FOREIGN TRADE UNIVERSITY

HO CHI MINH CITY CAMPUS

---------***--------

INTERNSHIP REPORT
Major: International Business Economics

THE EXECUTION PROCESS OF DIGITAL

MARKETING CAMPAIGN FOR EUROTILE AT
MEKONG COMMUNICATIONS CORPORATION

Student: Phạm Cẩm Tú

Student ID: 1801015989
Class: K57CLC4
Intake: 57
Supervisor: Trần Thanh Tâm

Ho Chi Minh City, August 2021

 INTERNSHIP ORGANIZATION’S REMARKS
Organization’s legal name: Mekong Communications Corporation
Address: 12C floor, 58 Vo Van Tan, ward 6, District 3, Ho Chi Minh City
Tax code: 0314464651
Main business sectors: Marketing & Advertising
We hereby confirm that Mr./Ms.: Phạm Cẩm Tú has completed an internship at our
organization from 05/07/2021 to 08/08/2021.
For his/her attitude:
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For his/her perception of the organization’s activities:
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For the data illustrated in the report (Please confirm the accuracy of the data):
.......................................................................................................................................
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Other remarks:
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Ho Chi Minh, …. /…. / 2021
Signature
(Please write the full title, sign and seal)
FOREIGN TRADE UNIVERSITY SOCIALIST REPUBLIC OF VIETNAM
HO CHI MINH CITY CAMPUS Independence - Freedom - Happiness

MIDTERM PROFESSIONAL REPORT REMARKS

Student’s full name: Pham Cam Tu Student code: 1801015989

Name of the report: The execution process of Digital Marketing campaign for
Eurotile at Mekong Communications Corporation
Assessment of compliance with regulations, progress and work ethics
(Maximum of 1.0 point, with one decimal number): ..................................................
Remarks (circle the appropriate one):
1. The student has completed the report properly under the guidance of the
supervisor. The supervisor is responsible for the title, purpose, subjects, scope and
research method(s), and chapters’ titles, and main headings of the report. (3 digits):
0.8-1.0 point(s)
2. The student has failed to carefully follow the supervisor’s instructions. The
supervisor is responsible for chapters’ titles, purpose, subject, scope and research
method(s), and titles and main headings of the report. (2 digits): 0.5-0.7 point(s)
3. The student has failed to carefully follow the supervisor’s instructions. The
supervisor is not responsible for the report: 0.1-0.4 point(s)
4. The student has totally failed to follow the supervisor’s instructions. The
supervisor rejects the submission of the report: 0 point
Ho Chi Minh City, 20/08/2021

Supervisor
(Signature with full name)

Trần Thanh Tâm

 STATEMENT OF AUTHORSHIP
Except where reference is made in the text of the thesis, this thesis contains no
material published elsewhere or extracted in whole or in part from a thesis by which
I have qualified for or been awarded another degree or diploma.
No other person’s work has been used without due acknowledgements in the
thesis.
This thesis has not been submitted for the award of any degree or diploma in
any other tertiary institution.
Ho Chi Minh City, August 2020

Phạm Cẩm Tú

 ACKNOWLEDGEMENT
Upon the completion of this report, I would like to express my sincere thanks
to Mr. Tran Thanh Tam, the lecturer who directly instructs me during the process of
mid-term internship with all his dedication. During the implementation process, his
help and guidance in terms of knowledge and techniques helped me very much in
improving the quality of internship report.
Besides, I would like to thank Mekong Communications Corporation for
creating this opportunity for me to carry out the internship and especially for the
dedicated guidance of colleagues during the internship experience.
I also expressed my sincere gratitude to all the teachers of Foreign Trade
University Ho Chi Minh City for their dedication and enthusiasm during the time I
was studying at the school. Thanks to amazing courses and lessons, I have been well-
equipped with the necessary knowledge to be able to complete this report, as well as
important skills to help me become more confident when applying into working
reality.
Once again, thank you very much!
 TABLE OF CONTENT

PREFACE ..................................................................................................................1

Chapter 1: INTRODUCTION TO MEKONG COMMUNICATIONS

CORPORATION ...................................................................................................... 2
1.1. Overview of Mekong Communications Corporation ................................... 2
1.1.1. Brief information ..........................................................................................2
1.1.2. Function and mission of Mekong Communications ....................................3
1.1.3. Organization structure and human resource of Mekong Communication ...3
1.1.4. Business performance from the period of 2018 - 2020 ................................5
1.2. Description of internship duties ................................................................... 6

Chapter 2: THE EXECUTION PROCESS OF DIGITAL MARKETING

CAMPAIGN FOR EUROTILE AT MEKONG COMMUNICATIONS ............ 8
2.1. Analysis of the execution process of Digital Marketing for Eurotile .......... 8
2.1.1. An overview of working process .................................................................8
2.1.2. Detail on execution process of Digital Marketing campaign for Eurotile ...9
2.2. Comparisons between current execution and that of theory ...................... 19
2.2.1. Similarities..................................................................................................19
2.2.2. Differences .................................................................................................19
2.3. General assessments on the current execution of the company ................. 20
2.3.1. Strengths .....................................................................................................20
2.3.2. Drawbacks ..................................................................................................21

Chapter 3: INTERNSHIP REFLECTIONS AND RECOMMEDATIONS

FOR THE COMPANY’S DEVELOPMENT ....................................................... 22
3.1. Lesson learned from the internship ............................................................ 22
3.1.1. Job-based learning points ...........................................................................22
3.1.2. Life-based learning points ..........................................................................23
3.2. Recommendation for the Company’s development ................................... 23
3.2.1. Effectively recruit high-qualified talents....................................................23
3.2.2. Create sustainable and big data storage......................................................24
3.2.3. Embrace a culture of creativity ..................................................................24
CONCLUSION ....................................................................................................... 25

REFERENCES ....................................................................................................... 26

APPENDICES ........................................................................................................ 27
 LIST OF ABBREVIATIONS

No. Abbreviation Full name

1 PR Public Relations

2 KPI Key Performance Indicator

3 Q2 Quarter 2

4 KOL Key Opinion Leader

5 Ad Advertising

6 BDI Brand Development Index

Strengths, Weaknesses,
7 SWOT
Opportunities, Threats
Political, Environment, Social,
8 PESTEL
Technology, Economic, Legal
LIST OF FIGURES
Figure 1. 1 Organization chart of Mekong Communications ..................................... 3
Figure 2. 1 Execution process of Digital Marketing campaign .................................. 8

