WRITER: THANANPORN SETHJINDA
On 6th August 2023, The MBA Day program's Marketing Management class had the pleasure of hosting Khun Varut Sirikasemsuk for an engaging workshop on developing an Integrated Marketing Communication (IMC) plan. During the session, the audience learned about the organizational structure of a marketing department in a corporate setting and how various teams need to work with one another to achieve defined objectives.
Khun Varut presented a comprehensive framework that highlighted the interconnectedness of insights, product anatomy and the IMC plan. To illustrate practical application, he shared real-life examples of marketing communication tools, and how they effectively cater to each stage of the customers' journey. Beyond the framework, attendees also discovered the importance of leveraging data as critical inputs in crafting and executing successful marketing campaigns.
In today's rapidly evolving marketing landscape, the wisdom shared by industry practitioners like Khun Varut offers invaluable perspectives for both students and entrepreneurs to stay ahead of the game. We extend our sincere gratitude to Khun Varut for dedicating his time, sharing his expertise, and enriching our learning experience.
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