[major=MKT | course_id=DMA301m | syllabus_id=12278 | semester=4 | combo=core | title=Digital Marketing Analytics]
Course ID: DMA301m
Title EN: Digital Marketing Analytics
Title VI: Phân tích marketing số
Credits: 3.0
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.
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)
Course type: coursera_hybrid
Decision: 1363/QĐ-ĐHFPT dated 12/06/2024
Approved date: 2024-12-06
CLO1: Identify the web analytic tool right for your specific needs in basic
[1] category=Activities; type=on-going; weight=10.0; duration=60'; question_type=CLO1, CLO2, CLO3, CLO4, CLO5,CLO6,CLO7; grading_guide=Test the acquainted knowledge which student obtained in the delivered chapters.; completion_criteria=; clos=>0
[2] category=Class participation and preparation; type=on-going; weight=10.0; duration=; question_type=CLO6,CLO7; grading_guide=; completion_criteria=; clos=>0
[3] category=Final Project Group Presentation; type=on-going; weight=15.0; duration=17 - 20'/group; question_type=CLO1, CLO2, CLO3, CLO4, CLO5,CLO6,CLO7; grading_guide=Test students' ability to understand and apply the skills and knowledge of the delivered units; completion_criteria=; clos=>0
[4] category=Final Project
Group Assignment; type=on-going; weight=20.0; duration=at home; question_type=CLO1, CLO2, CLO3, CLO4, CLO5,CLO6,CLO7; grading_guide=Test students' ability to understand and apply the skills and knowledge of the delivered units; completion_criteria=; clos=>0
[5] category=Quizzes; type=on-going; weight=15.0; duration=45'; question_type=CLO1, CLO2, CLO3, CLO4, CLO5; grading_guide=Test the acquainted knowledge which student obtained in the delivered chapters.; completion_criteria=; clos=>0
[6] category=Final exam; type=Final exam; weight=30.0; duration=60'; question_type=CLO1, CLO2, CLO3, CLO4, CLO5; grading_guide=Test the acquainted knowledge which student obtained in all the course.; completion_criteria=; clos=4
[1] desc=https://www.coursera.org/learn/marketing-analytics/home/welcome; author=; publisher=Coursera; edition=; isbn=; main=True; online=True; note=Course 1: Digital Analytics for Marketing Professionals: Marketing Analytics in Theory
[2] desc=https://www.coursera.org/learn/digital-analytics/home/welcome; author=; publisher=Coursera; edition=; isbn=; main=True; online=True; note=Course 2: Digital Analytics for Marketing Professionals: Marketing Analytics in Practice
[3] desc=https://www.coursera.org/learn/assess-for-success/home/week/1; author=; publisher=Coursera; edition=; isbn=; main=True; online=True; note=Course 3: Assess for Success: Marketing Analytics and Measurement
[4] desc=https://www.coursera.org/specializations/digital-marketing; author=; publisher=Coursera; edition=; isbn=; main=True; online=True; note=Specialisation Digital Marketing
[5] desc=https://www.coursera.org/professional-certificates/google-digital-marketing-ecommerce; author=; publisher=Coursera; edition=; isbn=; main=True; online=True; note=Google Professional Certificate Digital Marketing and E-Commerce
Session 1: Course 1:  Digital Analytics for Marketing Professionals: Marketing Analytics in Theory
Course Introduction
1. Video: Welcome to Marketing Analytics in Theory  
2. Reading: Syllabus
Topic: Offline; Teaching type: CLO1; LO: IT
ITU: https://www.coursera.org/learn/marketing-analytics/lecture/2CMBc/welcome-to-the-course
https://www.coursera.org/learn/marketing-analytics/supplement/YmAg6/syllabus
https://www.coursera.org/learn/marketing-analytics/lecture/9kIWd/module-1-overview
Materials: DMA301m_S_download

Session 2: MOOC 1-Week 3-The Science of Analytics (Part 1)
Lesson 1: Digital Data Infrastructure
Topic: Offline; Teaching type: CLO1; LO: T
ITU: https://www.coursera.org/learn/marketing-analytics/lecture/MtZ0F/module-3-overview
https://www.coursera.org/learn/marketing-analytics/supplement/eYX7U/module-3-overview
https://www.coursera.org/learn/marketing-analytics/supplement/GZwXX/module-3-readings
https://www.coursera.org/learn/marketing-analytics/lecture/KgBOc/digital-data-infrastructure
Materials: DMA301m_S_download

