[major=MKT | course_id=MKT309m | syllabus_id=13825 | semester=7 | combo=MKT_COM1 | title=Omnichannel Marketing]
Course ID: MKT309m
Title EN: Omnichannel Marketing
Title VI: Bán hàng đa kênh
Credits: 3.0
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.
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: 1402/QĐ-ĐHFPT dated 12/12/2025
Approved date: 2025-12-12
CLO1: Demonstrate an understanding of the foundations and importance of Omnichannel Marketing in response to modern buying habits
[1] category=Activities; type=on-going; weight=10.0; duration=; question_type=LO1, LO2, LO3; 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.; completion_criteria=; clos=>0
[2] category=Class participation and preparation; type=on-going; weight=10.0; duration=; question_type=LO1, LO2, LO3; grading_guide=; completion_criteria=; clos=>0
[3] category=Essay; type=on-going; weight=10.0; duration=60'; question_type=LO1, LO2, LO3; 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; completion_criteria=; clos=>0
[4] category=Group Assignment; type=on-going; weight=20.0; duration=at home; question_type=LO1, LO2, LO3; 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; completion_criteria=; clos=>0
[5] category=Individual Assignment; type=on-going; weight=10.0; duration=at home; question_type=LO1, LO2, LO3; 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; completion_criteria=; clos=>0
[6] category=Quizzes; type=on-going; weight=10.0; duration=20'; question_type=LO1, LO2, LO3; 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; completion_criteria=; clos=>0
[7] category=Final Exam; type=Final exam; weight=30.0; duration=60'; question_type=LO1, LO2, LO3; grading_guide=Integration of studied knowledge and skills of chapters covered in the subject; completion_criteria=; clos=4
[1] desc=Course 1: Digital Strategy and Business Opportunity; author=; publisher=; edition=; isbn=; main=True; online=True; note=
[2] desc=Course 2: Digital Channel Planning and E-Commerce Strategy; author=; publisher=; edition=; isbn=; main=True; online=True; note=
[3] desc=Course 3: Digital leadership digital strategy execution; author=; publisher=; edition=; isbn=; main=True; online=True; note=
[4] desc=Course 4. Mobile Marketing, Optimization Tactics, and Analytics; author=; publisher=; edition=; isbn=; main=True; online=True; note=
[5] desc=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; author=; publisher=Coursera; edition=; isbn=; main=True; online=True; note=
[6] desc=Customer journey mapping video https://www.coursera.org/learn/marketing-analytics-customers/lecture/YnA8m/3-2-customer-journey-mapping; author=; publisher=Coursera; edition=; isbn=; main=True; online=True; note=
[7] desc=Researching personas video https://www.coursera.org/learn/uva-darden-getting-started-agile/lecture/3jpai/researching-personas; author=; publisher=Coursera; edition=; isbn=; main=True; online=True; note=
[8] desc='Coursera course Ethics of Artificial Intelligence https://www.coursera.org/learn/ethics-of-artificial-intelligence; author=; publisher=Coursera; edition=; isbn=; main=True; online=True; note=
Session 1: 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
Topic: Offline; Teaching type: LO1, LO2; LO: I, T
ITU: - Syllabus
- Course 2 Week 1. Channel Planning at
https://www.coursera.org/learn/digital-channel-planning-ecommerce-strategy
Materials: MKT309m
Download: https://flm.fpt.edu.vn/gui/role/student/Read and take a look at the videos on Coursera before classeRewatch & discuss key questions with classmates and teachers at classes.

Session 2: 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
Topic: Offline; Teaching type: LO1, LO2; LO: I, T
ITU: - Syllabus
- Course 2 Week 1. Channel Planning at
https://www.coursera.org/learn/digital-channel-planning-ecommerce-strategy
Materials: MKT309m
Download: https://flm.fpt.edu.vn/gui/role/student/Read and take a look at the videos on Coursera before classeRewatch & discuss key questions with classmates and teachers at classes.

