Omnichannel Marketing (MKT309m)
Vietnamese title: Bán hàng đa kênh
Credits: 3
Prerequisites: MKT101

Description:
Omnichannel marketing is a response to modern buying habits, providing consumers with a consistent brand experience whether traditional or digital. This course examines how marketers plan campaigns to reach consumers at every possible point of contact and how effective digital strategies can help businesses grow and thrive. This course also covers the critical topic of social customer service, customer experience and buyer's personas development. It provides also current and emerging issues of leadership and data protection and risk in digital time.
Students will use ChatGPT/Gemini for Inbound/Content Marketing strategies

After completing this course, students will be able to:
• Use best practices to create an omnichannel marketing strategy with a unified message, voice, and brand and a seamless customer experience
• Use best practices to develop researches on customer journey and buyer's personas
• Demonstrate an understanding of the key tactics and strategies associated with inbound channels including social media marketing, content marketing, search engine marketing, and email marketing
• Demonstrate an understanding of the key tactics and strategies associated with outbound channels including digital display, video, and YouTube advertising.

*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.

Learning outcomes:
Demonstrate an understanding of the foundations and importance of Omnichannel Marketing in response to modern buying habits
Demonstrate an understanding of critical topics for business providers such as cross-media planning, social customer service, customer experience, digital leadership, data protection and privacy
Apply best practices to create an omnichannel marketing strategy with a unified message, voice, and brand and a seamless customer experience
Apply best practices to develop researches on customer journey and buyer's personas
Apply best practices to optimize marketing actions in inbound and outbound channels including social media marketing, content marketing, search engine marketing, email marketing, digital display, video and Youtube advertising, mobil marketing
Demonstrate the ability to produce a clear oral report and/or academic written report, which follows research ethic, that applies understanding of key concepts in marketing.
Practice ability to interract and cooperate effectively with others in the conduct of business.

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 Access

Materials:
description: Course 1: Digital Strategy and Business Opportunity
description: Course 2: Digital Channel Planning and E-Commerce Strategy
description: Course 3: Digital leadership digital strategy execution
description: Course 4. Mobile Marketing, Optimization Tactics, and Analytics
description: Which type of data are relevant video https://www.coursera.org/learn/marketing-analytics-customers/lecture/lZeX8/2-1-which-types-of-data-are-relevant
publisher: Coursera
description: Customer journey mapping video https://www.coursera.org/learn/marketing-analytics-customers/lecture/YnA8m/3-2-customer-journey-mapping
publisher: Coursera
description: Researching personas video https://www.coursera.org/learn/uva-darden-getting-started-agile/lecture/3jpai/researching-personas
publisher: Coursera
description: 'Coursera course Ethics of Artificial Intelligence https://www.coursera.org/learn/ethics-of-artificial-intelligence
publisher: Coursera

Assessments:
category: Activities
type: on-going
weight: 10.0
question_type: LO1, LO2, LO3
knowledge_and_skill: Guided by instructor
grading_guide: - Guided by instructor
- Examples of assignment design: provide case studies in the textbook prior to practice session of each chapter for discussion and analysis.
note: - Guided by instructor
- Examples of assignment design: provide case studies in the textbook prior to practice session of each chapter for discussion and analysis.
category: Class participation and preparation
type: on-going
weight: 10.0
question_type: LO1, LO2, LO3
knowledge_and_skill: 0
category: Essay
type: on-going
weight: 10.0
duration: 60'
question_type: LO1, LO2, LO3
no_question: Short answer(s)
knowledge_and_skill: 1-2 question(s)
grading_guide: Test students' ability to understand and apply the skills and knowledge of the delivered units
Scope of knowledge: Chap 13 - Chap 14
Any plagiarism will be resulted in a failure of assignment
note: In-class test
category: Group Assignment
type: on-going
weight: 20.0
duration: at home
question_type: LO1, LO2, LO3
no_question: Written report & Presentation
knowledge_and_skill: Guided by instructor
grading_guide: Test students' ability to understand and apply the skills and knowledge of the delivered units
Personal qualities: Individual responsibility, self-esteem, sociability, self-management, and integrity.
Cover all studied chapters
Any plagiarism will be resulted in a failure of assignment
note: - Guided by instructor
- Example of group assignment: Groups of students are assigned a topic relating to omnichannel marketing planing and execution. Students are expected to write up a professional report that describes their marketing plan with clear analysis and operational demonstration. Finally, students need to present their work in class to instructors and other groups. Report are graded to groups and presentation is graded on individual.
category: Individual Assignment
type: on-going
weight: 10.0
duration: at home
question_type: LO1, LO2, LO3
no_question: Written report
knowledge_and_skill: Depending on the assignment format
grading_guide: Test students' ability to understand and apply the skills and knowledge of the delivered units
Personal qualities: Individual responsibility, self-esteem, sociability, self-management, and integrity.
Cover all studied chapters
Any plagiarism will be resulted in a failure of assignment
note: - Guided by instructor
- Examples of assignment design: provide case studies in the textbook prior to practice session of each chapter for discussion and analysis.
category: Quizzes
type: on-going
weight: 10.0
duration: 20'
question_type: LO1, LO2, LO3
no_question: Multiple choice
knowledge_and_skill: 20 questions/quiz
grading_guide: Test the acquainted knowledge which student obtained in the delivered chapters.
Quiz 1: Chap 1 - Chap 6
Quiz 2: Chap 7 - Chap 12
note: In-class test
category: Final Exam
type: Final exam
weight: 30.0
duration: 60'
question_type: LO1, LO2, LO3
no_question: Multiple choice
knowledge_and_skill: 50 questions
grading_guide: Integration of studied knowledge and skills of chapters covered in the subject
note: By Exam board