Session 3: Lesson 2: Brand Measurements
Topic: Offline; Teaching type: CLO1; LO: T
ITU: https://www.coursera.org/learn/marketing-analytics/lecture/X1Psp/brand-measurement
Materials: DMA301m_S_Download

Session 4: Lesson 3: Consumer Outcomes
Topic: Offline; Teaching type: CLO1; LO: T
ITU: https://www.coursera.org/learn/marketing-analytics/lecture/cy0zY/consumer-outcomes
CLO2: Well understand valid and reliable ways to collect, analyze, and visualize data from the web
Session 1: Lesson 4: Customer Value
Lesson 5: Attribution
Topic: Offline; Teaching type: CLO1; LO: T
ITU: https://www.coursera.org/learn/marketing-analytics/lecture/rf68F/customer-value
https://www.coursera.org/learn/marketing-analytics/lecture/vYfVx/attribution

Session 2: MOOC 1-Week 4-The Science of Analytics (Part 2)
Lesson 1: Analytics and Dataviz Tools
Topic: Offline; Teaching type: CLO1; LO: TU
ITU: https://www.coursera.org/learn/marketing-analytics/lecture/ZUazA/analytics-and-dataviz-tools
https://www.coursera.org/learn/marketing-analytics/supplement/j9fTs/module-4-overview
https://www.coursera.org/learn/marketing-analytics/supplement/4GBNU/module-4-readings
https://www.coursera.org/learn/marketing-analytics/lecture/ZUazA/analytics-and-dataviz-tools

Session 3: Lesson 2: Evaluating The Tool Landscape
Topic: Offline; Teaching type: CLO1; LO: TU
ITU: https://www.coursera.org/learn/marketing-analytics/lecture/fXBas/evaluating-the-tool-landscape

Session 4: Lesson 3: Digital Marketing Maturity
Topic: Offline; Teaching type: CLO1; LO: TU
ITU: https://www.coursera.org/learn/marketing-analytics/lecture/9oTZY/digital-marketing-maturity
CLO3: Utilize data in decision making for agencies, organizations, or clients
Session 1: Lesson 4: The Issue of Privacy
Topic: Offline; Teaching type: CLO1; LO: TU
ITU: https://www.coursera.org/learn/marketing-analytics/lecture/5dUYd/the-issue-of-privacy

Session 2: Activity 1
Topic: Offline; Teaching type: CLO1,CLO6,CLO7; LO: U
ITU: 

Session 3: Review
Topic: Offline; Teaching type: CLO1; LO: U
ITU: 

Session 4: Quiz 1
Topic: Offline; Teaching type: CLO1; LO: U
ITU:
CLO4: Well understand how to measure, manage, and analyze data from marketing campaigns using Google Analytics, Google Ads, and similar tools
Session 1: 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
Topic: Offline; Teaching type: CLO2; LO: IT
ITU: https://www.coursera.org/learn/digital-analytics/lecture/KeRkq/welcome-to-digital-marketing-analytics-in-practice
https://www.coursera.org/learn/digital-analytics/supplement/Aklph/syllabus
https://www.coursera.org/learn/digital-analytics/lecture/ZaDru/module-1-introduction
https://www.coursera.org/learn/digital-analytics/supplement/LIhmV/module-1-overview
https://www.coursera.org/learn/digital-analytics/supplement/t6TvU/module-1-readings
https://www.coursera.org/learn/digital-analytics/lecture/6naks/a-plan-for-your-analytics-expedition

Session 2: Lesson 2: Identifying Your Business Objective
Topic: Offline; Teaching type: CLO2; LO: T
ITU: https://www.coursera.org/learn/digital-analytics/lecture/xOQUP/identifying-your-business-objective

Session 3: Lesson 3: Data, Data Everywhere
Topic: Offline; Teaching type: CLO2; LO: T
ITU: https://www.coursera.org/learn/digital-analytics/lecture/KLKjH/data-data-everywhere

