Corporate leadership training
Leadership in Marketing Training Course in Vietnam
Equip marketing leaders to understand what drives buying decisions, tell a brand story that sets the business apart, motivate creative teams and measure campaign performance across channels, blending creativity with analysis in practical, hands-on sessions.
- In-person, virtual
or blended - Customised for
your organisation - Delivered worldwide,
including Vietnam - For marketing and brand
managers and team leaders
Course overview
What Is Leadership in Marketing?
Leadership in marketing combines the art and science of marketing with the ability to lead people. The course helps marketers progress from managing campaigns to steering strategy: analysing consumer behaviour, segmenting and positioning, crafting brand narratives, planning budgets, motivating creative teams, engaging stakeholders across the organisation and using analytics to judge performance.
Interactive sessions, case studies and practical exercises let participants rework a brand’s positioning, write briefs and analyse campaign performance for the customers marketing leaders in Vietnam aim to reach.
The course is delivered for organisations in Vietnam whose marketers are stepping up to lead. It helps them combine creativity, strategic thinking and emotional intelligence to set direction for their teams and run campaigns that support the organisation’s goals.
Why it matters
Why Marketing Leadership Matters in Vietnam
Marketing teams in Vietnam, as elsewhere, work across a widening mix of digital and traditional channels. Leaders who understand consumer behaviour and blend creativity with analysis help their organisations stand out and grow.
Standing out
When rivals offer similar products, a compelling brand narrative gives customers a reason to choose.
Knowing the customer
Knowing what influences buying decisions keeps spending on target.
Proving value
Leaders who measure performance can show what each campaign contributes.
Keeping pace
Marketers who master new digital tools help organisations in Vietnam keep moving.
The Knowles leadership approach
From Insight to Impact
Participants learn a six-step cycle that starts with consumer psychology and closes with lessons from performance data, a cycle that works for one campaign or for a year-long plan.
Marketing leadership in action
- 1. InsightWhat do customers need?
- 2. PositionWhy choose us?
- 3. PlanWhich channels and budget?
- 4. CreateWill the idea resonate?
- 5. MeasureIs it working?
- 6. AdaptWhat will we change next?
Key benefits
Why Organisations Choose This Course
This programme helps your leaders and your organisation to:
Clearer Strategy
Marketing strategy follows the organisation’s long-term goals.
A Stronger Brand
A cohesive visual identity and story make the brand memorable.
Better Creative Work
Strong leadership and clear briefs unlock a creative team’s best.
Budget Well Spent
Analytics platforms show which activities earn a return.
Joined-Up Teams
Stakeholders across the business support marketing plans.
Evidence-Led Decisions
Behavioural data guides decisions instead of opinion.
Have questions about this course?
Our team is happy to help. Send us a message and we will get back to you within one business day.
Course curriculum
A practical and structured learning journey.
Across three stages, twelve units take participants from forming marketing strategy and brand narratives to leading creative and cross-functional teams, then to measuring performance and adjusting course.
- Unit 1
The Marketing Leader
- Explore leadership styles and how leading marketers differs from doing marketing.
- Shape long-term marketing plans around organisational goals.
- Grow the self-assurance to lead marketing projects.
- Unit 2
Market Insight
- Study consumer psychology and the factors behind buying decisions.
- Collect and analyse behavioural data on customer actions.
- Map the customer journey to find where to act.
- Unit 3
Brand Positioning
- Segment the market and choose the most valuable targets.
- Position products and services distinctly against rivals.
- Keep the visual identity cohesive wherever customers see it.
- Unit 4
Plans and Budgets
- Create a long-term marketing plan tied to clear goals.
- Divide resources between channels and campaigns.
- Identify risks and adjust spending as the year progresses.
- Unit 5
Leading Creatives
- Foster creative thinking within the marketing team.
- Blend creative ideas with analytical thinking.
- Coach creatives with feedback that moves work forward.
- Unit 6
Campaign Briefs
- Anchor each brief in one objective and one target segment.
- Set out the message and how results will be judged.
- Brief agencies and colleagues with one consistent story.
- Unit 7
Working Across Teams
- Bring sales and product colleagues into marketing plans early.
- Agree common goals and clear hand-offs between departments.
