General objectives

The Bachelor Program in Communication Technology is designed to train students to become communication experts who are capable of operating effectively in the digital era. Students are equipped with a comprehensive system of knowledge and skills to identify objectives, develop strategies, and manage communication plans efficiently.
In addition to a solid foundation in communication and marketing, the program emphasizes the application of technology, software, and artificial intelligence in data analysis, campaign optimization, and the production of communication products suitable for various digital platforms.
With knowledge of management, creative thinking, and leadership skills, students will become confident communication professionals who can create a positive influence and make contributions to the development of the Communication Technology field in Vietnam. The program also provides a strong foundation for students to pursue further study and research at higher academic levels in communication and digital technology.
The Communication Technology program consists of four majors:
• Multimedia Communication
• Public Relations
• Brand Communication
• Integrated Marketing Communication
The Bachelor Program in Integrated Marketing Communication aims to train students to become experts with strategic thinking, creative capability, and the competence to manage campaigns across the entire customer journey in the digital era. Students are provided with a solid foundation in marketing, consumer behavior, market research, brand management, and communication channel systems; as well as develop skills in message development, multimedia content production, public relations management, and the execution of consistent, data-driven IMC campaigns.
The program emphasizes the development of data analysis capabilities and the application of digital technologies and artificial intelligence in planning, optimizing customer experience, automating marketing processes, and measuring campaign effectiveness. Students are also equipped with knowledge of ethics, privacy, and legal issues in communication, along with project management skills, design thinking, and a sustainability-oriented communication perspective.
Furthermore, the program fosters critical thinking, interdisciplinary teamwork skills, communication and negotiation competence, as well as an entrepreneurial mindset and professional attitude, enabling graduates to effectively meet the growing demands of the marketing communication industry in the digital age.

Program learning outcomes

#	PLO Name	PLO Description
1	PLO1	Have basic knowledge of social sciences, politics, law, national security and defense, contributing to the formation of a worldview and scientific methodology.
2	PLO2	Possess a thorough understanding of concepts ranging from foundational to advanced in marketing, omnichannel communication and customer behavior including culture and consumer psychology, to support the development of IMC strategies.
3	PLO3	Possess knowledge and capability in designing, implementing, researching in communication, in order to generate practical outcomes that serve as a basis for strategic decision-making and for planning the production of multimedia products to support integrated marketing communication activities.
4	PLO4	Be able to apply and utilize tools, software, and artificial intelligence in (big) data analysis, campaign optimization, and the production of communication materials to effectively support integrated marketing communication plans.
5	PLO5	Be proficient in English for communication and learning (equivalent to level 4 of the six-level Vietnamese foreign language proficiency framework), with the ability to engage in simple conversations in Chinese.
6	PLO6	Possess creative thinking and problem-solving skills for complex situations, along with the capability to lead entrepreneurial ventures to create jobs for oneself and others.
7	PLO7	Possess the ability to plan, manage, and evaluate the effectiveness of strategic integrated marketing communication campaigns, as well as to develop and implement communication production plans that support these campaigns, ensuring efficiency and sustainability.
8	PLO8	Be able to persuade target audiences and negotiate effectively with stakeholders through data-driven arguments, strategic thinking, and creative solutions, in order to optimize the effectiveness of integrated marketing communication activities and ensure consistency across multiple channels.
9	PLO9	Work independently and collaboratively in both academic and practical environments; possess strong mental and physical resilience, demonstrate national identity, confidently integrate into the global community, and consistently exhibit ethical behavior, social responsibility, and a spirit of community service in all situations.
10	PLO10	Have a self-learning mindset to adapt to technological and societal changes, along with the ability to self-direct, draw professional conclusions, defend personal viewpoints, plan, guide, manage implementation, and evaluate the effectiveness of plans.