THE A TO Z OF MARKETING: EVERYTHING YOU NEED TO KNOW

1. What is Marketing?

Marketing is the collection of all promotional, marketing, attraction and care activities, aimed at bringing products or services from the place of production to consumers and maintaining relationships with customers .  This includes many different activities, from market research, understanding customer needs, developing products or services, promoting and distributing products, ensuring that both demand and revenue are met. attract and retain customers, while achieving business goals. The goal of Marketing is to create value for customers and meet their needs through a business’s products or services.

According to Philip Kotler – Father of modern Marketing, he defines Marketing as follows: “Marketing is the art of creating value, communicating and distributing those values ​​to satisfy the problems of target customers. optimal profit of the business.”

2. What is the Marketing industry?

Marketing is one of the popular training majors at Universities and Colleges today. With the purpose of providing complete and objective knowledge related to Marketing, such as market research, understanding customer tastes, analyzing user behavior, measuring campaign effectiveness, building a Complete Marketing strategy.

3. The role of Marketing in business development

Marketing plays a very important role in business development. Marketing activities help businesses reach and interact with customers, create value for customers and build a strong brand.

7 Roles of Marketing in business development:

1. Provide useful and valuable information to customers
2. Enhance competitive advantage
3. Nurture good relationships with customers
4. Flexible and timely in customer interaction and support
5. Marketing helps businesses sell products
6. Brand building
7. Help businesses grow

3.1 Provide useful and valuable information to customers

More than anyone else, marketers must be the ones who understand their organization’s products/services best. During the marketing process, they will provide customers with detailed information about the product/service. This information must be what customers want to know such as features, benefits, prices, and promotional programs that customers can receive when purchasing.

3.2 Enhance competitive advantage

Digital marketing allows businesses to save a large amount of money but brings extremely valuable results. Through platforms such as Fanpage, Instagram, website,… they can interact easily and promptly resolve sometimes urgent customer problems.

The process of analyzing and evaluating the results of Marketing activities, thereby making adjustments and improvements to improve efficiency, helping to optimize marketing strategies and enhance competitive advantage in the market.

3.3 Nurture good relationships with customers

Marketing helps businesses interact, respond quickly and flexibly to customers on many platforms such as email, phone, social networks, websites, fanpages, etc. This helps customers feel cared for. focus and effectively solve the current problem.

Marketing also helps businesses update product/service information promptly, provide value to customers through useful content such as blog articles, instructional videos, etc. This helps customers understand Gain more clarity about your business’s products/services, thereby increasing the number of potential customers.

3.4 Flexible and timely in customer interaction and support

If in previous methods, businesses were passive in interacting with customers, today, Marketing helps businesses interact with customers in a flexible and timely manner. At the same time, it allows businesses to convey messages, promotions, and product/service information as quickly as possible to target customers.

3.5 Marketing helps businesses sell products

In fact, Marketing is one of the most important tools to help businesses promote products/services, attract customers and increase sales.

Marketing helps identify potential customers through market research and target customer analysis. This helps businesses focus promotional activities on the most potential customers. From there, develop appropriate advertising campaigns, promotions, and sales strategies. These activities help increase customer accessibility, attract attention, and increase purchasing ability.

3.6 Brand building

Marketing helps businesses build brands by creating brand awareness, differentiating themselves from competitors, and creating positive experiences for customers with promotional and customer care programs. This helps increase brand awareness and customer trust.

3.7 Help businesses develop

Marketing activities, when done properly, can help businesses increase sales, expand markets, build brands and increase loyal customers.

However, to be successful in Marketing, businesses need to define what their goals are? Understanding the target customer base, implementing strategies carefully and professionally.

4. What is marketing?

The purpose of Marketing is to increase sales, build and develop brands, and bring businesses to success. Marketing activities include market research, product/service development, advertising, sales, branding, analysis, evaluation and measurement of Marketing results. Marketing today is a must-have process to help businesses increase their competitive advantage, create value for customers and achieve their business goals.

5. Definition of positions in Marketing

1. What is Digital Marketing?
2. What is Content Marketing?
3. What does a marketer do?
4. What does a Marketing Officer do?

5.1 What is Digital Marketing?

Digital Marketing is the process of implementing Marketing on the internet platform. That is, this activity focuses on using technology and digital media channels such as websites, emails, social networks, advertising, podcasts,… to reach and interact with customers flexibly and quickly. more quickly.

5.2 What is Content Marketing?

Content Marketing is a position focused on creating and distributing valuable content to attract and retain customers. Content can be articles, images, videos, audio,…

Content Marketing helps create good relationships with customers by providing them with useful information, answering questions they care about, and promoting customer purchasing actions through providing provide valuable content.

