Digital Marketing Analytics (DMA301m)
Vietnamese title: Phân tích marketing số
Credits: 3
Prerequisites: DMS301m/MKT318m

Description:
This Course is based on the Coursera Specialization "Digital Marketing" and Google Digital Marketing & E-commerce Certificat Professionnel, which covers both the dynamics and the global aspects of digital marketing. You'll learn how to attract customers using various digital channels, measure marketing performance through analytics, and manage e-commerce stores to boost customer loyalty.
*Teaching method: This is a blended-learning course, in which students will take a look at the videos & slides and reading on Coursera first at home, then rewatch & discuss key questions with classmates and teachers at classes.
Students will use AI tools and applications to:
- support generating and refining ideas
- assist in content suggestions,
- assist in answering questions on Edunext, in-class discussions, and identifying credible sources.
- supports summarizing and concluding research findings through data-driven insights and structured templates.

Learning outcomes:
Identify the web analytic tool right for your specific needs in basic
Well understand valid and reliable ways to collect, analyze, and visualize data from the web
Utilize data in decision making for agencies, organizations, or clients
Well understand how to measure, manage, and analyze data from marketing campaigns using Google Analytics, Google Ads, and similar tools
Good ability to analyze and visualize data and insights in spreadsheets and prepare presentations to share campaign progress or results with stakeholders.
Shows self-reliance when working independently and collaboratively
Demonstrate ethical awareness and reflection in business context

Student tasks:
- Access the learning materials on Coursera for self-study purposes
- Attend at least 80% of contact hours in order to be eligible for the final assessment
- Actively participate in class activities
- Fulfill tasks given by instructor after class
- Use their own laptop in class only for learning purpose
- Access http://flm.fpt.edu.vn for up-to-date course information

Tools:
- Internet
- Net-Challenge Simulation Software (CD accompany with the textbook)

Materials:
description: https://www.coursera.org/learn/marketing-analytics/home/welcome
publisher: Coursera
note: Course 1: Digital Analytics for Marketing Professionals: Marketing Analytics in Theory
description: https://www.coursera.org/learn/digital-analytics/home/welcome
publisher: Coursera
note: Course 2: Digital Analytics for Marketing Professionals: Marketing Analytics in Practice
description: https://www.coursera.org/learn/assess-for-success/home/week/1
publisher: Coursera
note: Course 3: Assess for Success: Marketing Analytics and Measurement
description: https://www.coursera.org/specializations/digital-marketing
publisher: Coursera
note: Specialisation Digital Marketing
description: https://www.coursera.org/professional-certificates/google-digital-marketing-ecommerce
publisher: Coursera
note: Google Professional Certificate Digital Marketing and E-Commerce

Assessments:
category: Activities
type: on-going
weight: 10.0
duration: 60'
question_type: CLO1, CLO2, CLO3, CLO4, CLO5,CLO6,CLO7
no_question: Option 1: Discuss & Written report
Option 2: Questions or Activities proposed by lecturer
knowledge_and_skill: Option 2: Follow lecturer's proposal
grading_guide: Test the acquainted knowledge which student obtained in the delivered chapters.
note: In-class activity
category: Class participation and preparation
type: on-going
weight: 10.0
question_type: CLO6,CLO7
category: Final Project Group Presentation
type: on-going
weight: 15.0
duration: 17 - 20'/group
question_type: CLO1, CLO2, CLO3, CLO4, CLO5,CLO6,CLO7
no_question: Option 1: Case Study
Option 2: Questions or Activities proposed by lecturer
knowledge_and_skill: Option 2: Follow lecturer's proposal
grading_guide: Test students' ability to understand and apply the skills and knowledge of the delivered units
note: Conducted on campus
category: Final Project
Group Assignment
type: on-going
weight: 20.0
duration: at home
question_type: CLO1, CLO2, CLO3, CLO4, CLO5,CLO6,CLO7
no_question: Option 1: Case Study
Option 2: Questions or Activities proposed by lecturer
knowledge_and_skill: Option 2: Follow lecturer's proposal
grading_guide: Test students' ability to understand and apply the skills and knowledge of the delivered units
note: Complete the Case study assignment according to the instructions and data on Coursera, as well as teacher's guide. Then, submit the work to the instructor to be graded.
category: Quizzes
type: on-going
weight: 15.0
duration: 45'
question_type: CLO1, CLO2, CLO3, CLO4, CLO5
no_question: Option 1: Multiple choice
Option 2: Questions or Activities proposed by lecturer
knowledge_and_skill: Option 1: 40 questions/quiz
Option 2: Follow lecturer's proposal
grading_guide: Test the acquainted knowledge which student obtained in the delivered chapters.
note: In-class test
category: Final exam
type: Final exam
weight: 30.0
duration: 60'
question_type: CLO1, CLO2, CLO3, CLO4, CLO5
no_question: MCQ
knowledge_and_skill: 50
grading_guide: Test the acquainted knowledge which student obtained in all the course.
note: by exam board
The questions will cover the lectures, in-class activities, exercises, and required materials.