LIST OF TABLES
Table 1. 1 Human Resource in Mekong Communications from 2020-2021 .............. 5
Table 1. 2 Revenue, cost and profit situation of Mekong Communications .............. 5
Table 2. 1 A brief of Digital Marketing campaign for Eurotile brand ........................ 9
Table 2. 2 Current execution of three Video Ad Formats from ................................ 15

LIST OF IMAGES
Image 1. 1 Logo of Mekong Communications Corporation ....................................... 2
Image 2. 1 A demo illustration of content and visual for Facebook post ................. 11
Image 2. 2 Planning for YouTube advertising flow ................................................. 12
Image 2. 3 Two on-air posts on Eurotile fanpage ..................................................... 14
Image 2. 4 Ilustration for YouTube Bumper Ad of Eurotile .................................... 16
Image 2. 5 A PR post about Eurotile on THANH NIEN newspapers ...................... 17
Image 2. 6 Calculating the Brand Development Index ............................................. 20
 1

PREFACE
It has been nearly two years that company worldwide have had to endure a big
hit because of the flare-up of COVID-19. Since then, people have changed the way
they consume. Offline marketing, at this point, is an inclination. Increases in
technology and the popularity of digital channels have largely impacted the way
companies should be marketing. For the years to come, even if the pandemic is over,
consumer behavior will never go back entirely to the day it was before. It cannot be
denied that Digital Marketing, in every sense of the current world, is proving its
vitally important aspect of success in any business. As a consequence, Digital
Marketing offers us more ways than ever before of telling the world about brands
story, keeping in close touch with customers not only to survive but to also flourish
exceptionally in this always-changing era.
With the reasons above, the author decided to select the topic “The execution
process of Digital Marketing campaign for Eurotile at Mekong Communications
Corporation” to grasp the entire process of Digital Marketing campaign and gain
practical experience into marketing reality, especially in this strange time. The layout
of the internship report consists of three main chapters:
Chapter 1: Overview of Mekong Communications Corporation
Chapter 2: The execution process of Digital Marketing campaign for the
brand Eurotile at Mekong Communications Corporation
Chapter 3: Review of internship program at Mekong Communications
During the completion of the report, the author has received a lot of support,
and dedication from all employees at Mekong Communications and instructors at
Foreign Trade University Ho Chi Minh City Campus. However, due to limited
personal knowledge and time given, the report may not reflect all aspects of the topic.
The author is looking forward to receiving comments from instructors so that the
report can be more completed.
Ho Chi Minh, 20st August, 2020

Phạm Cẩm Tú

 2

Chapter 1: INTRODUCTION TO MEKONG COMMUNICATIONS

CORPORATION
1.1. Overview of Mekong Communications Corporation
1.1.1. Brief information
- Company’s logo:
Image 1. 1 Logo of Mekong Communications Corporation

- Legal name: Mekong Communications Corporation

- Transactional name: Mekong Communications Corporation
- Abbreviation name: Mekong Corp
- Business Type: Joint Stock Company (Corporation)
- Starting Date: 01/08/2008
- Phone: 028-62910435
- Tax number: 0314464651
- Legal Representative: Mr. Vo Duy Nghia – Chief Executive Officer
- Address: 12C floor, 58 Vo Van Tan, ward 6, District 3, Ho Chi Minh City
- Business Field: Marketing and Communications
Mekong Communications Corporation was established in 2008 with over 100
high-capacity employees, majoring in marketing and advertising that focuses on
Digital Technology. As digital local marketing agency, Mekong provides clients with
a strategic combination of Data – Strategy – Creativity – Technology. During
multiple years of operations, the company always tries the best effort to equip with
latest technology innovation, understand local consumer’s insight, catch up
industries’ trends to come up with appropriate and effective strategy. At Mekong
Communications, we believe business impact is a result of continuous optimization
process in which brand and agency keep testing and delivering customer messages to
match with customers’ thought sequence. Mekong is heading towards the vision of
becoming the most trusted partner in promoting Vietnamese brands that brings the
best Digital Marketing solutions to our clients in and outside Vietnam.
 3

1.1.2. Function and mission of Mekong Communications

1.1.2.1 Function
Mekong Communications Corporation operates in the field of Digital
Marketing industry that provides customers with a wide variety of digital marketing
services on multiple digital channels: developing a strategic plan for Digital
Marketing services, executing Digital Marketing strategies to help customers achieve
their business goals. At the same time, Mekong implements marketing campaigns on
many different digital platforms such as: Google, Facebook, Youtube, Tiktok, Zalo,
1.1.2.2 Mission
With the mission is to connect existing resources to enhance Vietnam’s value
and contribute to community, Mekong Communications Corporation always
provides customers with optimal digital marketing services based on customer goals.
Mekong is heading towards becoming one of the leading agencies bringing the best
Digital Marketing solutions to our clients in and outside Vietnam.
1.1.3. Organization structure and human resource of Mekong Communication
1.1.3.1 Organizational structure
To achieve the goals of an organization, certain organizational structure is
needed. Hierarchy of Mekong Communications is illustrated as below:
Figure 1. 1 Organization chart of Mekong Communications

Account Department

Strategic Planning Department

Social team
Managing Director

Social Media Department

Media team
Art Department

Public Relations Department

Human Resource Department

Accounting Department

(Source: Mekong Communications, 2020, Internal Organization Structure)