Schedule:
session: Chap 1 Introduction
Overview
Inbound and Outbound Marketing
Challenges of Channel Planning
Cross Media Planning
Digital and Traditional Marketing
Digital Channel Mix
Mobile Marketing

Guidelines on Activities
learning_outcomes: I
T
materials: MKT309m
session: Chap 1 Introduction (continued)
Overview
Inbound and Outbound Marketing
Challenges of Channel Planning
Cross Media Planning
Digital and Traditional Marketing
Digital Channel Mix
Mobile Marketing

Guidelines on Activities
learning_outcomes: I
T
materials: MKT309m
session: Chap 2
E-Commerce Overview
Conversion Rate Optimization
Value Proposition
E-Commerce Revenue Models

Guidelines on Individual Assignment
learning_outcomes: I
T
materials: MKT309m
session: Chap 2 (continued)
E-Commerce Overview
Conversion Rate Optimization
Value Proposition
E-Commerce Revenue Models

Guidelines on Individual Assignment
learning_outcomes: I
T
materials: MKT309m
session: Chap 3
Moving to E-Commerce
Planning E-Commerce Sites
E-Commerce Solutions
Key Operational Considerations

Guidelines on Group Assignment
learning_outcomes: I
T
session: Chap 3 (continued)
Moving to E-Commerce
Planning E-Commerce Sites
E-Commerce Solutions
Key Operational Considerations

