Seminar on "Unlock Social Marketing in Vietnam-perspective"
01 Feb, 2024
On January 25, 2024, the Department of Student Affairs (DSA), in collaboration with the Social Marketing Division, organized a seminar titled "Unlock Social Marketing in Vietnam-perspective." The event, which attracted a large number of students, focused on how international brands implement localized social marketing campaigns.
Social marketing is a strategy that aims to drive social change by promoting awareness and positive behaviors. Its primary goal is to shape, encourage, and support positive transformations within society. In her presentation, Ms. Nguyen Thu Giang, Senior Brand Manager for Knorr Dry Seasoning and Master Brand at Unilever, shared key insights on how an international brand like Unilever executes local social marketing campaigns, with a special focus on the Vietnamese market.
An overview of the seminar.
Through the session, Marketing students gained an understanding of the value of social marketing, which extends beyond profit to creating positive change in the community and society. Students witnessed how Unilever and its brands, such as Knorr, P/S, Vim, and Omo, have leveraged the power of social marketing to build not only relationships with their target audience but also trust and credibility within the community.
Ms. Nguyen Thu Giang delivers her presentation.
The seminar provided students with insights not only into the process of planning and implementing social marketing campaigns but also into establishing KPIs, mapping the customer journey, developing content approaches, and utilizing secondary data to build targeted activities. Participating students posed many insightful questions and engaged in a lively discussion with the speaker.
The event was not just an educational seminar but also an opportunity to bridge theory with practice, helping Marketing students become more confident as they prepare to enter the professional world.
News, photos: UEH College of Business, Marketing – Communication Department