 4

As can be seen from the graph, the company rooted in Digital Marketing
service is broken into different divisions, which indicates Mekong Communications
is a full-service provider: from Planning, Social Media, Art to Public Relations. With
a well-designed hierarchy, dividing into separate functions can increase high
specialization. At the same time, however, it requires constant communication and
transparency among divisions. Below are functions of four main important
departments that will be soon mentioned in later of the report:
Account Department (which the author is working for): Account Department
acts as a representative for an agency to directly communicate with client. Along the
projects, Account team is in charge of organizing team working, tracking
performance for the whole project execution, making sure the outcome delivered in
the best performance. Thus, it can be denied to claim that Account is one of the most
crucially important division in an agency.
Social Department: Be in charge of studying consumer behaviour on digital
platforms and catching up with social market trends and creating different types of
content on Social Media channels such as Facebook, Instagram, Zalo, ….
Media Department: Select the best media channel to deliver the ad message
to ultimate users on Google, Facebook and YouTube, as well as run ads on these
platforms to expand brand awareness and gain traffics for the brand.
Public Relations Department: Work closely with publishers such as
VNEXPRESS, Thanhnien, Zing.vn, Kenh14, etc and be responsible for writing
highly-qualified PR articles based on clients’ required information.
1.1.3.2 Human Resource
Human Resource is critical to any business’s success. Despite the fact that
technology is front-and-center in today's corporate world, that doesn’t mean business
can forget about the employees - those very important people behind the scenes. At
Mekong Communications Corporation Company, every employee generally has a
high level of creativity, problem-solving mindset and out-of-the-box thinking. To
better understand the management work at Mekong Communications Corporation
Company, the author conducted research on the human resource situation at the
company, specifically according to 2 criteria: gender and age.
 5

Table 1. 1 Human Resource in Mekong Communications from 2020-2021

2020 2021
Year
Number Percentage (%) Number Percentage (%)
Male 38 50,66 45 47,36
Gender
Female 37 49,33 50 52,63
22 - 29 31 41,33 62 65,26
Age
Above 30 44 58,67 33 34,73

Total employees 75 100 95 100

(Unit: Employee)
(Source: Mekong Communications, 2021, Internal Human Resource)
As can be seen from the table, we see that the number of Mekong
Communications employees has increased gradually over the year, from 75
employees (2020) to 95 employees (2021). Specifically, gender among employees is
equally distributed. Moreover, it is clearly indicated from the table that Mekong
Communications is attracting younger and younger employees with the age under 30,
from 31 people in 2020 to 62 people in 2021. This can be understood as the dynamic
environment in marketing agency greatly appeals young talents.
1.1.4. Business performance from the period of 2018 - 2020
Table 1. 2 Revenue, cost and profit situation of Mekong Communications

Year 2018 2019 2020

Total Revenue 131,4 143,3 97,8

Total Cost 94,2 101,8 72,6
Total Profit 37,2 41,5 25,2
(Unit: million)
(Source: Mekong Communications, 2020, Internal Business Performance Report)
As can be seen from the table, in the period of 2018 – 2019, the company had
a relatively stable revenue and profit growth rate, which is in line with the growth of
the advertising industry. The revenue growth rate of 9,06% is mainly due to the fact
that in 2019, the company contracted many big clients. In terms of costs, there was
 6

also a slight increase in 2019 to 2018. Specifically, the company's total expenses in
2019 increased by VND 7,8 billion compared to 2018 (equivalent to 108,06%). This
increase in costs is mainly due to the expansion of the company's operations.
However, in the later period of next year, 2020 witnessed a decline in both
company’s revenue and cost. One of the big reasons explaining for this phenomenon
is complicated expansion of the COVID-19 epidemic throughout the year 2020 which
affected the operation of the whole industry. Despite of that, Mekong
Communications Joint Stock Company has been controlling the company's activities
well to overcome the barriers caused by the epidemic COVID-19 which is likely to
explode further in the years to come.
1.2. Description of internship duties
Internship Position: Account Intern (In Vietnamese: Thực tập sinh Quản lý dự án)
Job Description:
- Staying close contact and directly communicate with clients during projects.
- Coordinate with Creative team, Social Media team, PR team formulate and
implement effective advertising and marketing plans for clients.
- Ensure superior quality service and experiential marketing ideas are delivered to
clients and then implemented effectively and on time.
- Update market trends on wide variety of industries, businesses, brands, …
- Track completion of project deliverables to ensure quality and integrity of al l
project-related products.
Week 1 (July 5th – July 11th): On-boarding
I was accepted by Mekong Communications to work as an Account Intern after
presenting to the human resource department about the major of study and proposing
my passion towards the position. In the first couple days of works, Ms. Vy Dao
introduced me about the company background, organization structure. Then the
supervisor Mr. Tran Minh Thuan – Account Manager, organized a short training to
help me understand about the type of business, my job duties, internal working
regulations of the company. At first, though still confused, I quickly assimilated into
the whole new working environment which was very dynamic and fast updating.
 7

Week 2 (July 11th – July 17th): Business trip

I had a golden chance to go on an Eurotile’s company tour in Vung Tau to understand
more about the brand and customer’s products. I listened to their presentation and
also went on a factory tour to see how they made the product, how they had the
original idea and how they communicate with their customer. It was a wonderful trip
that I opened my eyes to new adventure. I got to meet lots of new co-workers and
also company’s customers, whom I will be working closely with in the near future.
Week 3 (July 19th – July 24th): Strategy Planning
For the upcoming Eurotile campaign, I conducted a lot of research about the industry
of client’s company and utilized various methods including networking, search
engine, social media channels, etc to collect all marketing data as much as possible.
I also received further guidance on how to have an overview about certain industry
that could help other internal teams such as Social Media team, Art team, Public
Relations team. Thanks to dedicated support from my senior, my understanding about
the planning process and strategic approach to problems increased considerably.
Week 4 (July 26th – July 31st): Teamworking
Ms. Do Nhu Hoa requested me to do some paperwork including contract and
quotation. I learned to fill in the service contract with terms to submit it to the deputy
director. Besides, I continued joining company brainstorm meeting to come up with
ideas for the upcoming proposal. This is a great opportunity to help me better
understand the brainstorming process of all the team and the relationship between all
departments in the company. This week, I learned so much on how effective
teamwork really is.
Week 5 (August 2nd – August 7th): Reflection & Report
This week I participated to execute the plan, formulate and implement effective
advertising and marketing tactics for client – Eurotile. Thanks to these projects, I got
to know how to execute a specific campaign with a brand, how to coordinate with
related stakeholders. Finally, I request for necessary data to complete the internship
report. The Account department director – Tran Phi Long checked my report, then
sealed and commented for internship organization’s remark.
 8

Chapter 2: THE EXECUTION PROCESS OF DIGITAL MARKETING

CAMPAIGN FOR EUROTILE AT MEKONG COMMUNICATIONS
2.1. Analysis of the execution process of Digital Marketing for Eurotile
2.1.1. An overview of working process
With the vision of becoming one of the leading Digital Marketing agency in
Vietnam, Mekong Communications always delivers the best outstanding digital
solutions for marketing. At Mekong Communications, there are various departments
with different duties and responsibilities. As a result, it is a must for the company to
have a standard working process. To be more specific, the basic and complete
working process is conducted step-by-step as below:
Figure 2. 1 Execution process of Digital Marketing campaign at Mekong
Communications in a nutshell

