Intergrated Marketing Communications (MKT304)
Vietnamese title: Truyền thông marketing tích hợp
Credits: 3
Prerequisites: MKT101/MKG101/MMK101

Description:
The course aims to provide students a solid foundation on different aspects of advertising and other major integrated marketing communications tools, and the role of these tools in the marketing process. In particular, attention will be given to discussions on (1) understanding the communication processes of consumers and marketers, (2) conducting situation analyses of business and social environments, (3) devising effective creative strategies for achieving marketing objectives, and (4) implementing and evaluating the creative strategy.
A key feature of this course is the integration of artificial intelligence (AI) tools and applications. Students will explore how to effectively use these tools for brainstorming and editing tasks.

Learning outcomes:
Understand the role and practice of marketing within an organization, including theoretical and applied aspects of the marketing discipline
Demonstrate proficiency in promotion skills and apply to build an IMC strategy
Understand how to develop, analyze, and evaluate strategies and tactical IMC plans and programs and to assess their performance
Apply AI in marketing processes, evaluate the efficiency of different AI tools, and critically address ethical risks.

Student tasks:
- Attend at least 80% of contact hours in order to be accepted to the final examination
- Actively participate in class activities
- Fulfil tasks given by intructor after class
- Use their own laptop in class only for learning purpose
- Read the textbook in advance
- Access the course website (www.flm.fpt.edu.vn) for up-to-date information and material of the course, for online supports from teachers and other students and for practicing and assessment.

Tools:

Materials:
description: Advertising and Promotion: An Integrated Marketing Communications Perspective
author: George E. Belch and Michael A. Belch
publisher: Irwin/McGraw-Hill
published_date: 2012
edition: 9th
description: Additional readings on AdAge.com, Harvard Business Review, BusinessWeek
description: ISE Advertising and Promotion: An Integrated Marketing Communications Perspective
author: George E. Belch, Michael A. Belch
publisher: McGraw-Hill Education
published_date: 2021
edition: 12th
isbn: ISBN13: 9781260570991
note: Chọn một trong 2 quyển. Ưu tiên mua ấn bản mới nhất
description: https://www.coursera.org/projects/prompt-engineering-generative-ai-for-marketing-advertising
author: Coursera Project Network
publisher: Coursera
note: Coursera guided project Prompt Engineering Generative AI for Marketing & Advertising
description: Coursera guided project Prompt Engineering Generative AI for Marketing & Advertising
https://www.coursera.org/projects/prompt-engineering-generative-ai-for-marketing-advertising
publisher: Coursera
description: ChatGPT for Beginners: Using AI for Market Research
https://www.coursera.org/projects/chatgpt-for-beginners-market-research-ai
publisher: Coursera
description: AI in Office
https://www.coursera.org/learn/copy-of-generative-ai-essentials-for-educators/
publisher: Coursera
description: Tableau Business Intelligence Analyst
https://www.coursera.org/professional-certificates/tableau-business-intelligence-analyst
publisher: Coursera