Schedule:
session: Course 1:  Digital Analytics for Marketing Professionals: Marketing Analytics in Theory
Course Introduction
1. Video: Welcome to Marketing Analytics in Theory  
2. Reading: Syllabus
learning_outcomes: IT
materials: DMA301m_S_download
session: MOOC 1-Week 3-The Science of Analytics (Part 1)
Lesson 1: Digital Data Infrastructure
learning_outcomes: T
materials: DMA301m_S_download
session: Lesson 2: Brand Measurements
learning_outcomes: T
materials: DMA301m_S_Download
session: Lesson 3: Consumer Outcomes
learning_outcomes: T
session: Lesson 4: Customer Value
Lesson 5: Attribution
learning_outcomes: T
session: MOOC 1-Week 4-The Science of Analytics (Part 2)
Lesson 1: Analytics and Dataviz Tools
learning_outcomes: TU
session: Lesson 2: Evaluating The Tool Landscape
learning_outcomes: TU
session: Lesson 3: Digital Marketing Maturity
learning_outcomes: TU
session: Lesson 4: The Issue of Privacy
learning_outcomes: TU
session: Activity 1
learning_outcomes: U
session: Review
learning_outcomes: U
session: Quiz 1
learning_outcomes: U
session: Course 2: Digital Analytics for Marketing Professionals: Marketing Analytics in Practice
MOOC 2-Week 1-The Art of Analytics
Lesson 1: A Plan for Your Analytics Expedition
learning_outcomes: IT
session: Lesson 2: Identifying Your Business Objective
learning_outcomes: T
session: Lesson 3: Data, Data Everywhere
learning_outcomes: T
session: Lesson 4: Finding Insights
Lesson 5: Getting Your Story Straight
learning_outcomes: T
session: MOOC 2-Week 2-Storytelling with Data
Lesson 1: Principles of Dataviz
Lesson 2: Sophisticated Use of Contrast
learning_outcomes: T
session: Lesson 3: Ensuring Clear Meaning
learning_outcomes: T
session: Lesson 4: Applying Visual Polish
learning_outcomes: T
session: Lesson 5: Dashboarding
learning_outcomes: TU
session: MOOC 2-Week 4-The Future of Analytics
Lesson 1: The Promise of Technology
learning_outcomes: T
session: Lesson 2: Technology's Dark Side Part I
learning_outcomes: T
session: Lesson 3: Technology's Dark Side Part II
learning_outcomes: T
session: Lesson 4: Implications for Analysts
learning_outcomes: T
session: Activity 2
learning_outcomes: U
session: Review
learning_outcomes: U
session: Quiz 2
session: Course 3: Assess for Success: Marketing Analytics and Measurement MOOC 3- Week 1 - Media planning Lession 1: Media plans and performance goals
learning_outcomes: IT
session: Lession 2: What is media planning?
learning_outcomes: T
session: Reading: Steps for media planning
learning_outcomes: T
session: Lession 3: Set performance goals
learning_outcomes: T
session: Lession 4: Marketing analytics skills
learning_outcomes: T
session: Lession 5: Introduction to Google Analytics
learning_outcomes: T
session: Lession 6: Introduction to Google Ads
learning_outcomes: T
session: Lession 7: Big data for marketing analytics and automation
learning_outcomes: T
session: MOOC 3 - Week 2 - Use metrics from Google Analytics and Google ads Lession 1: Work with Google Analytics: Monitor metrics
learning_outcomes: IT
session: Reading: Get started with Google Analytics
learning_outcomes: TU
session: Lession 2: Work with Google Analytics: Create Explorations
learning_outcomes: TU
session: Lesson 3: Work with Google Ads metrics
Reading: Get started with Google Ads
learning_outcomes: TU
session: Lesson 4: Link Google Ads to Google Analytics
learning_outcomes: TU
session: Reading: Link data for better insights
learning_outcomes: T
session: Lesson 5: Export Google Ads and Google Analytics data
learning_outcomes: T
session: MOOC 3 - Week 3 - Measure the success of marketing campaing
learning_outcomes: IT
session: Lesson 1: ROI and ROAS calculations
Reading: Determine the ROI of a marketing project
learning_outcomes: TU
session: Lesson 2: Introduction to A/B tests
Perform A/B tests in Google Ads
Reading: How to plan for A/B testing
learning_outcomes: TU
session: Lesson 3: Indicators of a successful marketing campaign
learning_outcomes: TU
session: MOOC3 - Week 4 - Share metrics and insights with stakeholders
learning_outcomes: TU
session: Lesson 1: Work with stakeholders
Reading: Stakeholder relationships
learning_outcomes: TU
session: Lesson 2: Prepare data in spreadsheets: sorting and filtering
Prepare data in spreadsheets: pivot tables
learning_outcomes: TU
session: Lesson 3: Create data visualizations in spreadsheets
Other tools for data analytics and visualization
learning_outcomes: TU
session: Lesson 4: Create effective presentations
Reading: Best practices for presenting data
learning_outcomes: TU
session: Submit Group Assignment
session: Activity 03
learning_outcomes: U
session: Review
learning_outcomes: U
session: Quiz 3
learning_outcomes: U
session: Preparation for Final Project
learning_outcomes: U
session: Final Project Presentation
learning_outcomes: U
session: Final Project Presentation
learning_outcomes: U
session: Final Project Presentation
learning_outcomes: U
session: Final Project Presentation
learning_outcomes: U