IMC Plan

Giảng viên
Mai Hồng Ngọc
Hình thức Online

An IMC (Integrated Marketing Communications) campaign always requires close coordination across media channels. Without alignment between activities or with the use of inappropriate platforms, resources may be wasted and communication effectiveness reduced.

This course provides a structured IMC planning process to help your campaigns deliver consistent messaging, allocate budgets efficiently, and enhance communication performance — ultimately supporting your business in achieving its goals.

IMC planning is a crucial and essential process for any brand aiming to maximize the effectiveness of its communication and advertising efforts. Without a concrete plan, campaigns may not only become less effective but also harm the brand’s credibility and image in the eyes of consumers.

This course offers a comprehensive and detailed strategic IMC planning process, helping you enhance campaign performance while aligning with your business objectives. Course highlights include:

  • An overview of how to execute a consistent IMC campaign that reaches the right target audience, using proven frameworks and real-world examples.
  • A step-by-step guide to planning a communication campaign, including:
    + Defining communication objectives
    + Analyzing media strategy using the C-Truth model
    + Developing compelling creative ideas that stay true to the product’s value
    + Structuring campaign activities, budgeting, and setting KPIs
  • Practical tools such as templates, diagrams, and planning worksheets to help you apply the process directly to your own campaign planning.

A communication campaign with a compelling message, consistently delivered across channels, can capture consumer attention and influence their thoughts, emotions, and behaviors.

However, consumers are exposed to a vast amount of information and advertisements from various brands every day. This makes it essential for IMC campaigns to continuously innovate and stay creative—while most importantly, maintaining message consistency—in order to build a strong and clear brand image in the minds of the audience.

  • Clients who want to explore and develop their own IMC plan for their brand.
  • Agencies looking to improve and optimize IMC planning for their clients’ brands.
  • Anyone with an interest in this topic.
Giảng viên
Mai Hồng Ngọc

Mai Hong Ngoc is currently the Co-founder and CEO of B-Rise Agency, a company that provides integrated communication solutions for businesses in Vietnam, the US, the UK, and Japan (notable clients include Comet, Vinhomes, Chubb Life, Amazon, Moniraga, among others).

She previously held management positions for many years at Dentsu Redder, one of Vietnam’s leading advertising agencies. With a deep passion for socially impactful projects, Mai Hong Ngoc helped drive Biti’s Kids to success through two award-winning campaigns: the animated film “Children of the Dragon, Grandchildren of the Fairy” and the “Smart Shoes for Kids” initiative. These projects earned multiple prestigious domestic and international advertising awards, including the Golden Global Smarties Mobile Marketing Award, Golden PR Asia Award, and Bronze at Tangrams Spikes Asia.

In addition, she is also a lecturer at Brands Vietnam—one of the largest marketing communities in Vietnam—where she teaches courses on Communication Project Management and Lean Brand Building for SMEs & Startups.

IMC Plan

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