Assessments:
category: Artificial Intelligence tool using
type: on-going
weight: 5.0
duration: All the course
question_type: LO4
no_question: Guided Project
grading_guide: Fundamental techniques and applications of prompt engineering and generative AI in marketing and advertising
note: Completion of the Coursera Guided Project is compulsory. Upon successful completion, students will earn 10 points
category: Class participation and preparation
type: on-going
weight: 10.0
duration: OP2 (For Constructivism Approach only): Follow lecturer's proposal. OP3 (For Project-Based Learning only): Follow lecturer's proposal.
no_question: OP2 (For Constructivism Approach only): Follow lecturer's proposal. OP3 (For Project-Based Learning only): Follow lecturer's proposal.
knowledge_and_skill: OP2 (For Constructivism Approach only): Follow lecturer's proposal. OP3 (For Project-Based Learning only): Follow lecturer's proposal.
category: Essay Test
type: on-going
weight: 10.0
duration: OP1: 40'
OP2 (For Constructivism Approach only): Follow lecturer's proposal
question_type: LO1, LO2, LO3
no_question: OP1: Essay questions OP2 (For Constructivism Approach only): Follow lecturer's proposal
knowledge_and_skill: OP2 (For Constructivism Approach only): Follow lecturer's proposal
grading_guide: The question will cover the lectures, class discussions, activities, exercises, and textbook.
note: Class room
category: Group Project
type: on-going
weight: 35.0
duration: OP2 (For Constructivism Approach only): Follow lecturer's proposal
question_type: LO1, LO2, LO3
no_question: OP1: This is a group-based project that involves the creation and implementation of a promotional campaign for a company. The group consists of 4-5 members. Group members have to work closely throughout the semester and give a formal presentation by the end of the course. OP2 (For Constructivism Approach only): Follow lecturer's proposal
knowledge_and_skill: OP1: Maximum length of the group assignment should be 20 pages excluding appendices. OP2 (For Constructivism Approach only): Follow lecturer's proposal
grading_guide: Based on topics of studied units
note: Group presentation in class room
category: Individual assignment
type: on-going
weight: 10.0
duration: OP1: at home
OP2 (For Constructivism Approach only): Follow lecturer's proposal
question_type: LO1
no_question: OP1: An individual work to demonstrate the student's understanding and application of IMC concepts in practice. The topic will be announced by the lecturer in Lecture 2.
OP2 (For Constructivism Approach only): Follow lecturer's proposal
knowledge_and_skill: OP1: Maximum length of the group assignment should be 5 pages excluding appendices.
OP2 (For Constructivism Approach only): Follow lecturer's proposal
grading_guide: Based on topics of studied units
note: Individual assignment submitted in class
category: Quizzes
type: on-going
weight: 10.0
duration: OP1: 20' each
OP2 (For Constructivism Approach only): Follow lecturer's proposal
question_type: LO1, LO2, LO3
no_question: OP1: Multiple choice questions, Case study exercises
OP2 (For Constructivism Approach only): Follow lecturer's proposal
knowledge_and_skill: OP1: Appx. 15
OP2 (For Constructivism Approach only): Follow lecturer's proposal
grading_guide: Quizzes will test for knowledge of subjects in the chapters assigned for that day.
note: Class room
category: Final exam
type: Final exam
weight: 20.0
duration: 60'
question_type: LO1, LO2, LO3
no_question: Multiple choice questions. Other types of questions may be included.
knowledge_and_skill: ~ 50
grading_guide: The question will cover the lectures, class discussions, activities, exercises, and textbook.
note: Exam room

