I HC M BN CNG TP.

HCM KHOA KINH T & QUN TR KINH DOANH ------------------

CNG MN HC
QUN TR THNG HIU

I. MC TIU CA MN HC Trang b cho sinh vin nhng kin thc tng qut v lnh vc Qun tr Thng hiu, gip sinh vin lm quen vi cc khi nim, thut ng chuyn mn, v c mt tm nhn rng v ngnh Qun tr Thng hiu. Sau khi hc mn ny sinh vin s:

Nm c nhng thut ng chuyn mn, kin thc c bn nht v thng hiu. Nm c nhng kha cnh ch yu ca tin trnh qun tr thng hiu nh: to dng, duy tr, pht trin, bo v v khai thc gi tr thng hiu. Hiu bit mt cch khi qut nhng cng vic, nhim v, vai tr ca nh qun tr thng hiu v mi trng lm vic trong lnh vc qun tr thng hiu.

II. YU CU CA MN HC Mn Qun tr Thng hiu l mt hc phn 45 tit (3 tn ch). hc tt mn ny bn cn trang b trc nhng kin thc v: - Qun tr kinh doanh: nm vng nhng kin thc c bn c hc trong mn Qun tr hc, Qun tr Chin lc; - Marketing: nm vng nhng kin thc cn bn c hc trong cc mn hc Marketing cn bn, Nghin cu Marketing, Qun tr Marketing. - Kinh t - x hi: thng tin thi s lin quan n th trng cc loi hng ho, dch v. III. KT CU CA MN HC Mn hc c thit k thnh 6 chng, theo trnh t nh sau : Phn m u (1 tit) - Gii thiu mn hc Qun tr Thng hiu (Brand Management) Chng 1: Tng quan v Thng hiu (8 tit) - Bi 1: Tng quan v Thng hiu (Brand) Chng 2: Xy dng Thng hiu (16 tit)

- Bi 2: Hoch nh Chin lc Xy dng Thng hiu (Branding Strategy) 4 tit - Bi 3: Xc lp H thng Nhn din Thng hiu (Brand Identity System) 4 tit - Bi 4: Qung b Hnh nh Thng hiu (Brand Image) thng qua cc Cng c Truyn thng Tip th Tch hp (Integrated Marketing Communications IMC) 8 tit Chng 3: Pht trin Thng hiu (8 tit) - Bi 5: Hoch nh Chin lc Pht trin Thng hiu (Brand Development Strategy)

- Bi 6: Qun tr Danh mc Thng hiu (Brand Portfolio Management)

Chng 4: Bo v Thng hiu (4 tit) - Bi 7: Bo v Thng hiu phng chy v cha chy Chng 5: Khai thc Gi tr Thng hiu (4 tit) - Bi 8: Khai thc Gi tr Thng hiu (Brand Value) Chng 6: T chc qun tr Thng hiu (3 tit) - Bi 9: T chc Qun tr Thng hiu n tp Tng kt (1 tit)

IV. TI LIU HC TP 1. Nguyn Thy Huyn, Qun tr Thng hiu, Ti liu lu hnh ni b ca i Hc M bn cng TP. H Ch Minh. 2. Ngoi ra, cc bn c th c thm bt k cun sch Qun tr Thng hiu no bng ting Vit hoc Brand Management bng ting Anh m bn c, v s dng thm cc phng tin h tr khc nh bng cassette, a VCD, Internet, radio, truyn hnh...

