[major=BBA_FIN | course_id=MKT209m | syllabus_id=13597 | semester=7 | combo=FIN_COM3.2 | title=Content Marketing]
Course ID: MKT209m
Title EN: Content Marketing
Title VI: Marketing Nội dung
Credits: 3.0
Prerequisites: MKT101 or MKG101 or MMK101
Description: This Course is based on the both Coursera Specialization "The Strategy of Content Marketing" and "Social Media Management", which covers both the theorical and practical lessons of content marketing. You firstly will learn the core strategies content marketers use to acquire and retain customers profitably. Specifically, you will learn how to develop, organize and implement a content marketing strategy, analyze and measure the effectiveness of content marketing, write compelling copy, use a strategic framework when writing, and build your professional brand and authority through content marketing. You will also learn how to put the ideas presented to you into action and build your own personal brand through content marketing. You will end the course with real-world application of your skills through a content management project on social media.
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.
AI tools can significantly enhance content marketing efforts by automating tasks, improving content quality, and providing valuable insights. Some AI tools that can be used in content marketing include:
AI Writing Tools, AI Design Tools, AI Social Media Management Tools, AI Analytics Tools
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
Course type: coursera_hybrid
Decision: 1318/QĐ-ĐHFPT dated 11/27/2025
Approved date: 2025-11-27
CLO1: Explain the concept of content marketing strategy
[1] category=Activity; type=on-going; weight=10.0; duration=; question_type=LO1, LO2, LO3, LO4, LO5, LO6, LO7, LO8, LO9, LO10, LO11; grading_guide=Test the acquainted knowledge which student obtained from the course.; completion_criteria=; clos=>0
[2] category=Class participation and preparation; type=on-going; weight=10.0; duration=; question_type=LO1, LO2, LO3, LO4, LO5, LO6, LO7, LO8, LO9, LO10, LO11; grading_guide=- Individual Attendance: weight 30% of class participation markSuggestion: Students must attend more than 80% of contact slots in order to be accepted to the final examination. Any absence will reduce 0.5 point per time.- Individual Participation in class actitivities/assignments including case study discussion sessions. weight 70% of class participation markSuggestion: Bonus 0.1-0.5 point per correct/good opinion in case study discussion. Lecturer should add mark rubric when providing case study.; completion_criteria=; clos=>0
[3] category=Group Presentation; type=on-going; weight=10.0; duration=17 - 20'/group; question_type=LO1, LO2, LO3, LO4, LO5, LO6, LO7, LO8, LO9, LO10, LO11; grading_guide=Test students' ability to understand and apply the skills and knowledge of the delivered units; completion_criteria=; clos=>0
[4] category=Group report; type=on-going; weight=20.0; duration=at home; question_type=LO1, LO2, LO3, LO4, LO5, LO6, LO7, LO8, LO9, LO10, LO11; grading_guide=Application of content marketing theories in marketing and real-life works; Students will experience the practical application of AI tools in content marketing. They will gain insights into how AI shapes social media content and advertising strategies. They will critically reflect on AI’s role and its implications for content marketing.; completion_criteria=; clos=>0
[5] category=Individual Assignment; type=on-going; weight=10.0; duration=at home; question_type=LO1, LO2, LO3, LO4, LO5; grading_guide=Test students' ability to understand and apply the skills and knowledge of the delivered units; completion_criteria=; clos=>0
[6] category=Quizzes; type=on-going; weight=10.0; duration=45'; question_type=LO1, LO2, LO3, LO4, LO5, LO6, LO7, LO8, LO9, LO10, LO11; grading_guide=Test the acquainted knowledge which student obtained in the delivered chapters.; completion_criteria=; clos=>0
[7] category=Final Exam; type=FE; weight=30.0; duration=60'; question_type=LO1, LO2, LO3, LO4, LO5, LO6, LO7, LO8, LO9, LO10, LO11; grading_guide=Test the acquainted knowledge which student obtained from the course.; completion_criteria=; clos=4
[1] desc=Course 1: The Strategy of Content Marketing
https://www.coursera.org/learn/content-marketing/home/welcome; author=; publisher=Coursera; edition=; isbn=; main=True; online=True; note=
[2] desc=Course 2: Brand & Content Marketing:
https://www.coursera.org/learn/social-media-management; author=; publisher=Coursera; edition=; isbn=; main=True; online=True; note=
[3] desc=Course 3: Social Media Management:
https://www.coursera.org/learn/brand-and-content-marketing; author=; publisher=Coursera; edition=; isbn=; main=True; online=True; note=
[4] desc=Guided project: Use Mailchimp to Build an E-mail Marketing Campaign:
https://www.coursera.org/projects/mailchimp-build-email-marketing-campaign; author=; publisher=Coursera; edition=; isbn=; main=True; online=True; note=
[5] desc=Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business; author=Handley A., Chapman C.C.,; publisher=Wiley; edition=; isbn=; main=; online=; note=
[6] desc=Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content; author=Handley A.; publisher=Wiley; edition=; isbn=; main=; online=; note=
[7] desc=https://www.coursera.org/learn/upgrade-your-marketing-strategy-with-microsoft-copilot?specialization=microsoft-copilotformarketing; author=; publisher=Coursera; edition=; isbn=; main=True; online=True; note=
[8] desc=https://www.coursera.org/learn/using-microsoft-copilot-to-understand-your-customer?specialization=microsoft-copilotformarketing; author=; publisher=Coursera; edition=; isbn=; main=True; online=True; note=
Session 1: Course introduction
Topic: Offline; Teaching type: ; LO: I
ITU: Syllabus
Materials: MKT209m_1