>> Reference:  Top 9 best online Content Marketing courses 2024

5.3 What does a Marketer do?

A marketer is a person who specializes in researching, developing and implementing marketing strategies to promote a business’s products/services to customers. Marketer’s work includes market analysis, competitor research, identifying target customers and developing appropriate marketing strategies to attract customers, contributing to increased sales.

5.4 What does a Marketing Officer do?

Marketing staff are responsible for carrying out marketing activities in businesses such as advertising, managing communication channels, measuring effectiveness and optimizing marketing campaigns. The work of Marketing staff depends on the field of each business, but they all have the common goal of helping to create a good brand image in the eyes of customers, contributing to increased sales.

6. Types of Marketing today

Currently there are many different types of Marketing, including two main types of Marketing: Traditional Marketing and Digital Marketing. Depending on the purpose, communication channels and customers the business wants to reach, choose the appropriate Marketing strategy.

6.1 Traditional marketing

1. Event Marketing
2. Print Marketing
3. Traditional Marketing
4. Telemarketing

6.1.1 Event Marketing

Event marketing is a form of marketing in which businesses organize events to promote their brands, products/services. These events can be held in person or online, and can range in size from small to large.

Benefits of event marketing:

• Create brand awareness:  Events are a great way to introduce your brand to more people. When organizing an event, you can attract the attention of potential customers and introduce your products/services to them.
• Increase sales:  When customers attend the event, they may have the opportunity to learn more about the product/service and make a purchasing decision.
• Building relationships with customers:  When organizing an event, being able to interact with customers and understand their needs, provide customers with better experiences and retain long-term customers.

Some popular types of event marketing:

• Seminar:  Experts share their knowledge, experience on a specific topic, to attract potential customers and provide them with information about products/services.
• Exhibition:  Businesses display their products/services to potential customers, helping them learn more related information.
• Community event:  An  event organized to benefit the community, build the image of the business and show the business’s interest in the community.

6.1.2 Print Marketing

Print marketing is a form of marketing that uses printed materials such as posters, flyers, magazines, newspapers, business cards, catalogs, etc. to promote a business’s brand, products/services. Print marketing is a traditional form of marketing that has been around for a long time, but it is still an effective form of marketing.

Benefits of Print Marketing:

• Wide reach : When distributing a flyer or poster, it can be seen by hundreds, even thousands of people.
• Low cost:  Print marketing can be a low-cost form of marketing, especially if you design and print your own materials.
• Flexible:  Print marketing is very flexible and can be used to promote many types of products/services.
• Attention-grabbing:  Helps attract consumer attention by using eye-catching images, colors and designs.
• Create brand awareness: This helps create brand awareness by reminding consumers about the product/service.

How to create an effective Print Marketing campaign:

• Determine goals: What do you want to achieve with the print marketing campaign? Want to increase brand awareness, increase sales or attract new customers?
• Identify target audience: Who are the people businesses want to reach with a print marketing campaign? What are their age, gender, interests?
• Choose appropriate printed materials:  There are many different types of printed materials, you need to choose the type of printed materials that suits your goals and target audience.
• Design attractive printed materials:  To attract consumers’ attention.
• Deploy an effective print marketing campaign:  Distribute printed materials at public locations, send printed materials via mail or email, or place printed materials at stores and businesses.

6.1.3 Traditional Marketing

Traditional marketing is a form of marketing that uses traditional means such as advertising in newspapers, television, radio, posters, flyers, catalogs, etc. to promote a business’s products/services.

Benefits of Traditional Marketing:

• Wide reach:  Traditional marketing can reach a large number of consumers. When an advertisement is run on television, it can be seen by millions of people.
• Low cost:  If you design and implement your campaigns, this is a low-cost form of marketing
• Flexible:  Traditional marketing is very flexible, and can be used to promote many types of products/services.
• Attract attention:  Traditional marketing can attract consumer attention by using eye-catching images, colors, and designs.
• Create brand awareness:  Traditional marketing can help create brand awareness by reminding consumers about your product/service.

How to create an effective traditional marketing campaign:

• Identify goals:  What does the business want to achieve with its traditional marketing campaign? Want to increase brand awareness, increase sales, or attract new customers?
• Identify target audience:  Who do you want to reach with your traditional marketing campaign? What are their age, gender, and interests?
• Choose appropriate traditional media:  There are many different traditional media, and you need to choose the appropriate traditional media for your goals and target audience.
• Design attractive advertisements:  To attract consumers’ attention.

6.1.3 Traditional Marketing

Traditional marketing is a form of marketing that uses traditional means such as advertising in newspapers, television, radio, posters, flyers, catalogs, etc. to promote a business’s products/services.

Benefits of Traditional Marketing:

• Wide reach:  Traditional marketing can reach a large number of consumers. When an advertisement is run on television, it can be seen by millions of people.
• Low cost:  If you design and implement your own campaigns, this is a low-cost form of marketing
• Flexible:  Traditional marketing is very flexible, can be used to promote many types of products/services.
• Attract attention:  Traditional marketing can attract consumer attention by using eye-catching images, colors and designs.
• Create brand awareness:  Traditional marketing can help create brand awareness by reminding consumers about your product/service.