V. NI DUNG CA MN HC Chng 1: Tng quan v Thng hiu (8 tit) Bi 1: Tng quan v Thng hiu

- S tit d kin: 8 - Mc tiu yu cu: bi ny gii thiu cho sinh vin bit thng hiu l g v
mt s khi nim cn bn trc khi i vo nghin cu cc vn chi tit v c kha cnh k thut ln ngh thut ca Qun tr Thng hiu. - Cc mc ca bi:

Thng hiu (Brand) Nhn din Thng hiu (Brand Identity) 2

 Ti sn Thng hiu (Brand Equity)

Nhng kin thc ct li cn nm: Hiu r bn cht khi nim v thut ng Thng hiu, v phn bit c vi mt s thut ng tng t d gy nhm ln nh nhn hiu, nhn mc, nhn hng ha... Nm c nhng kin thc c bn nht c lin quan n mt s thut ng chuyn mn cn rt mi VN nh: Nhn din Thng hiu, Hnh nh Thng hiu, Ti sn Thng hiu, nh v Thng hiu, Tnh cch Thng hiu Chng 2: Xy dng Thng hiu (16 tit) Bi 2: Hoch nh Chin lc Xy dng Thng hiu (Branding Strategy)

- S tit d kin: 4 Mc tiu yu cu: Khng th xy dng thng hiu thnh cng, nu khng
c chin lc xy dng thng hiu ph hp. V vy, sinh vin cn phi hiu r qui trnh hoch nh, t chc thc hin cng nh trin khai chin lc xy dng thng hiu. - Cc mc ca bi: Khi qut v tin trnh xy dng thng hiu Cc bc hoch nh chin lc xy dng thng hiu Son tho cc bn chin lc, k hoch xy dng thng hiu Nhng kin thc ct li cn nm: Tng quan v qui trnh hoch nh - t chc thc hin cng nh trin khai chin lc xy dng thng hiu K thut hoch nh chin lc xy dng thng hiu Cc mc c bn cn c trong ni dung cc bn chin lc, k hoch xy dng thng hiu Bi 3: Xc lp H thng Nhn din Thng hiu (Brand Identity System)

- S tit d kin: 4 - Mc tiu yu cu: c th xy dng thnh cng nhng thng hiu ln,
trc khi qung b Thng hiu, doanh nghip cn phi xc lp mt h thng nhn din thng hiu tht ng b. Bi ny gii thiu cho sinh vin bit h thng nhn din thng hiu l g, bao gm nhng thnh phn no, v nhng iu c bn cn lu khi thit k h thng nhn din thng hiu. - Cc mc ca bi: Cc thnh phn c bn ca h thng nhn din thng hiu t tn thng hiu (brand name) Thit k biu tng v khu hiu (logo & slogan)

 Thit k nhn mc, bao b v kiu dng (label, package, industrial design)
Nhng iu cn lu khi thit lp cc thnh phn khc trong h thng nhn din thng hiu Nhng kin thc ct li cn nm: Hiu r khi nim H thng nhn din thng hiu Qui trnh thit k v nhng tiu chun c bn nht cn lu khi la chn phng n thit k H thng nhn din thng hiu Bi 4: Qung b Hnh nh Thng hiu (Brand Image) thng qua cc cng c Truyn thng Tip th Tch hp (Integrated Marketing Communications IMC)

- S tit d kin: 8
- Mc tiu yu cu: Cc cng c truyn thng tip th tch hp (IMC) chnh l phng tin gip doanh nghip a hnh nh thng hiu ca mnh n vi ngi tiu dng. V vy, bi ny s tp trung gii thiu n sinh vin kin thc tng qut v thut ng mi IMC, v vic ng dng IMC trong qu trnh xy dng v qung b thng hiu. - Cc mc ca bi: Gii thiu chung v cc cng c truyn thng tip th tch hp - IMC ng dng IMC trong vic xy dng v qung b TH K thut hoch nh chin lc, k hoch truyn thng tip th tch hp Nhng iu cn lu trong qu trnh truyn thng qung b thng hiu ti VN Nhng kin thc ct li cn nm:

