Digital Marketing Strategy (DMS301m)
Vietnamese title: Chiến lược marketing số
Credits: 3
Prerequisites: MKT101 or MKG101 or MMK101

Description:
Description: This course is based on the Coursera Specialization "Digital Marketing," offering a comprehensive exploration of the dynamics and global aspects of digital marketing. Students will delve into how the Digital Revolution has impacted marketing in an Analog World and gain insights into the core processes of planning and executing a digital marketing campaign.
Additionally, the course integrates the use of artificial intelligence (AI) to equip students with essential skills for market data collection, consumer behavior analysis, and effective digital marketing strategy development. By the end of the course, students will be able to select the most suitable marketing channels for various products and design impactful AI-powered digital campaigns.
*Teaching Method: This blended-learning course combines self-paced online study with collaborative in-class activities. Students are required to review videos, slides, and readings on Coursera before class. During class sessions, they will review key content and engage with peers and instructors to reinforce and apply their knowledge.

Learning outcomes:
Understand how digital tools are changing the nature of marketing in basic
Explain clearly how digital tools allow consumers to take a more active role in product development, promotion, placement, and pricing activities
Obtain a new set of concepts, tools, and stories to enhance your digital marketing efforts effectively
Understand the strategic impacts of digital media and information technologies on communication and marketing
Apply the concepts, tools, and knowledge provided to formulate a digital marketing plan
Shows self-reliance when working independently and collaboratively
Demonstrate ethical awareness and reflection in business context
Understand how to apply AI technologies to collect information and create effective digital marketing strategies

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

Tools:
- Internet

Materials:
description: https://www.coursera.org/learn/marketing-digital/home/week/1
publisher: Coursera
note: Course 1: Marketing in a Digital World
description: https://www.coursera.org/learn/digital-marketing-revolution/home/info
publisher: Coursera
note: Course 2: The Digital Marketing Revolution
description: https://www.coursera.org/learn/marketing-channels/home/info
publisher: Coursera
note: Course 3: Digital Media and Marketing Principles
description: https://www.coursera.org/learn/marketing-plan/home/week/1
publisher: Coursera
note: Course 4: Digital Media and Marketing Strategies
description: https://www.coursera.org/specializations/digital-marketing
publisher: Coursera
note: Specialisation Digital Marketing
description: https://www.coursera.org/learn/generative-ai-prompt-engineering-for-everyone
publisher: Coursera
description: https://www.coursera.org/projects/prompt-engineering-generative-ai-for-marketing-advertising

