FBAers explore brand values and IMC plans through the launch of thematic reports
FEBRUARY 28, In the 2A semester of the 2024-2025 academic year, the Faculty of Business Administration (FBA) continues to implement the series of thematic reports with the first subject being Brand Strategy Development. FBAers learned about brand values and the process of developing an Integrated Marketing Communication (IMC) plan in practice.
The speaker for the report was Mr. Nguyen Quoc Tien - Growth Marketing Manager, Marketing Communications, Vietnam Securities Joint Stock Company. Representing the Faculty of Business Administration was Dr. Huynh nhut Nghia - Deputy Dean of the Faculty.
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Representative of the Faculty of Business Administration sent letter if thanks to the speaker
With a comprehensive sharing about branding values, Mr. Tien listed the concepts from many experts and stated that brand values reflect the added values that a notorious brand brings for their product/service, compared to the same product/service that lacks a brand or with a weak one.
The speaker also introduced David Aker’s brand equity model consisting of 5 components: Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty, Other Proprietary Assets.
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Speaker Quoc Tien provided practical information on brand value and the process of creating an IMC
Regarding IMC, Mr. Tien analysed the process of building an IMC plan that consists of eleven steps: Defining the mission, Target clients, Market analysis, Competitor analysis, Past performance, Strategic communication planning, Paid media strategy, Setting KPIs, Implementation, and Optimization.
During the process of building an IMC plan, the speaker emphasizes the cautions: after defining the target, it is essential to analyze the market, competitors, and target clients according to the 3D to identify the similarities and differences; Business analytical thinking mindset should be developed to analyze the market; identify the activities on various channels throughout a year; using tools for evaluation when researching competitors.
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FBAers follow and expressed their concerns with the speaker
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FBAers follow and expressed their concerns with the speaker
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FBAers follow and expressed their concerns with the speaker
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FBAers follow and expressed their concerns with the speaker
The attention-requested points when researching target customers and Digital Marketing strategies were also analyzed by the business representative through case studies for students to visualize specifically.
In the following report on March 10, the students will explore the theme of Professional Sales and Strategic Management. The practical perspective form the businesses is the toolkit that helps them study and apply their expertise more specifically.
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