Hiu r khi nim tch hp (integrated) trong thut ng IMC

Cch thc ng dng cc cng c IMC vo qu trnh qung b thng hiu, c bit l 3 cng c ang c p dng ph bin v rt hiu qu ti VN l Qung co truyn thng (Media Advertising), Quan h cng chng (PR) v Thc y bn hng (Sales Promotion). Nhng vn c bn no cn gii quyt khi hoch nh cc chin lc, k hoch IMC, c tm lc trong 6 cu hi (6 Wh?) gm: ni dung (What?); hnh thc (How?); phng tin (Where?); thi gian (When); ngn sch (How much?); ngun lc (Who?). Chng 3: Pht trin Thng hiu (8 tit) Bi 5: Hoch nh Chin lc Pht trin Thng hiu (Brand Development Strategy)

- S tit d kin: 4 - Mc tiu yu cu: Mt doanh nghip khng phi ch c mt thng hiu, m
c th c nhiu thng hiu. V mi thng hiu cng c vng i, c s pht

trin ring ca mnh. Bi ny s gii thiu cho sinh vin nhng kin thc c bn lin quan n qu trnh pht trin cc thng hiu trong mt doanh nghip. - Cc mc ca bi: Cc m hnh Kin trc Thng hiu (Brand Architech)

Cc m hnh Chin lc Pht trin Thng hiu (Brand Development

Strategies)

Tin trnh hoch nh chin lc pht trin thng hiu

Nhng kin thc ct li cn nm: Hiu r u, nhc im ca tng m hnh kin trc thng hiu cng nh chin lc pht trin thng hiu Bit cch xc nh vai tr, v tr v mi quan h gia cc thng hiu khc nhau ca cng mt doanh nghip Nm vng cc bc trong tin trnh hoch nh chin lc pht trin thng hiu Bi 6: Qun tr Danh mc Thng hiu (Brand Portfolio Management)

- S tit d kin: 4 - Mc tiu yu cu: Khi mt doanh nghip c nhiu hn 1 thng hiu, th cn
nghim tc t ra vn qun tr danh mc thng hiu, c th gii quyt tt mi quan h tng tc gia cc cc thng hiu trong cng mt doanh nghip, phn b ti u ngun lc cho s pht trin ca tng thng hiu trong danh mc, nhm em li hiu qu kinh doanh cao nht cho doanh nghip. Bi ny s gii thiu cho sinh vin nhng kin thc tng qut lin quan n k nng qun tr danh mc thng hiu. - Cc mc ca bi: Gii thiu chung v khi nim Danh mc Thng hiu (Brand Portfolio) Vai tr, v tr v mi quan h ca cc thng hiu trong mt Portfolio Cc hnh thc pht trin danh mc thng hiu Phn b ngun lc cho hot ng qun tr danh mc thng hiu Nhng kin thc ct li cn nm: Hiu r khi nim danh mc thng hiu l g Mt s cng c nhm xc nh vai tr ca tng thng hiu trong mt Portfolio Cc k thut c bn nhm qun tr danh mc thng hiu nh m rng/ thu hp thng hiu, pht trin thng hiu quc t, ti nh v thng hiu, kt thc - chm dt i sng ca mt thng hiu Chng 4: Bo v Thng hiu (4 tit) Bi 7: Bo v Thng hiu phng chy v cha chy

- S tit d kin: 4
- Mc tiu yu cu: Mi trng cnh tranh gay gt hiu nay i hi cc doanh nghip phi bit cch song song - va xy dng va bo v thng hiu, nu mun to dng c nhng thng hiu mnh. V th, bi ny s tp trung gii thiu cho sinh vin nhng kin thc tng qut nht v kha cnh bo v thng hiu - Cc mc ca bi: Gii thiu chung v hot ng bo v thng hiu To cc ro cn phng chng hnh vi xm phm quyn s hu thng hiu Gii quyt, i ph vi cc trng hp xm phm quyn s hu thng hiu Nhng kin thc ct li cn nm: Hiu r v cc hot ng cn thit nhm bo v thng hiu Nm vng mt s qui nh ca php lut v bo h quyn s hu tr tu lin quan n hot ng bo v thng hiu Nm bt cc thng tin thi s lin quan n hot ng bo v thng hiu VN Chng 5: Khai thc Gi tr Thng hiu (4 tit) Bi 8: Khai thc Gi tr Thng hiu