Present the plan

Receive necessary Brainstorm and
(and adjust based on
information from make plan for the
following
Brand/Client campaign
feedbacks)

Follow up the Launch/Implement

Report and close performance and
the campaign the campaign
results

(Source: Mekong Communications,2021, Company Credential)

As can be seen from the graph, implementing a marketing campaign in
Mekong Communications requires a meticulous step-by-step operation considering
the participation of various stakeholders. The implementation must be strictly
followed and strongly enhanced via each phase so that the entire process would not
be broken. Overall, the first three steps normally take around 2-3 weeks, whereas the
later steps largely depend on the scale and timeframe of the project (normally 2-3
months). From hereunder, to give a more holistic view at how Digital Marketing
campaign was executed in detail, I will proceed to analyse step by step campaign
operation for Eurotile, illustrated with different department roles and given with
personal analysis throughout the entire process.
 9

2.1.2. Detail on execution process of Digital Marketing campaign for Eurotile

2.1.2.1 Receive brief from client (with detail requirements and information)
In this particular campaign, Mekong will make plan and execute digital
marketing campaign for Eurotile – a prestigious ceramic tile company leading in
Vietnam. Started in May 12nd, Mekong had the first meeting with Eurotile to discuss
the upcoming partnership between two company on the project, with the participation
of Mr. Nam (Marketing Director of Eurotile) and Mr. Tran Phi Long (Account
Director of Mekong) and other executive members. The meeting lasted for over 3
hours. Some details about campaign’s information were briefly noted as below:
Table 2. 1 A brief of Digital Marketing campaign for Eurotile brand
Client’s name EUROTILE – Kiet tac gach men.

Campaign’s name Eurotile – Digital Marketing Campaign Q2.2021

Campaign’s objective To raise brand awareness

- Age: 35 – 50 years old
Campaign’s target
- Location: Hanoi or Ho Chi Minh City
customer
- Income: ranging from 20 million VND and above.
Campaign’s duration 2 months (June, July - 2021)
Campaign’s budget 700,000,000 VND
Social Media (Facebook + YouTube) and Public
Scope of Work
Relations

(Source: Mekong Communications, 2021, Internal Eurotile Brief)

After taking the brief in hand, there were certain challenges that the author
found out, regarding Eurotile’s situation. The current marketing strategy is not as
well-implemented as it should be. Plus, the brand does not really update new market
trends, which turns a high-class tiles company to an out-of-date brand. All of which
required Mekong to solve and even innovate to achieve Eurotile’s business
objectives. Fortunately, after the first meeting with discussion, Mekong understood
the whole picture of the tiles industry and at the same time, clearly clarified what the
brand really needs and wants. As a result, the two parties soon came to establish a
new business relationship under the contract of digital marketing campaign.
 10

2.1.2.2 Making detailed execution plan for the Digital Marketing campaign
Started from May 17th, all teams involved in Mekong began collaborating with
each other to draft a campaign plan for the brand - Eurotile. In the first period of
planning, Strategic Planning and Account played extremely vital roles, mostly in
gathering useful inputs, then giving out general directions. Later, other functional
teams namely Media, Social, Public Relations joined afterwards to make a more
detailed plan for each department.
To have the final proposal completed, it is the entire process to research, study,
brainstorm and collaborate between different functions that requires lots of time and
massive efforts. That explains the reason for why this phase of making a big plan
takes up approximately 1-2 weeks for the whole series of four mini steps inside,
carried out by different divisions. To even clearly illustrate this planning stage with
more details, below is the four small steps on how to make a total plan:
Step 1: Define goals for the Digital Marketing campaign
First and foremost, the goal must be set on the table. Strategic Planning team
clearly defined the communication objective for whole campaign was to raise and
boost awareness for Eurotile as a brand that creates its own unique lifestyle and
inspires creativity for customers.
Step 2: Research on customers’ behaviour on digital channels
Next, Strategic Planning department reported: on Google platform, Vietnam
currently has about 62 million users, of which users from 30 to 45 years old account
5.8 million users; On the Facebook platform, currently the number of users between
the ages of 30 and 45 in Hanoi and Ho Chi Minh City is about 3.5 million.
Within 62 million users on digital, Mekong team clarified the group of
audience having some basic information. The outcome is carefully briefed as below:
Age: From 30 to 45 years old.
Income: Above 20 million/month.
Location: Ho Chi Minh City and Hanoi.
Characteristics: Open-minded about future trends, caught up in designing and
beauty, spending lots of time and money for shopping, …
 11

Type: “Achievement seekers”. For them, home is not only a place to live, but
also an achievement. Building a house is the way this group of customers creates their
own style and expresses their personalities.
Step 3: Make an execution plan (so-called Deployment Plan)
After having the outcome of target customers, the Strategic Planning
department discussed specific strategies and approaches to this potential group.
Specifically, considering this project focusing on digitally-empowered marketing, the
Planning team decided to choose three most popular digital channels at all times,
which were Facebook, YouTube and Digital Newspapers.
In particular, due to the fact that Eurotile is a brand for middle-age people with
high income, Public Relations was believed to be the most important method to reach
out to potential customers. Besides, the two platforms Facebook and YouTube acted
as supporting channels to reach a larger number of target users, increase brand
awareness and promote consideration to try out Eurotile’s products.
Facebook channels’ deployment plan (Channel 1)
Content Strategy: Social Media team defined the general content roadmap for
fan-page including Awareness, Consideration and Decision that grasped up the entire
funnel of customers’ journey. The series for content posts were then built up with
detailed demo texts and visuals. By that means, Eurotile’s team could have a clearer
view on whether the content creation matches with brand’s direction.
Image 2. 1 A demo illustration of content and visual for Facebook post

Image 2. 2 Planning for YouTube advertising flowImage 2. 3 A demo

illustration of content and visual for Facebook post

(Source: Mekong Communications, 2021, Internal proposal for Eurotile)

