Brief Course Description
1. Course Title:
Integrated Communication Marketing
2. Language of Instruction:
Tiếng Việt
3. Course Code:
MAR503195
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 course content is divided into two parts: theoretical part and practical part along with case study to develop skills. In the theoretical part, the subject content refers to 3 aspects: nature and evolution of marketing communications (IMC), introducing IMC tools and their applications in marketing decisions. Especially, this theoretical part helps students to realize the essence of Marketing communication strategies in branding. The real framework consists of the lectures on mass media planning, building performance metrics, and how to combine IMC tools effectively on an integrated platform. In this content will cover the in-depth aspect of creativity and its role in the 5 IMC tools.
The practical part is the assignments related to IMC research, IMC tools in terms of application to a specific brand. In this part, students are required to read documents, synthesize information and make reports. In addition to the project-based practice, students will discuss a case study, this content includes a case study based on the lecturer's materials and students are required to research to present in class to develop skills such as self-study and critical thinking.