Integrated Marketing Communication in the Digital World_Chiến lược truyền thông marketing tích hợp

The course provides a better understanding of emerging new technologies (AI) as well as digital and legacy media by guiding students through the development and implementation of a comprehensive Integrated Marketing Communication (IMC) plan for businesses and organizations. Along with knowledge of IMC's crucial elements such as market analysis, creative conceptualization, target audience, brand positioning, intensity of advertising, sales promotion, public relations, etc., the course helps provide students with a comprehensive understanding of IMC in digital age by emphasizing the importance of social media, website development, search engine optimization, mobile marketing, brand promotion events, and retail store connectivity. Upon successful completion of this course, students shall: 1. Gain a comprehensive understanding of the theoretical foundations of IMC and its role in brand building and growth. 2. Demonstrate proficiency in using tools, software, and AI for data analysis and multimedia creation to enhance IMC plans. 3. Demonstrate strong analytical skills essential for overcoming challenges in marketing operations and making informed decisions. 4. Develop, implement, and evaluate a comprehensive IMC plan while considering ethical, privacy, and cultural factors.