[major=MKT | course_id=MKT304 | syllabus_id=13824 | semester=3 | combo=core | title=Intergrated Marketing Communications]
Course ID: MKT304
Title EN: Intergrated Marketing Communications
Title VI: Truyền thông marketing tích hợp
Credits: 3.0
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.
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: 
Course type: coursera_hybrid
Decision: 1402/QĐ-ĐHFPT dated 12/12/2025
Approved date: 2025-12-12
CLO1: Understand the role and practice of marketing within an organization, including theoretical and applied aspects of the marketing discipline
[1] category=Artificial Intelligence tool using; type=on-going; weight=5.0; duration=All the course; question_type=LO4; grading_guide=Fundamental techniques and applications of prompt engineering and generative AI in marketing and advertising; completion_criteria=; clos=>0
[2] 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.; question_type=; grading_guide=; completion_criteria=; clos=>0
[3] 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; grading_guide=The question will cover the lectures, class discussions, activities, exercises, and textbook.; completion_criteria=; clos=>0
[4] category=Group Project; type=on-going; weight=35.0; duration=OP2 (For Constructivism Approach only): Follow lecturer's proposal; question_type=LO1, LO2, LO3; grading_guide=Based on topics of studied units; completion_criteria=; clos=>0
[5] 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; grading_guide=Based on topics of studied units; completion_criteria=; clos=>0
[6] 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; grading_guide=Quizzes will test for knowledge of subjects in the chapters assigned for that day.; completion_criteria=; clos=>0
[7] category=Final exam; type=Final exam; weight=20.0; duration=60'; question_type=LO1, LO2, LO3; grading_guide=The question will cover the lectures, class discussions, activities, exercises, and textbook.; completion_criteria=; clos=4
[1] desc=Advertising and Promotion: An Integrated Marketing Communications Perspective; author=George E. Belch and Michael A. Belch; publisher=Irwin/McGraw-Hill; edition=9th; isbn=; main=True; online=; note=
[2] desc=Additional readings on AdAge.com, Harvard Business Review, BusinessWeek; author=; publisher=; edition=; isbn=; main=; online=True; note=
[3] desc=ISE Advertising and Promotion: An Integrated Marketing Communications Perspective; author=George E. Belch, Michael A. Belch; publisher=McGraw-Hill Education; edition=12th; isbn=ISBN13: 9781260570991; main=True; online=; note=Chọn một trong 2 quyển. Ưu tiên mua ấn bản mới nhất
[4] desc=https://www.coursera.org/projects/prompt-engineering-generative-ai-for-marketing-advertising; author=Coursera Project Network; publisher=Coursera; edition=; isbn=; main=True; online=True; note=Coursera guided project Prompt Engineering Generative AI for Marketing & Advertising
[5] desc=Coursera guided project Prompt Engineering Generative AI for Marketing & Advertising
https://www.coursera.org/projects/prompt-engineering-generative-ai-for-marketing-advertising; author=; publisher=Coursera; edition=; isbn=; main=True; online=True; note=
[6] desc=ChatGPT for Beginners: Using AI for Market Research
https://www.coursera.org/projects/chatgpt-for-beginners-market-research-ai; author=; publisher=Coursera; edition=; isbn=; main=True; online=True; note=
[7] desc=AI in Office
https://www.coursera.org/learn/copy-of-generative-ai-essentials-for-educators/; author=; publisher=Coursera; edition=; isbn=; main=True; online=True; note=
[8] desc=Tableau Business Intelligence Analyst
https://www.coursera.org/professional-certificates/tableau-business-intelligence-analyst; author=; publisher=Coursera; edition=; isbn=; main=True; online=True; note=
Session 1: 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
Topic: Offline; Teaching type: LO1; LO: IT
ITU: 
Materials: MKT304

Session 2: Chapter 1 (continue): IMC process and planning
Topic: Offline; Teaching type: LO1; LO: 
ITU: 
Materials: MKT304

Session 3: Chapter 2: The Role of IMC in the Marketing Process
Marketing strategy and analysis, target marketing process, positioning strategy
Topic: Offline; Teaching type: LO1; LO: IT
ITU: 
Materials: MKT304_AI Integration Guide_FA25

