Marketing Intelligence
RMIT x Tung Lam Yen Tu
Semester 2 2020
Tung Lam, the number one tourism and hospitality company in Yen Tu, Quang Ninh finished the VND1000 billion investment in Truc Lam Commons, one of the top three cultural-pilgrim tourism investments in Vietnam in 2018. In 2020, the company faced difficulty when Covid-19 came.
The Director of Marketing and a Member of the Board of Directors, both alumni from RMIT Vietnam asked the students Marketing Intelligence to do a market research project to propose a segmentation and a targeting strategy for the company, and a digital marcom plan to implement that strategy.
The project is significant in a few fundamental ways: First, the project showcased the life-long learning attitude of RMIT students. With the two outstanding alumni as client representatives, the project encourages current students to aspire to achieve a similar level of professional success. Second, the students are tasked with not just the marcom plan but with one of the most important strategic decisions in Marketing: Segmentation, Targeting, and Positioning. The project also showcases the versatility and flexibility of students in applying Digital Marketing in industry projects.
The top three student teams were very happy with the experience in Yen Tu Legacy 5-star hotel, a reward given by Tung Lam for students’ achievements.
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