 12

Online Activation: Social Media team had reached out to connect and establish
partnerships with three big group communities on Facebook with house-oriented
content: Happynest, Ago Hub and Viet CG. The aim for this business relationship
was to upload Eurotile-related posts on their platforms and expand greater awareness.
KOL collaboration: Social Media team had contacted Mr. Le Hung Trong – a
prestigious architect in house-building industry, who will later become brand
ambassador of Eurotile with two main scopes of work: share Eurotile’s posts on his
personal facebook for branding and participating in interview about Eurotile’s story.
YouTube’s deployment plan (Channel 2)
Before planning for YouTube, Media team had pointed out some existing
problems that prevent the growth on this channel: low frequency of video posted,
small numbers of subscribers, lack of connection between YouTube and Facebook
channel. As a consequence, Media team has suggested to use a series of Video
Advertising on YouTube to catch customers’ awareness and interest:
YouTube Bumper Ad: The 6-second video ad format that requires viewers to
finish the entire ad in order to continue watching the video.
YouTube Discovery Ad: The ad format that appears on YouTube search results
when a user searches on this channel.
YouTube TrueView In-stream: The 30-second video ad format that is suitable
for long and informative content.
Image 2. 4 Planning for YouTube advertising flow

Image 2. 5 Two on-air posts on Eurotile fanpageImage 2. 6 Planning for

YouTube advertising flow

(Source: Mekong Communications, 2021, Internal Proposal for Eurotile)

 13

Digital Newspaper’s deployment plan (Channel 3)

Newspaper content writing: Public Relations (PR) team had determined three
content groups that would be aired on Online Newspaper which were: Always-on
content (4 posts), Specialized content (5 posts) and Topic-based content (6 posts). To
be more specific, always-on content was about house-designing, specialized content
focused on deep experience and architect consultancy, topic-based content had
different types of seasonal topics. In total, there would be 15 aired newspapers posts
in 2 months.
Newspaper booking: PR team had chosen some newspaper platforms that were
grouped into three main categories: Popular news channels (Thanhnien, Dan tri,
Vietnamnet, 24h, VN Express); Specialized news channels (Elle Decoration, Tap Chi
Kien Truc, Kien Truc Nha Dep, Interior Vietnam); Real-estate news channels
(CafeF, CafeBiz, Forbes VN).
Step 4: Allocate KPI and budget accordingly
As Public Relations was determined to be the main communication channel in
the project, budget allocated for PR accounted for 50% out of total budget. Whereas
Facebook and YouTube took up a proportion of 25% for each of the remaining
channels.
During the above steps of planning, Account Department, which the author
has been working for, played an extremely vital role in acting as a bridge between the
company and client side. In detail, the author communicated with clients via Email,
Viber to keep track and promptly inform internal members in accordance with
customers' updates. Alongside with the process, the author also kept track the whole
process to make timely correction (if any), and avoided any delay in progress.
2.1.2.3 Present the plan and adjust based on feedbacks
In May 28th, after going through four above steps in brainstorming and
teamworking for the past 2 weeks, Mekong team finished the final proposal and had
a meeting to present the plan to Eurotile. In the presentation, although the brand gave
some feedbacks, Mekong still won the pitch with many compliments from the brand
for extremely meticulous and detailed plan, given with full of data, clear strategies
 14

and appropriate metrics. From this successful presentation forward, Mekong team
was fully-ready to launch the campaign with promising results to be harvested.
2.1.2.4 Officially launch the campaign on digital platforms
Started from the beginning of June, four departments which were Account
Department and Social, Media, Public Relations worked as key roles in the
implementation stage of the campaign. To be more specific, the launching duration
continuously lasted for the two entire months of June and July (June 5th - August 8th).
Facebook channel’s execution:
In the phase of launching campaign, Social Media team strictly followed the
content calendar with a wide variety of high-qualified content pillars and content
angles. Besides, Social team also set up Facebook Ads to boost engagements (like,
share, comments). With a frequency of 4-5 posts per week, there was 18 high-
qualified posts aired on fan-page within July. With good community management,
fan-page performance in July had +1.72 times higher in receiving messages and
comments from customers than that of June. Overall, there was an exclusive growth
in content quality and customer engagement that Eurotile found it very satisfying.
Mekong, therefore, did a very good job in reviving Eurotile’s social media channel.

Image 2. 7 Two on-air posts on Eurotile fanpage

Image 2. 8 Ilustration for YouTube Bumper Ad of EurotileImage

2. 9 Two on-air posts on Eurotile fanpage

(Source: Eurotile, Facebook, 2021, https://www.facebook.com/eurotile.vn/)

 15

The actual execution is not very different from what had been planned in the
proposal before. Besides fanpage management, other activities such as Online
Activation and KOL collaboration also remained unchanged, which indicated that
Social media team was working very well on their scopes of work.
Personally, the author had participated to write content for Facebook posts in
order to support the heavy workload of Social Media team, as well as ensure the
smooth workflow. Besides, the author also worked closely with content freelancers
to guide them come up with posts that were aligned with content direction as planned.
To ensure the high quality of every single post on Facebook, the author could practice
her social marketing skill with Content Writing and Photoshop/Illustrator Designing
– two competencies that are very necessary in her future career.
YouTube channel’s execution
During the COVID-19 lockdown, people are spending more of their leisure
time on YouTube, TikTok or Facebook Watch. Opposed to text-format content,
video-related content is now growing as the most preferable one for marketers to
catch customers’ interests. Thus, YouTube was also heavily invested in this project.
In detail, Media team proceeded to run 3 types of video ads formats including:
Bumper Ads, Discovery Ads, TrueView in-stream. The advertising videos were
broadly spreading on YouTube and reached up to over 1 million viewers on the
platform. As a consequence, the results gained was exceeding the KPI planned.
Table 2. 2 Current execution of three Video Ad Formats from June – July

Video Ads Format Unit Planned Actual %KPI

YouTube Bumper Ads Impressions 1,052,000 1,071,934 101,83%
YouTube Discovery Ads Clicks 50,000 52,574 105,15%
YouTube TrueView in-stream Views 320,000 320,000 100%

(Source: YouTube Ads Manager, 2021, Eurotile Official channel)

