REDEFINING THE ROLE OF THE CHIEF MARKETING OFFICER IN THE DIGITAL AGE

Marketing management is both the art and science of selecting target markets; attract, retain and develop customers through creating, delivering and communicating superior values to customers.” - Phillip Kotler, “Father” of Modern Marketing (who once came to Vietnam at the invitation of PACE to share about Marketing and the role of CMO).

The context of fierce competition and the rapid development of technology in the digital age have reshaped the entire way of thinking and acting of Marketing. Therefore, it is also necessary to redefine the role and work of the Chief Marketing Officer (CMO) to help businesses continue to succeed in the new era.

The role of CMOs has been, and will continue to be, transformed and expanded from traditional marketing to integrated communications. The training program Chief Marketing Officer (CMO) designed by experienced PACE experts will help participantss know how to use data to plan Marketing strategies and implement multi-channel marketing strategies to optimize the customer experience.

In addition, this comprehensive program will help CMOs quickly understand the latest marketing management trends in the world and know how to apply them to achieve their business goals.

“CEO of Marketing” (CMO) is one of PACE’s special training programs that has been successfully implemented over the past 20 years, along with other leading training programs for senior leadership positions in organizations such as: “Chief Executive Officer” (CEO), “Chief Human Resources Officer” (CHRO), “Chief Finance Officer” (CFO), “Chief Customer Officer” (CCO), “Chief Production Officer” (CPO).

The program is trained and certified by the PACE School of Marketing Management (under the PACE Institute of Management).

CMO INDUSTRY 4.0

THE SHIFT FROM MARKETING
ACTIVITY TO MARKET CREATION

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 finding 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 more scientific knowledge about market orientation, strategy, and marketing management.

TARGET PARTICIPANTS

This training program is suitable for the following participants:

Marketing Director, Head of Marketing Department, Brand Director, Brand Director, and people in charge of branding of domestic and foreign enterprises;
Those who have ambition and desire to become a “professional Marketing Director” (CMO) in the future.

PROGRAM OBJECTIVES

After completing this program successfully, Participants will be able to:

Understand the change in the role and position of a Marketing Director in the 4.0 era;
Understand new trends in the marketing industry of the world in general and Vietnam in particular;
Master the mindset and core knowledge that today’s CMOs need: Developing and implementing marketing strategies based on market research results; commercial support; Digital Marketing; other integrated marketing communication activities;
Improve the capacity of leading and managing the Marketing department to achieve Marketing goals and optimize business performance of the organization.

PROGRAM DURATION

The total duration of the program is 26 sessions (equivalent to 78 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.

PROGRAM COMPLETION

Participants who have completed the program will be awarded the Graduation Certificate of the “Chief Marketing Officer” program of PACE School of Marketing Management (a member of PACE Institute of Management).

#	Subjects	Sessions	Hours
1	Being a Professional CMO - Position, role, mission, work of a CMO? - Qualities, capabilities, knowledge, and experience required of a CMO - Path and conditions to become a professional CMO	1	3
2	Marketing Strategy - Marketing context in the new era - Corporate Strategy, Business Strategy, Marketing Strategy - Marketing strategy planning and implementation - Deploy, evaluate & control the implementation of Marketing strategy	4	12
3	Market Research - The role of market research - Introduction to research methods - Research report analysis and decision making - Working with research partners	2	6
4	Digital Marketing - Digital Marketing Platform - Traditional Marketing vs. Digital Marketing - Digital Marketing Strategy (Basic) - Digital Marketing Management	4	12
5	Trade Marketing - Role and significance of Trade Support activities - Trade Support Strategy and Plan - Organize Trade Support activities - Evaluating the effectiveness of Trade Support activities	2	6
6	Brand Management - Brand awareness - Brand positioning - Brand Activity - Effective control of brand activities	4	12
7	Integrated Marketing Communication (Including Inbound / Outbound Marketing, Communication, Event, PR, and Advertising) - Media conversion campaign - Integrated media planning - Communication tools - Deploy, evaluate & control communication campaign execution	4	12
8	Team Management - Basic knowledge of team management - Some essential management skills	2	6
9	Life Management Program	2	6
10	Final Exam	1	3
*	Graduation Ceremony	*	*
TOTAL		26	78

CMO - Chief Marketing Officer

Program's message

Program's information

Program's content

In-house workshops

Management consulting

Business Knowledge Bookshelf