How to create an effective traditional marketing campaign:

• Identify goals:  What does the business want to achieve with its traditional marketing campaign? Want to increase brand awareness, increase sales or attract new customers?
• Identify target audience:  Who do you want to reach with your traditional marketing campaign? What are their age, gender, interests?
• Choose appropriate traditional media:  There are many different traditional media, you need to choose the appropriate traditional media for your goals and target audience.
• Design beautiful and attractive advertisements:  To attract consumers’ attention.

6.1.4 Telemarketing

Telemarketing is a form of marketing that uses the telephone to contact potential or current customers. Telemarketing can be used to:

• Find out customer needs
• Introducing new products/services
• Provide information about current products/services
• Answer customer questions
• Make an appointment
• Send reminders
• Collect feedback

Telemarketing can be an effective way to reach potential and current customers. However, telemarketing can also annoy customers if not done skillfully.

How to do effective telemarketing:

• Prepare script content before calling
• Introduce yourself clearly and professionally.
• Respect customers’ time.
• Listen to customers’ needs and try to answer their questions.
• Say goodbye politely.

6.2 Digital Marketing

1. Overall Digital Marketing
2. Content Marketing
3. Search Engine Marketing (SEM)
4. Search Engine Optimization (SEO)
5. Influencer Marketing
6. Social Media Marketing
7. Email Marketing
8. Affiliate Marketing

6.2.1 Overall Digital Marketing

Digital Marketing is a form of using online media and channels to advertise, attract potential customers, and build good relationships with them. Digital Marketing includes many different activities to optimize the digital presence of a business or brand:

• SEM: Search Engine Marketing is a form of using paid advertising to display websites in high positions in search results. An important part of SEM is Google Ads.
• SEO: Search Engine Optimization is the process of improving a website’s position in natural search results on search engines such as Google, Coc Coc, Bing, etc. The goal is to increase the website’s keyword search ranking. at the top, increasing organic traffic and potential customers.
• Content Marketing: Develop ideas, edit, and share useful and valuable content through blog, video, podcast, and image formats to attract and engage customers.
• Social Media Advertising: Use social networking platforms such as Facebook, Instagram, and LinkedIn to run ads, create interactions with customers, and build brands.
• Email Marketing: Send marketing and promotional messages to audience lists via email. This helps maintain contact with existing customers and creates opportunities for conversion.
• Video Marketing: Produce and share visual video content such as promotional videos, instructional videos, and product introduction videos to connect and promote customer action.
• Social Media Marketing: Manage the brand’s social media channels such as Facebook, TikTok, and Instagram,… to create interaction, attract customer attention, and increase potential customer conversion rates.
• Influencer Marketing: Cooperate with reputable influencers on social networks to promote products/services.
• Analytics and Measurement: Use analytics tools such as Google Tag Manager, Google Analytics, Google Search Console, Power BI, Data Studio,… combined with CRM (Customer Relationship Management) to track campaign performance, measure progress Process, and effectiveness of Digital Marketing activities.
• Conversion Rate Optimization: Optimize the conversion rate of Digital Marketing campaigns by measuring, analyzing, and improving the performance of websites and landing pages to increase the conversion rate of customers from viewing to making purchases shopping, or other actions.

>> Reference:

• Top 9 Digital Marketing courses trained by experts
• Which school should I study for Digital Marketing? 12 Best Training Schools

6.2.2 Content Marketing

Content Marketing is a form of marketing that focuses on creating attractive, valuable content for users through media channels such as blogs, videos, podcasts, etc. to build long-term interactions with customers and create trust. and drive purchasing actions. The content must be truly useful, quality and relevant to the target audience.

• Website Blog Articles: Write and share blog articles on topics related to your brand’s industry, products/services. These articles provide useful information and answer customer questions.
• Video Marketing: Create and share visual video content such as instructional videos, product introductions, Q&A,… to create interaction and attractively introduce products and services.
• Podcast: Build podcast programs on related topics and share information via audio, creating scenarios for listeners to participate in discussions.
• Infographic: Create and graphicize information to present messages, data, and statistics in an intuitive and easy-to-understand manner.
• Ebook and Whitepaper: Publish an Ebook or Whitepaper that contains extensive information about a specific issue, often accompanied by research and analysis data.
• Instructions and suggestions: Provide manuals, advice or suggestions to help customers solve specific problems.
• Interactive content on social networks: Create content to share on social networks, including text posts, images, and videos to stimulate interaction and create shares from the community.
• Direct interactive content: Send email announcements, newsletters, or direct messages to customers with content containing updates, offers, and other relevant information.
• Diverse interactive content: Combine content types across different channels to create a diverse and interesting experience for customers.