- Engage stakeholders to resolve competing demands.
- Unit 8
Winning Support
- Win senior leaders’ backing for marketing initiatives.
- Explain marketing’s worth in commercial terms.
- Engage key stakeholders well before a launch.
- Unit 9
Joined-Up Channels
- Plan omni-channel campaigns across digital and offline media.
- Integrate marketing communications so each channel adds to the next.
- Give every customer touchpoint the same voice.
- Unit 10
Marketing Metrics
- Use analytics platforms to measure marketing success.
- Weigh what each campaign returns against its cost.
- Share performance figures openly with the team.
- Unit 11
Testing and Learning
- Pilot content and messages before investing more.
- Let performance data decide what to keep or drop.
- Turn each campaign into lessons the team can use.
- Unit 12
Staying Ahead
- Explore marketing automation and CRM developments.
- Rethink plans as consumer behaviour changes.
- Encourage continuous learning across the team.
Course agenda
Two-day course agenda.
A sample agenda showing how the two days run, from 9 a.m. to 5 p.m. The final agenda is agreed with you.
Welcome, objectives and introductions
The marketing leader
Morning break
Market insight
Lunch
Brand positioning
Plans and budgets
Afternoon break
Leading creatives
Day one reflection
Close
Recap and goals for the day
Campaign briefs
Morning break
Working across teams
Lunch
Winning support
Joined-up channels and marketing metrics
Afternoon break
Testing, learning and staying ahead
Marketing leadership action plan
Close
Participant resources
What participants receive.
A practical set of resources to support learning during the course and application afterwards.
Course Workbook
Content, summaries and activities for every unit.
Templates and Worksheets
Ready-to-use tools to apply learning at work.
Action Plan Template
Turn learning into clear next steps.
Job Aids and Quick Guides
Key models, checklists and frameworks for daily use.
Digital Resources
Additional materials to revisit after the course.
Certificate of Completion
Recognition of the training completed.
Practical application
From theory to real workplace impact.
Participants apply each idea through case studies, planning exercises and campaign reviews tied to the brands, budgets and teams marketing leaders in Vietnam manage, blending creative instinct with analysis.
Brand Workshop
Rework the positioning and story of a brand you know.
Brief Writing
Draft a brief for a target segment and test it with colleagues.
Budget Allocation
Allocate limited resources across channels and explain the trade-offs.
Campaign Review
Analyse campaign performance and agree the next adjustments.
Who should attend
Designed for people who lead marketing.
Suited to marketing managers, brand strategists and advertising professionals ready to lead, people in product and PR roles who shape marketing, and business owners who promote what they sell.
- Marketing ManagersMotivate the team and steer the plan.
- Brand ManagersShape the brand narrative and protect it.
- Product ManagersPosition products for their target segments.
- Advertising and PRLead integrated communications work.
- Business DevelopersTarget valuable new segments.
- EntrepreneursMarket the business they run.
Course format and delivery
Flexible options to suit your organisation.
Choose the format and duration that fit your schedule and learning needs, whether at your workplace in Vietnam, online or a mix of both.
In-Person Training
Delivered at your organisation in Vietnam or at a suitable venue.
Virtual Training
Interactive, engaging live online delivery.
Blended Learning
A combination of in-person and virtual sessions.
Customised Training
Tailor case studies, organisation focus, delivery mode, modules and duration. Explore Customized Training
- Typical Duration2 Full Days9 a.m. to 5 p.m. Also available as a 1-day, half-day, 90-minute or 60-minute session.
Prerequisites
Prerequisites and experience level.
No prior leadership experience is required. Some familiarity with marketing helps, and the course works well for mixed groups.
No formal prerequisites
Open to anyone who leads or contributes to marketing work.
All experience levels
From marketers new to leading to senior managers.
Designed for mixed groups
Marketing and related roles see the work from each side.
Bring a live campaign
Bring a current plan, brief or campaign to work on.
Course framework
A structured approach to developing leaders.
The framework builds a learning cycle in which participants analyse consumers and the brand, plan, try ideas, review performance data and put the lessons to work in their own marketing.
Practical and Actionable
Techniques ready to use on the next campaign or plan.
Relevant to Vietnam
Draws on the customers and brands participants work with in Vietnam.
