Marketing

1. Course Title:

(EN) Integrated Marketing Communication

2. Language of Instruction:

Tiếng Anh

3. Course Code:

BUS503279

4. Credits:

3

5. Course Objectives:

The course aims to: - Introduce the role and importance of integrated marketing communications in the 4Ps marketing mix. - Analyze target audience segments and the impact of consumer behavior on communications. - Analyze and understand the core brand idea (brand-concept), brand equity, and the role of marketing communications in communicating the core brand idea. - Develop integrated marketing communications strategies to deliver a consistent message across all communication channels. - Explore various marketing communications tools such as advertising, public relations, digital media, and personal selling. - Apply communication theories to real-world marketing communications campaigns. - Evaluate the effectiveness of integrated marketing communications using analytics and metrics. - Understand the ethical and legal considerations when crafting marketing messages.

6. Brief Description of Course Content:

The content of the study is divided into 2 parts: the theoretical part and the practice part with case study to develop skills. In the theory part, the subject content refers to 3 aspects; The Nature and Evolution of Marketing Communications (IMC), introducing IMC tools and its application in marketing decisions. Especially, this theory helps students realize the essence of marketing communication strategy in branding. The real architecture framework is lessons on media planning, building performance metrics and how to coordinate effective IMC tools on an integrated platform. In this content, in-depth aspects of the creation and its role in the five IMC tools are addressed. The practice section is about group exercises related to research on IMC, IMC tools in terms of application to a specific brand. In this part, students are obliged to read documents, synthesize information and report on research results as required. In addition to the internship from the project, students will discuss situations, which include discussion of situations according to the professor's documents and situations where students are required to study and present in class to develop thoroughly. self-study and critical thinking.