MKT20021 – Integrated Marketing Communication

MKT20021      |       12.5 Credit Points       |       Location: Hanoi, Ho Chi Minh City

Duration                                             Contact hours

One Semester                                       36 hours


Fundamentals of Marketing (MKT10007)



Aims and Objectives

This unit aims to introduce the nature and principles of integrated marketing communications to promote brand success. The unit introduces systematic approaches to setting marketing communications goals, identifying relevant target audiences, designing and testing creative communication campaigns, and evaluating campaign results. Students will develop a deep understanding of marketing communication tools such as advertising, sales promotion, public relations, publicity and direct marketing in a digital and contemporary environment. Students will be able to develop an effective integrated marketing communication plan from an advanced viewpoint based on theory, contemporary practices, and research.

Students who successfully complete this unit will be able to:
1. Describe the nature, principles and tools of integrated marketing communication and promotions management
2. Develop analytical and creative skills necessary to prepare a marketing communications plan in a comprehensive and integrated manner in various business contexts
3. Evaluate the aspects of integrated marketing communications including planning, designing, and executing marketing communication campaigns
4. Work and communicate effectively as an individual or as part of a team across a range of activities and contexts
5. Apply ethical principles and social considerations in making decisions relating to integrated marketing communication

General Skills Outcome

• Problem solving skills
• Analysis skills
• Communication skills
• Ability to tackle unfamiliar problems, and
• Ability to work independently and
• Teamwork skills