Guidelines on Group Assignment
learning_outcomes: I
T
session: Chap 4
Social Customer Service
Social Commerce
Social Customer Service Strategy
Collaborative Strategy Development
learning_outcomes: T
session: Chap 4 (continued)
Social Customer Service
Social Commerce
Social Customer Service Strategy
Collaborative Strategy Development
learning_outcomes: T
session: Chap 5
Strategic thinking
Understanding Strategic Thinking
Benefits of Strategic Thinking
Characteristics of Strategic Thinking
Future-basing
Implementing a Digital Strategy
Digital Transformation
Digital Strategy Success
Digital Transformation Support
learning_outcomes: T
U
session: Chap 5 (continued)
Strategic thinking
Understanding Strategic Thinking
Benefits of Strategic Thinking
Characteristics of Strategic Thinking
Future-basing
Implementing a Digital Strategy
Digital Transformation
Digital Strategy Success
Digital Transformation Support
learning_outcomes: T
U
session: Activity 1
learning_outcomes: U
session: Activity 1 (continued)
learning_outcomes: U
session: Chap 6
Customer Experience
Customer Experience Framework
The Basics of CX
Key Concepts of Customer Experience
The Impact of CX on Performance
Increasing Performance with CX
The Value of Rapid Prototyping
Ongoing Data Insight
learning_outcomes: T
U
session: Chap 6 (continued)
Customer Experience
Customer Experience Framework
The Basics of CX
Key Concepts of Customer Experience
The Impact of CX on Performance
Increasing Performance with CX
The Value of Rapid Prototyping
Ongoing Data Insight
learning_outcomes: T
U
session: Chap 6 (continued)
Customer Experience
Customer Experience Framework
The Basics of CX
Key Concepts of Customer Experience
The Impact of CX on Performance
Increasing Performance with CX
The Value of Rapid Prototyping
Ongoing Data Insight
learning_outcomes: T
U
session: Chap 6 (continued)
Customer Experience
Customer Experience Framework
The Basics of CX
Key Concepts of Customer Experience
The Impact of CX on Performance
Increasing Performance with CX
The Value of Rapid Prototyping
Ongoing Data Insight
learning_outcomes: T
U
session: Chap 7
Identifying Channels for your Campaign
Communicating your Results
A Media Plan
B6ROI
learning_outcomes: T
U
session: Chap 7 (continued)
Identifying Channels for your Campaign
Communicating your Results
A Media Plan
B6ROI
learning_outcomes: T
U
session: Chap 8
Display Advertising
Digital Display Creative Brief
Digital Display Tactics
Display Platforms
Display Ad Formats
learning_outcomes: T
U
session: Chap 8 (continued)
Display Advertising
Digital Display Creative Brief
Digital Display Tactics
Display Platforms
Display Ad Formats
learning_outcomes: T
U
session: Chap 9
Social Media
SEO
Paid Search
Google Analytics
learning_outcomes: T
U
session: Chap 9 (continued)
Social Media
SEO
Paid Search
Google Analytics
learning_outcomes: T
U
session: Chap 9 (continued)
Social Media
SEO
Paid Search
Google Analytics
Quiz 1
learning_outcomes: T
U
session: Chap 9 (continued)
Social Media
SEO
Paid Search
Google Analytics
Quiz 1
learning_outcomes: T
U
session: Chap 10
YouTube and Video Management
Video Upload
Campaign Metrics, Reporting and Optimization
Display Campaign Metrics
Display Campaign Reporting
Google Analytics Reporting
Digital Media Plan Template
Video Analytics
Video Campaign Reporting
learning_outcomes: T
U
session: Chap 10 (continued)
YouTube and Video Management
Video Upload
Campaign Metrics, Reporting and Optimization
Display Campaign Metrics
Display Campaign Reporting
Google Analytics Reporting
Digital Media Plan Template
Video Analytics
Video Campaign Reporting
learning_outcomes: T
U
session: Chap 10 (continued)
YouTube and Video Management
Video Upload
Campaign Metrics, Reporting and Optimization
Display Campaign Metrics
Display Campaign Reporting
Google Analytics Reporting
Digital Media Plan Template
Video Analytics
Video Campaign Reporting
learning_outcomes: T
U
session: Chap 10 (continued)
YouTube and Video Management
Video Upload
Campaign Metrics, Reporting and Optimization
Display Campaign Metrics
Display Campaign Reporting
Google Analytics Reporting
Digital Media Plan Template
Video Analytics
Video Campaign Reporting
learning_outcomes: T
U
session: Activity 2
learning_outcomes: U
session: Activity 2 (continued)
learning_outcomes: U
session: Chap 11
Mobile Marketing
Introduction to mobile marketing
Mobile marketing planning
Mobile Application Basics
Mobile Application design
Optimization
Key performance indicators
Testing Methodologies and Tools for Analytics
learning_outcomes: T
U
session: Chap 11 (continued)
Mobile Marketing
Introduction to mobile marketing
Mobile marketing planning
Mobile Application Basics
Mobile Application design
Optimization
Key performance indicators
Testing Methodologies and Tools for Analytics
learning_outcomes: T
U
