mkt301 integrated marketing communications assignment 1 group

Phi , university of achievers HELP Bachelor of Business Hons MKT301 Integrated Marketing Communications ASSIGNMENT 1 GROUP Septembber 2022 Semester DUE DATE: 14 November 2022 W

Phi ,

university of achievers

HELP Bachelor of Business (Hons)

MKT301 Integrated Marketing

Communications

ASSIGNMENT 1 (GROUP)

Septembber 2022 Semester

DUE DATE:

14 November 2022

Weightage:

20%

4 HELP

University Assignment Cover Sheet

university of achievers

Declaration

Student Information (For group assignment,please state names of all members)

PHAM THI DIEM UYEN E2000520 NGUYEN NGOC MAI KHANH E2200052 NGUYEN HONG DUC E2000489

Moduel/Subject Information Moduel/Subject Code MKT301 Moduel/Subject Name Integrated Marketing

Communications Lecterer/Tutor/Facilitator Mr.Tran Ba Duy Linh Due Date 14/11/2022 Assignment Title/Topic ASSIGNMENT 1 Intake (where applicable)

Word Count 1866 words

I/We have read and understood the Programme Handbook that explains on plagiarism, and I/we testify that, unless

otherwise acknowledged, the work submitted herein is entirely my/our own

I/We declare that no part of this assignment has been written for me/us by any other person(s)

except where such collaboration has been authorized by the lecturer concerned

I/We authorize the University to test any work submitted by me/us, using text comparison software, for instances of plagiarism I/We understand this will involve the University or its contractors copying my/our work and storing it on

a database to be used in future to test work submitted by others

Note:

1) The attachment of this statement on any electronically submitted assignments will be deemed to have the same

authority as a signed statement

2) The Group Leader signs the declaration on behalf of all members

Signiture: Pham Thi Diem Uyen Date: 15/11/2022

Mail: diemuyen2973@gmail.com

Feedback/C (sẽ

Main Strengths

Suggestions for improvement

Student acknowledge feedback/comments Grader’s signature

Student’s signature:

Note:

1)A soft and hard copy of the assignment shall be submitted

2)The signed copy of the assignment cover sheet shall be retained by the marker

3)If the Turnitin report is required, students have to submit it with the assignment However, departments may allow

students up to THREE (3) working days after submission of the assignment to submit the Turnitin report The assignment shall only be marked upon the submission of the Turnitin report

Table of Contents

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Figure 2 Video 2

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Summary

Researchers are no longer surprised by the present trend of frequent online information searches Users are not very interested in alternative advertising platforms while looking for information because there are still numerous classic methods of searching on Google We wish to bring university information closer to everyone by launching this campaign We provide our consumers full photographs of the curriculum and its caliber, brand messaging,

Facebook posts, YouTube videos, and other media outlets in order to effectively transmit

information This campaign intends to increase users' understanding of the institution and its training programs in order to increase its appeal to young people while they are deciding which university to attend

Introduction

University of Finance and Marketing (UFM) is one of the oldest schools in Ho Chi Minh City, besides, the international affiliate program is linked internationally with Thompson Rivers University from Canada In order to advance knowledge values and support the training of persons with both professional and technical aptitudes, the university has undertaken training and scientific research cooperation programs with universities in developed nations high degree and is also a good citizen A location to nourish the

enthusiasm of generations of officials, lecturers, students, graduate students, and PhD

students, UFM is a setting that promotes creativity and innovation It also serves as the basis for innovations and discoveries that reach the local and national levels is a university in the southern region of Vietnam that has a reputable reputation for providing courses in marketing

and finance As a result, the school always strives to transform itself into a center for

undergraduate and graduate business and management training, creating an appropriate and useful learning route and assisting students in gaining strong professional knowledge for their future careers

The advertising effort to inform prospective students who are considering applying to the University of Finance and Marketing of general information is described below

The goal of videos

UFM is a renowned teaching and training institution We want to use the school's Fanpage to cultivate ties with clients UFM wants to build relationships with potential new students, give

them information about the institution, and persuade them to enroll there The video test has

to contain basic information about the university, such as an introduction to its core sectors

and a list of facilities, in order to draw in candidates who are considering applying to the University of Finance and Marketing Before submitting their application, motivated students can have a better understanding of the actual facilities if they wish to pursue a professional training environment in that industry In order to assist students and parents in making decisions depending on their income or financial situation, it is also necessary to address the

problem of tuition costs Facilities, training standards, extracurricular activities, and learning

programs are other crucial elements that must be included in the campaign to provide pupils a particular perspective on the surroundings further information about the school's output in terms of teaching quality

At the end of the campaign: University of Finance and Marketing will achieve:

« The number of students increased by 5% (in comparison to the time before the campaign) implemented

* Double the number of new conversations on the school's fanpage and website

* Double the number of people who know the University of Finance and Marketing Target adiences

