NATIONAL ECONOMICS UNIVERSITY

NEU BUSINESS SCHOOL

***

INDIVIDUAL ASSIGNMENT
CRITICAL ESSAY ABOUT THE MARKETING &
COMMUNICATIONS INDUSTRY

Name: NGUYEN HAI ANH

Student Code: 11219017

Class: E-BBA 13.1

School: NEU Business School - National Economics

University

Phone number: +84899849744

Gmail: anhnh.nevents@gmail.com

Hanoi, Feb 2023

NATIONAL ECONOMICS UNIVERSITY
NEU BUSINESS SCHOOL
E-BBA 13.1 Individual Assignment - Critical Thinking In Business

CRITICAL ESSAY ABOUT THE MARKETING & COMMUNICATIONS

INDUSTRY
1. Opportunities and challenges to join this industry:
The marketing and communications industry is facing major challenges, such as
technology, AI, decreasing brand trust, balancing truth with public interest, and social
corporate responsibility.
Here are three current topics that have an impact on the marketing and
communications industry today:
- CSR / Corporate Purpose:
Consumers are increasingly conscious of corporate social responsibility, especially
millennials and Generation Z. According to a Deloitte survey, 84% of millennials believe
that having a positive social impact is more important than having professional success.
Tax evasion and avoidance is the main justification for avoiding a brand, while 40% of
consumers are influenced by unfair employee treatment and 36% by unjust treatment of
supply-chain workers. Internal CSR activities alone are insufficient for a brand to be
perceived as having an impact, so transparency and authenticity in communication are
essential.
- Authenticity:
Fake news is increasing the value of "the authentic". Authentic content must be
offered as part of brand communication strategies to account for this lack of trust. Brands
should use social media, surveys, focus groups, point-of-sale, and other tools to
understand customers better and appeal to their values.
- Technology and data:
The younger generation has a love/hate relationship with technology, with 71%
satisfied with how they use it for personal purposes, but more than half saying it causes
them more harm than good. Cybersecurity is a major issue, with 79% worried about
falling prey to online fraud and 25% stopping doing business with a company due to their
inability to protect their data. The communication sector must work with brands to turn
obstacles into opportunities and keep up with the rapidly changing modern world.
2. Plan to do to help this industry advance:
In this field, I can start from anywhere, with little to no experience. Here's how:

1
NATIONAL ECONOMICS UNIVERSITY
NEU BUSINESS SCHOOL
E-BBA 13.1 Individual Assignment - Critical Thinking In Business

a) Close skill gaps:

Developing a few key marketing skills will serve me well, and I don't have to get a
college degree to learn them. According to Halltari, hiring managers are more interested
in examples of project management, organization, good communication, strong
copywriting, adaptability, eagerness to learn, and the ability to work independently as
well as with a larger marketing team. A bachelor’s degree is just icing on the cake.
b) Learn Social Media Platforms and Marketing Analytics:
Get to know the strengths and weaknesses of major social media channels.
Familiarize yourself with tools for scheduling and publishing content, social media
listening, analytics, and more. Online courses can help you learn about tools like Google
Adwords, WordPress, and Facebook Ads, as well as teach evergreen skills like graphic
design and SEO.
c) Gain Relevant Work Experience:
The best way to master social media management is to do an internship or connect
with small businesses or nonprofits. Don't be afraid to do free work while learning, but
draw a line after which to start charging clients as a freelancer or salaried role. Online
certifications are another option for upskilling, or create a social media account of your
own. After a few months, you should be able to demonstrate your ability to post
consistently and grow your following.
d) Develop a Portfolio:
A portfolio is essential for social media success, and experience does not have to be
professional. Passion projects and side hustles can be fun ways to learn, and consider
building a website to showcase successful social media posts.
e) Market Yourself to Potential Clients:
Attend conferences and small business events to introduce yourself in person,
giving people your card and letting them meet your brand face-to-face. This will help you
market yourself as a brand and show employers or clients that you can successfully
market their products or services. Be aware that social media is a competitive field, so it
is important to apply to jobs online.