6.2.3 Search Engine Marketing (SEM)

SEM (Search Engine Marketing) is a form of Marketing that focuses on using paid advertising to display websites at the top of paid search results on search engines like Google to help increase visibility. brand, attract traffic and reach target customers quickly.

• Search Advertising: Displays ads on paid search results of search engines like Google. This ad usually appears in the first or last part of the results page.
• Display Advertising: Displays ads on other websites, often related to the target industry or topic. This can be an image, video, or text ad.
• Newsletter Advertising: Place ads in email newsletters sent to target audience lists.
• Social Media Advertising: Run paid ads on social media platforms such as Facebook, Instagram, TikTok, and LinkedIn to reach target audiences.
• Video Advertising: Display paid ads before, during, or after online videos on platforms like YouTube.
• Native Advertising: Place the ad naturally and compatible with the content of the website on which it appears.
• Remarketing: Show ads to people who have visited the website before. The goal is to reactivate them and drive a purchase, service, or engagement.
• Local Advertising: Show ads to users in specific geographic areas, such as when searching for services/products near their location.

6.2.4 Search Engine Optimization (SEO)

SEO (Search Engine Optimization) is a form of website optimization to improve the website’s keyword ranking position in natural search results on search engines such as Google, Bing, Coc Coc,…

• Keyword Research: Research, analyze keywords, select SEO target keywords that potential customers can search for on search engines, help guide content and optimize the website.
• On-page optimization: Optimization activities are performed directly on the website such as technical website (sitemap, robots, redirect, 4xx, 5xx,…), optimizing meta tags, optimizing images, structuring website,… to increase relevance and search performance.
• Landing Page Optimization: Optimize landing pages to create higher engagement and achieve business goals.
• User Experience Optimization: Improve user experience on the website, including website structure, display interface, and device compatibility (mobile friendly),…
• Page Speed ​​Optimization: Improve website loading speed to provide a better user experience and higher ratings from search engines.
• SEO Content: Write quality, useful, and relevant content with target keywords, and build topical authority to help optimize position in search results.
• SEO-Offpage/ Link Building: Create quality links from other websites to the website to increase website power (PageRank), trust, and authority (Authority) for search engines.
• Analysis and Tracking: Use analysis tools to track website SEO performance such as keyword position, traffic, and conversion rate (CR),…

>> Reference:  Top 12 SEO courses trained by leading experts

6.2.5 Influencer Marketing

Influencer Marketing is a form of Marketing that uses the influence of famous people, to create brand images through Influencers on social networks, popular today including Tiktok, Facebook, Instagram,… to help create interaction. Collaborate naturally with customers through influencers they trust, while creating a powerful boost to your brand and sales.

• Influencer Research: Identify and find influential people in the field or industry that the business wants to reach such as experts, social media celebrities, bloggers, bloggers, or other influential figures. with the target audience of the business.
• Collaboration Planning: Determine how to approach and cooperate with influencers, including agreement on advertising format (articles, videos, photos…), content, time, and cost.
• Collaborative Content Creation: Together with Influencers, create advertising content or product introductions naturally and interestingly.
• Content Distribution: Collaborate with Influencers to share created content on social media channels, blogs, videos, or other platforms where they have influence.
• Engagement and Connection: Track and engage with feedback from the community after content is released. This helps maintain relationships and engagement with the Influencer’s followers.
• Performance Analysis: Evaluate the performance of your Influencer Marketing campaign by tracking metrics such as engagement, traffic, follower growth, and conversion performance (depending on campaign goals).

6.2.6 Social Media Marketing

Social Media Marketing is a form of Marketing that uses social networking platforms such as Facebook, Instagram, Twitter, LinkedIn and many other platforms to interact, advertise and build brands.

• Target Audience Analysis : Identify your business’s target audience on social media platforms to create appropriate content and campaigns.
• Content Planning : Determine content type and posting schedule to create consistency and virality across platforms.
• Content Creation : Build diverse content including text articles, images, videos, stories (story telling), livestreams and many other forms to interact with followers.
• Social Media Advertising : Run paid advertising campaigns on social media platforms to increase reach and engagement.
• Engagement and Connection : Monitor, respond to, and interact with feedback from followers to create positive engagement and engagement.
• Community Building : Build and grow communities on social media platforms by creating valuable content and regular engagement.
• Performance Analysis : Evaluate Social Media Marketing campaign performance by tracking metrics like impressions, engagement, follower growth, and conversion performance.
• Livestream and Video Marketing : Use live videos (livestreams) and videos belonging to social networking platforms to interact and engage directly with followers.

Reference: 

• Top 10 most effective Facebook advertising courses 2024

6.2.7. Email Marketing

Email Marketing is a form of using email to send marketing and promotional messages to a target audience list. Email Marketing helps maintain contact with current customers, build relationships and drive purchases.