The group will witness advertising ads referencing those who desire to learn and study at the University of Finance and Marketing The following four parts must be used to determine the target object:

¢ Based on Demographic:

It alludes to the audience subset that is based on recognizable human distinctions Age,

gender, marital status, number of children, occupation, education, income, race, and religion

are all included products for demographic communication that target particular target

audiences Ages 17 to 23, when selftawareness and the relevance of future admission

direction are at their peak, are the target market for the product, which is appropriate for both men and women wishing for a supportive, lively, and effective learning atmosphere The

school focuses on pupils who are enrolled, their financial capacity, and family income levels that range from average to respectable Due to the fact that this particular customer base frequently choose a learning environment that is appropriate for their family's needs, as well

as their age and income,

* Based on Psychographic:

Psychological characterization of audiences and clients in light of aspects of their personalities and traits It alludes to traits of the mind and heart The University of Finance - Marketing chooses to target clients that put a high priority on learning from the institution and gaining new knowledge, clients who want to feel confident and want to use Build a new future using knowledge as a foundation Customers who are readily impacted by training programs and wish to use them nevertheless have questions about things like registration information, school information, as well as information about the quality of the training

* Based on Behavioral:

The behavior segment focuses on the behaviors that customers take, hence it necessitates knowledge of those acts Businesses can [make messages for those behaviors by using the object segment based on the behaviors they exhibit Spending patterns, online shopping patterns, and interactions with brands are a few examples of the behaviors to take into account A variety of disciplines are available at the University of Finance - Marketing for expectant clients Want, care, and learn about taking part in academic coursework at the university to have the theoretical knowledge applied in practice when working We obtain

this information from the school's data source, which includes the school's website, Facebook

groups, and confession

* Based on Geographic:

If you want to target consumers in a particular location with your adverts, the market segment

is crucial Consumers can also be recognized based on local factors like climate and population density The University of Finance's Marketing program focuses on encouraging customers to buy products by advertising to them anywhere in the country Particularly densely populated areas include Ho Chi Minh City and the nearby provinces because there are many residents there who have average to high incomes, knowledge, and a need for access to higher education

Creative strategy

It's crucial to concentrate on raising brand awareness when putting the University of Finance and Marketing's advertising plan into action Since this school offers high-quality education and has a solid reputation, hundreds of millions of people are aware of it

Key message

First, we deliver the message while introducing a few of the international association of the school's activities

UFM stands for "Find Yourself." Speaking of the message, we would like to share with you the importance of education and the significance of selecting the night training program for applicants This is crucial, but it also aids students in developing appropriate career orientation and future study objectives Additionally, part of our group's message and mission

is to aid students in comprehending aspects of school UFM will always be available to help create the best circumstances for students to independently access the most important

information

Creative planning

We must develop advertising tactics to communicate the message and how to communicate it

in order to entice students to apply to the school Building a communication product to introduce the University of Finance and Marketing is the first stage in developing an advertising concept The following step is to develop a brand's image using the smartest and most efficient methods possible

Implementation and Evaluation

Appeals & Ad Execution Techniques

In order to attract customers, we will use two movies to communicate the message in this

stage The University of Finance and Marketing is being introduced in Video 1 as a means of drawing attention Both videos | and 2 are logical decisions

+ Video 1: Welcome to University of Finance and Marketing

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FIGURE 1 VIDEO 1

Link: https://youtu.be/KpFUY VrGreU

Video 1 uses a fair call feature to talk about product performance objectively Because the content in the video is information about key industries, the system of facilities, tuition fees, facilities, training quality, it is intended for career-oriented students who want to pursue an environment professional training, fact-finding institutions before applying, pondering study decisions based on income or family finances, envisioning the learning environment when becoming a student faculty members and a more specific view of the quality of teaching output Based on the data provided, the execution techniques used to deliver the message are associative The first method is dramatization, which is used to produce the bustling narrative

in the model Additionally, the employment of scientific methods combined with the portrayal

of the researcher in the field increases viewer trust The data above demonstrates that the University of Finance and Marketing's message will become more appealing

+ Video 2: TRU — It’s good be here

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Lời Yêu Ngây Dại - Kha TRU - It's good to be here

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FIGURE 2 VIDEO 2

Link: https://youtu.be/zpx6U7cIARU

We produced a film with an appeal to appeal to consumer emotions toward benefits that students can gain by enrolling in this program in order to generate interest in the credibility- building process of UFM's TRU Canada affiliate program This method of communication aims to leave a lasting imprint on the audience's emotions and strengthen the brand of the institution Because of this, the ad execution strategies used in video 2 are hybrid The first is

to highlight TRU's information and imagery by using video footage and photo montages to create an engaging learning environment The content of TRU's inter-training programs in Vietnam is listed next to the photographs From there, viewers can contribute information while watching videos and gain a deeper understanding of the significance and actual learning environment