Below is “YouTube Bumper Ads” example: The format only lasts for 6
seconds, which required viewers to finish the entire ad in order to continue watching
the video. In other words, viewers cannot skip the ad. With a short length, this
advertising format allowed Mekong to raise strong brand awareness and reach a large
 16

pool of users without creating a minute of distraction. Below, I captured one of the
Bumper Ads ilustration with an eye-catching video: “Rung cam cung Eurotile – Su
sang trong lay dong cam xuc”.
Image 2. 10 Ilustration for YouTube Bumper Ad of Eurotile

Image 2. 112.Ilustration
Image for YouTube
12 A PR post Bumper
about Eurotile onAd of Eurotile
THANH NIEN
newspapers

(Source: Eurotile Official, YouTube, 2021,

https://www.youtube.com/watch?v=ciuEWFGzWsA)
During the execution of YouTube, the author has opened her eyes as to how
many types of video advertising that YouTube has, what advantages and
disadvantages of each video format and how to choose the best type video ads for a
particular brand. YouTube channel may seem familiar to mass audiences, but if a
marketer wants to tackle management and optimization to the fullest and bring the
most values for their brand, there is a huge world for them to learn.
Public Relations execution:
Public Relations is one of the most effective ways to create a strong brand
reputation. Public Relations is the process of communicating to the general public,
establishing a connection by gaining audience’s trust, especially with high-class
customers – also seen as the target group of Eurotile.
In comparison with the plan proposal, PR team successfully booked 12
newspaper channels and proceeded to public 10 posts on-air. The topics were widely
diverse. The newspaper channels were booked: VNEXPRESS, Dantri, 24h, Cafebiz,
Elle decoration, Tap chi Kien Truc, Tap chi NHA DEP, Kien Truc va Doi Song,
Cafeland, Zing, Thanhnien.
 17

For instance, below is one of the posts aired on THANH NIEN online
newspapers. The post told an inspiring story about tiles, then indirectly introduced
Eurotile as a leading tiles company that not only sells high quality products, but also
carries a meaningful mission for art and creativity. It was publicized in July 20th and
attracted over 8000 views, which helped customers become more well-aware about
Eurotile, what the story Eurotile has and what Eurotile is selling.

Image 2. 13 A PR post about Eurotile on THANH NIEN newspapers

Image 2. 14 Calculating the Brand Development IndexImage 2. 15 A

PR post about Eurotile on THANH NIEN newspapers

(Source: THANHNIEN, July 2021, Tai chinh – Kinh doanh,

https://thanhnien.vn/tai-chinh-kinh-doanh/y-tuong-nghe-thuat-khong-gian-tu-chat-
lieu-op-lat-1405576.html)
This was also the first time that I could have a golden chance to work with
publishers like VNEXPRESS and THANH NIEN. Working with newspapers’
publishers requires extreme meticulosity as well as strong communication skill as
they have high requirements for the posts/news to be aired on their platforms. Along
the way of working with publishers, I can highly improve my communication and
working style to the high sense of details and precision.
2.1.2.5 Track and optimize performance periodically
The performance of each department was periodically updated by day, by
week and by month. The data would be fully and detailed compiled by the author on
a daily basis on a Google Spreadsheet file for Eurotile as well as internal teams to
monitor and keep track the status of the campaign.
 18

For example, at the end of July, the author had to collected all data and
materials from other departments: request Media team for advertising data, ask PR
team to send articles links, request Social team for fan-page current performance.
Then, the author made a weekly report and send it to customer.
2.1.2.6 Report and close the campaign
The entire campaign ended at the end of July – beginning of August, which
harvested such a great success in every scope. In terms of Facebook, we share
interactive and story-inspiring content on social media including the product
collection attached with stories behind each of them. By creating genuine content that
forges a meaningful connection between the brand and audience for a truly lasting
relationship, Eurotile naturally encourages people to try using their products. The
measurements of success can be proven by 25,300 followers, over 700,000 reach,
150,000 engagement, 10 high quality posts and visuals within the month of July. With
regard to YouTube – the most powerful video platform at all times, Mekong helps
Eurotile reach thousands of potential viewers that love art, architecture and creativity
by a series of inspiring luxury-housing video. By that means, the channel has
accumulated 1,480 subscribers (compared to 594 subscribers before July) and
196,000 views. When it comes to Public Relations (PR), a series of publications on
newspaper has touched people’s live through relevant stories, issues and open up the
impression in a positive way. By communicating to the general public, Eurotile has
established a connection by gaining audience’s trust, especially with high-class
customers – also seen as the target group of Eurotile. Public Relations is strongly
believed to create an extremely strong brand reputation in a long term for Eurotile.
At the end of the campaign, the Account department had to undertake the
report of the campaign carried out in the month of July and send it to the customer.
During the internship, the data was collected by the author from three related
departments which are Social, Media and PR after 2 working days. Customer
department will make payment for the implementation of the July no later than
August 31, 2021 (According to the regulations mentioned in the Contract). If the
customer is late in payment, the author will remind the customer through the form of
sending email to ensure no deadline is missed.
 19

2.2. Comparisons between current execution and that of theory

2.2.1. Similarities
In general, the process of carrying out Digital Marketing campaign basically
correlates with general knowledge I have learned at Foreign Trade University in Ho
Chi Minh City. The similarities lie mostly in the macro-management of marketing,
which deal mainly with marketing environment, marketing subject, service
management and social marketing trends (Marketing on Digital).
For instance, Chapter I from Part I of the book “The scope and Challenge of
international marketing, International Marketing” (Phillip R.Cateora, 2011) that Ms.
Nguyen Thi Thu Thao taught me in the last semester helps me a lot in understanding
markets’ trends and consumers’ behavior during the research process. Because the
macro environment and marketing trends are quite the same all over the world,
regardless developed or developing country. What’s more, I usually apply the SWOT
or PESTEL model that I learned in Chapter 4, Part II of the book “Conducting Market
Research, Marketing Management” (Phillip Kotler, 2012) by Mr. Vu Giang Nam in
conducting Eurotile’s competitor analysis when making the plan for Eurotile brand.
Much more recently, I took one online course on Coursera platform about Facebook
advertising “Facebook Ads for Beginner” (Megan Adams, 2021). The course is filled
with skills setting up Facebook Ad that I find many similarities in reality.
Overall, theories learned at university and Coursera gave me such a
comprehensive overview in a macro and large marketing perspective that happens in
the execution process of a Digital Marketing campaign at my company
2.2.2. Differences
On the other hand, there are certain differences between theory and
application. Below is one factor index method which is Brand Development Index
(Marketing Management by). Normally, the lower the BDI, the higher the market
opportunity, in that there is room to grow the brand. This is the data-driven method
to analyze if there exists a fierce competition in the market. In reality, however, when
doing market analysis for Eurotile considering key players in the industry, Mekong
company simply used qualitative method which depends heavily on gut instincts and
personal feelings, instead of quantitative estimation as BDI as below.
 20

Image 2. 16 Calculating the Brand Development Index

(Source: Phillip Kotler (2012), Marketing management, Pearson Education)

In this case, the method in theory is thus more highly recommended than
current practice at Mekong, as it can strongly support any data-driven decision-
making. Theory may be complicated at some times, but it helps suggest standard
method/index for the company when dealing with data. Besides, the media algorithm
is always changing, the technology is continuously being upgraded, all of which
requires all employees at the company to always update market trends, new
technologies, latest innovation every day so that practice and theory go hand in hand.
2.3. General assessments on the current execution of the company
2.3.1. Strengths
During the current execution of Digital Marketing campaign, the company has
had maintained a stable growth rate with long-term business relationships. To achieve
those, Mekong company has particularly outstanding strengths that needs to be
mentioned:
Firstly, the current execution process specifically defines responsibilities of
each department along every phase of the entire project. Each employee is well-aware
of their tasks and responsibilities, which saves a great amount of time during the
process for execution because no one needs telling what to do. For instance, in
Eurotile’s campaign, Social team will be in charge of Facebook channel management.
Whereas, Media team will deal with YouTube Ad. Public Relations team, thus, works
collaboratively with digital publishers such as Elle, VNExpress, Kenh14, etc. As a
result, every employee vertically enriches their expertise, understands their roles and
ensures work efficiency without having to remind them of their duties.
 21

Secondly, exceptional quality service is one of competitive strength of

Mekong Communications company, which Account team is mainly responsible for.
Account department, who always stay in close communication with client, is fully
trained with customer-oriented mindset and well-equipped with inter-personal skill
set. For example, if there is an out-of-control problem popping up in production,
Account team must be the first one to recognize and address problems quickly so that
the whole company stay on track with promised deadlines.
Thirdly, transparent communication is what helps the whole company keep
work efficiency during the current execution of the company. This pertains to good
communication within internal team, and also communication with external clients.
One important aspect of developing such good communication is ensuring close
connection among other sides. For example, to make sure everyone is on the same
page, lots of meetings are arranged to discuss with the participation of all teams and
information is shown with proven data and relevant documents.
2.3.2. Drawbacks
Besides the aforementioned strengths, the company still has some weaknesses
that need to be improved for further development.
Firstly, due to the relatively small size of the company, the number of human
resources is limited in some projects, leading to one employee undertaking execution
for many brands/projects at the same time. In other words, one employee may have
to participate in supporting the work of different types of projects. On the positive
side, however, this can help employees accumulate more knowledge and skills during
multi-task experience in different projects.
Secondly, due to the nature of the job as a marketing agency, the company has
to work with many different customers and partners, so the data source to be stored
is quite large. However, the management of documents and data storage at the
company is still in question. Therefore, the transition process between a new
employee and an old employee, due to the lack of a strict archiving system, may omit
certain documents, causing the new employee to be lost, missing information and
affecting work progress. This drawback in the current execution of Mekong needs
special attention, which the author will give a particular recommendation later on.
 22

Chapter 3: INTERNSHIP REFLECTIONS AND RECOMMEDATIONS

FOR THE COMPANY’S DEVELOPMENT
3.1. Lesson learned from the internship
3.1.1. Job-based learning points
Over the course of my internship, the knowledge gained and skills acquired
are of immensely great value for me. It is super eye-opening with an abundance of
learning points everywhere I look.
Firstly, working for a marketing agency opens up the huge world of Digital
Marketing industry which I am truly passionate about. From the beginning, I
understand how to execute a specific campaign with a brand, how to coordinate with
related stakeholders. Besides Eurotile brand that I choose to make a report for, there
is a wide variety of brands I have had a chance to work with: Heneiken, VRohto,
NutiFood, Nippon, ILA Vietnam, … To be more specific, I joined an MV (Music
Video) production project for Heneiken to celebrate their 30-year anniversary, I
worked to run a new product launching campaign for NutiFood, I worked to set up
Facebook advertising for ILA Vietnam. Even more interesting, I get to learn media
tools such as: Facebook lead advertising, Facebook messenger advertising, YouTube
Sequence advertising, Google Display Networks, Google ads words, etc. Along the
job, I have been triggered by so many untapped questions about a digital world that I
surely believe I can answer all of them in one good day.
Secondly, “Account Intern”, which is a position I’m working as, is helping me
with many steps closer to my dream. Working as a project management intern, I have
to fully grasp the entire process of many campaigns, and are responsible for ensuring
the smooth running within the agency. Therefore, I have a chance to develop
communication skills with effective working relationships with client contacts. I get
involved with solving problems, attending meetings, drafting internal and
external communications, and documenting progress on a variety of agency projects.
For now as an Account Intern, I have a strong determination to be promoted as
Account Executive in the next 6 months and Account Manager in 3 years ahead,
before progressing into agency management roles as Account Director – which is my
ultimate targeting position in advertising industry.
 23

3.1.2. Life-based learning points

Firstly, it is my most precious learning point ever that I realize hard skills or
expertise are not always determinants as to how far a person can go and how much
they can grow on. To be honest, this internship is the first time I have ever applied
for a job. While I was discouraged with how little experience I had, it is patience,
perseverance and willingness-to-learn attitude that has proven how potential I am.
Being well-aware of my lack of previous experiences, I’ve put all my effort and
poured my heart in completing every small task assigned during my time at Mekong
Communications. At the end, I come to realize that learning by doing can make me
more well-equipped, confident and become a better version of myself.
Secondly, using the internship for the right purpose is definitely what I’m
happy to realize. Despite the fact that I was quite reluctant and forced of having to
take the internship at the beginning, later I came to realize that this internship gives
me such a practical experience to try, to fail and to learn, which I cannot have in class.
It just hits me that the main purpose of the internship is not just in response to take a
good grade for the mid-term report or a university duty that must be completed. On
top of that, it offers me more of a challenging environment to turn all paper lessons
into reality and open my little eyes to the huge world filled with creativity,
innovations and technology. Appreciating this opportunity, I quickly assimilated into
the new environment, took note on every lesson learned, kept up with working
process, proactively participated in tasks which may not be in my initial job
description.
3.2. Recommendation for the Company’s development
3.2.1. Effectively recruit high-qualified talents
According to the author’s current observations during the internship at
Mekong, the size of the company is still small and sometimes leads to a shortage of
human resources to execute campaigns that are in the implementation stage for
customers, leading to one employee, at some time, has to take on too much work.
Therefore, I make some recommendations that the company needs to efficiently
recruit young and high-quality talents to support the workload and growth of the
company in the future. The company may also consider participating in a number of
 24