Schedule:
session: Course Introduction
Chapter 1: An Introduction to Integrated Marketing Communications
The role of marketing, promotional mix
Introduction to Coursera Guided Project Prompt Engineering Generative AI for Marketing & Advertising
learning_outcomes: IT
materials: MKT304
session: Chapter 1 (continue): IMC process and planning
materials: MKT304
session: Chapter 2: The Role of IMC in the Marketing Process
Marketing strategy and analysis, target marketing process, positioning strategy
learning_outcomes: IT
materials: MKT304_AI Integration Guide_FA25
session: Chapter 2 (continue):Repositioning strategies
Developing marketing plan program, the role of adertising and promotion
session: Chapter 4: Perspectives on Consumer Behaviour
The Consumer decision-making process
learning_outcomes: ITU
session: Chapter 4 (continue): Consumer learning process, environmental influences on Consumer behavior, and alternative approaches to consumer behavior
session: Chapter 5: The Communication Process
The nature of communication, basic model of communication, and analyzing the receiver
learning_outcomes: IT
session: Chapter 5 (continue): The response [rpcess, cognitive processing of communications
session: Chapter 6: Source, Message, and Channel Factors
Source factors, choosing a Celebrity Endorser
learning_outcomes: IT
session: Chapter 6 (continue): Message factors, channel factors
session: Chapter 7: Establishing Objectives and Budgeting for the Promotional Program
Determine value of IMC objectives, Dagma
learning_outcomes: IT
session: Chapter 7 (continue): Group Project Guildelines and Individual Assignment Guidelines
Problem in setting objectives Establish and allocate the promotional budget
session: Chapter 8: Creative strategy: Planning and development
learning_outcomes: IT
session: Quiz 1: Chapter 1, 2, 4, 5, 6, 8
session: Chapter 9: Creative Strategy: Implementation and Evaluation
Appeals and Execution styles
learning_outcomes: IT
session: Chapter 9 (continue): Creative tatics, Client Evaluation and Approval of creative output
session: Chapter 10: Media Planning and Strategy
Developing the Media plan, Market analysis
learning_outcomes: IT
session: Chapter 10 (continue): Establish Media objectives
Develop and implementing media strategies, evaluation and follow up, characteristics of media
session: Chapter 11: Evaluation of Media: Television and Radio
Television, buying television time
learning_outcomes: IT
session: Chapter 11 (continue):Radio
session: Chapter 12: Evaluation of Print Media
Magazine
learning_outcomes: IT
session: Chapter 12 (continue): Newspapers
session: Chapter 13: Support Media
Traditional support media, promotional produc marketing
learning_outcomes: IT
session: Chapter 13 (continue): Other traditional support media, nontraditional support media
session: Chapter 19: International Advertising and Promotion
The role of international Advertising and promotion, Global vs localized advertising
learning_outcomes: I
T
session: Chapter 19 (continue): Decision areas in international advertising, promotion mix of international marketing
session: Review chapter 8-13
learning_outcomes: I
T
session: Quiz 2: Chapter 8, 9, 10, 11, 12, 13
session: Chapter 16: Sales Promotion
The growth of sales promotion, consumer-oriented sales promotion techniques
learning_outcomes: IT
session: Chapter 16 (continue): trade-oriented sales promotion
session: Chapter 16 (continue): Coordinating sales promotion with advertising, other IMC tools
learning_outcomes: I
T
session: Chapter 16 (continue): group activities (case study, discussion)
session: Chapter 17: Public Relations, Publicity, and Corporate Advertising
Submission of Individual Assignment
Public relation
learning_outcomes: ITU
session: Chapter 17 (continue): The process of PR
session: Chapter 17 (continue): Publicity
learning_outcomes: I
T
session: Chapter 17 (continue): Corporate advertising
session: Chapter 14: Direct Marketing
learning_outcomes: IT
session: Chaper 14 (continue): Direct selling, evaluating the effectiveness of direct marketing
session: Practical excercises
Practice applying AI for producing creative products
learning_outcomes: U
session: Practical excercises
Practice appying AI for producing creative products
learning_outcomes: U
session: Chapter 15: The Internet and Interactive Media
Social media marketing
The internet and IMC
learning_outcomes: IT
session: Chapter 15 (continue): Mobile, Social media management programs
session: Chapter 15 (continue): Internet metrics
learning_outcomes: I
T
session: In-class esay (45')
session: Chapter 20: Regulation of Advertising and Promotion
Self-regulation, federal regulation of advertising
learning_outcomes: IT
session: Chapter 20 (continue): State regulation, other promotional areas
session: Chapter 21: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
Ethic, Social, and ethical critisicism of advertising
session: Chapter 21 (continue): Economic effects of advertising
session: Group assignment submit
IMC in Vietnam
The role of Ad/PR Agency
New trends in IMC in the world and in Vietnam
session: IMC in Vietnam
The role of Ad/PR Agency
New trends in IMC in the world and in Vietnam
session: IMC in Vietnam
The role of Ad/PR Agency
New trends in IMC in the world and in Vietnam
session: IMC in Vietnam
The role of Ad/PR Agency
New trends in IMC in the world and in Vietnam
session: GROUP REPORT AND PRESENTATION
learning_outcomes: U
session: GROUP REPORT AND PRESENTATION
session: GROUP REPORT AND PRESENTATION
learning_outcomes: U
session: GROUP REPORT AND PRESENTATION
session: COURSE REVIEW + Practical Exercises
learning_outcomes: U
session: COURSE REVIEW + Practical Exercises
session: COURSE REVIEW
learning_outcomes: TU
session: COURSE REVIEW