Brief Course Description
1. Course Title:
Integrated Marketing Communication in the Digital Era
2. Language of Instruction:
Tiếng Việt
3. Course Code:
BUS803013
4. Credits:
3
5. Course Objectives:
6. Brief Description of Course Content:
The course provides knowledge about contemporary integrated marketing communication strategies and tactics, helping learners to outline the necessary roadmap to proactively use resources and improve the effectiveness of marketing strategies in the fast-growing digital world, not only for startups but also for established companies. The course focuses on integrated marketing communication strategies in the digital age, from understanding target customers, brand positioning goals, marketing communication goals to understanding the role of each tactic such as advertising messages and channels, PR, personal selling, direct marketing, sales incentives, digital marketing tools and social media. At the same time, the content also emphasizes the integration of components of this promotion mix with other components of the brand such as product design, packaging, product quality, distribution channel system, pricing policy so that all have a common "voice", contributing to improving communication effectiveness. This course will also examine the process by which integrated marketing communications programs are planned, developed, implemented, and measured.