MKT3006 INTEGRATED MARKETING COMMUNICATION

CW01

GIOVANNI LUNGHI - PhD

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LECTURES plus IN-CLASS TUTORIALS

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 MARKETING = An activity, set of
institutions and processes for creating,
communicating, delivering and
exchanging offerings that have value for
customers, clients, partners and society
at large.
«Excuse me.
What is Marketing?» Source: AMA American Marketing Association (2013)

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The production and reception of spoken,

written, signed, or gestured information
among human beings; involves the use of
symbols known as language received
through the auditory, tactile,
proprioceptive, and visual systems and
generated through voice and speech,
writing, manual signs, and gestures;
communication among humans may at
«Thank you. times involve the vestibular, olfactory,
What is Communication?» and gustatory senses.
AUGUST 2018 7 AUGUST 2018 Source: Farlex Partner Medical Dictionary 8

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 YOUR
REAL-LIFE
COURSE
PROJECT
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THE CLIENT

www.aip-foundation.org

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 THE PROBLEM
A total of more than
20,000 TRAFFIC ACCIDENTS
occured in 2017,
KILLING NEARLY 8,300 PEOPLE
and INJURING OVER 17,000
across Vietnam, according to the
National Traffic Safety Committee.
Source: VNExpress, Dec. 31 2017

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THE CHALLENGE
“Road crashes do not happen frequently – not
like how sometimes we get sick one or two
times per month. In many cases, people haven’t
had any crashes for many years, so they’re
reckless and think that an accident would not
happen to them. Although it rarely happens,
when it does we have no chance to turn back
the hands of time and fix our mistakes.”

Quote: Dr. Pham V. Cuong - Center for Injury Policy & Prevention
Research, Hanoi University of Public Health’s Department of
Traffic Safety

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 YOUR TASK TARGET AUDIENCE
Come up with a
communication project to
increase awareness on
Young Vietnamese
safe driving behaviours 18 to 24 y.o.
among the two-wheelers
riders. ( Micro-Influencers )
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INSPIRATION

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 DEADLINES
• In-class presentations – CW 11 to 13*
• Final presentations (Client) – CW14*
*To be confirmed
WINNERS
• A number of projects will be
shortlisted for the final
presentation.
• AIPF will award the best projects
(First, second and third runner up).

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IMPORTANT NOTE
• Information that is available
on slides may not available on
your textbook.
• Attending class every week
and active participation in
tutorials, exercises, etc. is
highly recommended.
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 • Teams of 5
members
• Create your
IN-CLASS TUTORIAL #1
Team’s
name and
Create your brand
logo
• www.logocrisp.com
• https://logojoy.com
• www.freelogodesign.org
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STEPS Origins
F I G U R E 2of
. 7 Some Unique
Corporate Names
LEARN How to create a cool Team Name
and a logo using free digital tools.

Each one of you should create

THINK at least 10 names.

Share your names with your Team

DO mates. All team members should
agree on the final Team name and
work on the logo design.

ENJOY Share your Team name and logo

in class.

It is not important how you do it, but “just do it”

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☺ 27 AUGUST 2018 28

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 Colors matter

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