Session 4: Lesson 4: Finding Insights
Lesson 5: Getting Your Story Straight
Topic: Offline; Teaching type: CLO2; LO: T
ITU: https://www.coursera.org/learn/digital-analytics/lecture/9gloN/finding-insights
https://www.coursera.org/learn/digital-analytics/lecture/Xptpt/getting-your-story-straight
CLO5: Good ability to analyze and visualize data and insights in spreadsheets and prepare presentations to share campaign progress or results with stakeholders.
Session 1: MOOC 2-Week 2-Storytelling with Data
Lesson 1: Principles of Dataviz
Lesson 2: Sophisticated Use of Contrast
Topic: Offline; Teaching type: CLO2,CLO3; LO: T
ITU: https://www.coursera.org/learn/digital-analytics/lecture/JecJD/module-2-introduction
https://www.coursera.org/learn/digital-analytics/supplement/w9HXM/module-2-overview
https://www.coursera.org/learn/digital-analytics/supplement/HOmSL/module-2-readings
https://www.coursera.org/learn/digital-analytics/lecture/Glrnz/principles-of-dataviz
https://www.coursera.org/learn/digital-analytics/lecture/s1W2Q/sophisticated-use-of-contrast

Session 2: Lesson 3: Ensuring Clear Meaning
Topic: Offline; Teaching type: CLO2,CLO3; LO: T
ITU: https://www.coursera.org/learn/digital-analytics/lecture/P1LFd/ensuring-clear-meaning

Session 3: Lesson 4: Applying Visual Polish
Topic: Offline; Teaching type: CLO2,CLO3; LO: T
ITU: https://www.coursera.org/learn/digital-analytics/lecture/1RFzY/applying-visual-polish

Session 4: Lesson 5: Dashboarding
Topic: Offline; Teaching type: CLO2,CLO3; LO: TU
ITU: https://www.coursera.org/learn/digital-analytics/lecture/yqdt1/dashboarding
CLO6: Shows self-reliance when working independently and collaboratively
Session 1: MOOC 2-Week 4-The Future of Analytics
Lesson 1: The Promise of Technology
Topic: Offline; Teaching type: CLO2; LO: T
ITU: https://www.coursera.org/learn/digital-analytics/lecture/Ff7cx/module-4-introduction
https://www.coursera.org/learn/digital-analytics/supplement/JSU0U/module-4-overview

Session 2: Lesson 2: Technology's Dark Side Part I
Topic: Offline; Teaching type: CLO2; LO: T
ITU: https://www.coursera.org/learn/digital-analytics/supplement/BrJN3/module-4-readings

Session 3: Lesson 3: Technology's Dark Side Part II
Topic: Offline; Teaching type: CLO2; LO: T
ITU: https://www.coursera.org/learn/digital-analytics/lecture/e9EgP/the-promise-of-technology
https://www.coursera.org/learn/digital-analytics/lecture/wvtQo/technologys-dark-side-part-i
https://www.coursera.org/learn/digital-analytics/lecture/MRTQu/technologys-dark-side-part-ii

Session 4: Lesson 4: Implications for Analysts
Topic: Offline; Teaching type: CLO2; LO: T
ITU: https://www.coursera.org/learn/digital-analytics/lecture/8WbBq/the-implications-for-analysts
CLO7: Demonstrate ethical awareness and reflection in business context
Session 1: Activity 2
Topic: Offline; Teaching type: CLO1,CLO2,CLO3,CLO6,CLO7; LO: U
ITU: 

Session 2: Review
Topic: Offline; Teaching type: CLO1,CLO2,CLO3; LO: U
ITU: 

Session 3: Quiz 2
Topic: Offline; Teaching type: CLO1,CLO2; LO: 
ITU: 

Session 4: Course 3: Assess for Success: Marketing Analytics and Measurement MOOC 3- Week 1 - Media planning Lession 1: Media plans and performance goals
Topic: Offline; Teaching type: CLO4,CLO5; LO: IT
ITU: https://www.coursera.org/learn/assess-for-success/lecture/rl5Wy/media-plans-and-performance-goals
Session 1: Lession 2: What is media planning?
Topic: Offline; Teaching type: CLO4,CLO5; LO: T
ITU: https://www.coursera.org/learn/assess-for-success/lecture/wTwuS/what-is-media-planning

Session 2: Reading: Steps for media planning
Topic: Offline; Teaching type: CLO4,CLO5; LO: T
ITU: https://www.coursera.org/learn/assess-for-success/supplement/iKg7b/steps-for-media-planning

Session 3: Lession 3: Set performance goals
Topic: Offline; Teaching type: CLO4,CLO5; LO: T
ITU: https://www.coursera.org/learn/assess-for-success/lecture/m9han/set-performance-goals

Session 4: Lession 4: Marketing analytics skills
Topic: Offline; Teaching type: CLO4,CLO5; LO: T
ITU: https://www.coursera.org/learn/assess-for-success/lecture/PpzHm/marketing-analytics-skills
Session 1: Lession 5: Introduction to Google Analytics
Topic: Offline; Teaching type: CLO4,CLO5; LO: T
ITU: https://www.coursera.org/learn/assess-for-success/lecture/r48ps/introduction-to-google-analytics
Download: https://flm.fpt.edu.vn/gui/role/student/Students analyze the assignment topic with detailed data extraction requirement, and define the proper reports to track data from GA4.