Session 2: Course Introduction (cont.)
Topic: Offline; Teaching type: ; LO: I
ITU: Syllabus

Session 3: Course 1: The Strategy of Content Marketing
Chapter 1: The Content Marketing Ecosystem (P1)
1. Video: The Strategy of Content Marketing Introduction
2. Video: What Should Content Do?
3. Video: Overview of the Structure for Effective Content
Topic: Offline; Teaching type: LO1; LO: T
ITU: 1.https://www.coursera.org/learn/content-marketing/lecture/n9sjD/the-strategy-of-content-marketing-introduction
2.https://www.coursera.org/learn/content-marketing/lecture/ePq4e/what-should-content-do
3.https://www.coursera.org/learn/content-marketing/lecture/Rd6hb/overview-of-the-structure-for-effective-content
Download: - Read & watch materials
- Provide introduction to the course as a whole
- Introduce students to the format of the course
- Students are divided into groups of up to 5 people to work on the final project
- Introduce students to the format and requirements of the final project

Session 4: AI for Content Creation and Ideation
Topic: Offline; Teaching type: LO1; LO: T
ITU: AI overvew handout
Download: https://flm.fpt.edu.vn/gui/role/student/Review AI handouts before class.
CLO10: Create an interactive email complete with a call to action that is professional and engaging to your audience
Session 1: Chapter 1: The Content Marketing Ecosystem (P2) 1. Video: Building Your Professional Brand
2. Video: Tips for Building Your Professional Brand
3. Discussion Prompt: Building Your Professional Brand
Topic: Offline; Teaching type: LO1; LO: IT
ITU: 1.https://www.coursera.org/learn/content-marketing/lecture/5zkiZ/building-your-professional-brand
2.https://www.coursera.org/learn/content-marketing/lecture/bT7T9/tips-for-building-your-professional-brand
Download: https://flm.fpt.edu.vn/gui/role/student/- watch/rewatch videos- Read materials/transcripts for further understanding- Do in-lesson assignments- Discuss key concepts

Session 2: Chapter 1: The Content Marketing Ecosystem (P2)
4. Video: I Have My Site, Now What?
5. Video: Interview with Stefanie Flaxman - Editor-in-Chief
6. Video: Interview with Stefanie Flaxman - Content Calendar
Topic: Offline; Teaching type: LO1; LO: IT
ITU: 3.https://www.coursera.org/learn/content-marketing/lecture/Ai68T/i-have-my-site-now-what
4.https://www.coursera.org/learn/content-marketing/lecture/cC0aj/interview-with-stefanie-flaxman-editor-in-chief
5.https://www.coursera.org/learn/content-marketing/lecture/tWOQa/interview-with-stefanie-flaxman-content-calendar
Download: https://flm.fpt.edu.vn/gui/role/student/- watch/rewatch videos- Read materials/transcripts for further understanding- Do in-lesson assignments- Discuss key concepts

Session 3: AI for Content Optimization and Personalization
Topic: Offline; Teaching type: LO1, LO2; LO: T
ITU: Sample AI content tools (e.g., ChatGPT guidelines)
Download: https://flm.fpt.edu.vn/gui/role/student/Explore content creation using AI tools.

Session 4: Chapter 2: The Strategic Context (The 7A Framework) (P1)
4. Video: Stealing Headlines for Attention
5. Video: Capturing Audience Attention
6. Discussion Prompt: Writing Headlines
Topic: Offline; Teaching type: LO1, LO2; LO: T
ITU: 4.https://www.coursera.org/learn/content-marketing/lecture/KXiyD/stealing-headlines-for-attention
5.https://www.coursera.org/learn/content-marketing/lecture/7d5Ta/capturing-audience-attention
6.https://www.coursera.org/learn/content-marketing/discussionPrompt/rXMik/writing-headlines
Download: https://flm.fpt.edu.vn/gui/role/student/- watch/rewatch videos- Read materials/transcripts for further understanding- Do in-lesson assignments- Discuss key concepts
CLO11: Set up an email campaign
Session 1: Chapter 2: The Strategic Context (The 7A Framework) (P2) 1. Video: Actions Steps 1, 2, 3
2. Video: Call-to-Action & Risk Reversal
3. Video: Expanding Your Network
4. Video: Your "About" Page
Topic: Offline; Teaching type: LO1, LO2; LO: TU
ITU: 1.https://www.coursera.org/learn/content-marketing/lecture/Ghrpv/actions-steps-1-2-3
2.https://www.coursera.org/learn/content-marketing/lecture/h148v/call-to-action-risk-reversal
3.https://www.coursera.org/learn/content-marketing/lecture/wp8dm/expanding-your-network
4.https://www.coursera.org/learn/content-marketing/lecture/6TeLk/your-about-page
Download: https://flm.fpt.edu.vn/gui/role/student/- watch/rewatch videos- Read materials/transcripts for further understanding- Do in-lesson assignments- Discuss key concepts

