CNG MN HC

QUN TR TRUYN THNG MARKETING TCH HP

(Integrated Marketing Communication) MSMH: MK308DV01

A. Quy cch mn hc
Tn mn hc: Qun tr truyn thng marketing tch hp M s mn hc (MSMH): MK 308DV01 Tng s tit: 42 tit, chia ra: S tit l thuyt: 32 tit S tit bi tp: 0 tit S tit thc hnh: 10 tit S tn ch: 03 S tit t hc : 90 tit

B. Lin h vi mn hc khc
Mn tin quyt: Marketing cn bn Mn hc trc: EIC 4

C. Tm tt ni dung mn hc
Mn hc gii thiu cc cng c, k thut v phng tin truyn thng c s dng chiu th sn phm. Truyn thng marketing tch hp l mt chin lc phi kt hp cc cng c truyn thng nhm gia tng mc tc ng n khch hng mc tiu. Ngi hc s c tip cn vic phn tch cc c hi chiu th, phn tch tin trnh truyn thng, thit lp mc tiu v ngn sch IMC. Mn hc cng tp trung vo nghin cu cc chc nng v cc thnh phn c bn ca chiu th trong cc chng trnh marketing ca doanh nghip; cc khi nim v tin trnh thit lp chin lc IMC.

D. Mc tiu ca mn hc
Mc tiu tng qut ca mn hc l cung cp cho ngi hc cc kin thc cng nh k nng t chc, qun l v thc hin thnh cng mt chng trnh IMC. C th l mn hc gip cho ngi hc: 1. Nm bt chnh xc chin lc marketing, IMC v cc cng c ca IMC. 2. Phn tch cc c hi t a ra cc chng trnh chiu th hiu qu. 3. Hiu bit tin trnh truyn thng. 4. Nm bt cc k nng v t chc v phi hp cc cng c truyn thng cng nh nh gi v o lng hiu qu ca chng.

E. Kt qu t c sau khi hc mn ny
Sau khi hc xong mn ny sinh vin c th: 1. Nhn thc r phm vi v vai tr ca IMC trong doanh nghip. 2. T chc thc hin c mt chng trnh IMC. cng mn hc MK308DV01 trang 1

3. T chc gim st hoc o lng hiu qu mt chng trnh.

F. Phng thc tin hnh mn hc

Mn hc ny c tin hnh bng cch ging vin hng dn cc vn l thuyt ct li trn lp v sinh vin chia nhm nh lm n. Ging trn lp: 1. S s ti a ging trn lp l 60. S gi ging l thuyt trn lp l 32 tit, tho lun nhm v trnh by n 10 tit. Ging vin s ging bng ting Vit, slide trnh chiu bng ting Anh. Sinh vin c ti liu bng ting Anh. 2. Trc khi n lp sinh vin buc phi c trc nh cc chng tng ng gio trnh quy nh ti cng. 3. lp ging vin s nhn mnh cc khi nim v cc tng quan trong hoc kh mi chng. 4. Cc vn cha hiu c th tho lun cng bn b hoc ngh ging vin hng dn thm. Lm n theo nhm: 1. Mi nhm t 6-7 sinh vin s c GV phn cho mt doanh nghip. Cc sinh vin tip cn doanh nghip, th trng, bo ch, i truyn hnh v nghin cu cc chng trnh IMC ca doanh nghip c phn cng. 2. ti sau khi c phn chia s c tin hnh trong sut 7 tun (t tun 2 n tun 9. 3. c th thc hin n, sinh vic buc phi nghin cu trc gio trnh. 4. n phi c vit thnh bo co v np cho ging vin vo ngy hc ca tun th 7 theo cc yu cu sau y: a. Gii thiu v DN v chng trnh b. Xc nh mc tiu ca cc hot ng/chng trnh IMC c. Xc nh thng ip cn truyn ti d. M t cc hot ng khuyn mi, qung co, m doanh nghip s dng thc hin mc tiu e. nh gi cc hot ng/chng trnh Bo co n: 1. Tt c cc nhm phi lm bo co, tt c cc sinh vin trong nhm phi c mt ti bui bo co. Sinh vin vng mt s khng c im phn bo co. 2. Cc bui bo co s c thc hin t tun th 8 tr i theo danh sch s c bc thm sau khi np bo co.

