ThS.

Trần Quang Phòng

Marketing Management 2
Course content
Session 1 : Chapter 14. Communicating Customer Value: Integrated Marketing Communications
Strategy
The Promotion Mix
Integrated Marketing Communications

Session 2 : Chapter 14. Communicating Customer Value: Integrated Marketing Communications

Strategy
A View of the Communication Process
Steps in Developing Effective Marketing Communication
Setting the Total Promotion Budget and Mix
Socially Responsible Marketing Communication
(Nhóm Ân)
Session 3 : Chapter 15. Advertising and Public Relations
Advertising
Setting Advertising Objectives
Setting Advertising Budgets
Developing Advertising Strategy
(Nhóm Phan Thi Ngoc Nhi)
Session 4 : Chapter 15. Advertising and Public Relations
Eveluating Advertising Effectiveness and the Return on Advertising Investment
Other Advertising Considerations
Public relations
The role and Impact of PR
Major Public Relations Tools
(Nhóm
Session 5 : Chapter 16. Personal Selling and Sales Promotion
The Nature of Personal Selling
The Role of the Sales Force
Managing the Sales Force
(Nhóm Tú Uyên)
Session 6 : Chapter 16. Personal Selling and Sales Promotion
The Personal Selling Process
Sales Promotion
(Nhóm Trâm)
Session 7 : Chapter 17. Direct and Online Marketing: Building Direct Customer Relationships
The New Direct-Marketing Model
Growth and Benefits of Direct Marketing
Customer Databases and Direct Marketing
Forms of Direct Marketing
Online Marketing
(Nhóm Thu Thảo)
Session 8 : Chapter 17. Direct and Online Marketing: Building Direct Customer Relationships
Setting up an Online Marketing Presence
The Promise and Challenges of Online Marketing
Public Policy Issues in Direct Marketing
(chưa có nhóm thuyết trình)
Session 9 : Review
Progress Test: Theory
Mid-term Test : Group presentation