1. Introduction

Program title:	Bachelor of Marketing Communication
Graduation degree:	Bachelor's degree
Study model:	Full-time
Total credits:	132
Used language:	Vietnamese
Training duration:	4 years (8 semesters)
Responsible Faculty:	Department of Business Administration, Faculty of Management – Finance,
Website:	http://qttc.vimaru.edu.vn
Address:	Room 105, 1st floor A4 Building, Vietnam Maritime University 484 Lach Tray - Kenh Duong - Le Chan - Hai Phong

The Bachelor’s Program in Marketing Communication is designed to meet the increasing demand for skilled professionals in the field, especially in the context of digital transformation and international integration. Graduates of this program will be equipped with in-depth knowledge and practical skills to effectively organize and implement marketing communication activities in various types of enterprises. Furthermore, the program aims to cultivate a dynamic, creative, and adaptable workforce capable of competing in the highly competitive Asia-Pacific region.

As digital transformation continues to accelerate globally, educational institutions must innovate to keep pace with the demands of the digital economy. However, the current state of marketing communications education in universities still falls short in both quantity and quality compared to labor market requirements. Marketing communication professionals must be well-versed in digital technology, data analytics, multi-channel brand management, and modern marketing trends. Recognizing this need, the Department of Business Administration, Faculty of Management – Finance, has designed the bachelor of Marketing Communications program to train high-quality human resources.

The Bachelor’s Program in Marketing Communication aims to provide high-quality professionals with the ability to organize and execute marketing communication strategies effectively. Upon graduation, students will be able to: master management, communication, and marketing skills applicable to various types of businesses, both domestically and internationally; develop creative thinking and adaptability to dynamic economic environments; compete effectively in the context of globalization, particularly in the Asia-Pacific region; demonstrate proficiency in English communication, particularly in specialized marketing communications terminology, ensuring their ability to work in international environments.

Graduates of the Marketing Communication program can pursue careers in: Marketing, Communication and Business departments across diverse industries; Government agencies related to media and marketing management; Market research firms, public relations agencies, advertising firms, brand management companies, and event organizations; Non-profit organizations, multinational corporations, technology firms, and startups. Additionally, with a solid knowledge foundation and entrepreneurial mindset, graduates will have the capability to establish and manage their own businesses in marketing communications, advertising, and digital marketing.

2. Curriculum

The Bachelor of Marketing Communication program is organized into 8 semesters as follows:

Throughout eight semesters, students undertake a comprehensive curriculum that combines theoretical and practical learning. In Semester I, students engage in a well-rounded curriculum that lays the foundation for their studies in Marketing Communication. Marxist-Leninist Philosophy introduces fundamental political and philosophical principles, fostering critical thinking. Algebra develops problem-solving and analytical skills essential for business and economics. Microeconomics provides insights into market behavior and decision-making processes, while Monetary Finance explores financial systems, currency dynamics, and economic stability. Introduction to Marketing Communications familiarizes students with core concepts in branding, media, and consumer engagement. Additionally, students have the optional courses to enhance their skills through Basic English 1, which focuses on language proficiency, and Office Informatics, which provides essential digital tools for business and communication tasks.

In Semester II, the curriculum broadens students' academic horizons through a blend of core and elective courses designed to integrate socio-economic theory with practical analytical skills. The required courses include Political Economy, which examines the interplay between political ideologies and economic systems; General Law, highlighting the significance of legal frameworks in business and communication; Statistics, laying the groundwork for data analysis; Macroeconomics, which offers insights into national and global economic trends; a second Statistics course that further deepens statistical analysis techniques; and Taxation, providing an understanding of fiscal policies and their impact on economic strategy. Additionally, students have the option to enhance their professional competencies by enrolling in Soft Skills 1 to improve communication and teamwork, Environmental Protection to explore sustainability practices, and Basic English 2 to refine advanced language skills for global business contexts.

In Semester III, students deepen their expertise through a combination of theoretical and practical courses essential for Marketing Communication. The required courses include Scientific Socialism, which examines political and social development theories; Basic English 3, enhancing communication skills for academic and business settings; Accounting Principles, providing fundamental financial knowledge for business decision-making; Econometrics, equipping students with quantitative tools for economic analysis; Fundamentals of Marketing, introducing key strategies in consumer behavior, branding, and market research; and Basic E-Commerce, exploring online business models and digital marketing. Additionally, students can choose between Corporate Culture, which focuses on organizational values and workplace dynamics, or Economic Community, which examines regional economic integration and trade policies.

Semester IV explores advanced topics that enhance analytical and managerial skills in Marketing Communication. The required courses include Ho Chi Minh Thought, which explores the leader’s ideologies and their relevance to modern society; Research Methods in Business, equipping students with essential tools for data collection and analysis; E-Commerce Business Law, which examines legal frameworks governing digital transactions; Human Resource Management, focusing on workforce planning and organizational behavior; and Digital Marketing, which covers online branding, content strategy, and consumer engagement. Additionally, students can choose from Quality Management, which addresses process optimization and performance improvement; Financial Management, which provides insights into corporate finance and investment decisions; and Leadership, which develops essential skills for strategic decision-making and team management.

In Semester V, students study five required courses include History of the Communist Party of Vietnam, which examines the party’s role in national development; Business Administration, providing insights into strategic planning and organizational management; Customer Relationship Management, focusing on building and maintaining strong customer connections; Consumer Behavior, which explores purchasing decisions and market influences; and a Basic Internship, offering hands-on industry experience. Additionally, students can choose from International Marketing, which covers global branding and market entry strategies; Management Psychology, which explores leadership and decision-making behaviors; and English for Marketing Communications, which enhances professional language skills in the field.

In Semester VI, students deepen their expertise in Marketing Communication with four core courses. Marketing Management focuses on strategic planning and market competitiveness, while Marketing Research equips students with analytical tools for consumer insights. Creative Advertising enhances skills in branding, storytelling, and campaign design, and Marketing Communications covers integrated communication strategies across various media. Additionally, students can choose from International Economic Relations, which examines global trade and policies; Organizational Behavior, which explores workplace dynamics and leadership; and Innovative Entrepreneurship, which fosters creativity and business development skills.

In Semester VII, students strengthen their skills in Marketing Communication through core courses in Brand Management, Multimedia Management, Event Organization, and Public Relations, focusing on brand strategy, media, event planning, and stakeholder communication. Optional courses include Business Ethics (ethical decision-making), Cross-Cultural Management (global business dynamics), and Crisis Management (handling corporate crises).

In the final semester, students consolidate their learning through practical applications. The Graduation Internship immerses them in real-world challenges, and the Graduation Project showcases their ability to integrate and apply knowledge from previous semesters.