G. Ti liu hc tp
1. Ti liu bt buc George E. Belch, Michael A. Belch, Advertising and Promotion An integrated communications perspective, McGraw-Hill 2007 Textbook web-site 2. Ti liu khng bt buc Hong Trng, Hong Th Phng Tho, Qun tr chiu th, NXB Thng k, 2007 cng mn hc MK308DV01 trang 2

 Cc ti liu v cc bi bo lin quan s c GV gi cho sinh vin trong qu trnh ging dy.

H. nh gi kt qu hc tp mn ny
1. Thuyt minh v cch nh gi kt qu hc tp Sinh vin hc mn Qun tr truyn thng marketing tch hp s c nh gi trn 4 loi hnh: 1) Thc hin n Sinh vin c chia thnh cc nhm, mi nhm 4-5 ngi. Mi nhm s lm mt n ring bit. V y l cng trnh ca nhm nn sinh vin s c nh gi nh l mt nhm, ngha l nhng sinh vin trong nhm s nhn cng mt im, l im ca nhm. Nu mt thnh vin cm thy mt thnh vin khc trong nhm khng ng gp, th phi bo cho ging vin bit gii quyt. Trong trng hp qu ng, sinh vin c th yu cu t lm mt mnh. Tuy nhin mi s than phin v nhm phi trnh by cho ging vin mun nht l tun th 5. Nu np mun mi ngy, nhm s b tr 1 im. Nu mun qu 1 tun l, nhm b im 0. C th xem xt vic np mun nu nhm c s ng trc ca Trng b mn. 2) Bo co n Vic bo co n l vic lm ca c c nhn v tp th nhm. Cc thnh vin trong nhm c quyn phn cng nhau vic thuyt trnh trc lp. Tuy nhin, mi thnh vin phi thng hiu ht cc vn ca bo co. Cc thnh vin khng trnh by thng c hi nhiu hn. im ca mi thnh vin trong nhm khi trnh by c th khc nhau do trnh by bo co v tr li cu hi phn bin. Thi gian trnh by ti a l 12 pht, thi gian tr li ti a l 5 pht cho mi nhm. Cc thnh vin khc trong lp c quyn t cu hi sau khi nhm trnh by xong. Cc cu hi c gi tr, c ging vin xc nhn, s c cho 0,5 im, ti a ca phn im cng ny cho mt sinh vin l 2 im. im ny c xem l im bo co ca sinh vin ch khng phi l im cui cng ca sinh vin. 3) Bi tp nhm ti lp Trong sut qu trnh hc s c mt bi tp nhm ti lp. Ging vin s cho bi v nhm SV s thc hin nghin cu v trnh by trc lp theo thi gian quy nh ca GV. Bi tp ny khng chp nhn np tr v s b im 0 nu khng thc hin ng quy nh ca GV. 4) Thi cui mn hc Thi cui mn hc s bao gm 2 hnh thc: - Trc nghim cc kin thc v tnh hung c bn chim 50% s im - X l mt tnh hung phc tp chim 50% s im

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2. Bng tm tt cc hnh thc nh gi Thnh phn Kim tra ln 1 Kim tra ln 2 Kim tra ln 3 Thi cui hc k 15 pht/ nhm Thi lng Tm tt bin php nh gi Thc hin n Thuyt trnh bo co n Trng s 20% 20% 10% 50% 100% Thi im Tun 2 n tun 9 Tun 10 n 13 Theo lch PT

Bi tp nhm ti lp 120 pht Thi vit v trc nghim. Khng s dng ti liu. Tng

I. Phn cng ging dy

Thnh phn ban ging hun mn hc: Ging vin iu phi H v tn: ThS. Hong c Bnh Phng lm vic: A107, i hc Hoa Sen C s 2, CVPM Quang Trung in thoi: 54370086 Ext. 139 Email: hdbinh@hoasen.edu.vn Lch tip sinh vin: cng b trn website Khoa trong tng hc k Ging vin phi hp H v tn: ThS. L Hng Nht Thy Phng lm vic: in thoi: Email: le.thuy.sg@gmail.com Lch tip sinh vin: ging vin cng b trn lp