Session 3: Chap 2
E-Commerce Overview
Conversion Rate Optimization
Value Proposition
E-Commerce Revenue Models

Guidelines on Individual Assignment
Topic: Offline; Teaching type: LO1, LO2; LO: I, T
ITU: - Course 2 Week 3 .E Commerce Business Model at
https://www.coursera.org/learn/digital-channel-planning-ecommerce-strategy
Materials: MKT309m
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch/rewatch videos- Read materials/transcripts for further understanding- Discuss key concepts

Session 4: Chap 2 (continued)
E-Commerce Overview
Conversion Rate Optimization
Value Proposition
E-Commerce Revenue Models

Guidelines on Individual Assignment
Topic: Offline; Teaching type: LO1, LO2; LO: I, T
ITU: - Course 2 Week 3 .E Commerce Business Model at
https://www.coursera.org/learn/digital-channel-planning-ecommerce-strategy
Materials: MKT309m
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch/rewatch videos- Read materials/transcripts for further understanding- Discuss key concepts
CLO2: 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
Session 1: Chap 3
Moving to E-Commerce
Planning E-Commerce Sites
E-Commerce Solutions
Key Operational Considerations

Guidelines on Group Assignment
Topic: Offline; Teaching type: LO1, LO2; LO: I, T
ITU: - Course 2 Week 3. E Commerce Business Modelat https://www.coursera.org/learn/digital-channel-planning-ecommerce-strategy
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch/rewatch videos- Read materials/transcripts for further understanding- Discuss key concepts

Session 2: Chap 3 (continued)
Moving to E-Commerce
Planning E-Commerce Sites
E-Commerce Solutions
Key Operational Considerations

Guidelines on Group Assignment
Topic: Offline; Teaching type: LO1, LO2; LO: I, T
ITU: - Course 2 Week 3. E Commerce Business Modelat https://www.coursera.org/learn/digital-channel-planning-ecommerce-strategy
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch/rewatch videos- Read materials/transcripts for further understanding- Discuss key concepts

Session 3: Chap 4
Social Customer Service
Social Commerce
Social Customer Service Strategy
Collaborative Strategy Development
Topic: Offline; Teaching type: LO1, LO2; LO: T
ITU: - Course 2 Week 3. Social Customer Service Strategy at https://www.coursera.org/learn/digital-channel-planning-ecommerce-strategy
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch/rewatch videos- Read materials/transcripts for further understanding- Discuss key concepts

Session 4: Chap 4 (continued)
Social Customer Service
Social Commerce
Social Customer Service Strategy
Collaborative Strategy Development
Topic: Offline; Teaching type: LO1, LO2; LO: T
ITU: - Course 2 Week 3. Social Customer Service Strategy at https://www.coursera.org/learn/digital-channel-planning-ecommerce-strategy
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch/rewatch videos- Read materials/transcripts for further understanding- Discuss key concepts
CLO3: Apply best practices to create an omnichannel marketing strategy with a unified message, voice, and brand and a seamless customer experience
Session 1: 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
Topic: Offline; Teaching type: LO1, LO2; LO: T, U
ITU: - Course 3 Week 1. Become a strategic thinker
and Course 3 Week 5. Digital Fundamentals
at https://www.coursera.org/learn/digital-leadership-digital-strategy-execution
- Slides
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch/rewatch videos- Read materials/transcripts for further understanding- Discuss key concepts

Session 2: 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
Topic: Offline; Teaching type: LO1, LO2; LO: T, U
ITU: - Course 3 Week 1. Become a strategic thinker
and Course 3 Week 5. Digital Fundamentals
at https://www.coursera.org/learn/digital-leadership-digital-strategy-execution
- Slides
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch/rewatch videos- Read materials/transcripts for further understanding- Discuss key concepts

Session 3: Activity 1
Topic: Offline; Teaching type: LO1, LO2; LO: U
ITU: 
Download: Students conduct activities in group

Session 4: Activity 1 (continued)
Topic: Offline; Teaching type: LO1, LO2; LO: U
ITU: 
Download: Students conduct activities in group
CLO4: Apply best practices to develop researches on customer journey and buyer's personas
Session 1: 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
Topic: Offline; Teaching type: LO1, LO2; LO: T, U
ITU: - Course 3 Week 1. CX basics and CX and Increasing Performance at https://www.coursera.org/learn/digital-leadership-digital-strategy-execution
- 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
- Course 2 Week 3. Social Customer Service Strategy, reading Customer Experience Framework at https://www.coursera.org/learn/digital-channel-planning-ecommerce-strategy
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch/rewatch videos- Read materials/transcripts for further understanding- Discuss key concepts

Session 2: 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
Topic: Offline; Teaching type: LO1, LO2; LO: T, U
ITU: - Course 3 Week 1. CX basics and CX and Increasing Performance at https://www.coursera.org/learn/digital-leadership-digital-strategy-execution
- 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
- Course 2 Week 3. Social Customer Service Strategy, reading Customer Experience Framework at https://www.coursera.org/learn/digital-channel-planning-ecommerce-strategy
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch/rewatch videos- Read materials/transcripts for further understanding- Discuss key concepts