session: Chap 11 (continued)
Mobile Marketing
Introduction to mobile marketing
Mobile marketing planning
Mobile Application Basics
Mobile Application design
Optimization
Key performance indicators
Testing Methodologies and Tools for Analytics
learning_outcomes: T
U
session: Chap 11 (continued)
Mobile Marketing
Introduction to mobile marketing
Mobile marketing planning
Mobile Application Basics
Mobile Application design
Optimization
Key performance indicators
Testing Methodologies and Tools for Analytics
learning_outcomes: T
U
session: Chap 12
Email Marketing
Outbound Email Marketing
Inbound Email Marketing
Subscriber Lists
Persona Development and Segmentation
Email Types
learning_outcomes: T
U
session: Chap 12 (continued)
Email Marketing
Outbound Email Marketing
Inbound Email Marketing
Subscriber Lists
Persona Development and Segmentation
Email Types
learning_outcomes: T
U
session: Chap 12 (continued)
Email Marketing
Outbound Email Marketing
Inbound Email Marketing
Subscriber Lists
Persona Development and Segmentation
Email Types
Quiz 2
learning_outcomes: TU
session: Chap 12 (continued)
Email Marketing
Outbound Email Marketing
Inbound Email Marketing
Subscriber Lists
Persona Development and Segmentation
Email Types
Quiz 2
learning_outcomes: TU
session: Chap 13
Customer journey
Digital Consumer Behavior
Customer Expectations
Digital Disruption
The Digital Customer Journey
Aligning the Buyer's Journey with Channels
Customer journey mapping
learning_outcomes: T
U
session: Chap 13 (continued)
Customer journey
Digital Consumer Behavior
Customer Expectations
Digital Disruption
The Digital Customer Journey
Aligning the Buyer's Journey with Channels
Customer journey mapping
learning_outcomes: T
U
session: Chap 13 (continued)
Customer journey
Digital Consumer Behavior
Customer Expectations
Digital Disruption
The Digital Customer Journey
Aligning the Buyer's Journey with Channels
Customer journey mapping
learning_outcomes: T
U
session: Chap 13 (continued)
Customer journey
Digital Consumer Behavior
Customer Expectations
Digital Disruption
The Digital Customer Journey
Aligning the Buyer's Journey with Channels
Customer journey mapping
learning_outcomes: T
U
session: Chap 14
Personas Development
Purpose and Benefit of Using Personas
Audience Research6m
Audience Listening Tools
Researching personas
learning_outcomes: T
U
session: Chap 14 (continued)
Personas Development
Purpose and Benefit of Using Personas
Audience Research6m
Audience Listening Tools
Researching personas
learning_outcomes: T
U
session: Chap 14 (continued)
Personas Development
Purpose and Benefit of Using Personas
Audience Research6m
Audience Listening Tools
Researching personas
learning_outcomes: T
U
session: Chap 14 (continued)
Personas Development
Purpose and Benefit of Using Personas
Audience Research6m
Audience Listening Tools
Researching personas
learning_outcomes: T
U
session: Essay
learning_outcomes: U
session: Essay (continued)
learning_outcomes: U
session: Chap 15
Leadership Mindset
Developing a Leadership Mindset
Developing an Executive Presence
Thinking with A Global Perspective
Recruiting and Retaining Top Talent
Personnel Planning
Training New Employees
Digital Leadership
Characteristics of Digital Leadership
Establishing Personal Leadership
learning_outcomes: T
U
session: Chap 15 (continued)
Leadership Mindset
Developing a Leadership Mindset
Developing an Executive Presence
Thinking with A Global Perspective
Recruiting and Retaining Top Talent
Personnel Planning
Training New Employees
Digital Leadership
Characteristics of Digital Leadership
Establishing Personal Leadership
learning_outcomes: T
U
session: Chap 15 (continued)
Leadership Mindset
Developing a Leadership Mindset
Developing an Executive Presence
Thinking with A Global Perspective
Recruiting and Retaining Top Talent
+B4
Digital Leadership
Characteristics of Digital Leadership
Establishing Personal Leadership
learning_outcomes: T
U
session: Chap 15 (continued)
Leadership Mindset
Developing a Leadership Mindset
Developing an Executive Presence
Thinking with A Global Perspective
Recruiting and Retaining Top Talent
+B4
Digital Leadership
Characteristics of Digital Leadership
Establishing Personal Leadership
learning_outcomes: T
U
session: Chap 16
Data protection and the risk with Digital
The risk with Digital
Data Breaches
Data Protection and Threats
Data Protection and Data Privacy
Legislation and the Use of Digital
learning_outcomes: T
U
session: Chap 16 (continued)
Data protection and the risk with Digital
The risk with Digital
Data Breaches
Data Protection and Threats
Data Protection and Data Privacy
Legislation and the Use of Digital
learning_outcomes: T
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
session: Final Project Presentation
learning_outcomes: U
session: Final Project Presentation
learning_outcomes: U