Session 2: Lession 6: Introduction to Google Ads
Topic: Offline; Teaching type: CLO4,CLO5; LO: T
ITU: https://www.coursera.org/learn/assess-for-success/lecture/6aWB0/introduction-to-google-ads

Session 3: Lession 7: Big data for marketing analytics and automation
Topic: Offline; Teaching type: CLO4,CLO5; LO: T
ITU: https://www.coursera.org/learn/assess-for-success/lecture/EvraV/big-data-for-marketing-analytics-and-automation

Session 4: MOOC 3 - Week 2 - Use metrics from Google Analytics and Google ads Lession 1: Work with Google Analytics: Monitor metrics
Topic: Offline; Teaching type: CLO4,CLO5; LO: IT
ITU: https://www.coursera.org/learn/assess-for-success/lecture/KrO7x/work-with-google-analytics-monitor-metrics
Download: https://flm.fpt.edu.vn/gui/role/student/Students perform the data extraction from the appropriate reports with well-defined dimensions and metrics .Students present the data sheet(s) extracted. Each group has 05 mins to showcase and explain the rationality of dimensions and metrics that can satisfy the 'user segmentation' request.Reports to extract data: Users & AudienceWork in group of 4-6 members/ group
Session 1: Reading: Get started with Google Analytics
Topic: Offline; Teaching type: CLO4,CLO5; LO: TU
ITU: https://www.coursera.org/learn/assess-for-success/supplement/NqQP2/get-started-with-google-analytics
Download: https://flm.fpt.edu.vn/gui/role/student/Students define clear goals of data analysis using ChatGPT and Excel. Students have ChatGPT account. Students prepare the clean data sheet.Students perform the data analysis using ChatGPT to define user segments as requests from Lecturer.Students practice the process in class. Students perform the data analysis using ChatGPT to define user segments as requests from Lecturer.Students practice the process in class.

Session 2: Lession 2: Work with Google Analytics: Create Explorations
Topic: Offline; Teaching type: CLO4,CLO5; LO: TU
ITU: https://www.coursera.org/learn/assess-for-success/lecture/mimeI/work-with-google-analytics-create-explorations
Download: https://flm.fpt.edu.vn/gui/role/student/Students perform the data analysis using ChatGPT to user segmentation. Students present their analysis results with evidence from ChatGPT including the prompts they used and the results they received.Each group has 15 - 20 minutes to explain.

Session 3: Lesson 3: Work with Google Ads metrics
Reading: Get started with Google Ads
Topic: Offline; Teaching type: CLO4,CLO5; LO: TU
ITU: https://www.coursera.org/learn/assess-for-success/lecture/ItF9p/work-with-google-ads-metrics
https://www.coursera.org/learn/assess-for-success/supplement/kDMMv/get-started-with-google-ads
Download: https://flm.fpt.edu.vn/gui/role/student/Students perform the data analysis using ChatGPT to user segmentation. Students present their analysis results with evidence from ChatGPT including the prompts they used and the results they received.Each group has 15 - 20 minutes to explain.

Session 4: Lesson 4: Link Google Ads to Google Analytics
Topic: Offline; Teaching type: CLO4,CLO5; LO: TU
ITU: https://www.coursera.org/learn/assess-for-success/lecture/X8876/link-google-ads-to-google-analytics
Session 1: Reading: Link data for better insights
Topic: Offline; Teaching type: CLO4,CLO5; LO: T
ITU: https://www.coursera.org/learn/assess-for-success/supplement/s5mXx/link-data-for-better-insights

Session 2: Lesson 5: Export Google Ads and Google Analytics data
Topic: Offline; Teaching type: CLO4,CLO5; LO: T
ITU: https://www.coursera.org/learn/assess-for-success/lecture/3FYfg/export-google-ads-and-google-analytics-data

Session 3: MOOC 3 - Week 3 - Measure the success of marketing campaing
Topic: Offline; Teaching type: CLO4,CLO5; LO: IT
ITU: 

