Issue & Insight
Training Workshop
Role: Marketing Manager | Trainer & Workshop Facilitator
Date: April & May 2024
Bussiness: Vietop English
Overview
To elevate the strategic thinking and content quality of the marketing team, I initiated and led two internal mini-workshops focused on “Issue – Insight” — a core framework in modern brand planning and creative strategy.
Objective
Equip the team with the right mindset and methodology to uncover meaningful consumer insights, define sharp brand issues, and create content with higher emotional and strategic impact.
Issue Workshop
- Trained team members on how to frame marketing challenges through the lens of a clear and sharp “Issue”
- Shared frameworks to move from symptoms (surface problems) to root causes
- Used real Vietop scenarios to help the team connect brand issues with business objectives
Insight Workshop
- Helped the team identify human truths and emotional drivers behind audience behavior
- Guided participants through exercises to turn observations into real, resonant insights
- Provided creative examples showing how strong insights lead to better campaign ideas