Assessments:
category: Activities
type: on-going
weight: 10.0
duration: 60'
question_type: LO1,LO2,LO3,LO4,LO5,LO6,LO7,LO8
no_question: Option 1: Discuss & Written reportOption 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: LO6,LO7
category: Final Project Group Presentation
type: on-going
weight: 15.0
duration: 17 - 20'/group
question_type: LO1,LO2,LO3,LO4,LO5,LO6,LO7
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 ProjectGroup Assignment
type: on-going
weight: 20.0
duration: at home
question_type: LO1,LO2,LO3,LO4,LO5,LO6,LO7,LO8
no_question: Option 1: Case StudyOption 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: LO1,LO2,LO3,LO4,LO5
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:  Marketing in a Digital World
Course Introduction
1. Video: Welcome to Marketing in a Digital World
2. Reading: Syllabus  
3. Reading: Course Diagram
learning_outcomes: IT
materials: DMS301m
session: Introduction to AI Coursera Guided Project Prompt Engineering Generative AI for Marketing & Advertising
learning_outcomes: T
materials: DMS301m
session: MOOC 1-Week 1-How Digital Tools Are Changing Products
Lesson 1: Marketing Overview
Lesson 2: Basic Concept: Product
learning_outcomes: T
materials: DMS301m
session: Lesson 3: Customer Co-creation
learning_outcomes: T
materials: DMS301m
session: Lesson 4: Sharing Economy
Lesson 5: Threadless Case Study
learning_outcomes: T
materials: DMS301m
session: MOOC 1-Week 2-How Digital Tools Are Changing Promotion
Lesson 1: Basic Concept: Promotion
learning_outcomes: TU
session: Lesson 2: User Generated Content
Case Study: GoPro
learning_outcomes: TU
session: Lesson 3: Doppelganger Brand Images
learning_outcomes: TU
session: MOOC 1-Week 3-How Digital Tools Are Changing Placement
Lesson 1: Basic Concept: Placement
learning_outcomes: TU
session: Lesson 2: New Retail
learning_outcomes: T
session: Lesson 3: Self-manufacturing
Case Study: Tesla
learning_outcomes: T
session: MOOC 1-Week 4-How Digital Tools Are Changing Price
Lesson 1: Basic Concept: Price
learning_outcomes: T
session: Lesson 2: Pay What You Want
learning_outcomes: T
session: Lesson 3: Fremium
Case Study: Panera
learning_outcomes: T
session: Activity 1
learning_outcomes: U
session: Activity 1 (continued)
learning_outcomes: U
session: Quiz 1
learning_outcomes: U
session: Quiz 1 Review
learning_outcomes: U
session: Group Assignment Guidelines
learning_outcomes: U
session: Individual Assignment Guidelines
learning_outcomes: U
session: Course 2: The Digital Marketing Revolution
MOOC 2-Week 1-Digital vs. Analog
Lesson 1: Digital vs. Analog
learning_outcomes: T
session: Lesson 2: Basic Concept: Domination
Lesson 3: Basic Concept: Resistance
learning_outcomes: T
session: Lesson 4: Synergy
Lesson 5: Transformation
learning_outcomes: T
session: Course 3: Digital Media and Marketing Principles
MOOC 4-Week 3-Smart and Social Media Channels
Lesson 1: Overview and Discovering and Targeting the Right Audience in World of Digital Media
learning_outcomes: T
session: Lesson 2: Programmatic Advertising & Real-time Bidding
learning_outcomes: T
session: Lesson 3: Search Marketing
Lesson 4: Social Media Marketing
learning_outcomes: TU
session: Lesson 5: Marketing Attribution
learning_outcomes: T
session: MOOC 4-Week 4-Mobile media and Beyond the Screens
Lesson 1: Overview and Mobile Marketing Basics
learning_outcomes: T
session: Lesson 2: Mobile Marketing and Beyond the Screens
learning_outcomes: T
session: Lesson 3: Location-based Marketing
Lesson 4: Conversational Marketing
learning_outcomes: T
session: Quiz 2
learning_outcomes: U
session: Quiz 2 Review
learning_outcomes: U
session: Course 4: Digital Media and Marketing Strategies
MOOC 5-Week 2-Online and Video Marketing
Lesson 1: Overview and Discovering & Reaching Your Target Consumers
learning_outcomes: T
session: Lesson 2: Online Advertising
learning_outcomes: T
session: Lesson 3: Search Optimization Basics
learning_outcomes: T
session: MOOC 5-Week 3-Social Media and Email Marketing
Lesson 1: Overview and Content & Social Strategies
learning_outcomes: IT
session: Lesson 2: Online Video Marketing: New Strategies
learning_outcomes: T
session: Lesson 3: Buzz and Influencer Marketing
learning_outcomes: T
session: Group Assignment Progress Report
learning_outcomes: U
session: Group Assignment Progress Report
learning_outcomes: U
session: Group Assignment Progress Report
learning_outcomes: U
session: MOOC 5-Week 1-Essential Steps to Prepare for Digital Marketing Success
Lesson 1: Optimizing Your Digital Assets
learning_outcomes: T
session: Lesson 2: Know Yourself: Digital Marketing Self-Assessment
learning_outcomes: T
session: Lesson 3: Know Your Goal: Aligning Strategies, Goals, & Business Objective
learning_outcomes: T
session: Lesson 4: Know Your Message: Digital Asset Management & Development Marketing Considerations of Your Company's Website
learning_outcomes: T
session: MOOC 3- Week 4:Evaluation and Risk Management
Lesson 1: Measures of Campaign Success: Web Analytics
learning_outcomes: T
session: Lesson 2: Measures of Campaign Success: Social Media Metrics
learning_outcomes: IT
session: Quiz 3
learning_outcomes: TU
session: Quiz 3 Review
learning_outcomes: U
session: Activity 2
learning_outcomes: TU
session: Activity 2 (continued)
learning_outcomes: TU
session: COURSE REVISION
learning_outcomes: U
session: COURSE REVISION
learning_outcomes: U
session: COURSE REVISION
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
session: Final Project Presentation
learning_outcomes: U