Session 2: Chapter 2: The Strategic Context (The 7A Framework) (P2)
5. Discussion Prompt: Your "About Me" Page
6. Video: The Last 2 A's of the Framework: Authority & Audience
7. Discussion Prompt: The 7A Framework
Topic: Offline; Teaching type: LO1, LO2; LO: TU
ITU: 5.https://www.coursera.org/learn/content-marketing/discussionPrompt/rAgPW/your-about-me-page
6.https://www.coursera.org/learn/content-marketing/lecture/tcoZV/the-last-2-a-s-of-the-framework-authority-audience
7.https://www.coursera.org/learn/content-marketing/discussionPrompt/3jPol/the-7a-framework.
8. Reading: The Business Case for Agile Content Marketing: https://www.coursera.org/learn/content-marketing/supplement/NN72T/the-business-case-for-agile-content-marketing
9. Reading: A Content Marketing Strategy That Works: https://www.coursera.org/learn/content-marketing/supplement/US684/a-content-marketing-strategy-that-works
10. Reading: Content Marketing (How to Build an Audience that Builds Your Business): https://www.coursera.org/learn/content-marketing/supplement/UTkde/content-marketing-how-to-build-an-audience-that-builds-your-business
11. Reading: 7A Framework: https://www.coursera.org/learn/content-marketing/supplement/wBfm3/7a-framework
Download: https://flm.fpt.edu.vn/gui/role/student/- watch/rewatch videos- Read materials/transcripts for further understanding- Do in-lesson assignments- Discuss key concepts

Session 3: AI for Social Media Marketing
Topic: Offline; Teaching type: LO1, LO2; LO: T
ITU: AI guidelines
Download: https://flm.fpt.edu.vn/gui/role/student/Review AI handouts before class.

Session 4: Chapter 3: Mapping the Journey: Crafting a Content Marketing Strategy 5. Video: Experience Maps
6. Video: Two Keys to Creating Irresistible Content
7. Reading: Internet Marketing for Smart People
Topic: Offline; Teaching type: LO1, LO2; LO: T
ITU: 5.https://www.coursera.org/learn/content-marketing/lecture/7Jkzs/experience-maps
6. https://www.coursera.org/learn/content-marketing/lecture/U7ywd/two-keys-to-creating-irresistible-content
Download: https://flm.fpt.edu.vn/gui/role/student/- watch/rewatch videos- Read materials/transcripts for further understanding- Do in-lesson assignments- Discuss key concepts
CLO2: Analyze and measure the effectiveness of content marketing
Session 1: Individual and group assigment introduction and guidline
Topic: Offline; Teaching type: ; LO: 
ITU: 

Session 2: Individual and group assigment introduction and guidline
Topic: Offline; Teaching type: ; LO: 
ITU: 

Session 3: AI for Content Distribution and Amplification
Topic: Offline; Teaching type: LO1, LO2; LO: T
ITU: AI tool
Download: Begin applying AI to create content

Session 4: Chapter 4: The Strategic Types of Content (P1) 4. Video: Action Content
5. Video: Making Action Content Actionable
6. Video: Authority Content
Topic: Offline; Teaching type: LO1, LO2; LO: T
ITU: 4. https://www.coursera.org/learn/content-marketing/lecture/WpFFi/action-content
5. https://www.coursera.org/learn/content-marketing/lecture/bU8n7/making-action-content-actionable
6. https://www.coursera.org/learn/content-marketing/lecture/C2x4p/authority-content
Download: https://flm.fpt.edu.vn/gui/role/student/- watch/rewatch videos- Read materials/transcripts for further understanding- Do in-lesson assignments- Discuss key concepts
CLO3: Create pricing content marketing strategy
Session 1: Chapter 4: The Strategic Types of Content (P2) 1. Reading: How to Create Content That Converts
2. Reading: How to Write Magnetic Headlines
Topic: Offline; Teaching type: LO1, LO2; LO: TU
ITU: 1. https://www.coursera.org/learn/content-marketing/supplement/9PlKj/how-to-create-content-that-converts
2.https://www.coursera.org/learn/content-marketing/supplement/GMq5M/how-to-write-magnetic-headlines
Download: https://flm.fpt.edu.vn/gui/role/student/- watch/rewatch videos- Read materials/transcripts for further understanding- Do in-lesson assignments- Discuss key concepts

Session 2: The Future of AI in Content Marketing
Topic: Offline; Teaching type: LO1, LO2; LO: TU
ITU: AI Reflection Handouts
Download: Write a reflection on AI's role in content marketing

Session 3: Chapter 5: Managing Your Content (P1) 1. Video: Managing Your Content
2. Video: Ethics and Professionalism
3. Video: Plagiarism and Copyright Law
Topic: Offline; Teaching type: LO3; LO: T
ITU: 1.https://www.coursera.org/learn/content-marketing/lecture/1WnyZ/managing-your-content
2.https://www.coursera.org/learn/content-marketing/lecture/IxVfu/ethics-and-professionalism
3.https://www.coursera.org/learn/content-marketing/lecture/ULT5X/plagiarism-and-copyright-law
Download: https://flm.fpt.edu.vn/gui/role/student/- watch/rewatch videos- Read materials/transcripts for further understanding- Do in-lesson assignments- Discuss key concepts