• List Building : Build a quality email list from current and potential customers through ways such as website registration, promotions, events,…
• Campaign Planning:  Determine email goals and schedules to ensure the message reaches the right time and to the right recipient.
• Email Content Creation:  Create quality email content with catchy titles, useful content, and engaging images to generate interest from recipients.
• Marketing Message Delivery : Send marketing emails containing information about products, services, promotions, news or other valuable content to a target audience list.
• Response Optimization : Optimize subject lines, content, and send time to increase email open rates, engagement, and conversions.
• Segmentation : Divide your audience list into groups based on information like age, interests, geographic location to create more effective and customized content.
• Engagement and Response : Track responses from recipients and engage with them by responding to emails or taking shopping actions.
• Performance Analysis : Evaluate Email Marketing campaign performance by tracking metrics such as Email Delivery Rate, Email Open Rate, Email Bounce Rate, Click to Open Rate, Click to Open Rate, Click Through Rate, Unsubscribe Rate,…

6.2.8 Affiliate Marketing

Affiliate Marketing is a method of marketing through online distribution channels. Affiliate marketers are paid by suppliers when customers buy the products/services they introduce, using marketing tools to reach and attract potential customers.

• Affiliate Recruitment: Search and select partners related to the industry or field of the business to cooperate.
• Partnership Agreement: Agreement on partnership terms, including commission rates, rights, and obligations of both parties.
• Providing Links: Providing Affiliate links for affiliate partners to use in advertising the business’s products/services.
• Promotion and Advertising: Affiliate partners use links to promote the business’s products/services on their platforms such as websites, blogs, social media platforms and emails.
• Tracking and Recording: Track the number of clicks on Affiliate links and record transactions completed through that link.
• Commission Calculation: Calculate commissions based on the number of transactions completed through Affiliate links.
• Payout to Affiliates: Pay commissions to affiliate partners based on the revenue they have generated.
• Performance Analysis: Evaluate Affiliate Marketing campaign performance by tracking metrics such as clicks, transactions, revenue, and ROI.

7. Mixed Marketing (Mix)

Marketing mix (also known as Marketing Mix) is the combination of basic marketing elements such as products, prices, distribution policies, and promotion programs to create a complete marketing strategy, meeting the needs of customers. customer needs and achieving the business goals of the enterprise.

The development and complexity of modern technology have led to the emergence of service products attached to physical products. Therefore, this model has been developed into the 7Ps model, which includes the three additional elements of People, Process, and Physical evidence in the Marketing Mix. To point out the importance of employees, customers, and business partners in implementing Marketing strategy.

Marketing Mix is ​​an important tool that helps businesses determine effective marketing strategies while adjusting and optimizing marketing elements to meet customer needs, thereby achieving business goals.

1. What are the 4Ps in Marketing?
2. 4C in Marketing
3. 7P Marketing

7.1 – What are the 4Ps in Marketing?

4P Marketing is an important concept to describe four basic elements of Marketing strategy, including Product (product), Price (price), Promotion (advertising, promotion) and Place (distribution channel). .

1. Product – Product

Products here can be goods or services. Marketers in businesses must identify key product lines to focus on investment, build product strategies, and answer the question:

• Is the name of the product/service meaningful and attractive?
• Should this product/service line be expanded?
• How is customer feedback about the product/service?
• Is the process of creating new products being optimized?
• What products/services stand out to increase competitive advantage?

2. Pricing – Pricing

This is a factor related to the price of the product, it is necessary to determine the appropriate pricing strategy. Factors affecting price include production costs, marketing costs, and competitive prices.

When pricing products, marketers need to be able to answer:

• What are the costs included? How much?
• When should discount policies be applied?
• Does this price have any competitive advantage?

3. Promotion – Advertising/promotion

Before deciding to buy a product, customers need to know about its existence. Therefore, an effective marketing campaign cannot lack advertising activities or trade promotion strategies. Thereby, customers will have access to product information and at the same time create trust in the brand.

In addition to increasing sales, promotional activities also help improve the brand’s image and positioning in the minds of customers. Therefore, product promotion is an indispensable element in a business’s marketing strategy.

Marketers should note:

• Must choose the right channel suitable for the market, field, and industry of the organization
• The message must contain full meaning and recall in the minds of customers
• Continuous analysis and improvement are needed.

4. Place – Distribution channel

The distribution system plays an important role in increasing the sales efficiency of a business. A good distribution system will help products reach the right customers, at the right time and in a convenient location. This helps increase sales, strengthen brand position and meet customer needs quickly and effectively.

Currently there are many types of distribution strategies, the most popular of which include:

• Intensive distribution strategy
• Selective distribution strategy
• Exclusive distribution strategy
• Franchising.