- S tit d kin: 4 - Mc tiu yu cu: Doanh nghip cn phi u t rt nhiu thi gian, tr tu,
cng sc v tin bc mi c th xy dng c nhng thng hiu mnh, v ch c th thu hi li vn u t nu bit cch khai thc hiu qu gi tr thng hiu - mt ti sn v hnh c gi tr rt ln . Bi ny s gii thiu cho sinh vin nhng kin thc tng qut c lin quan n hot ng khai thc gi tr thng hiu. - Cc mc ca bi: Khi nim Gi tr Thng hiu (Brand Value) Cc phng php nh gi gi tr thng hiu

Cc hnh thc khai thc gi tr thng hiu

Nhng kin thc ct li cn nm: Hiu r thut ng Gi tr Thng hiu, v phn bit c vi thut ng Ti sn Thng hiu (Brand Equity). Tm quan trng ca gi tr thng hiu trong tng gi tr ti sn ca doanh nghip Cch thc khai thc ti a gi tr thng hiu nhm mang li hiu qu lu di v n nh cho hot ng kinh doanh ca doanh nghip Chng 6: T chc qun tr Thng hiu (3 tit) Bi 9: T chc Qun tr Thng hiu

- S tit d kin: 3 - Mc tiu yu cu: Bi cui cng ca mn hc ny s gii thiu cho sinh vin
bit mt cch tng quan v kha cnh con ngi trong lnh vc qun tr thng hiu, gip sinh vin hiu bit v mi trng lm vic ca nh qun tr thng hiu, c nhng nh hng ng n trc khi quyt nh theo ui ngh nghip chuyn mn trong lnh vc qun tr thng hiu. - Cc mc ca bi: C cu t chc qun tr thng hiu trong mt doanh nghip Chn dung nh qun tr thng hiu Mi trng lm vic ca nh qun tr thng hiu - mi quan h vi cc n v c lin quan Pht trin ngh nghip chuyn mn trong lnh vc qun tr thng hiu Nhng kin thc ct li cn nm: Nm bt c chc nng, nhim v ca mt nh qun tr thng hiu V tr, mi quan h tng quan gia nh qun tr thng hiu vi cc n v c lin quan trong mi trng lm vic bn trong v bn ngoi doanh nghip n tp gii p thc mc S tit d kin : 1

VI. NH GI KT QU HC TP - Tng im cc bi tp trn lp tch ly trong sut mn hc: 30% tng im. - Bi thi ht mn: 70% tng im (c tham kho ti liu)

VII. GING VIN 1. Nguyn Thy Huyn - Thc S chuyn ngnh Kinh t qun l v K hoch ho kinh t quc dn, i Hc Kinh T Tp.HCM (phi hp vi i Hc Qubec ti Montral -UQM) - 1995 - 2001: Lm vic ti CONCEETTI - CTy Nghin cu v T vn Chuyn giao Cng ngh v u t. Chc danh: Ch nhim D n, Q.Gim c VPD ti Tp.HCM - 2002 - 2004: Chuyn vin t vn c lp, hot ng trong lnh vc Qung co ti Tp.HCM - 2004 - nay: Ging vin c hu ca Khoa Kinh T - Qun Tr Kinh Doanh, i Hc M bn cng Tp. HCM

- Lnh vc chuyn mn nghin cu su: Tip th ng dng (Applied Marketing),

Thng hiu (Brand), Qung co (Advertising)

2. o Hai Nam -Thc s chuyn ngnh Qun Tr Kinh Doanh, chng trnh Cao hc Php Vit (CFVG). -1995-1999: Chuyn vin nghin cu, Trung tm Nghin cu ng dng Khoa hc Kinh t (CESAIS) -2000-2001: Gim c Tip th, Cng ty M Phm Si Gn. -2000-nay: Ging vin c hu Trng i hc Kinh t TP.HCM. -Lnh vc chuyn su: Marketing, Hnh vi tiu dng, Thng hiu.