1. Program Objectives

General Objectives

The International Career-Oriented Training Program in Integrated Marketing Communications aims to develop high-quality human resources aligned with prestigious international professional certification standards; provides students with opportunities for professional networking within domestic and international marketing ecosystems; equip the graduates to hold key positions in marketing and marketing communications within diverse enterprises and organizations globally. Furthermore, the program ensures graduates possess strong political character, professional ethics, and physical well-being, alongside clear career orientations; provides a robust foundation in marketing and specialized expertise in Integrated Marketing Communications (IMC); fosters creative thinking, the ability to identify and resolve practical organizational challenges amidst a rapidly changing global economy, as well as autonomy, accountability, independent work skills, and a commitment to lifelong learning.

Specific Objectives 

The International Career-Oriented Program in Integrated Marketing Communications defines five specific objectives as follows:

(PO1) To cultivate strong political characters, ethical standards and clear career pathways; to ensure physical health, a sense of responsibility and community service; to equip students with skills for independent work in international environments, lifelong learning capabilities, and the foundation for advanced post-graduate studies and specialized knowledge accumulation to adapt the rapidly change in global context.

(PO2) To provide fundamental knowledge of economics and business to develop business and managerial mindsets; to instill core marketing expertise including strategy formulation, marketing planning, and international marketing in order to facilitate business operations in a global setting.

(PO3) To provide in-depth knowledge of Integrated Marketing Communications and Digital Marketing according to international standards as well as to align with prestigious professional certifications such as the Certified Digital Marketing Professional (CDMP) from the Digital Marketing Institute (DMI). This includes expertise in creative advertising, multimedia communication management, and sales promotion across various organizational models (multinational corporations, startups, government agencies, etc.).

(PO4) To foster creative thinking and professional skills which are tailored to international market demands as well as developing the capacity to identify and solve problems during the formulation and execution of IMC projects by focusing on planning, implementation, and performance evaluation.

(PO5) To ensure proficiency in English for Marketing and Integrated Marketing Communications; to enable the effective application of information technology and business simulation software for data analysis and decision-making regarding marketing communication strategies.

2. Program Learning Outcomes 

Knowledge

(PLO1) Apply foundational knowledge of political science, social sciences, and humanities to academic study, research, and professional practice.

(PLO2) Utilize knowledge of economics, business, and core management and marketing principles to explain economic phenomena, market characteristics, and consumer behavior to support the formulation of marketing plans and operations and establish strategic alignment between marketing departments and other functional units.

(PLO3) Develop specialized knowledge  in integrated marketing communications and digital marketing according to international standards, integrated with information technology and simulation platforms, to implement and evaluate creative advertising projects, multimedia communication management, and sales promotion activities.

Skills

(PLO4) Employ qualitative and quantitative research methodologies to analyze market data and consumer behavior; evaluate solutions and make effective decisions for marketing projects and startups based on innovative thinking within diverse market contexts.

(PLO5) Demonstrate effective multimedia communication skills, professional information sharing, and collaboration in multicultural environments to enhance global integration and adaptability to communication trends in the digital era.

(PLO6) Execute professional skills in multimedia communications including sales promotion, omni-channel communication, content creation, and branding; design and implement communication solutions that meet practical demands in the digital age.

(PLO7)  Achieve Level 5/8 proficiency in digital competency domains (data and information literacy; communication and collaboration in digital environments; digital content creation; safety) and Level 4/8 in AI application, as prescribed by the Digital Competency Framework (Circular No. 02/2025/TT-BGDDT dated January 24, 2025).

(PLO8) Attain professional English proficiency for academic and professional use in international environments, specifically in Marketing and IMC, as Level 5/6 of the Vietnamese Standardized Test of English Proficiency (VSTEP) framework (Circular No. 01/2014/TT-BGDDT dated January 24, 2014).

Autonomy and Responsibility

(PLO9) Proactively plan, implement, evaluate, and optimize marketing and communication activities; utilize creative thinking to enhance learning and research capabilities.

(PLO10) Demonstrate the ability to work independently and collaborate effectively within volatile global team environments; apply leadership skills to guide and to supervise teams in adapting to multicultural contexts.

(PLO11) Exercise innovative thinking and self-orientation; formulate professional decisions and demonstrate personal perspectives in front of the audiences.

(PLO12) Exhibit self-resilience in overcoming challenges; maintain accountability to individuals and the collective; apply creative problem-solving to generate shared value for organizations and the community, contributing to sustainable development.

3. Curriculum Framework

Note: Courses marked with an asterisk (*) are integrated with the Certified Digital Marketing Professional (CDMP) certification.

1. Training objectives

General Objectives

The Bachelor in Marketing, Digital Marketing (International Career Orientation) programme is specifically designed to be application-oriented, aiming to develop high-quality human resources with solid political qualities, professional ethics, good health, and a clear career orientation. Graduates will possess foundational knowledge in marketing, combined with specialized expertise and skills in digital marketing. They will be equipped with creative thinking and “combat” (practical) capabilities to identify and resolve organizational and business challenges amidst the rapid transformations of the global economy. Furthermore, graduates will demonstrate autonomy and accountability, the ability to work independently, and a commitment to lifelong learning. They will be well-prepared to assume expert or managerial roles in marketing across domestic and international organizations within the digital business environment, or to pursue further academic studies.

Specific Objectives (POs)

– (PO1): Possess solid political qualities, professional ethics, and a clear career orientation; demonstrate good health, a sense of responsibility, and a commitment to community service; exhibit creative thinking, independent working skills in international environments, high adaptability, and a capacity for lifelong learning and further academic advancement.

– (PO2): Possess foundational knowledge in economics and business to develop management and business thinking; grasp core knowledge in marketing, including strategy formulation, marketing planning, and international marketing to support business operations in the global context.

– (PO3): Gain specialized expertise in digital marketing, with particular emphasis on market research, brand management and development, digital sales channels, digital marketing communications, and the organization and implementation of marketing activities on digital platforms.

– (PO4): Demonstrate the ability to creatively integrate professional skills, detect and promptly resolve issues in planning and executing digital marketing projects—specifically in market research, digital sales channel operation, and digital communication design; maintain an entrepreneurial mindset to create employment opportunities for oneself and others.

– (PO5): Proficiently use specialized foreign languages in marketing and digital marketing; demonstrate a mindset for digital transformation and the application of information technology in economics and business; and utilize specialized software tools and technological platforms for data analysis, simulation, and strategic decision-making.

2. Expected Learning Outcomes (PLOs)

Knowledge

– (PLO1): Apply foundational knowledge of political science, social sciences, law, methodology, scientific worldview, information technology, and general education to support lifelong study, research, and professional work.

– (PLO2): Apply knowledge of economics, business, and core marketing principles to explain economic phenomena, business operations, market characteristics, and customer behavior within the digital environment to enhance marketing activities.

– (PLO3): Apply core digital marketing and information technology knowledge to construct, organize, and implement marketing and digital marketing plans; monitor and resolve arising issues related to market research, brand management and development, digital sales channels, and digital marketing communications on digital platforms.

Skills

– (PLO4): Conduct research and analysis of markets, consumer psychology, and customer behavior in the digital space. 

– (PLO5): Develop comprehensive marketing plans and functional marketing plans (market research, sales, communications, etc.); implement digital sales channels; and design digital branding and communication content.

– (PLO6): Resolve complex issues in marketing and marketing communications within the digital environment.

– (PLO7): Attain advanced information technology skills (in accordance with Circular 03/2014/TT-BTTTT); and demonstrate proficiency in using specialized digital marketing software.

– (PLO8): Utilize English at Level 5/6 (according to the Vietnam’s 6-level Foreign Language Proficiency Framework under Circular 01/2014/TT-BGDĐT), with a focus on specialized English for marketing, digital marketing, and digital marketing communications.

Autonomy and Responsibility

– (PLO9): Proactively plan, implement, evaluate, and optimize work performance; maintain a receptive attitude toward learning, remain open to new knowledge, and continuously accumulate experience to enhance professional competence.

– (PLO10): Demonstrate the ability to work independently or in teams within the evolving global context; respect diverse values; and exhibit leadership capacity to guide and supervise team members in completing assigned tasks.

– (PLO11): Employ innovative thinking and self-direction; provide sound professional conclusions and defend personal viewpoints before a group.

– (PLO12): Display resilience in overcoming difficulties and challenges; accept responsibility toward oneself and the collective; and continuously contribute shared value to the organization and society.

3. Curriculum framework