Strategic Mindset
Self-assessment that builds confidence as a strategic leader.
The marketing leadership cycle
- 1. LearnCore leadership principles
- 2. ExploreCase studies and discussion
- 3. PractiseRole-plays and simulations
- 4. ReflectSelf-assessment and journaling
- 5. ApplyReal-world projects
- 6. GrowMentoring and peer support
Key learning outcomes
From knowledge to lasting leadership impact.
By the end of this programme, participants will be able to:
- 01
Use market insight
Analyse consumer behaviour to find opportunities worth pursuing.
- 02
Position the brand
Segment, target and position the brand with a story customers remember.
- 03
Plan and budget
Turn goals into a marketing plan with resources assigned.
- 04
Brief well
Write briefs that give creatives a clear focus.
- 05
Measure what matters
Track the measures that prove marketing’s value.
- 06
Adapt to change
Keep plans current as channels and consumer habits change.
Marketing leadership blends creativity and analysis: understand the customer, then prove what made the difference.
Example exercises and tools
Learn by doing.
Realistic scenarios, practical tools and exercises help participants think like marketing leaders and guide the teams that turn plans into campaigns.
Case studies and practical exercises put participants in situations marketing leaders in Vietnam may meet, from retelling a brand’s story for a new segment to mapping a customer journey across online and offline channels. Participants practise blending creative ideas with analytical thinking, and leave with tools they can use on their next campaign.
Customer Persona
Map a target customer’s motives, habits and journey to purchase.
Positioning Map
Position the brand against rivals on what matters to buyers.
Channel Mix Plan
Choose the right channels for each campaign objective and audience.
Campaign Scorecard
Decide which results will show the campaign succeeded.
Assessment
Assessment and learning progress.
A mix of steps before, during and after the programme keeps learning relevant and turns it into action.
Before the training
Share your goals and team context.
Agree the objectives and focus areas.
Confirm the format, timing and group.
During the training
Role-plays, simulations and practical exercises.
Feedback from experienced leaders as skills develop.
Group discussion and reflection.
After the training
A personal action plan for the workplace.
Self-assessment and guided journaling to track progress.
Ongoing learning through peers, mentors and the alumni network.
Workplace application
Relevant to your context.
Participants put the tools to work in organisations in Vietnam, from building an integrated campaign to presenting marketing plans to senior stakeholders.
- Campaign PlanningTarget the right segments.
- Brand DecisionsTell one brand story.
- Budget RoundsDefend spend with data.
- Sales AlignmentAgree goals with sales.
- Digital ChannelsLink social, search and offline.
- Product LaunchesLaunch offers with a plan.
Let’s discuss your requirements
Request a Customised Leadership Programme.
Talk to our team about how this course can be tailored for your organisation in Vietnam or other locations worldwide.
- Share your priorities
- Receive a tailored proposal
- Explore delivery options
Adapting for Vietnam
Adapting the programme for Vietnamese organisations.
We tailor the course so it reflects your people, your sector and the context you work in.
Local case studies
Examples and case studies drawn from leaders in Vietnam.
Cultural awareness
Content that respects cultural nuances and builds inclusive environments.
Community focus
Projects that address real local and community issues.
Industry and organisation focus
Examples, terminology and scenarios from your sector.
Delivery worldwide
Flexible delivery across Vietnam and worldwide.
We deliver this programme in Vietnam and in other locations worldwide, with flexible formats and options to suit your organisation.
- In-person
- Virtual
- Blended
At Your Workplace
In-house sessions at your office in Vietnam.
A Venue You Choose
Delivered at a training venue that suits your team.
Live Online
Interactive virtual sessions wherever your people are.
Across Countries
Programmes coordinated across several locations worldwide.
Client experiences
What our participants say.
Word-for-word feedback from participants at organisations in Singapore. Read all reviews
Yes, I would recommend it. Gaining a clear framework on communication styles is highly useful for de-escalating tough client situations
Yes, because it helped me learn the basics of critical thinking to generate new ideas, analyze articles, and make arguments.
Yes definitely, since it teaches a fresh, highly constructive approach to problem-solving and team collaboration.
Yes, I would recommend this training to my colleagues. Understanding these structured recovery methods provides great tools for managing stress.
