INDIVIDUAL CHALLENGE

Job Description: Marketing

I/ Program Information:
Virtual Professional Program (VPP), powered by AIESEC, is a program that enables youth to
do internships virtually at MNCs, SMEs, Start-Ups, NGOs,... in other countries within 6 – 78
weeks.
By joining this program, the program participants (PPs) can develop their leadership while
boosting their career prospects with a global opportunity.
Requirements to join the program:
● Must be from 18 to 30 years old.
● English communication at an intermediate level (equivalent to 6.5 IELTS / 75+ TOEFL /
650+ TOEIC).
● Can spend 6 -78 weeks working as a PP.
● Have the desire to work online for a foreign company.
● Have basic knowledge of the job that the company is offering.
● Having experience in working in clubs or companies that are in the same fields is an
advantage.
The benefits of VPPs are:
● Developing the ability and skill of working virtually.
● Joining in multiple professional training and networking events.
● Having a reasonable salary from the company.
● Getting support from AIESEC in searching for a suitable opportunity and essential
information before your internship starts.
This summer, the earliest start date for all internships is from May 2021 and the intensive
period for AIESEC to do marketing to attract potential interns is from April 2021 to July 2021.

II/ Requirements:
To support the development of VPP, the goal of the marketing team for the next 3 months is to:
● Enhance youth awareness of VPP (Measure of success: Reach a minimum of 1000
people in the target community group - means that at least 1000 people who have an
ideal profile know about VPP and are interested in it).
● Attract PPs for VPP (Measure of success: Acquire at least 140 sign-up forms for VPP).
Note: Sign-up form and application form are two different forms. The sign-up form is the form
in which people interested in the product fill in to look for more information and get contacted
 directly by the AIESEC team for consultancy. After consultancy, they may find a suitable
internship opportunity and fill out an application form later.

1. Information about target customers insight (the definition of insight is explained

in session III):
a. Demographics (Age, Gender, Job, Living Area, Income)
● Age: 21 22
● Gender: Male/Female
● Area: Vietnam
● Income: Middle-High
b. Behaviours: Finding an opportunity to define their career path and a global environment
while trying to improve their hard and soft skills for future works
c. Media preference:
● Facebook
● Instagram
● Tiktok
d. Insights:
● With the focused classes (Marketing, Accounting, Financial, Business Analytics, etc):
They try to pursue and succeed in their field with a higher position and aim for high
salaries with a mobility job.
● With wider-range classes: They do not have a clear vision for future works and need a
chance to find their own career path.
e. Influencers: People who succeed in their own specific field/industry

2. Task: As a marketing team leader, here are your requirements:

a. Build promotion plan must include the following details:

● Campaign theme (including key message);
● Execution plan including key activities on both digital and physical communication channels
put in a logical timeline.
● Resource allocation:
The internal resources that you have:
● Finance: you will have a budget of 2.000.000 VND. Use it effectively and efficiently.
● Human Resources: you will have 3 team members.

The external resources that you have:

● AIESEC alumni - people who are used to being an AIESECer and are really successful in
multiple business areas with lots of professional experience.
● VPP returnees - people who have already participated in VPP in the past.
● Club partnership - your key touch-points in universities.
(Define clearly how you will utilize these external resources to promote VPP and what benefits you
can bring to these stakeholders when they work with you)

b. Create a demonstration for a communication activity in your plan.

● Write out a script or agenda for an activity included in the execution plan (Eg: event
agenda);
● Create content to post on Facebook, including write a caption + edit a video or design a
picture(s) to promote VPP.
The demonstration must be in Vietnamese.

c. (Optional question, you are encouraged to answer) Case study: As mentioned, one of
marketing’s goals is to yield sign-up forms for the program. Imagine that your post pulls
in a huge amount of reach and reactions/comments on Facebook, but yields no sign-up
form. As a member of the marketing team, what are the things you would do to deal
with the situation?

III/ Appendix
1. Definition
● Insight: Deep understanding of the motivation behind one’s actions, thoughts or behavior,
self-knowledge.
● Key message: The message that you want to convey to customers through the
communication activities so that they buy a product. The key message can be transmitted
through a slogan, which is a statement which you communicate to your audience to show
your campaign theme and idea and also ensure the organization’s brand proposition.

2. References
● https://aiesec.org/ (you can find actual internship opportunities of VPP here)
● https://aiesec.vn/vpp/ (VPP website)
● https://www.facebook.com/VirtualProfessionalProgram (VPP Facebook page)