Session 4: Chapter 5: Managing Your Content (P1)
4. Video: Introduction to Metrics
5. Video: What Data Should I Pay Attention To?
6. Video: Multimedia Content - Visuals
7. Video: Multimedia Content - Audio and Video
Topic: Offline; Teaching type: LO3; LO: T
ITU: 4.https://www.coursera.org/learn/content-marketing/lecture/0XDVN/introduction-to-metrics
5.https://www.coursera.org/learn/content-marketing/lecture/vr46z/what-data-should-i-pay-attention-to
6.https://www.coursera.org/learn/content-marketing/lecture/JUI3C/multimedia-content-visuals
7.https://www.coursera.org/learn/content-marketing/lecture/8Y02I/multimedia-content-audio-and-video
Download: https://flm.fpt.edu.vn/gui/role/student/- watch/rewatch videos- Read materials/transcripts for further understanding- Do in-lesson assignments- Discuss key concepts
CLO4: Deep understanding of the term Branded Content and its main differences with traditional advertising
Session 1: Chapter 5: Managing Your Content (P2) 1. Reading: Landing Pages (How to Turn Traffic Into Money)
Topic: Offline; Teaching type: LO3; LO: TU
ITU: 1. https://www.coursera.org/learn/content-marketing/supplement/ePciJ/landing-pages-how-to-turn-traffic-into-money

Session 2: Chapter 5: Managing Your Content (P2)
2. Reading: Effective Content Promotion
Topic: Offline; Teaching type: LO3; LO: TU
ITU: 2. https://www.coursera.org/learn/content-marketing/supplement/ImoxG/effective-content-promotion

Session 3: Group Assigment Q&A
Topic: Offline; Teaching type: ; LO: 
ITU: 

Session 4: Course 2: Brand & Content Marketing
Chapter 6: Brand and content marketing. 1. A Brand New World (and a crazy one) 2. Video: ‘Every top company becomes a media company’
3. Video: The Content Market Revolution
Topic: Offline; Teaching type: LO4; LO: T
ITU: 1. https://www.coursera.org/learn/brand-and-content-marketing/lecture/WrK9z/a-brand-new-world-and-a-crazy-one
2.https://www.coursera.org/learn/brand-and-content-marketing/lecture/ZeLGj/every-top-company-becomes-a-media-company
3.https://www.coursera.org/learn/brand-and-content-marketing/lecture/xcY8U/the-content-market-revolution
Download: https://flm.fpt.edu.vn/gui/role/student/- Read materials/transcripts for further understanding- Do in-lesson assignments- Discuss key concepts
CLO5: Create memorable and long lasting connections with customers
Session 1: Course 2: Brand & Content Marketing
Chapter 6: Brand and content marketing.
4. Video: The Change in Media Consumption Habits
5. Video: The Need for Meaning in the ‘Liquid’ Era
6. Customer Logic vs Company Logic
7.Don’t Write What You Know
Topic: Offline; Teaching type: LO4; LO: T
ITU: 4.https://www.coursera.org/learn/brand-and-content-marketing/lecture/U0xst/the-change-in-media-consumption-habits
5.https://www.coursera.org/learn/brand-and-content-marketing/lecture/7DYqJ/the-need-for-meaning-in-the-liquid-era
6. https://www.coursera.org/learn/brand-and-content-marketing/lecture/lHkCC/customer-logic-vs-company-logic
7.https://www.coursera.org/learn/brand-and-content-marketing/lecture/HL9Aw/don-t-write-what-you-know
Download: https://flm.fpt.edu.vn/gui/role/student/- Read materials/transcripts for further understanding- Do in-lesson assignments- Discuss key concepts

Session 2: Chapter 7: THE RISE OF BRANDED CONTENT: HOW TO CREATE QUALITY JOURNALISM
1. Video: The ‘Death’ of Newspapers
2. Reading: Compulsory: A once unimaginable scenario: No more newspapers - Douglas McLennan and Jack Miles:
3. Video: Branded Journalism’s Rising Prominence in Media
4. Video: Headlines, Clickbaits and Deception
Topic: Offline; Teaching type: LO4; LO: T
ITU: 1. https://www.coursera.org/learn/brand-and-content-marketing/lecture/uNlg0/the-death-of-newspapers
2. https://www.washingtonpost.com/news/theworldpost/wp/2018/03/21/newspapers/
3. https://www.coursera.org/learn/brand-and-content-marketing/lecture/jUuTK/branded-journalisms-rising-prominence-in-media
4. https://www.coursera.org/learn/brand-and-content-marketing/lecture/G5NG8/headlines-clickbaits-and-deception
Download: https://flm.fpt.edu.vn/gui/role/student/- Read materials/transcripts for further understanding- Do in-lesson assignments- Discuss key concepts

Session 3: Chapter 7: THE RISE OF BRANDED CONTENT: HOW TO CREATE QUALITY JOURNALISM
5. Video: Where are the stories?
6. Video: Newsworthiness for Marketing Purposes
7. Video: Thinking as a Good Journalist: Quality
8. Video: Transparency and Credibility: The Road to Earned Media
Topic: Offline; Teaching type: LO4; LO: T
ITU: 5. https://www.coursera.org/learn/brand-and-content-marketing/lecture/OlJ5u/where-are-the-stories
6. https://www.coursera.org/learn/brand-and-content-marketing/lecture/06I8n/newsworthiness-for-marketing-purposes
7. https://www.coursera.org/learn/brand-and-content-marketing/lecture/ibc3m/thinking-as-a-good-journalist-quality.
8. https://www.coursera.org/learn/brand-and-content-marketing/lecture/CPSbe/transparency-and-credibility-the-road-to-earned-media
Download: https://flm.fpt.edu.vn/gui/role/student/- Read materials/transcripts for further understanding- Do in-lesson assignments- Discuss key concepts