Session 4: Chapter 2 (continue):Repositioning strategies
Developing marketing plan program, the role of adertising and promotion
Topic: Offline; Teaching type: LO1; LO: 
ITU:
CLO2: Demonstrate proficiency in promotion skills and apply to build an IMC strategy
Session 1: Chapter 4: Perspectives on Consumer Behaviour
The Consumer decision-making process
Topic: Offline; Teaching type: LO1; LO: ITU
ITU: 

Session 2: Chapter 4 (continue): Consumer learning process, environmental influences on Consumer behavior, and alternative approaches to consumer behavior
Topic: Offline; Teaching type: LO1; LO: 
ITU: 

Session 3: Chapter 5: The Communication Process
The nature of communication, basic model of communication, and analyzing the receiver
Topic: Offline; Teaching type: LO1; LO: IT
ITU: 

Session 4: Chapter 5 (continue): The response [rpcess, cognitive processing of communications
Topic: Offline; Teaching type: LO1; LO: 
ITU:
CLO3: Understand how to develop, analyze, and evaluate strategies and tactical IMC plans and programs and to assess their performance
Session 1: Chapter 6: Source, Message, and Channel Factors
Source factors, choosing a Celebrity Endorser
Topic: Offline; Teaching type: LO1; LO: IT
ITU: 

Session 2: Chapter 6 (continue): Message factors, channel factors
Topic: Offline; Teaching type: LO1; LO: 
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Session 3: Chapter 7: Establishing Objectives and Budgeting for the Promotional Program
Determine value of IMC objectives, Dagma
Topic: Offline; Teaching type: LO1; LO: IT
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Session 4: Chapter 7 (continue): Group Project Guildelines and Individual Assignment Guidelines
Problem in setting objectives Establish and allocate the promotional budget
Topic: Offline; Teaching type: LO1; LO: 
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CLO4: Apply AI in marketing processes, evaluate the efficiency of different AI tools, and critically address ethical risks.
Session 1: Chapter 8: Creative strategy: Planning and development
Topic: Offline; Teaching type: LO1; LO: IT
ITU: 

Session 2: Quiz 1: Chapter 1, 2, 4, 5, 6, 8
Topic: Offline; Teaching type: LO1; LO: 
ITU: 

Session 3: Chapter 9: Creative Strategy: Implementation and Evaluation
Appeals and Execution styles
Topic: Offline; Teaching type: LO2; LO: IT
ITU: 

Session 4: Chapter 9 (continue): Creative tatics, Client Evaluation and Approval of creative output
Topic: Offline; Teaching type: LO2; LO: 
ITU:
Session 1: Chapter 10: Media Planning and Strategy
Developing the Media plan, Market analysis
Topic: Offline; Teaching type: LO2; LO: IT
ITU: 

Session 2: Chapter 10 (continue): Establish Media objectives
Develop and implementing media strategies, evaluation and follow up, characteristics of media
Topic: Offline; Teaching type: LO2; LO: 
ITU: 

Session 3: Chapter 11: Evaluation of Media: Television and Radio
Television, buying television time
Topic: Offline; Teaching type: LO2; LO: IT
ITU: 

Session 4: Chapter 11 (continue):Radio
Topic: Offline; Teaching type: LO2; LO: 
ITU:
Session 1: Chapter 12: Evaluation of Print Media
Magazine
Topic: Offline; Teaching type: LO2; LO: IT
ITU: 

Session 2: Chapter 12 (continue): Newspapers
Topic: Offline; Teaching type: LO2; LO: 
ITU: 

Session 3: Chapter 13: Support Media
Traditional support media, promotional produc marketing
Topic: Offline; Teaching type: LO2; LO: IT
ITU: 

Session 4: Chapter 13 (continue): Other traditional support media, nontraditional support media
Topic: Offline; Teaching type: LO2; LO: 
ITU:
Session 1: Chapter 19: International Advertising and Promotion
The role of international Advertising and promotion, Global vs localized advertising
Topic: Offline; Teaching type: LO2; LO: I, T
ITU: 

Session 2: Chapter 19 (continue): Decision areas in international advertising, promotion mix of international marketing
Topic: Offline; Teaching type: LO2; LO: 
ITU: 

Session 3: Review chapter 8-13
Topic: Offline; Teaching type: LO2; LO: I, T
ITU: 