Session 3: 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
Topic: Offline; Teaching type: LO1, LO2; LO: T, U
ITU: - Course 3 Week 1. CX basics and CX and Increasing Performance at https://www.coursera.org/learn/digital-leadership-digital-strategy-execution
- 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
- Course 2 Week 3. Social Customer Service Strategy, reading Customer Experience Framework at https://www.coursera.org/learn/digital-channel-planning-ecommerce-strategy
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch/rewatch videos- Read materials/transcripts for further understanding- Discuss key concepts

Session 4: 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
Topic: Offline; Teaching type: LO1, LO2; LO: T, U
ITU: - Course 3 Week 1. CX basics and CX and Increasing Performance at https://www.coursera.org/learn/digital-leadership-digital-strategy-execution
- 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
- Course 2 Week 3. Social Customer Service Strategy, reading Customer Experience Framework at https://www.coursera.org/learn/digital-channel-planning-ecommerce-strategy
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch/rewatch videos- Read materials/transcripts for further understanding- Discuss key concepts
CLO5: 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
Session 1: Chap 7
Identifying Channels for your Campaign
Communicating your Results
A Media Plan
B6ROI
Topic: Offline; Teaching type: LO3 - LO5; LO: T, U
ITU: - Course 1 Week 2 Digital Strategy Fundamentals at https://www.coursera.org/learn/digital-strategy-business-opportunity
- Cour 3 Week 2. Digital Marketing strategy execution and Digital Marketing strategy Communication
at https://www.coursera.org/learn/digital-leadership-digital-strategy-execution
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch/rewatch videos- Read materials/transcripts for further understanding- Discuss key concepts

Session 2: Chap 7 (continued)
Identifying Channels for your Campaign
Communicating your Results
A Media Plan
B6ROI
Topic: Offline; Teaching type: LO3 - LO5; LO: T, U
ITU: - Course 1 Week 2 Digital Strategy Fundamentals at https://www.coursera.org/learn/digital-strategy-business-opportunity
- Cour 3 Week 2. Digital Marketing strategy execution and Digital Marketing strategy Communication
at https://www.coursera.org/learn/digital-leadership-digital-strategy-execution
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch/rewatch videos- Read materials/transcripts for further understanding- Discuss key concepts

Session 3: Chap 8
Display Advertising
Digital Display Creative Brief
Digital Display Tactics
Display Platforms
Display Ad Formats
Topic: Offline; Teaching type: LO3 - LO5; LO: T, U
ITU: - Course 2 Week2. Display and video advertisingat https://www.coursera.org/learn/digital-channel-planning-ecommerce-strategy
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch/rewatch videos- Read materials/transcripts for further understanding- Discuss key concepts

Session 4: Chap 8 (continued)
Display Advertising
Digital Display Creative Brief
Digital Display Tactics
Display Platforms
Display Ad Formats
Topic: Offline; Teaching type: LO3 - LO5; LO: T, U
ITU: - Course 2 Week2. Display and video advertisingat https://www.coursera.org/learn/digital-channel-planning-ecommerce-strategy
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch/rewatch videos- Read materials/transcripts for further understanding- Discuss key concepts
CLO6: 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.
Session 1: Chap 9
Social Media
SEO
Paid Search
Google Analytics
Topic: Offline; Teaching type: LO3 - LO5; LO: T, U
ITU: - Course 2 Week 1. Inbound Channels Social and Content and Inbound Channels Search Engine Marketing at https://www.coursera.org/learn/digital-channel-planning-ecommerce-strategy
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch/rewatch videos- Read materials/transcripts for further understanding- Discuss key concepts

Session 2: Chap 9 (continued)
Social Media
SEO
Paid Search
Google Analytics
Topic: Offline; Teaching type: LO3 - LO5; LO: T, U
ITU: - Course 2 Week 1. Inbound Channels Social and Content and Inbound Channels Search Engine Marketing at https://www.coursera.org/learn/digital-channel-planning-ecommerce-strategy
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch/rewatch videos- Read materials/transcripts for further understanding- Discuss key concepts

Session 3: Chap 9 (continued)
Social Media
SEO
Paid Search
Google Analytics
Quiz 1
Topic: Offline; Teaching type: LO3 - LO5; LO: T, U
ITU: - Course 2 Week 1. Inbound Channels Social and Content and Inbound Channels Search Engine Marketing at https://www.coursera.org/learn/digital-channel-planning-ecommerce-strategy
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch/rewatch videos- Read materials/transcripts for further understanding- Discuss key concepts

