Ms. Huyền Trang, Communications Expert at Mimosa Communications Agency, returned to the lecture halls of Foreign Trade University (FTU) Hanoi to co-teach English-taught Communications classes for students in the International Economics major at the Institute of International Economics and Business.
These are high-quality advanced programs delivered over two semesters, in September 2025 and January 2026, as part of the Communications in International Business course. The program focuses on three main topics:
Topic 1. Target Audience
– An in-depth focus on target markets, distinguishing key differences and success factors across B2C (Business-to-Consumer), B2B (Business-to-Business), and B2G (Business-to-Government/Public Sector) markets. Students then analyze and develop target customer personas for each communications program/ campaign.
Topic 2. Communication Message Design
– Frameworks and models for building and developing communication messages, along with key content pillars, are introduced through a three-step strategic mindset:
+ Message Strategy – what to say;
+ Creative Strategy – how to say it;
+ Message Source – who delivers the message and on which platforms.
Topic 3. Integrated Marketing Communications (IMC)
– The content centers on the strategic IMC business process, including planning, development, implementation, and evaluation, with the aim of generating short-term profitability while building brand equity and shareholder value in the long term.
The course also covers how to integrate the six IMC tools into an effective marketing communications campaign, both in theory and in practice: Advertising, Public Relations (PR), Interactive/Internet Marketing, Direct Marketing, Sales Promotion, and Personal Selling. All activities revolve around a selected core message/ theme/ creative idea aligned with the overall brand strategy.
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