Session 4: Quiz 2: Chapter 8, 9, 10, 11, 12, 13
Topic: Offline; Teaching type: LO2; LO: 
ITU:
Session 1: Chapter 16: Sales Promotion
The growth of sales promotion, consumer-oriented sales promotion techniques
Topic: Offline; Teaching type: LO2; LO: IT
ITU: 

Session 2: Chapter 16 (continue): trade-oriented sales promotion
Topic: Offline; Teaching type: LO2; LO: 
ITU: 

Session 3: Chapter 16 (continue): Coordinating sales promotion with advertising, other IMC tools
Topic: Offline; Teaching type: LO2; LO: I, T
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Session 4: Chapter 16 (continue): group activities (case study, discussion)
Topic: Offline; Teaching type: LO2; LO: 
ITU:
Session 1: Chapter 17: Public Relations, Publicity, and Corporate Advertising
Submission of Individual Assignment
Public relation
Topic: Offline; Teaching type: LO2; LO: ITU
ITU: 

Session 2: Chapter 17 (continue): The process of PR
Topic: Offline; Teaching type: LO2; LO: 
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Session 3: Chapter 17 (continue): Publicity
Topic: Offline; Teaching type: LO2; LO: I, T
ITU: 

Session 4: Chapter 17 (continue): Corporate advertising
Topic: Offline; Teaching type: LO2; LO: 
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Session 1: Chapter 14: Direct Marketing
Topic: Offline; Teaching type: LO2; LO: IT
ITU: 

Session 2: Chaper 14 (continue): Direct selling, evaluating the effectiveness of direct marketing
Topic: Offline; Teaching type: LO2; LO: 
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Session 3: Practical excercises
Practice applying AI for producing creative products
Topic: Offline; Teaching type: LO2; LO: U
ITU: 

Session 4: Practical excercises
Practice appying AI for producing creative products
Topic: Offline; Teaching type: LO2; LO: U
ITU:
Session 1: Chapter 15: The Internet and Interactive Media
Social media marketing
The internet and IMC
Topic: Offline; Teaching type: LO2; LO: IT
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Session 2: Chapter 15 (continue): Mobile, Social media management programs
Topic: Offline; Teaching type: LO2; LO: 
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Session 3: Chapter 15 (continue): Internet metrics
Topic: Offline; Teaching type: LO2; LO: I, T
ITU: 

Session 4: In-class esay (45')
Topic: Offline; Teaching type: LO2; LO: 
ITU:
Session 1: Chapter 20: Regulation of Advertising and Promotion
Self-regulation, federal regulation of advertising
Topic: Offline; Teaching type: LO2; LO: IT
ITU: 

Session 2: Chapter 20 (continue): State regulation, other promotional areas
Topic: Offline; Teaching type: LO2; LO: 
ITU: 

Session 3: Chapter 21: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
Ethic, Social, and ethical critisicism of advertising
Topic: Offline; Teaching type: LO3; LO: 
ITU: 

Session 4: Chapter 21 (continue): Economic effects of advertising
Topic: Offline; Teaching type: LO3; LO: 
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Session 1: Group assignment submit
IMC in Vietnam
The role of Ad/PR Agency
New trends in IMC in the world and in Vietnam
Topic: Offline; Teaching type: LO3; LO: 
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Session 2: IMC in Vietnam
The role of Ad/PR Agency
New trends in IMC in the world and in Vietnam
Topic: Offline; Teaching type: LO3; LO: 
ITU: 

Session 3: IMC in Vietnam
The role of Ad/PR Agency
New trends in IMC in the world and in Vietnam
Topic: Offline; Teaching type: LO3; LO: 
ITU: 

Session 4: IMC in Vietnam
The role of Ad/PR Agency
New trends in IMC in the world and in Vietnam
Topic: Offline; Teaching type: LO3; LO: 
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Session 1: GROUP REPORT AND PRESENTATION
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4; LO: U
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Session 2: GROUP REPORT AND PRESENTATION
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4; LO: 
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Session 3: GROUP REPORT AND PRESENTATION
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4; LO: U
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Session 4: GROUP REPORT AND PRESENTATION
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4; LO: 
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Session 1: COURSE REVIEW + Practical Exercises
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4; LO: U
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Session 2: COURSE REVIEW + Practical Exercises
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4; LO: 
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Session 3: COURSE REVIEW
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4; LO: TU
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Session 4: COURSE REVIEW
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4; LO: 
ITU: