Integrated marketing

communication (IMC)

LÊ THỊ THU MAI, PhD

National Economics University
Course learning outcomes

GOAL Description

Understand the nature and role of marketing communication tools, the process of managing
G1 marketing communication activities, and the multiple factors that are sensitive to the context of the
marcom activities and their management.

Explore principles and concepts in setting marcom objectives and budgeting, designing
G2 communication brief and developing marcom plan, evaluating marcom effectiveness, developing
effective creative strategy and media planning, integrating various marcom tools and efforts

Develop and/ or evaluate an integrated marketing communications proposal, demonstrating

G3 professional ethics and social responsibility
 N CONTENTS TEXTBOOKS

1 Overview of the course Syllabus

Chapter 1,2 Belch

2 Overview of marketing communications (marcoms) Chapter 1, 2, 4 Fill
Chapter 3 Belch
3 Managing marcom activities; working with agencies Chapter 8 Fill
Chapter 4-6 Belch
4-5 Researching the target audience: customer journey and insight analysis Chapter 3 Fill
Chapter 7 Belch
6 Contextual review: task analysis and communication briefing Chapter 7 Fill
Chapter 7 Belch
7-8 Planning IMC: establishing objectives and budgeting for the marcom program Chapter 5, 6, 9 Fill
Chapter 8-9 Belch
9-10 Creative strategy development and execution Chapter 14 Fill
Chapter 10-13 Belch
11-12 Media analysis & planning Chapter 15-16 Fill
Chapter 14 -17 Belch
13 Integrating marcom tools Chapter 8, 10-13 Fill
Chapter 18 Belch
14 Evaluating marcom effectiveness Chapter 9 Fill

15 International, legal, social and ethical considerations in managing marcom activities Chapter 19-21 Belch
Textbook & reference

Useful websites and fanpage

• https://www.contagious.com/

• https://www.smartinsights.com/blog/

Belch, George E., Belch, Michael Chris Fill and Sarah Turnbull
A. (2021), McGraw-Hill Education (2023), Pearson
Vietnamese textbook and reference
Textbook

• Trương Đình Chiến, Cao Tiến Cường (2023), Truyền thông marketing tích
hợp, NXB Đại học Kinh tế quốc dân, tái bản lần 2

Useful websites and fanpage

• https://www.brandsvietnam.com: Thông tin Thương hiệu và Marketing toàn

diện tại Việt Nam

• https://advertisingvietnam.com/

• VMCC - Vietnam Marketing & Communications Group Facebook

 Course assessment
Type of assessment Content Weigh

Participation • Attendance, in-class activities & assignments 10%

Group works
• ... 40%

Final exam • 90 minutes, open book 50%

• Starting point for individual participation: 2

+1 for Effective contribution in in-class discussions and activities

-1 for Absence or missing to in-class activities:

 Topic for presentation – 64C
No Topic Issues Time, Group Reference
1 Technological AI, CGI, emerging channel, hyper-personalization … to Week 3 Contagious report 2023
adoption connect and engage the target audience Group 9 Kantar Media trends 2023
2 Marcom Brand building and marketing performance: the challenge Week 4 Kantar: modern marketing
objectives of balancing short-term and long-term marcom objectives Group 1 dilemma
3 Audience Driving customer engagement: new insight to fuel tactics, Week 5 Salesforce report 2022; Kantar
research tools & channels collection Group 4 Media trends 2023; McKinsey:
Consumers set the tone
4 Brand building ESG - leadership with a powerful purpose - impact on Week 7 Kantar Media trends 2023
brand communication Group 5 Boston Consulting Group
5 Media Whether social media have peaked? New era of social Week 8 Contagious report 2023
media; social commerce & retail media Group 2
6 Creative Creative Effectiveness Lions Grand Prix Week 9 Contagious report 2023
What can we learn? Group 7 Lion creativity report 2023
7 Creative + Evolution of influencer marketing: rises or declines? Week 11 Marketing trends 2023 by
media what works and what doesn’t? Group 3 Forbes
8 Creative + Media and entertainment brands as media partners getting Week 12 Contagious report 2023
media ad equity right Group 6
9 Social, ethical The new fake world, misinformation, trust and brand Week 13 Kantar: The top-ranking
issues involvement Group 8 advertising platforms for 2023
How?
• Assignment of topic to groups: random
• Reference for development of ideas: link to CIIs in LMS
• Date of presentation: see schedule, (slides to professor: 2 days before)
• Format: Presentation in 15 minutes + 10 minutes for student evaluation
• Suggested outlines:
• Introduction of key concept, issues
• Illustrations with selected cases
• Expert views
• Implication for Vietnamse brands (similar application, potentiality, barriers, …)
• …
Contact method: Digital MKT 64C

https://shorturl.at/iGX0r