7.2 – 4C in Marketing

4C is an upgraded term to replace the 4P and 4C Marketing model, which specifically focuses on customers instead of focusing on businesses like 4P and 4C, including:

1. Customer Solutions:  Solutions that properly address customer needs.
2. Customer cost:  The cost the customer spends, this cost must be commensurate with the customer’s requirements and expectations.
3. Convenience:  Convenience, if Place in 4P focuses on traditional distribution channels, then Convenience refers to convenience on other online platforms as well.
4. Communication:  Communication means having two-way interaction with customers. Businesses must quickly resolve problems and questions, create good and long-term relationships.

7.3 – 7P Marketing

7P Marketing was developed from 4P Marketing, due to the strong development of digital as well as markets and customers. This is a term that refers to 7 important elements needed to build an effective marketing strategy, including:

1. Product:  Product/service
2. Price:  Price
3. Place:  Distribution channel
4. Promotion:  Advertising and marketing activities to introduce products/services to customers.
5. People:  Target market and people related to the business
6. Process:  This is the business’s operating process that directly affects product/service deployment
7. Physical evidence:  These are physical elements such as packaging, brands, logos, documents, websites, and other assets related to the business’s products/services.

8. Necessary skills of Marketers

1. Skills to keep up with trends
2. Planning skills
3. Strategy building skills
4. Thinking and analytical skills
5. Problem-solving skills
6. Presentation skills

8.1 Skills to keep up with trends

The ability to be sensitive and quickly catch up with market trends is very important for Marketers. To grow and succeed, marketers need to have a deep understanding of the market and their customers and always update the latest trends in the industry to keep up and create effective marketing strategies…

With the rapid development of technology and the continuous change of the market, Marketers need to always update their knowledge and skills to meet new challenges. They need to be able to read, understand, and analyze data and new trends about the market, consumption, customer behavior, and related factors to make the right decisions.

8.2 Planning skills

A Marketing Plan is an important strategic framework with specific activities established to achieve business goals. Includes important elements such as market analysis, target customers, product strategy, pricing, distribution channels, advertising, etc.

Creating an effective marketing plan, requires marketers to have the ability to shape business strategies, analyze the market, set specific directions and goals, and thereby build a complete plan. adjust. During the planning process, it is necessary to come up with appropriate solutions and understand the customer’s problems that need to be solved.

Remember, businesses today should sell solutions, not products. Besides, Marketers also need to know how to evaluate and measure the effectiveness of Marketing plans. From there, make appropriate adjustments and avoid negative problems from occurring.

8.3 Strategy building skills

The main task of Marketers is to plan and strategize for the Marketing staff to implement, so this skill is a must for Marketers. Building a strategy requires identifying customer segments, competitors, and the current business environment, thereby shaping goals, choosing appropriate methods and channels, allocating budget, and ensuring efficiency during implementation.

This skill helps Marketers grasp market trends, create creative marketing plans, and increase interaction with customers. At the same time, it helps them easily position their brand and create a competitive advantage in the market.

8.4 Thinking and analytical skills

In the field of Marketing, Marketers must analyze and evaluate a lot of data and information to deeply understand the market, customers, competitors, and other related factors. Therefore, thinking and analytical skills can help them draw important information from available data and figures, thereby making reasonable decisions and actions.

Marketers need to know how to use analytical methods and tools to find trends, patterns, and relationships between factors in the market and customers. Analytical thinking also helps them evaluate the effectiveness of Marketing campaigns, measure results, and make appropriate adjustments based on these analyses.

8.5 Problem-solving skills

With the unpredictable fluctuations of digital technology, algorithms as well as fierce market competition, Marketers often encounter many challenges and risks. Therefore, they must be able to identify and analyze problems, and then find creative and effective solutions to solve them effectively.

Marketers need to be creative to find new ideas and breakthrough current difficulties. Problem-solving skills allow them to flexibly respond and manage risks, especially in Marketing Agencies, when having to work for many customers and Marketers at the same time, the possibility of errors or mistakes is very high. High.

8.6 Presentation skills

Marketers often have to present their opinions, strategies, and marketing plans to customers, colleagues (including relevant departments/departments), and management. Presentation skills help marketers convey messages, impressively, and convincingly.

When presenting, Marketers need to be able to organize information in a logical and structured manner and use appropriate methods and tools to illustrate and present their ideas. This is also an important part for agency companies to increase their competitive advantage over other agencies in winning back projects.

Importantly, Marketers need to know how to communicate confidently, use appropriate language, and create interaction with listeners. They must know how to convey messages attractively and know how to listen and respond to the other person’s questions and opinions tactfully.

9. Stages of Marketing Development

Stages in the historical development of marketing from Marketing 1.0 to Marketing 5.0, describing the evolution of Marketing from focusing on products to approaching, interacting, and creating value for customers. Below is a description of each stage:

• Marketing 1.0:  Focuses on producing and accessing products.  Businesses are mainly interested in producing goods and finding customers to market their products. Traditional advertising, such as radio, newspaper, and television advertising, is used to attract customers’ attention.
• Marketing 2.0:  Focus and create value for customers. Businesses understand that to be successful, they need to understand their customer’s needs and desires to provide the right solution. Customer relationships become important, creating long-term relationships and increasing customer engagement becomes the goal.
• Marketing 3.0:  Place emphasis on values ​​and mission. Businesses not only focus on profits but also care about social and environmental impact. Marketing 3.0 promotes brand creation with core values ​​and deep vision, to attract customers through alignment with common values ​​and goals.
• Marketing 4.0:  Focus on digital and information technology. The development of the internet, social networks, mobile devices, and artificial intelligence has changed the way we approach and interact with customers. Marketing 4.0 combines online communication channels and digital platforms to create interactive and personalized experiences for customers.
• Marketing 5.0:  Putting the focus on people and interactions. Marketing 5.0 emphasizes creating multi-dimensional experiences and real interactions between businesses and customers. The combination of digital and physical experiences, such as sensory experiences and face-to-face interactions, helps build strong relationships while creating deep value for customers.

10. Marketing trends for the period 2024 – 2025

• Digital Marketing:  With the rise of new technologies such as artificial intelligence (AI), machine learning, and blockchain, Digital Marketing will continue to explode and grow strongly. Businesses will look to use these technologies to create more effective online marketing and advertising campaigns.
• Customer Experience Marketing:  Experience marketing will become an important trend. Businesses will focus on creating unique and great experiences for customers through new technologies such as virtual reality, augmented reality and multi-channel marketing.
• Content Marketing:  Content Marketing will continue to grow in the future, with the strengthening of social media channels and customers’ need to search for information. Businesses will focus on creating high-quality and valuable content for customers, from blog articles to videos, podcasts, etc.
• Social Marketing: With the strengthening of social networking platforms and customer interaction needs, Social Marketing is currently fertile ground for businesses both now and in the future. Businesses will find ways to use social networks to interact with customers, creating more effective and unique marketing campaigns.
• Online Marketing:  With the continuous development of online channels and the online shopping needs of customers, Online Marketing is not outside the future trend of the industry. Businesses will look to use online channels to reach customers and increase sales.
• Multi-channel Marketing: Multi  -channel Marketing is a way of using many different communication channels to reach customers. Instead of focusing on a single channel, businesses will look to use many different channels to reach customers, including email, text messages, online advertising, social media, etc.
• Interactive marketing: Interactive marketing is the trend of using interactive technologies to create unique marketing experiences for customers. Includes using games, contests or interactive online programs to interact with customers, creating better relationships with them.
• Socially-Oriented Marketing:  Socially-Oriented Marketing is using marketing campaigns to solve social and environmental problems. Businesses will find ways to use marketing campaigns to address issues such as climate change, environmental protection, and disease reduction. Socially oriented marketing not only benefits the community and society but also helps strengthen the brand image of the business, creating a better connection with customers.
• Marketing influencer:  Marketing influencer is the trend of using influencers on social networks to reach customers. Businesses will look to partner with influencers to promote their products and services and increase sales.  Reference: KOC and KOL.

11. Some frequently asked questions about Marketing

1. Which school to study Marketing at?
2. What do you do after studying Marketing?
3. Do you need to be technical to study Marketing?
4. Which major should I study in Marketing?
5. Is marketing a potential career?
6. Distinguish the difference between modern marketing and traditional marketing

11.1 Which school to study Marketing at?

Study Marketing at today’s leading training schools such as PACE Marketing Management School, RMIT University, Foreign Trade University, FPT University, National Economics University, University of Commerce, Academy of Journalism and Communication, Duy Tan University, University of Finance – Marketing, University of Economics and Law,… these are considered the best options for those who plan to pursue Marketing.

To choose the right school, you should research each school carefully, consult with students and alumni, attend consulting sessions or admission fairs to get an overview, consider, and then make a decision. Reasonable decisions are based on each individual’s goals, desires, and current financial situation.

11.2 What do you do after studying Marketing?

With the knowledge equipped by the school, new graduates can take on the position of interns, or even employees or specialists if that student knows how to accumulate experience and equip themselves with the necessary skills. Necessary skills while still in school.

After graduating, students can take on different positions in the field of Marketing, including Marketing staff, SEO specialist, SEM, advertising specialist, Social Media specialist, Content Marketing, and Email Marketing, After many years, you can even advance to the position of Marketing Manager, Marketing Director, etc.

11.3 Do you need to be technical to study Marketing?

Technique is an important aspect, but not the deciding factor for success in Marketing.  With the development of technology, marketing is becoming more and more technical. Digital Marketing tools and solutions are becoming increasingly popular and necessary. However, to effectively use these tools, learners do not need to be an engineers, they only need to have basic knowledge of engineering and how to use tools to be able to learn and develop their skills. career with Marketing.

11.4 Which major should I study in Marketing?

Marketing is considered a broad, diverse, and relatively flexible field, so there is no specific major that is required to become a Marketer. There are many students from other fields working in Marketing positions. However, studying Marketing-related majors will help candidates have the basic knowledge and skills necessary to develop a career in this field. Some Marketing majors such as Marketing – Communications, Digital Marketing, Digital Business, Business Administration, Public Relations, Event Organization,…

11.5 Is Marketing a potential career?

Marketing is one of the potential fields and is becoming increasingly important for businesses. Over time, the need to reach customers and build a brand becomes more and more important, Marketing is the right answer to meet this need.

Companies and organizations are looking for talented Marketing experts, capable of developing effective marketing strategies, promoting products/services, and effectively reaching target customers. Each person can find many job opportunities in the field of Marketing.

In addition, with the explosive growth of the Digital Marketing field, Digital Marketing experts are also becoming increasingly important, and job opportunities are also increasing accordingly. In general, Marketing is a potential field and offers many opportunities for those with passion and skills in this field.

11.6 Distinguish the difference between modern marketing and traditional marketing

Modern Marketing focuses on value creation and customer interaction through digital technology, while traditional Marketing often relies on traditional media to communicate advertising messages.

11.7 What is the importance of digital transformation in Marketing in the current technological development context?

In the context of ever-evolving technology and increasing digitalization, digital transformation in Marketing is not just an option but a necessary step to survive and grow in today’s business world.

Reach new customers

In an increasingly digital world, many potential customers consume information and shop online. Digital transformation allows businesses to reach and attract new customers through online channels such as social networking platforms, email marketing, online advertising, and many other advanced forms of marketing.

Extensive data analysis

Digital technology helps businesses collect and analyze data about customers and customer behavior in detail, create authentic marketing campaigns, predict customer behavior, and optimize strategies. marketing.

Create a better customer experience

Digital transformation allows businesses to create better experiences for customers by providing more ways for them to interact with brands, from websites and mobile applications to chatbots and automated support systems.

Real-time interaction

Digital technology allows businesses to interact with customers in real time through social networking platforms (Facebook, Instagram, Twitter, Linkedin,…), and online chats such as Messenger, Zalo,… helping to create a Fast and effective communication channel.

Cost performance

Online advertising and other forms of digital marketing often have lower costs than traditional media, helping businesses save resources and optimize marketing budgets.

Flexible response and campaign optimization

With a digital approach, businesses can react quickly to changes in the business environment, adjusting marketing campaigns based on real-time data and performance.

Global competition

Digital transformation allows businesses to participate in the global market and compete with international competitors. No more geographical restrictions on marketing and sales.

Diverse approach

Digital transformation provides a diverse approach to customers across different channels and devices, from desktop to mobile, and can also interact through applications and multimedia platforms.

>> Refer to the topic: Digital transformation in businesses

12. Study International Digital Marketing certificate – DMI Pro

DMI PRO is a Digital Marketing training program for:

• Marketers/Digital Marketers who wish to become Digital Marketing Managers, Digital Marketing Team Leaders according to DMI’s global standards
• Key marketing staff in businesses have a desire for comprehensive digital transformation for all marketing activities in the business.
• Leaders want to direct Digital Marketing activities for their businesses and know how to cooperate effectively with Agencies.

The program is implemented based on DMI’s global standards. Not only recognized worldwide, this certificate is also establishing a global standard in Digital Marketing.

The training content has high practical application and is continuously updated to match current marketing trends in the market. The DMI PRO program includes 10 Modules, giving students an in-depth foundation in the most important and necessary principles to create a comprehensive and effective Digital Marketing strategy.

• Module 1.  Digital Marketing Platform
• Module 2.  Content Marketing
• Module 3.  Marketing via Social Networks (Social Media Marketing)
• Module 4.  Search Engine Optimization (Search Engine Optimization/ SEO)
• Module 5.  Paid Advertising on Google Ads (Paid Search With Google Ads/ PPC)
• Module 6.  Youtube & Display Advertising (YouTube & Display Advertising)
• Module 7.  Email Marketing
• Module 8.  Website Optimization
• Module 9.  Analysis using “Google Analytics”
• Module 10.  Digital Marketing Strategy & Plan

>> See details: BROCHURE DMI PRO program

Many people often do not know the exact concept of Marketing, most people think it is a sales or advertising activity. Although this answer is not wrong, they are only a small part of a Marketing campaign. There are many other aspects of Marketing such as product distribution, design, website, content production, improving customer experience, and establishing market segmentation. In general, Marketing is a broad concept, this is not just a single strategy but a combination of many different techniques and tactics.

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