HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES - INFORMATION TECHNOLOGY FACULTY OF BUSINESS ADMINISTRATION COURSE OUTLINE (Issued in accordance with the Decision No …../QĐ-ĐNT, … /… /202…. By Ho Chi Minh City University of Foreign Languages - Information Technology) 1. Specifications COURSE TITLE: DIGITAL MARKETING Course ID Instructor names 1425192 Doan Tuong Nhu Y Credit hours Emails 02 ydtn@huflit.edu.vn Type of course Related courses Total periods Faculty Other information Fulltime Mode of delivery Pre-requisites Offline and online (Moodle) Basic Marketing 30 Business Administration Marketing major 2. Overview The fundamental of the course “Digital Marketing” is providing knowledge to students to understand: The importance of digital marketing, the differences between digital and traditional marketing, ways to approach different digital channels and online platform; the development of digital ideas and solutions to incorporate into overall marketing strategy and business strategy to achieve business goals. The main contents of this course include: overview of digital marketing; content management; social media marketing; SEO & SEM; Google Analytics; digital marketing plan. 3. Objectives 3.1 Knowledge - Present and explain the general knowledge in digital marketing and digital environment - Understand the importance of employees, customers and tools in digital marketing 3.2 Skills - Adequate use digital marketing tools. - Develop a digital marketing plan and evaluate the strategy. - Combine digital marketing strategy with traditional marketing strategy to increase efficiency in business and marketing 3.3 Self-study - Have the capability to apply the acquired knowledge with flexibility and creativity in particular practical situation. - Enhance autonomy and self-responsibility in studying the subject of Digital Marketing. Apply the specialized knowledge in previous prerequisite course into this services marketing course. 4. Course Learning Outcomes CLO Outcomes PLOs Understand basic knowledge of the concept, importance, nature and basic functions of Digital Marketing for business CLO2 Have knowledge of digital environment, digital strategy, presentation of tools and means used CLO3 Understand online behavior, habit of using the internet, social networks of consumers and businesses CLO4 Build a digital marketing strategy and choose tools and means that are suitable for the strategy CLO5 Analyze and evaluate the effectiveness of a digital strategy CLO6 Have the ability of self-supporting, working in groups, independent and logical thinking, and well adapting to the environment of studying. CLO1 PLO 1-8 PLO 1-5 PLO 1-5 PLO 1-6,8 PLO 1-6,8 PLO 6 5. Method of Instruction 5.1 Teaching method - Open-ended question - Questions and answers - Explanation - Lecture - Presentation - Team work 5.2 Learning method (suggested): - Self- preparation of lessons, reading the materials in advance, conducting independent research on reference materials… - Doing homework on Moodle, or assignments assigned by the teacher (Homework assignment) - Classroom collaboration - Inquiry-based learning 6. Textbooks and teaching aids Table 6.1 Required textbooks and other learning materials No 1 2 Authors Main Textbook Dave Chaffey Fiona Ellis-Chadwick Reference books Dave Chaffey Year of publication The title of books Publisher 2016 Digital marketing – strategy, implementation and practice, 6th edition Pearson 2015 Digital Business and ECommerce Management: Strategy Implementation and Practice, 6th edition Pearson 3 Richard Fetcher Heather Crawford 2013 International marketing: An Pearson Asia-Pacific Perspective, 6th edition Journals Table 6.2 List of useful websites related to the course No Name of Website Link Latest Update 1 2 3 Marketing Land Google Trends Tech Crunch https://marketingland.com 28/8/2023 https://trends.google.com 28/8/2023 https://techcrunch.com 28/8/2023 Teaching aids Table 6.3 Teaching Facilities No Teaching institution address List of equipment, main software for the course Equipment, tools, software, etc. 1 Single room – Computer, projector, speaker, Maximum microphone, white board, whitecapacity of 45 board marker, paper... students Huflit – Campuses: Cao Thắng, Sư Vạn Hạnh, Hóc Môn For lesson/ chapter Quantity 1 Chap 1,2,4,5,6,8,9 (Main Textbook) 7. Assessment Methods 7.1 Description of learning outcomes assessment Students must perform the following tasks: - Attend at least 80% of theory classes. - Complete group exercises/exercises. - Attend mid-term test. - Attend the final exam. - The score for the formative assessment and the final exam assessment is scored on a 10-point scale (from 0 to 10), rounded to 0.5. - The course score is the sum of the scores for all component assessment of the course multiplied by the respective weights. Course grade on a 10-point scale rounded to one decimal place. - Students will be assessed for their cumulative coursework as follows: + Attendance score: based on the number of classes attended/total number of periods + Score of clas s assessment: based on class assignments and home assignments + Final exam score: General exam at the end of the semester 7.2 Summary of learning outcomes assessment Components Duration Formative Assessment Final test Assessment Forms Class Attendance In-class activities Moodle assignment Final paper Total Sub Weight Weight 10 % 15 weeks 40% CLOs Schedule 15 weeks CLO 6 CLO 2-6 30% 60% 60% CLO1-6 100% 8. Learning schedule Week/ Meeting 1 2 3 4 Topics Introduction to the course 1. Chap 1: Introduction to Digital marketing 2. 4. Chap 1: Introduction to Digital marketing (cont) Suggested Reading Homework /Assignment 3. - Textbook [1] pg 6-27 5. - Textbook [1] pg 29-49 - Reference [2] pg 3 - Reference [3] pg 2 6. - Textbook [1] pg 54-103 Chap 2: Online marketplace analysis: micro-environment Chap 4: Digital marketing strategy7. - Textbook [1] pg 184-205 8. - Reference [2] pg 179 - Website - Content marketing strategy - Content marketing strategy 5 Chap 4: Digital marketing strategy9. - Textbook [1] pg 208-238 (cont) 6 Case study 1 7 Chap 5: The impact of digital 10. - Textbook [1] pg 255-485 media and technology on the - Reference [2] pg 297 marketing mix Chap 6: Relationship marketing 11. - Textbook [1] pg 308-343 using digital platforms Case study 2 - SEM - Email marketing Chap 8: Campaign planning for digital media Chap 8: Campaign planning for digital media (cont) Case study 3 SEO 8 9 10 11 12 13 - Analyze social channel - Textbook [1] pg 418-428 - Reference [2] pg 323 - Textbook [1] pg 429-471 - Reference [3] pg 394 - Online PR Chap 9: Marketing communications - Textbook [1] pg 476-513 using digital media channels - Reference [2] pg 597 - Email marketing SEO - Interactive display ads 14 Chap 9: Marketing communications - Textbook [1] pg 515-538 using digital media channels (cont) 15 Review - Influencer relationship 12. 9. Academic Integrity Academic integrity is a crucial value that underpins the quality of teaching, learning, and research at HUFLIT. Learners are expected to adhere to guidelines that include avoiding plagiarism, working independently on individual assignments, responsibly engaging in group work, and reporting instances of academic dishonesty. Upholding these principles promotes a culture of academic honesty, integrity, and fairness, contributing to an environment conducive to excellence in education.