Brief Course Description
1. Course Title:
(EN) Integrated Marketing Communication
2. Language of Instruction:
Tiếng Anh
3. Course Code:
M01361_1
4. Credits:
3
5. Course Objectives:
This postgraduate IMC module equips students with advanced theoretical knowledge and practical skills in designing, implementing, and evaluating integrated marketing communication strategies to enhance marketing effectiveness and brand building.
Specifically, the module focuses on the following objectives:
• Comprehensive understanding of IMC: Providing a theoretical foundation and the latest trends in IMC, including how to integrate tools such as advertising, PR, direct marketing, digital marketing, and social media to create a consistent message.
• Analysis and planning: Students will master the market analysis process, understand consumer behavior, and develop IMC plans aligned with the organization's strategic objectives.
• Practical implementation skills: Developing skills to implement creative communication campaigns, measure effectiveness, and optimize costs.
• Ethics and sustainability: Raising awareness of ethical and social responsibility in developing communication campaigns, while integrating sustainable development elements.