Title TC _ TTGK _ 2019.T7 _ TATM _ Mrs. Le Thi Bich Thuy - Luong Thu.docx ✅

FOREIGN TRADE UNIVERSITY FACULTY OF BUSINESS ENGLISH ______***______ MID-TERM INTERNSHIP REPORT Integrated Marketing Communication of Apollo English Junior Vietnam Education and Training Organization Student: Luong Hoai Thu Student ID: 167710141 Class: English 4- FBE- K55 Instructor: Mrs. Le Thi Bich Thuy Hanoi, August 2019
TABLE OF CONTENTS ACKNOWLEDGEMENT 3 INTRODUCTION 4 CHAPTER 1: AN OVERVIEW OF APOLLO ENGLISH JUNIOR VIETNAM EDUCATION AND TRAINING ORGANIZATION 5 1.1. Introduction 5 1.1.1. General information 5 1.1.2. History and development 5 1.1.3. Organizational structure 6 1.2. Services 7 CHAPTER 2: INTEGRATED MARKETING COMMUNICATION OF APOLLO ENGLISH JUNIOR VIETNAM EDUCATION AND TRAINING ORGANIZATION 9 2.1 Theoretical basis of Integrated Marketing Communication 9 2.1.1. Definition 9 2.1.2. The role of Integrated Marketing Communication in businesses 11 2.1.3. Types of Integrated Marketing Communication 13 2.2. Overview of Integrated Marketing Communication activities of Apollo English Junior Vietnam Education and Training Organization 16 2.2.1. The role of Integrated Marketing Communication at Apollo English Junior Viet Nam 16 2.2.2. Analysing factors affecting Integrated Marketing Communication activities at Apollo English Junior Viet Nam 17 2.2.3. Evaluation of Integrated Marketing Communication activities at Apollo English Junior Viet Nam 19 CHAPTER 3: RECOMMENDATION TO IMPROVE EFFICIENCY INTEGRATED MARKETING COMMUNICATION OF APOLLO ENGLISH JUNIOR VIETNAM EDUCATION AND TRAINING ORGANIZATION 38 3.1. Goals and orientation of Apollo English Junior Vietnam Education and Training Organization 38
3.2. Recommendations of Integrated Marketing Communication methods of Apollo English Junior Vietnam Education and Training Organization in the future 38 3.2.1. Research and develop core values of businesses 38 3.2.2. Researching and expanding channels 39