Brief Course Description
1. Course Title:
Integrated Marketing Communication
2. Language of Instruction:
Tiếng Việt
3. Course Code:
INT603073
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.
6. Brief Description of Course Content:
This module focuses on the concepts and issues involved in formulating marketing communications (IMC) strategies and focuses on its application and role in the marketing mix. Emphasis is placed on understanding the role of advertising and other promotional tools in an organization's IMC program to achieve effective marketing campaigns based on clear objectives, market segmentation and marketing. target market, within established time and cost parameters. Students will also be introduced to other aspects of IMC.
Developing an IMC program requires an understanding of the overall marketing process, communication theory and processes, marketing communication tools, consumer behavior, and the structure and operations of marketing communications organization.
This course will examine the process by which integrated marketing communications programs are planned, developed, implemented, and measured.