job fairs organized by universities in Ho Chi Minh City such as Career Fair in our
Foreign Trade University. By that means, Mekong Company can have the
opportunity to recruit more new graduates who are highly potential for the vacancies.
3.2.2. Create sustainable and big data storage
As a young and dynamic marketing agency, I noticed that the company is
currently undertaking many different projects with a large number of related
documents, and reports. However, the company does not have a common data storage
that all employees of the company can easily access to. The reason is, in case there is
a change in the HR structure, a new employee will sometimes have difficulty in fully
accessing the documents and work instructions during transition. Therefore, the
company should standardize a storage of work documents to ensure that the
information flow is not interrupted when there is a transfer between the old and new
generations of employees. This data warehouse will be deployed on a platform
suitable to the company's operations and nature of work.
3.2.3. Embrace a culture of creativity
Positioned itself as a local marketing agency, Mekong Communications is still
stuck in the middle of originality and creativity. As creativity is the oxygen in
marketing, I am of the firm believe that Mekong needs to enhance a culture of
creativity to survive in the industry. Mekong Communications needs to draw on
creativity more to generate new ideas, push the boundaries of how we see our world
today, and to sustain future growth. In a world where there is so much talk of robots,
we need to recognise how essential human creativity is, and potential human capacity
goes beyond. Mekong Communications Corporation is still a small marketing agency
and relies very much on the day-by-day techniques and operations. Mekong
Communications, as a result, should be more opened minded, updating latest market
trends, thinking big and stepping out of comfort zone to think out-of-the-box.
In conclusion, over the course of internship at Mekong Communications, job
practice gives me the confidence to recommend the company three above solutions.
I am of the firm belief that given a chance, as well as a strong motivation for change,
Mekong Communications will prove its value and deliver an outcome that will give
its client a competitive edge in the industry of digital marketing.
 25

CONCLUSION
10 years ago, online and offline or a hybrid of the two were just means or
platforms to make customers engage with the brand. For better or worse, in this day
and age, Digital Marketing is proving this statement wrong due to the changes in
consumer-spending habits. Increases in technology and the popularity of digital
channel have largely impacted the way companies should be marketing. Going digital
now should not be considered just a sudden consequence of COVID-19 pandemic but
more of an indispensable movement in human evolution and development process.
COVID-19 is just an event which has awaken the world about how important Digital
Marketing is and how much we need to upgrade our business to a higher and more
advanced level. Or else, the business without digitally-empowered operation will be
forever left behind.
During the internship at Mekong Communications company, the author was
fortunate to receive dedicated support from colleagues with many years of experience
in the field of Digital Marketing. With nearly five-month experience up until this
point, the author has the opportunity to learn deeply about the process of
implementing a Digital Marketing campaign for multiple brands. This helps the
author grasp an overview of the industry and be more well-equipped with future
Digital Marketing trends. In addition, the author also has various chances to apply
the valuable knowledge acquired at Foreign Trade University to working reality, and
at the same time improve with practical knowledge along the job.
Launching my career in Digital Marketing under this internship is a good start.
What I have gained, whether it is knowledge or expertise, are definitely going far
beyond this wonderful experience that will be of great value to my promising career
life ahead.
Despite the best efforts, the author's report still has many limitations. The
author will continue to experience more actual projects in the field of Digital
Marketing to gain deeper knowledge as well as expertise so as to suggest better
solutions for the business in this industry. Last but not least, the author sincerely looks
forward to receiving your comments to make further improvements for the report.
 26

REFERENCES
1. Mekong Communications Corporation, 2018. Business Performance Report.
Company internal document.
2. Mekong Communications Corporation, 2019. Business Performance Report.
Company internal document.
3. Mekong Communications Corporation, 2020. Business Performance Report.
Company internal document.
4. Mekong Communications Corporation, 2021, Internal Human Resource Report.
Company internal document.
5. Mekong Communications Corporation, 2021. Credential. Company internal
document.
6. Mekong Communications Corporation, 2021. Eurotile’s Digital Marketing
campaign brief. Company internal document.
7. Mekong Communications Corporation, 2021. Digital Marketing proposal for
Eurotile. Company internal document.
8. Phillip Kotler, 2012, Marketing management, Pearson Education.
9. Philip, K., Gary, A., 2014, Principles of marketing. Harlow: Pearson.
10. Philip R. Cateora, Mary C. Gilly, John L. Graham., 2011. International
Marketing. Doug Hughes.
11. Gach men Eurotile, 2021, Y tuong nghe thuat khong gian tu chat lieu op lat,
[Online] Available at https://thanhnien.vn/tai-chinh-kinh-doanh/y-tuong-nghe-
thuat-khong-gian-tu-chat-lieu-op-lat-1405576.html [Accessed August 17th, 2021]
 27

APPENDICES
1. Mekong’s market research for Eurotile-related keywords
2. Eurotile’s Public Relations recaps
3. Eurotile’s Facebook channel report
4. Eurotile’s Youtube channel report
 28

APPENDIX 1: MEKONG’S MARKET RESEARCH FOR

KEYWORDS

Top tile-related searches on YouTube

 29

APPENDIX 2: SOME RECAPS ON PUBLIC RELATIONS OUTPUT IN

EUROTILE’S CAMPAIGN

Tap chi nha dep 24h

BAO MOI Doanh nhan cafe

 30

APPENDIX 3: EUROTILE’S FACEBOOK CHANNEL REPORT

Report of Eurotile’s Facebook channel in latest days (July – August)

 31

APPENDIX 4: EUROTILE’S YOUTUBE CHANNEL REPORT

Eurotile’s YouTube Channel views report