Session 4: Chapter 8: CONNECTING WITH THE AUDIENCE THROUGH UNIQUE, MEMORABLE STORIES
1. Video: What’s old is new again
2. Video: Nothing Is Beyond the Scope of Human Interest
3. Video: Unique Stories: Connecting With the Audience
Topic: Offline; Teaching type: LO5; LO: TU
ITU: 1. https://www.coursera.org/learn/brand-and-content-marketing/lecture/SkHzj/whats-old-is-new-again
2. coursera.org/learn/brand-and-content-marketing/lecture/mYHR2/nothing-is-beyond-the-scope-of-human-interest
3. https://www.coursera.org/learn/brand-and-content-marketing/lecture/4bhV3/unique-stories-connecting-with-the-audience
Download: https://flm.fpt.edu.vn/gui/role/student/- Read materials/transcripts for further understanding- Do in-lesson assignments- Discuss key concepts*Individual Assignment: 'Complete the assignment according to the instructions on Coursera. Then, submit the work to the instructor to be graded.
CLO6: Create effective social media posts
Session 1: Chapter 8: CONNECTING WITH THE AUDIENCE THROUGH UNIQUE, MEMORABLE STORIES
4. Video: Stories and Saturated Audiences
5. Video: What Makes a Good Story 6. Video: Style and Coherence: Different Companies, Different Media, Different Stories 7. Video: Inbound Marketing: A Long-Term Publishing Strategy
Topic: Offline; Teaching type: LO5; LO: TU
ITU: 4. https://www.coursera.org/learn/brand-and-content-marketing/lecture/cjsFW/stories-and-saturated-audiences
5. https://www.coursera.org/learn/brand-and-content-marketing/lecture/YEBI2/what-makes-a-good-story
Download: https://flm.fpt.edu.vn/gui/role/student/- Read materials/transcripts for further understanding- Do in-lesson assignments- Discuss key concepts*Individual Assignment: 'Complete the assignment according to the instructions on Coursera. Then, submit the work to the instructor to be graded.

Session 2: Chapter 9: WE LIVE IN A BRAND ENTERTAINMENT WORLD (p1)
1. Video: A Multiplatform Transmedia Challenge
2. Video: What is Branded Entertainment: Interview with Jaime Dezcallar - Creative and Filmmaker
3. Video: Content Discovery
4. Video: Prolonged User Attention: Interview with Jorge Martinez - Head of Publishers Outbrain
Topic: Offline; Teaching type: LO4, LO5; LO: T
ITU: 1. https://www.coursera.org/learn/brand-and-content-marketing/lecture/ZVJYQ/a-multiplatform-transmedia-challenge
2. https://www.coursera.org/learn/brand-and-content-marketing/lecture/vitVr/what-is-branded-entertainment-interview-with-jaime-dezcallar-creative-and
3. https://www.coursera.org/learn/brand-and-content-marketing/lecture/2UzDf/content-discovery
4. https://www.coursera.org/learn/brand-and-content-marketing/lecture/SW63e/prolonged-user-attention-interview-with-jorge-martinez-head-of-publishers
Download: https://flm.fpt.edu.vn/gui/role/student/- Read materials/transcripts for further understanding- Do in-lesson assignments- Discuss key concepts

Session 3: Chapter 9: WE LIVE IN A BRAND ENTERTAINMENT WORLD (p1)
5. Video: Movies in the Service of Brands
6. Video: Self-sufficient plots to build long-lasting connections: interview with Ana Folgueira - Production Director at Llorente y Cuenca
7. Video: Audiences, virality and new gatekeepers: Interview with Ana Folgueira - Production Director at Llorente y Cuenc 8. Reading: Branded Content: The What, Why, When and How - The Mission Podcasts
Topic: Offline; Teaching type: LO4, LO5; LO: T
ITU: 5. https://www.coursera.org/learn/brand-and-content-marketing/lecture/vtUxS/movies-in-the-service-of-brands
6. https://www.coursera.org/learn/brand-and-content-marketing/lecture/gQjd2/self-sufficient-plots-to-build-long-lasting-connections-interview-with-ana
7. https://www.coursera.org/learn/brand-and-content-marketing/lecture/5Mysl/audiences-virality-and-new-gatekeepers-interview-with-ana-folgueira-production
8. https://www.coursera.org/learn/brand-and-content-marketing/supplement/Kqixg/compulsory-branded-content-the-what-why-when-and-how-the-mission-podcasts
Download: https://flm.fpt.edu.vn/gui/role/student/- watch/rewatch videos- Read materials/transcripts for further understanding- Do in-lesson assignments- Discuss key concepts

