MBA – Marketing Management: Marketing Strategy in the Digital Economy

Marketing has always been a hot field with high demand for recruitment. Playing a crucial role in determining brand strategy and the “survival” ability of brands and products, marketers must constantly update their knowledge of the market to be ready for changes. In the academic year 2021, the Postgraduate Institute of Hoa Sen University introduces the Marketing Management specialization in the MBA program with a curriculum developed and updated with many new and interesting points, suitable for the current globalized context and the trend of the digital economy.

MBA – Marketing Management

Marketing Strategy in the Digital Economy

Marketing Communication in the Era of Digital Trends

To keep up with customer preferences, communication channels and advertising mediums have evolved to meet the effective communication needs from brands to customers. Alongside the Internet and social media platform developments, there is an increasing array of modern marketing tools that can facilitate more powerful message dissemination, higher customer engagement, and more convenient interaction between customers and brands.

However, this does not mean that traditional advertising mediums are rendered obsolete in the digital age. According to Philip Kotler and the authors of the textbook “Marketing 4.0 – Moving from Tradition to Digital,” Marketing 4.0 is defined as a marketing approach that integrates interaction between offline and online forms between businesses and customers. This implies that a smart marketing strategy requires balancing and integrating digital communication channels such as phones, emails, social media, etc., with traditional platforms such as newspapers, TV, radio, etc.

Marketing Management – A New Specialization within the MBA Program at Hoa Sen University

In the current era of the “new normal,” marketing strategies must remain agile to adapt to shifting consumer behaviors and market dynamics. Recognizing the evolving demands of the labor market, the Postgraduate Education Institute at Hoa Sen University is introducing the Marketing Management specialization as part of the Master of Business Administration program. This specialization offers numerous compelling and intellectually stimulating features tailored to the contemporary globalized and digital economic landscape. Dr. Doan Minh Chau, Director of the Institute, provides insights into this innovative specialization: “Marketing Management stands as a highly coveted professional domain, consistently ranking among the top priorities in the labor market and attracting a plethora of enthusiastic applicants. Enrollees in this program will delve into and analyze models derived from leading global enterprises, applying their acquired skills to tackle real-world business challenges through case studies curated by the esteemed Harvard Business School. This represents a significant addition to the MBA curriculum, commencing with Cohort 10.”

Within the MBA – Marketing Management curriculum, students will receive cutting-edge marketing knowledge tailored to the demands of the digital economy. This includes modules covering Social Media and Digital Marketing Communication, Marketing Strategy in the age of transformation, Modern Marketing and Sales Techniques, among others. Additionally, students will gain foundational knowledge in general business management and e-commerce entrepreneurship, ensuring their proficiency extends beyond their specialization, preparing them for diverse career pathways.

>> Explore the MBA program – Marketing Management track

>> Opportunity to win a scholarship worth 30 million Vietnamese do

Structured for practical application over an 18-month period, the curriculum empowers students to enhance their specialized knowledge and refine their skills for real-world implementation. Moreover, students will engage in creative problem-solving and practical exercises rooted in authentic scenarios drawn from leading businesses.

Furthermore, students will have the opportunity to expand their professional network by participating in extracurricular activities and specialized events organized by the Postgraduate Education Institute, facilitating valuable connections with peers, alumni, and industry experts.