Session 4: Chap 9 (continued)
Social Media
SEO
Paid Search
Google Analytics
Quiz 1
Topic: Offline; Teaching type: LO3 - LO5; LO: T, U
ITU: - Course 2 Week 1. Inbound Channels Social and Content and Inbound Channels Search Engine Marketing at https://www.coursera.org/learn/digital-channel-planning-ecommerce-strategy
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch/rewatch videos- Read materials/transcripts for further understanding- Discuss key concepts
CLO7: Practice ability to interract and cooperate effectively with others in the conduct of business.
Session 1: 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
Topic: Offline; Teaching type: LO3 - LO5; LO: T, U
ITU: - Course 2 Week 2 Youtube Channel Creation and Management and Display and Video Campaign Measurement and Optimization at https://www.coursera.org/learn/digital-channel-planning-ecommerce-strategy
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch/rewatch videos- Read materials/transcripts for further understanding- Discuss key concepts

Session 2: 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
Topic: Offline; Teaching type: LO3 - LO5; LO: T, U
ITU: - Course 2 Week 2 Youtube Channel Creation and Management and Display and Video Campaign Measurement and Optimization at https://www.coursera.org/learn/digital-channel-planning-ecommerce-strategy
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch/rewatch videos- Read materials/transcripts for further understanding- Discuss key concepts

Session 3: 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
Topic: Offline; Teaching type: LO3 - LO5; LO: T, U
ITU: - Course 2 Week 2 Youtube Channel Creation and Management and Display and Video Campaign Measurement and Optimization at https://www.coursera.org/learn/digital-channel-planning-ecommerce-strategy
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch/rewatch videos- Read materials/transcripts for further understanding- Discuss key concepts

Session 4: 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
Topic: Offline; Teaching type: LO3 - LO5; LO: T, U
ITU: - Course 2 Week 2 Youtube Channel Creation and Management and Display and Video Campaign Measurement and Optimization at https://www.coursera.org/learn/digital-channel-planning-ecommerce-strategy
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch/rewatch videos- Read materials/transcripts for further understanding- Discuss key concepts
Session 1: Activity 2
Topic: Offline; Teaching type: LO3 - LO5; LO: U
ITU: 
Download: https://flm.fpt.edu.vn/gui/role/student/Students conduct activities in group, use AI to collect ideas, create posts and content calendar in content/inbound marketing strategy

Session 2: Activity 2 (continued)
Topic: Offline; Teaching type: LO3 - LO5; LO: U
ITU: 
Download: https://flm.fpt.edu.vn/gui/role/student/Students conduct activities in group, use AI to collect ideas, create posts and content calendar in content/inbound marketing strategy

Session 3: 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
Topic: Offline; Teaching type: LO3 - LO5; LO: T, U
ITU: - Course 4 Mobile Marketing at https://www.coursera.org/learn/mobile-marketing-optimization-tactics-and-analytics
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch/rewatch videos- Read materials/transcripts for further understanding- Discuss key concepts

Session 4: 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
Topic: Offline; Teaching type: LO3 - LO5; LO: T, U
ITU: - Course 4 Mobile Marketing at https://www.coursera.org/learn/mobile-marketing-optimization-tactics-and-analytics
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch/rewatch videos- Read materials/transcripts for further understanding- Discuss key concepts
Session 1: 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
Topic: Offline; Teaching type: LO3 - LO5; LO: T, U
ITU: - Course 4 Mobile Marketing at https://www.coursera.org/learn/mobile-marketing-optimization-tactics-and-analytics
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch/rewatch videos- Read materials/transcripts for further understanding- Discuss key concepts

Session 2: 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
Topic: Offline; Teaching type: LO3 - LO5; LO: T, U
ITU: - Course 4 Mobile Marketing at https://www.coursera.org/learn/mobile-marketing-optimization-tactics-and-analytics
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch/rewatch videos- Read materials/transcripts for further understanding- Discuss key concepts

Session 3: Chap 12
Email Marketing
Outbound Email Marketing
Inbound Email Marketing
Subscriber Lists
Persona Development and Segmentation
Email Types
Topic: Offline; Teaching type: LO3 - LO5; LO: T, U
ITU: - Course 2 Week 1. Email Strategy at https://www.coursera.org/learn/digital-channel-planning-ecommerce-strategy
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch/rewatch videos- Read materials/transcripts for further understanding- Discuss key concepts