J. K hoch ging dy
Tun 1 u bi ging Chng 1: Gii thiu v truyn thng marketing tch hp: 1. Gii thiu v truyn thng marketing tch hp (IMC). S pht trin ca qung co v khuyn mi. Truyn thng marketing tch hp. Chiu th hn hp (promotional mix): cc cng c cho IMC Qun tr chiu th v tin trnh lp k hoch chiu th. Ti liu tham kho Chng 1 Chng 2

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2. Vai tr ca truyn thng marketing tch hp (IMC) trong tin trnh marketing Chin lc marketing v phn tch. Tin trnh la chn th trng mc tiu Pht trin k hoch marketing. 2 Chng 2: Phn tch v th chng trnh IMC 1. Vai tr ca cc cng ty qung co v cc t chc truyn thng marketing khc. Cc bn tham gia trong tin trnh truyn thng marketing. T chc cng vic qung co v khuyn mi trong mt doanh nghip. Cc cng ty qung co. Thu nhp ca cc cng ty qung co. La chn v nh gi cc cng ty qung co. 2. Cc c hi hnh vi ngi tiu dng Hnh vi ngi tiu dng v tin trnh ra quyt nh ca ngi tiu dng Tin trnh hc tp ca ngi tiu dng. Chng 3: Phn tch tin trnh truyn thng 1. Tin trnh truyn thng Cc loi truyn thng c bn. Phn tch ngi nhn. Tin trnh hi p. Pht trin s thng hiu. Tin trnh nhn thc ca truyn thng 2. Cc yu t v ngun, thng ip v knh truyn thng. Lp k hoch chiu th thng qua ma trn thuyt phc Cc nhn t ngun truyn thng. Cc nhn t thng ip truyn thng. Cc nhn t knh truyn thng Chng 4: Thit lp mc tiu v ngn sch IMC 1. Thit lp mc tiu IMC 2. Thit lp v phn b ngn sch Chng 5: Chin lc sng to 1. Lp k hoch v pht trin chin lc sng to Chng 3 Chng 4

Chng 5 Chng 6

Chng 7

Chng 8 Chng 9

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2. Thc hin chin lc sng to 3. nh gi thc thi chin lc sng to Chng 6: Lp k hoch phng tin truyn thng v chin lc phng tin truyn thng Chng 7: Pht trin K thut qung co 1. nh gi phng tin truyn thng pht thanh v truyn hnh (Broadcast media) 2. nh gi phng tin truyn thng in n (Printing media) 3. Phng tin truyn thng h tr (support media)

Chng 10 Chng 11 Chng 12 Chng 13

Chng 8: Marketing trc tip v cc phng tin truyn thng tng tc 1. Marketing trc tip 2. Internet v phng tin truyn thng tng tc SV Thuyt trnh n 11-12 Chng 9: Pht trin K thut Khuyn mi 1. Phm vi v vai tr ca khuyn mi 2. Khuyn mi nh hng ngi tiu dng. 3. Khuyn mi nh hng cp trung gian. 4. Khuyn mi v qung co kt hp. 13 Chng 10: Quan h cng chng, xut bn v cng khai thng tin SV Thuyt trnh n Chng 7: Gim st v Kim sot mt chng trnh IMC 1. Cc tranh lun v o lng hiu qu mt IMC. 2. Nghin cu v kim tra o lng hiu qu mt IMC. 3. Thit lp mt chng trnh o lng tc ng ca qung co. 4. Thit lp mt chng trnh o lng tc ng ca khuyn mi. SV Thuyt trnh n SV Thuyt trnh n

10

Chng 14 Chng 15

Chng 16

Chng 17

14

Chng 19

15

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Phn dnh cho qun l (khng pht cho sinh vin) H tn (cc) ging vin xy dng cng ln ny: ThS. L Hng Nht Thy Ngy hon thnh: 06/01/2011 Ngi duyt cng H v Tn Nguyn Thin Ph Ngy duyt: 07/02/2011 Lng gi cng loi: t H v Tn Ngy lng gi: ___/___/______ (gi Bn Lng gi cng vi CMH ny) Chc v Trng BM QTKD Ch k

Tt
Chc v Ch k

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