Master in Marketing & Communication Management (MMCoM)
Marketing, customer relationships, advertising and business communication are the cornerstones of a long term sustainable business and the needed ingredient of short term company performance. They should be managed in a professional way, with a great deal of creativity and with a clear view of customer perceived value.
In response to the rapid change of the competitive world, The Master in Marketing and Communication Management is upgraded to version 4.0 to include the up-to-date knowledge and know-hows, making the marketers ready in daily work and successful in the longer career path becoming the expert in the field.
This program is operated by the Solvay Brussels School of Economics and Management (Université Libre de Bruxelles) for the content and faculty in partnership with The National Economics University and Ho Chi Minh City Open University for the facilities and logistics.
Who should attend?
What will you learn? (content of the program)
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.
Three modules will build on each other to provide students with needed knowledge and skills
The marketing Essentials
Advanced into Communication
The expertize level
Take off phase
Strategic & Applied Marketing Management
Marketing Planning, budgeting and control
Building and Managing Brands
Market Research and Business Intelligence
Integrated marketing and communication strategies
Media planning and management
Digital marketing and communication
Earned and Owned social and Content marketing
Retail, distribution and sales expertise
Managing The Future
Team empowering and inspiring
Presentation, negotiations and career management
Creativity and concept generation
1. The marketing Essentials:
This module makes sure that all students are at level with the key aspects of marketing. It is the foundation of the curriculum, like when you want to build a strong house
a. Strategic & Applied Marketing Management:
This course will bring you up to date with what you need to do to develop strong, efficient and coherent marketing strategies.Starting from segmentation, the ground zero for all marketing plans and campaigns and going through the difficult fields of product, pricing, channels and communication essentials.
b. Marketing Planning, budgeting and control:
What are brilliant marketing strategies if they are not translated into strong marketing plans? This course will explain you how to go from strategies into plan and once the plans have been decided 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 Managing Brands:
Successful brands like Apple or Coca-Cola are reaching values worth billions of dollars. How did 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 and Business Intelligence:
One cannot live in isolation if one wants to survive this is certainly true for a marketers! This course will explain to students how to understand the market they operate in. Scan and control the 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.
2. Advanced into Communication:
What is the good of having developed a beautiful product or service that you are very proud of if you do not communicate this effectively to your target group?The following course will help you achieve this:
a. Integrated marketing and communication strategies:
All you need to know about effectively communicating with your target group. This encompasses understanding who your target groups are, what media channel you should use to best reach them, and how to always bring a coherent message over to your potential consumer.
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 and management:
Nowadays with the rapid expansion of communication channels, the temptation is to want to use 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 and communication:
Everyone speak about digital, everyone think they now digital, but finding one's way into the digital 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 Owned social and Content marketing:
Knowing how to advertise through the web and the mobile world is one thing, understanding how to use Social media is another.
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 consumer. Once this has been achieved students will understand clearly the difference between paid, earned and owned media.
3. The expertise level
This last module will bring you at the top of the pyramid in terms of marketing expertise, it will be the finishing layer which will open most doors to you.
a. Retail, distribution and sales expertise:
Vietnam currently has a share of modern trade at about 20 to 30% of total FMCG sales. This is very 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 Future (workshop):
The world has never been so unpredictable and unstable. Trends are changing fast, and consumers 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 and inspiring (workshop):
All marketers want to make it to the next level. When this time comes you will be confronted with a huge challenge: how to motivate your team? How to get the best out of them? How to generate 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, negotiations and career management (workshop):
The life of a marketing manager is filled with presentations: to the board of the company, to your boss, to your team, to the sales team, to the customers ... And one knows that with the same content a good presentation will make the job whilst a bad one will send you back behind your desk to re-do 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 concept generation (workshop):
This course is tailored towards how to be more creative in marketing and concept generation as well as some of the exercises aimed towards marketing professionals. Thiscourse will enable 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.
Intensive Marketing week on the SBS-em campus in Brussels
Optional – additional achievement certificate
· Case study learning around key topics for the marketers of Tomorrow.
· A two days seminar, build like a business game to master the marketing andmanagement of service.
· Two case study classes on Portfolio Management and a topic to be defineddepending on the hot subjects of the moment.
· One day field visit to discover the most recent developments in terms of ModernTrade concepts.
· Visit the modern campus of Solvay Brussels School; Meet and greet with Directoship and Faculty
Class time: 288 hours of evening or weekend classes (6:00 till 9:00 p.m. or weekend daytime), spread over a 20 month period.
- Recognized university bachelor degree;
- At least 2 years of professional experience;
- Proficiency in English (TOEFL 530, IELTS 5.5, TOEIC 600 or equivalent evidence).
- Pass the admission process
The application comprises of
1. Application form (available form)
2. Notarized copies of degrees
3. Notarised copies of the university study results
4. Notarised copies of English certificates
5. 04 photos of 3x4 size
Please click at application form to download.
1. Get applications
· Download the application and guide from tab Brochure and Application.
· Or visit the office and get the hard copies
- Graduate School, Room 206, HCMC OU 97 Vo Van Tan, Dist. 3. HCMC.
- SBS-EM (VN), Itaxa Bldg., 9Fl., 126 Nguyen Thi Minh Khai, Dist. 3, HCMC.
2. Submit application
§ Send documents via email to firstname.lastname@example.org;
§ Or submit hard copy to the Graduate School, Room 206.
- Monthly (the next): 31 March, 2017
- Early Bird: 7 July, 2017
- Final Deadline: 20 October, 2018
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 from HCMC Open University and Solvay Brussels School
§ Time: about 1 – 2 weeks after deadlines. Notification will be given upon application submission
5. Admission results
§ One week after the admission test.
6. Program commencement
§ In November, 2017
- Recognized university bachelor degree;
- At least 2 years of professional experience;
- Proficiency in English (TOEIC 650, TOEFL 530, IELTS 6.0, B2 CEFR or equivalent);
- Pass the admission process.
1/ Get applications
2/ Submit application
- Final Deadline: 31 March, 2017
(Late candidate should contact the program to ask for late submission. Permission is given on case basis)
3/ Application screening
4/ On-campus assessment
5/ Admission results
6/ Program commencement
· 10,500 USD, for the whole program, paid into three installments.
· Application fee: 1,000,000VND for HCMC & 800,000VND for Hanoi
Financial supports from Standard Chartered Bank with "Edu loan" for full tuition fee and pay back monthly. Please contact hotline or send email for details.
Why SBS-EM Program?
7 reasons to join this program!
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.