Session 4: Chapter 9: WE LIVE IN A BRAND ENTERTAINMENT WORLD (p2) 1. Video: We Don't Own Our Stories Anymore
2. Video: ‘In social platforms you can really segment the message that you’re sending’: Interview with Dani Marote – CEO at Hydra Social Media
3. Video: ‘Our only pattern is finding how we can give value to the user so we can get their attention and then a call to action’: Interview with Dani Marote – CEO at Hydra Social Media
4. Video: Choosing the Right Format for a Piece of Content
Topic: Offline; Teaching type: LO4, LO5; LO: TU
ITU: 1. https://www.coursera.org/learn/brand-and-content-marketing/lecture/yBs58/we-don-t-own-our-stories-anymore
2. https://www.coursera.org/learn/brand-and-content-marketing/lecture/qJ1rv/in-social-platforms-you-can-really-segment-the-message-that-you-re-sending
3. https://www.coursera.org/learn/brand-and-content-marketing/lecture/IUo40/our-only-pattern-is-finding-how-we-can-give-value-to-the-user-so-we-can-get
4. https://www.coursera.org/learn/brand-and-content-marketing/lecture/0hM9J/a-wrap-up-from-professor-pedro-cifuentes
Download: https://flm.fpt.edu.vn/gui/role/student/Read materials/transcripts for further understanding
CLO7: Establish an ongoing process to manage your content
Session 1: Chapter 9: WE LIVE IN A BRAND ENTERTAINMENT WORLD (p2)
5. Video: Success Stories in Branded Conten
6. Video: ‘Our only pattern is finding how we can give value to the user so we can get their attention and then a call to action’: Interview with Dani Marote – CEO at Hydra Social Media
7. Reading: The ultimate step-by-step guide to understanding gamification - Gamelearn
8. Reading: Playing for Keeps: How Brands Should Use Gamification - The Content Strategist
Topic: Offline; Teaching type: LO4, LO5; LO: TU
ITU: 5. https://www.coursera.org/learn/brand-and-content-marketing/supplement/hyJjF/optional-a-cannes-lions-jury-presents-the-art-of-branded-entertainment-part-1
6. https://www.coursera.org/learn/brand-and-content-marketing/supplement/Kqixg/compulsory-branded-content-the-what-why-when-and-how-the-mission-podcasts
7. https://www.coursera.org/learn/brand-and-content-marketing/supplement/mCEH1/compulsory-mythologies-of-creative-work-in-the-social-media-age-fun-free-and
8. https://www.coursera.org/learn/brand-and-content-marketing/supplement/BORJK/compulsory-the-ultimate-step-by-step-guide-to-understanding-gamification
9. https://www.coursera.org/learn/brand-and-content-marketing/supplement/ilp1K/compulsory-obligatory-playing-for-keeps-how-brands-should-use-gamification-the
Download: https://flm.fpt.edu.vn/gui/role/student/Read materials/transcripts for further understanding

Session 2: Individual submition & Quiz 1
Topic: Offline; Teaching type: LO4, LO5; LO: 
ITU: 

Session 3: Review Quiz 1
Topic: Offline; Teaching type: LO4, LO5; LO: 
ITU: 

Session 4: Course 3: Social Media Management
Chapter 10: Establish Your Presence
1. Video: Steps to Set Up a Social Media Presence
2.Video: Establishing a Presence on Facebook
3.Video: Establishing a Presence on Instagram
4.Video: What Is a Brand and Why You Need One
Topic: Offline; Teaching type: LO6; LO: IT
ITU: 1. https://www.coursera.org/learn/social-media-management/lecture/cG0zH/steps-to-set-up-a-social-media-presence
2. https://www.coursera.org/learn/social-media-management/lecture/9mXk2/establishing-a-presence-on-facebook
3. https://www.coursera.org/learn/social-media-management/lecture/UwJRr/establishing-a-presence-on-instagram
4. https://www.coursera.org/learn/social-media-management/lecture/C9WJe/what-is-a-brand-and-why-you-need-one
Download: https://flm.fpt.edu.vn/gui/role/student/- watch/rewatch videos- Read materials/transcripts for further understanding- Do in-lesson assignments- Discuss key concepts
CLO8: Evaluate the performance of your content on social media and to iterate and optimize the performance
Session 1: Course 3: Social Media Management
Chapter 10: Establish Your Presence
5.Video: The EPIC Brand Framework
6.Video: Brand: Existence
7.Video: Brand: Purpose
8.Video: Brand: Identity
9.Video: Brand: Connection
Topic: Offline; Teaching type: LO6; LO: IT
ITU: 5. https://www.coursera.org/learn/social-media-management/lecture/cMWyD/the-epic-brand-framework
6. https://www.coursera.org/learn/social-media-management/lecture/zkg81/brand-existence
7. https://www.coursera.org/learn/social-media-management/lecture/z1ode/brand-purpose
8. https://www.coursera.org/learn/social-media-management/lecture/UbSci/brand-identity
9. https://www.coursera.org/learn/social-media-management/lecture/oS4OT/brand-connection
Download: https://flm.fpt.edu.vn/gui/role/student/- watch/rewatch videos- Read materials/transcripts for further understanding- Do in-lesson assignments- Discuss key concepts

Session 2: Chapter 11: Social Media Content
1.Video: Social Media Content Overview
2.The Role of Content in Social Media
3.Anatomy of a Social Media Post
4.Anatomy of a Facebook Post
5.Anatomy of an Instagram Post
Topic: Offline; Teaching type: LO6, LO7; LO: T
ITU: 1.https://www.coursera.org/learn/social-media-management/lecture/IItrp/social-media-content-overview
2.https://www.coursera.org/learn/social-media-management/lecture/02O8n/the-role-of-content-in-social-media
3. https://www.coursera.org/learn/social-media-management/lecture/HvqnR/anatomy-of-a-social-media-post
4. https://www.coursera.org/learn/social-media-management/lecture/VPwhc/anatomy-of-a-facebook-post
5. https://www.coursera.org/learn/social-media-management/lecture/jiYW1/anatomy-of-an-instagram-post
Download: https://flm.fpt.edu.vn/gui/role/student/- watch/rewatch videos- Read materials/transcripts for further understanding- Do in-lesson assignments- Discuss key concepts

