Big idea for an integrated marketing communication campaign : Case study: Edunation's "Pathway" Product in Vietnam
Loc, Nguyen (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020120726532
https://urn.fi/URN:NBN:fi:amk-2020120726532
Tiivistelmä
The purpose of this thesis is to figure out a big idea for an IMC campaign towards the target audience of Edunation’s “Pathway” product. The big idea will be applied in a complete integrated marketing communication campaign to raise brand and product awareness, acting as communication objectives. The main question was, what is the big idea of the campaign? Along with the sub-questions: how to create a big idea? Furthermore, what is the target audience insight? The re-search was done with Edunation, an educational consultancy company located in Tampere, Finland. The big idea is the first step to build up an integrated marketing communication campaign.
The qualitative research method is applied in the thesis. Data collected for the big idea generation is from Edunation’s research, books, and case study; hence, data collection source is secondary.
The thesis's theoretical framework covers all concepts and terms regarding big idea generation in an IMC campaign to gain a general picture. The result of the research question is “Đừng mù đường”, or “Don’t get lost.”
The qualitative research method is applied in the thesis. Data collected for the big idea generation is from Edunation’s research, books, and case study; hence, data collection source is secondary.
The thesis's theoretical framework covers all concepts and terms regarding big idea generation in an IMC campaign to gain a general picture. The result of the research question is “Đừng mù đường”, or “Don’t get lost.”