Yes, I definitely would. The program teaches you exactly how to approach closing deals and handle tough discussions with confidence.
Yes, because it really highlights how our daily business decisions directly impact the local community and the environment.
Frequently asked questions
Common questions about this course.
What is the main focus of this course?
It develops marketers who can lead both strategy and people: analysing consumer behaviour, segmenting and positioning, crafting brand narratives, planning budgets, leading creative teams and measuring performance in Vietnam.
What topics does the course cover?
Twelve units in three stages: setting direction (the marketing leader, market insight, brand positioning, plans and budgets), leading the work (leading creatives, campaign briefs, working across teams, winning support) and results and adaptation (joined-up channels, marketing metrics, testing and learning and staying ahead).
Who should attend this course?
Marketing managers, brand strategists, advertising professionals, product and PR staff, business developers and entrepreneurs who want to lead marketing.
Is the course suitable for new or first-time leaders?
Yes. Aspiring marketing leaders build confidence for their first team, and experienced managers prepare for senior, more strategic roles.
Is the course practical or theory-based?
Hands-on throughout. Participants segment a market, reposition a brand, write briefs, split a budget and analyse campaign performance.
How long is the course?
The standard course runs over 2 full days, from 9 a.m. to 5 p.m. It can also be delivered as a 1-day, half-day, 90-minute or 60-minute session.
Can the course be customised for our organisation?
Yes. We can adapt the content, examples and format to your goals, industry and team. See Customized Corporate Training for how we tailor programmes.
Can we use examples from our own industry?
Yes. We design and deliver our courses with subject matter experts in each field. Tell us about your industry, context and terminology when you enquire, and it will be taken into account.
Can we combine this course with other topics?
Yes. We can combine related topics into one programme or build a learning pathway across several sessions and levels.
Is this course available outside Vietnam?
Yes. We deliver this programme in other countries worldwide, in person or live online, and can coordinate it across several locations.
What delivery options are available?
In person at your workplace or a venue you choose, live online, or a blend of both.
What kind of exercises and activities are included?
Customer journey maps, personas, positioning exercises, brand storytelling, brief writing, budget allocation, campaign reviews and action planning, with feedback along the way.
Do participants receive mentoring during the course?
Yes. Participants receive mentorship and constructive feedback from experienced leaders throughout the course.
Will participants build a professional network?
Yes. Participants connect with fellow participants, build mentoring relationships with facilitators and guest speakers, and can join an alumni network for ongoing learning.
How does the course support personal growth?
Through regular self-assessment and reflection, guided journaling to track progress and set goals, and techniques for mindfulness and stress management.
Is the course relevant to the Vietnamese context?
Yes. It is designed for marketing leaders working in Vietnam, with case studies and exercises built around the customers, brands and campaigns participants bring from their own organisations.
Which cities in Vietnam can the course be delivered in?
We can deliver it in cities across Vietnam, including Ho Chi Minh City, Hanoi, Hai Phong, Da Nang, Can Tho, Bien Hoa and Hue, and other cities on request. We also offer a full range of leadership courses in Vietnam.
Can we download a course brochure?
Yes. Download our course brochure for an overview of our training programmes.
How do we request a proposal?
Share your goals and requirements through the enquiry form on this page. Our team replies within one business day with suggestions and a tailored proposal.
Who can we contact about this course?
Email [email protected], call +65 6714 6663 or use the enquiry form on this page. We reply within one business day.
Next steps
From enquiry to delivery.
A simple, transparent process from your first message to the training day.
- 1
Enquiry
Share your training needs and priorities.
- 2
Consultation
We discuss and refine the scope with you.
- 3
Proposal
Receive a tailored proposal with delivery options.
- 4
Confirm
Review, adjust and agree the details.
- 5
Delivery
We deliver the programme for your team.
Get in touch
Get in touch about this course.
Tell us about your team and goals, and we will recommend the right format for your organisation in Vietnam. Fill in the form or contact our team directly.
- Email us[email protected]
- Call us+65 6714 6663
- Quick replyWe get back to you within one business day.
- Ask before you commitTalk to our team about the right course and format for your needs.
This course is customisable
We can tailor the content, examples and activities to your team’s industry, goals and workplace context. Explore Customized Training
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