Session 3: Chapter 11: Social Media Content
6.The Role of Text in Posts
7.The Role of Images in Posts
8.The Role of Video in Posts
9.Creating a Post on Facebook
10.Creating a Post on Instagram
Topic: Offline; Teaching type: LO6, LO7; LO: T
ITU: 6.https://www.coursera.org/learn/social-media-management/lecture/ySWpI/the-role-of-text-in-posts
7.https://www.coursera.org/learn/social-media-management/lecture/NBCBc/the-role-of-images-in-posts
8. https://www.coursera.org/learn/social-media-management/lecture/gBDbY/the-role-of-video-in-posts
9. https://www.coursera.org/learn/social-media-management/lecture/bRkUF/creating-a-post-on-facebook
10. https://www.coursera.org/learn/social-media-management/lecture/CpGP8/creating-a-post-on-instagram
11. https://www.coursera.org/learn/social-media-management/lecture/zYGmJ/social-media-content-conclusion
Download: https://flm.fpt.edu.vn/gui/role/student/- watch/rewatch videos- Read materials/transcripts for further understanding- Do in-lesson assignments- Discuss key concepts

Session 4: Chapter 12.1: Social Media Content Management (P1)
1. Video: Social Media Content Management Overview
2. Identify What to Post
3.Topics to Post About
Topic: Offline; Teaching type: LO7; LO: T
ITU: 1. https://www.coursera.org/learn/social-media-management/lecture/E6BRx/social-media-content-management-overview
2. https://www.coursera.org/learn/social-media-management/lecture/AhYzw/identify-what-to-post
3. https://www.coursera.org/learn/social-media-management/lecture/4e4Mg/topics-to-post-about
Download: https://flm.fpt.edu.vn/gui/role/student/- watch/rewatch videos- Read materials/transcripts for further understanding- Do in-lesson assignments- Discuss key concepts
CLO9: Manage social media content using real world data
Session 1: Chapter 12.1: Social Media Content Management (P1)
4.Using Storyboards to Plan Your Content
5.Creating a Storyboard
6. What Makes Content Viral? 7. Video: Using a Content Calendar
8. Creating a Content Calendar
Topic: Offline; Teaching type: LO7; LO: T
ITU: 4. https://www.coursera.org/learn/social-media-management/lecture/6VmA9/using-storyboards-to-plan-your-content
5. https://www.coursera.org/learn/social-media-management/lecture/1gYLl/creating-a-storyboard
6. https://www.coursera.org/learn/social-media-management/lecture/ZxjMc/what-makes-content-viral
7. https://www.coursera.org/learn/social-media-management/lecture/CXn5s/using-a-content-calendar
8. https://www.coursera.org/learn/social-media-management/lecture/tRKHp/creating-a-content-calendar
Download: https://flm.fpt.edu.vn/gui/role/student/- watch/rewatch videos- Read materials/transcripts for further understanding- Do in-lesson assignments- Discuss key concepts

Session 2: Chapter 12.2: Social media content management (P2) 1.Repurposing Content
2.Auditing Content
3.Building a Following on Social Media
4. Interacting and Moderating on Social Media
Topic: Offline; Teaching type: LO7; LO: TU
ITU: 1. https://www.coursera.org/learn/social-media-management/lecture/W6acG/repurposing-content
2. https://www.coursera.org/learn/social-media-management/lecture/ljQ2x/auditing-content
3. https://www.coursera.org/learn/social-media-management/lecture/5IdX3/building-a-following-on-social-media
4. https://www.coursera.org/learn/social-media-management/lecture/lpzjS/interacting-and-moderating-on-social-media
Download: https://flm.fpt.edu.vn/gui/role/student/Read materials/transcripts for further understanding

Session 3: Chapter 12.2: Social media content management (P2)
5. Managing Your Social Media Presence
6. Social Media Content Management Conclusion
7. Reading: Facebook Page Roles and Permissions
8. Manage and Moderate Your Online Presence
9. Three-Month Content Calendar Template
Topic: Offline; Teaching type: LO7; LO: TU
ITU: 5. https://www.coursera.org/learn/social-media-management/lecture/cC1te/managing-your-social-media-presence
6. https://www.coursera.org/learn/social-media-management/lecture/O8uIq/social-media-content-management-conclusion
7. https://www.coursera.org/learn/social-media-management/supplement/AlNBe/facebook-page-roles-and-permissions
8. https://www.coursera.org/learn/social-media-management/supplement/qZx1C/manage-and-moderate-your-online-presence
9. https://www.coursera.org/learn/social-media-management/supplement/MI322/three-month-content-calendar-template
Download: https://flm.fpt.edu.vn/gui/role/student/Read materials/transcripts for further understanding

