In today’s increasingly competitive and data-driven market, understanding and effectively applying the 4P marketing model is no longer just classroom theory—it has become an essential skill for students in economics-related fields. To provide practical insights and update students on real business trends, NIIE Institute organized the workshop “4P Marketing Strategy at Heineken”, attracting strong interest from students.
The workshop featured Mr. Nguyen Huynh Thanh Dung, MBA—a seasoned expert with over 25 years of experience in operations, currently serving as Supply Chain Development Director. Going beyond theory, the speaker shared real-world stories and practical case studies, offering authentic insights into how marketing strategies are developed and implemented at one of the world’s leading beer brands.
Drawing from extensive industry experience, the speaker helped students better understand how Heineken builds its marketing strategy around global brand value, a diverse product portfolio, and adaptability across different local markets. Key highlights included how the company develops international brand portfolios, optimizes customer experience, and leverages major sponsorships such as the UEFA Champions League and Formula 1 to enhance brand awareness.
Moreover, students were introduced to the mindset of “marketing integrated with overall business strategy,” where the 4P model does not operate independently but is closely connected with supply chain management, operations, and sustainable development strategies. Insights into both successes and challenges in strategy implementation offered a realistic perspective, helping students understand that marketing is not only about creativity but also about data, market dynamics, and human factors.
Through this workshop, NIIE students were able to enhance their marketing mindset with a practical orientation and gain a deeper understanding of how large corporations operate and make decisions. This serves as a solid foundation for students to confidently enter the professional world—where every strategy must be measured, optimized, and continuously improved.
