Phi , university of achievers
HELP Bachelor of Business (Hons)
MKT301
Integrated Marketing Communications
ASSIGNMENT 1 (GROUP)
Septembber 2022 Semester
DUE DATE: 14 November 2022
Trang 24 HELP University Assignment Cover Sheet university of achievers Declaration
Student Information (For group assignment,please state names of all members) Name ID 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
Trang 3
Suggestions for improvement
Student acknowledge feedback/comments Grader’s signature
Student’s signature:
Date: Date:
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
Trang 4Table of Contents
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Trang 5Figure | Video 1 Figure 2 Video 2
Trang 6Summary
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
Trang 7The 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
Trang 8school 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:
Trang 9Creative 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
Trang 10+ Video 1: Welcome to University of Finance and Marketing
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Trang 11+ Video 2: TRU — It’s good be here ea `" Tại sao em thay đổi Cứu Văn Kịp Không (Duzme Remix) ° 3:17
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Trang 12Recommended compain
With the main message "Whether you are as you are who, choose the learning environment that suits yourself," University of Finance and Marketing has created two advertising videos to promote my two outstanding products, which are an overview of the school and the international link training program with Help University in Malaysia We broadcast promotional videos on various communication channels
We utilize Facebook's most widely used advertising platform The University of Finance - Marketing creates a distinct fanpage for Facebook advertising, where it promotes content production activities, with content that attracts students, information about programs, video advertising, and supports extracurricular activities while studying Customers can still see the school's pages, posts, or products even if they have never watched or heard of UFM before As a result, the school can contact many potential students, and more disciplines will register To help the fanpage increase customer interaction, articles must always be in public mode so
that users can like, share, and comment on them
Conclusion
Trang 13References:
Factors affecting university choice: A study on university freshman (no date) Available at: https://www.researchgate.net/publication/325171582 Factors Affecting University_C hoice_A_Study_on_ University Freshman Students (Accessed: November 14, 2022) Hayes, A (2022) Demographics: How to collect, analyze, and use demographic data,
Investopedia Investopedia Available at:
https://www.investopedia.com/terms/d/demographics.asp (Accessed: November 15, 2022)
Tarver, E (2022) Market segmentation: Definition, example, types, benefits, Investopedia Investopedia Available at:
https://www.investopedia.com/terms/m/marketsegmentation.asp (Accessed: November
15, 2022)
Wemax (2020) Ý Tưởng Làm Video giới thiệu tuyên sinh học sinh, Sinh Viên Cho nhà trường, WEMAX Video - Agency Sáng tạo & Sản xuất Video Available at: https://wemax.vn/y- tuong-lam-video-gioi-thieu-mua-tuyen-sinh-hoc-sinh-sinh-vien-cho-nha-truong/ (Accessed: November 14, 2022)
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