Session 4: Chapter 13: Evaluate Your Efforts
1. Video: Evaluate Your Efforts Overview
2. Measure What Matters
3. Facebook Page Insights
4. Instagram Insights
Topic: Offline; Teaching type: LO8, LO9; LO: T
ITU: 1. https://www.coursera.org/learn/social-media-management/lecture/VbXRA/evaluate-your-efforts-overview
2. https://www.coursera.org/learn/social-media-management/lecture/gH3g6/measure-what-matters
3. https://www.coursera.org/learn/social-media-management/lecture/JrG0I/facebook-page-insights
4. https://www.coursera.org/learn/social-media-management/lecture/1Zb4w/instagram-insights
Download: https://flm.fpt.edu.vn/gui/role/student/- watch/rewatch videos- Read materials/transcripts for further understanding- Do in-lesson assignments- Discuss key concepts
Session 1: Chapter 13: Evaluate Your Efforts
5. Iterating on Your Content Calendar
6. Evaluate Your Efforts Conclusion
7. Reading: How to Uncover Job Opportunities
Topic: Offline; Teaching type: LO8, LO9; LO: T
ITU: 5. https://www.coursera.org/learn/social-media-management/lecture/nU0tm/iterating-on-your-content-calendar
6. https://www.coursera.org/learn/social-media-management/lecture/GzYWw/evaluate-your-efforts-conclusion
7. https://www.coursera.org/learn/social-media-management/supplement/jFjRH/how-to-uncover-job-opportunities
Download: https://flm.fpt.edu.vn/gui/role/student/- watch/rewatch videos- Read materials/transcripts for further understanding- Do in-lesson assignments- Discuss key concepts

Session 2: Course 4: Use Mailchimp to Build an E-mail Marketing Campaign Chapter 14: Use Mailchimp to Build an E-mail Marketing Campaign
1. Video: Introduction to Mailchimp and create a Mailchimp account.
2. Video: Tour Mailchimp and set your audience.
3. Video: Create an email campaign.
Topic: Offline; Teaching type: LO10, LO11; LO: T
ITU: https://rhyme.com/run/UURCBC
Download: https://flm.fpt.edu.vn/gui/role/student/- watch/rewatch videos- Read materials/transcripts for further understanding- Do in-lesson assignments- Discuss key concepts

Session 3: Course 4: Use Mailchimp to Build an E-mail Marketing Campaign Chapter 14: Use Mailchimp to Build an E-mail Marketing Campaign
4. Video: Design and edit your email campaign.
5. Finish your email campaign design.
6. Send your email campaign.
Topic: Offline; Teaching type: LO10, LO11; LO: T
ITU: https://rhyme.com/run/UURCBC
Download: https://flm.fpt.edu.vn/gui/role/student/- watch/rewatch videos- Read materials/transcripts for further understanding- Do in-lesson assignments- Discuss key concepts

Session 4: Submit Group Assignment
Topic: Offline; Teaching type: LO4, LO5, LO6, LO7, LO8, LO9, LO10, LO11; LO: TU
ITU: 
Download: https://flm.fpt.edu.vn/gui/role/student/Complete the assignment according to the instructions of lecterer. Then, submit the work to the instructor to be graded.
Session 1: Submit Group Assignment
Topic: Offline; Teaching type: LO4, LO5, LO6, LO7, LO8, LO9, LO10, LO11; LO: TU
ITU: 
Download: https://flm.fpt.edu.vn/gui/role/student/Complete the assignment according to the instructions of lecterer. Then, submit the work to the instructor to be graded.

Session 2: Quiz 2
Topic: Offline; Teaching type: LO6, LO7, LO8, LO9, LO10, LO11; LO: TU
ITU: 
Download: - Review key concepts introduced throughout the course

Session 3: Review quiz 2
Topic: Offline; Teaching type: LO6, LO7, LO8, LO9, LO10, LO11; LO: TU
ITU: 
Download: - Review key concepts introduced throughout the course

Session 4: Submit Certificate
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5, LO6, LO7, LO8, LO9, LO10, LO11; LO: U
ITU: 
Download: Complete and submit their certificate of Meta Social Media Marketing specialization
Session 1: Submit Certificate
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5, LO6, LO7, LO8, LO9, LO10, LO11; LO: U
ITU: 
Download: Complete and submit their certificate of Meta Social Media Marketing specialization

Session 2: Final Project Presentation
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5, LO6, LO7, LO8, LO9, LO10, LO11; LO: U
ITU: 
Download: Students conduct the presentation in groups of 3 to 5

Session 3: Final Project Presentation
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5, LO6, LO7, LO8, LO9, LO10, LO11; LO: U
ITU: 
Download: Students conduct the presentation in groups of 3 to 5

Session 4: Final Project Presentation
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5, LO6, LO7, LO8, LO9, LO10, LO11; LO: U
ITU: 
Download: Students conduct the presentation in groups of 3 to 5
Session 1: Final Project Presentation
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5, LO6, LO7, LO8, LO9, LO10, LO11; LO: U
ITU: 
Download: Students conduct the presentation in groups of 3 to 5

Session 2: Final Project Presentation
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5, LO6, LO7, LO8, LO9, LO10, LO11; LO: U
ITU: 
Download: Students conduct the presentation in groups of 3 to 5

Session 3: Final Project Presentation
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5, LO6, LO7, LO8, LO9, LO10, LO11; LO: U
ITU: 
Download: Students conduct the presentation in groups of 3 to 5

Session 4: Final Project Presentation
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5, LO6, LO7, LO8, LO9, LO10, LO11; LO: U
ITU: 
Download: Students conduct the presentation in groups of 3 to 5