hn ti a s trang, khng khuyn khch trnh by di dng, khng tp trung vo ch chnh.Trnh by theo , ngn gn, sc tch.Yu cu tiu lun: Bo co qu trnh xy dng v pht trin cc thng hiu ni ting trn th trng.ng k ti v cng: Bui hc th 2. Nu c 2 ti trng nhau, u tin cho nhm ng k trc.Mi nhm cung cp mt a ch email v s in thoi di ng ging vin lin lc, nu cn.

6. Gi mt s tiTm hiu hot ng xy dng v pht trin thng hiu sn phm hng u ti th trng Vit nam, chng hn nh:Hng tiu dng: Unilever; P&GBia: Nh my Bia Vit nam, NM Bia Si Gn; NM Bia Bn Thnh.Nc gii kht: Pepsi; Coca Cola; TribecoNc tng lc: Red Bull; Number onein t: Samsung; LG; Sony, Viettronic Tn BnhXe my: Honda; Yamaha; Suzuki; SWMXe -t: Mecedes Benz; BMW, Toyota, Mitsubishi, Daewoo, Hyundai.Sa, ung, thc phm: Nestle; Dutch Lady; Vina milk,M phm cao cp: Shiseido; Loreal, DebonThi trang casual wear: Bosini, Giordano, Nino maxx,

6. Gi mt s tiTm hiu qu trnh xy dng v qun tr thng hiu dch v ti th trng Vit nam, chng hn nh: Bo him nhn th: Prudential, AIA, Manulife, Bo Minh CMG, ACE LifeTi chnh - Ngn hng: HSBC, ACB, ng , VietcombankMi gii Bt ng sn: Nh t th Mi, Hong QunMng TD: Mobiphone, Vinaphone, Viettel, S-phoneInternet: VNN, FPT, Saigonnet, NetnamVn ti taxi: Mai Linh, Vina taxiDu lch: Vietravel; Saigon Tourist; Fiditour, La Vit

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