Session 4: Lesson 1: ROI and ROAS calculations
Reading: Determine the ROI of a marketing project
Topic: Offline; Teaching type: CLO4,CLO5; LO: TU
ITU: https://www.coursera.org/learn/assess-for-success/lecture/xZ7rg/roi-and-roas-calculations
https://www.coursera.org/learn/assess-for-success/supplement/eHQW2/determine-the-roi-of-a-marketing-project
Session 1: Lesson 2: Introduction to A/B tests
Perform A/B tests in Google Ads
Reading: How to plan for A/B testing
Topic: Offline; Teaching type: CLO4,CLO5; LO: TU
ITU: https://www.coursera.org/learn/assess-for-success/lecture/iiLCT/introduction-to-a-b-tests
https://www.coursera.org/learn/assess-for-success/lecture/DP5yR/perform-a-b-tests-in-google-ads
https://www.coursera.org/learn/assess-for-success/supplement/LLMe2/how-to-plan-for-a-b-testing

Session 2: Lesson 3: Indicators of a successful marketing campaign
Topic: Offline; Teaching type: CLO4,CLO5; LO: TU
ITU: https://www.coursera.org/learn/assess-for-success/lecture/dIOgS/indicators-of-a-successful-marketing-campaign

Session 3: MOOC3 - Week 4 - Share metrics and insights with stakeholders
Topic: Offline; Teaching type: CLO4,CLO5; LO: TU
ITU: 

Session 4: Lesson 1: Work with stakeholders
Reading: Stakeholder relationships
Topic: Offline; Teaching type: CLO4,CLO5; LO: TU
ITU: https://www.coursera.org/learn/assess-for-success/lecture/RjgiC/work-with-stakeholders
https://www.coursera.org/learn/assess-for-success/supplement/QQhZa/stakeholder-relationships
Session 1: Lesson 2: Prepare data in spreadsheets: sorting and filtering
Prepare data in spreadsheets: pivot tables
Topic: Offline; Teaching type: CLO4,CLO5; LO: TU
ITU: https://www.coursera.org/learn/assess-for-success/lecture/PgU4O/prepare-data-in-spreadsheets-sorting-and-filtering
https://www.coursera.org/learn/assess-for-success/lecture/U3CO2/prepare-data-in-spreadsheets-pivot-tables

Session 2: Lesson 3: Create data visualizations in spreadsheets
Other tools for data analytics and visualization
Topic: Offline; Teaching type: CLO4,CLO5; LO: TU
ITU: https://www.coursera.org/learn/assess-for-success/lecture/3LQd3/create-data-visualizations-in-spreadsheets
https://www.coursera.org/learn/assess-for-success/lecture/0mIU3/other-tools-for-data-analytics-and-visualization

Session 3: Lesson 4: Create effective presentations
Reading: Best practices for presenting data
Topic: Offline; Teaching type: CLO4,CLO5; LO: TU
ITU: https://www.coursera.org/learn/assess-for-success/lecture/4UQfS/create-effective-presentations
https://www.coursera.org/learn/assess-for-success/supplement/n0Y1e/best-practices-for-presenting-data

Session 4: Submit Group Assignment
Topic: Offline; Teaching type: ; LO: 
ITU:
Session 1: Activity 03
Topic: Offline; Teaching type: CLO4,CLO5; LO: U
ITU: 

Session 2: Review
Topic: Offline; Teaching type: CLO4,CLO5; LO: U
ITU: 

Session 3: Quiz 3
Topic: Offline; Teaching type: CLO4,CLO5; LO: U
ITU: 

Session 4: Preparation for Final Project
Topic: Offline; Teaching type: ; LO: U
ITU:
Session 1: Final Project Presentation
Topic: Offline; Teaching type: CLO1,CLO2,CLO3,CLO4,CLO5,CLO6,CLO7; LO: U
ITU: 

Session 2: Final Project Presentation
Topic: Offline; Teaching type: CLO1,CLO2,CLO3,CLO4,CLO5,CLO6,CLO7; LO: U
ITU: 

Session 3: Final Project Presentation
Topic: Offline; Teaching type: CLO1,CLO2,CLO3,CLO4,CLO5,CLO6,CLO7; LO: U
ITU: 

Session 4: Final Project Presentation
Topic: Offline; Teaching type: CLO1,CLO2,CLO3,CLO4,CLO5,CLO6,CLO7; LO: U
ITU: