Brief Course Description
1. Course Title:
Marketing Communication
2. Language of Instruction:
Tiếng Anh
3. Course Code:
ISB574015
4. Credits:
4
5. Course Objectives:
Increase students’ understanding of the important issues in planning and evaluating marketing communication campaigns.
Introduce students to appropriate theories, models and other tools for understanding marketing communications.
Provide students with a managerial perspective on making marketing communications decisions.
Provide students abilities and skills to develop and implement integrated marketing communications campaigns as well as evaluate the success of campaigns.
6. Brief Description of Course Content:
Developing and managing an effective integrated marketing communications (IMC) program is a vital part of successful marketing. Moreover, IMC is a highly visible and demanding aspect of marketing communication effort at brand level. This unit, grounded in marketing principles, provides students with an understanding of IMC, the marketing communication process, and coordinating major elements of the marketing communications mix – advertising, digital marketing, sales promotions, personal selling, sponsorship marketing, public relations, direct marketing.