Session 4: Chap 12 (continued)
Email Marketing
Outbound Email Marketing
Inbound Email Marketing
Subscriber Lists
Persona Development and Segmentation
Email Types
Topic: Offline; Teaching type: LO3 - LO5; LO: T, U
ITU: - Course 2 Week 1. Email Strategy at https://www.coursera.org/learn/digital-channel-planning-ecommerce-strategy
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch/rewatch videos- Read materials/transcripts for further understanding- Discuss key concepts
Session 1: Chap 12 (continued)
Email Marketing
Outbound Email Marketing
Inbound Email Marketing
Subscriber Lists
Persona Development and Segmentation
Email Types
Quiz 2
Topic: Offline; Teaching type: ; LO: TU
ITU: Course 2 Week 1. Email Strategy at https://www.coursera.org/learn/digital-channel-planning-ecommerce-strategy
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch/rewatch videos- Read materials/transcripts for further understanding- Discuss key concepts

Session 2: Chap 12 (continued)
Email Marketing
Outbound Email Marketing
Inbound Email Marketing
Subscriber Lists
Persona Development and Segmentation
Email Types
Quiz 2
Topic: Offline; Teaching type: ; LO: TU
ITU: Course 2 Week 1. Email Strategy at https://www.coursera.org/learn/digital-channel-planning-ecommerce-strategy
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch/rewatch videos- Read materials/transcripts for further understanding- Discuss key concepts

Session 3: 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
Topic: Offline; Teaching type: LO1 - LO5; LO: T, U
ITU: - Course 1 Week 2. Digital Customer Journey at https://www.coursera.org/learn/digital-strategy-business-opportunity
- Customer Journey Mapping at https://www.coursera.org/learn/marketing-analytics-customers/lecture/YnA8m/3-2-customer-journey-mapping
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch/rewatch videos- Read materials/transcripts for further understanding- Discuss key concepts

Session 4: 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
Topic: Offline; Teaching type: LO1 - LO5; LO: T, U
ITU: - Course 1 Week 2. Digital Customer Journey at https://www.coursera.org/learn/digital-strategy-business-opportunity
- Customer Journey Mapping at https://www.coursera.org/learn/marketing-analytics-customers/lecture/YnA8m/3-2-customer-journey-mapping
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch/rewatch videos- Read materials/transcripts for further understanding- Discuss key concepts
Session 1: 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
Topic: Offline; Teaching type: LO1 - LO5; LO: T, U
ITU: - Course 1 Week 2. Digital Customer Journey at https://www.coursera.org/learn/digital-strategy-business-opportunity
- Customer Journeu Mapping at https://www.coursera.org/learn/marketing-analytics-customers/lecture/YnA8m/3-2-customer-journey-mapping
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch/rewatch videos- Read materials/transcripts for further understanding- Discuss key concepts

Session 2: 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
Topic: Offline; Teaching type: LO1 - LO5; LO: T, U
ITU: - Course 1 Week 2. Digital Customer Journey at https://www.coursera.org/learn/digital-strategy-business-opportunity
- Customer Journeu Mapping at https://www.coursera.org/learn/marketing-analytics-customers/lecture/YnA8m/3-2-customer-journey-mapping
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch/rewatch videos- Read materials/transcripts for further understanding- Discuss key concepts

Session 3: Chap 14
Personas Development
Purpose and Benefit of Using Personas
Audience Research6m
Audience Listening Tools
Researching personas
Topic: Offline; Teaching type: LO3 - LO5; LO: T, U
ITU: - Course 1 Week 2. Digital research and Course 1 Week 3 Buyer Personas
at https://www.coursera.org/learn/digital-strategy-business-opportunity
- Researching Personas at https://www.coursera.org/learn/uva-darden-getting-started-agile/lecture/3jpai/researching-personas
- Slides
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch/rewatch videos- Read materials/transcripts for further understanding- Discuss key concepts

Session 4: Chap 14 (continued)
Personas Development
Purpose and Benefit of Using Personas
Audience Research6m
Audience Listening Tools
Researching personas
Topic: Offline; Teaching type: LO3 - LO5; LO: T, U
ITU: - Course 1 Week 2. Digital research and Course 1 Week 3 Buyer Personas
at https://www.coursera.org/learn/digital-strategy-business-opportunity
- Researching Personas at https://www.coursera.org/learn/uva-darden-getting-started-agile/lecture/3jpai/researching-personas
- Slides
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch/rewatch videos- Read materials/transcripts for further understanding- Discuss key concepts
Session 1: Chap 14 (continued)
Personas Development
Purpose and Benefit of Using Personas
Audience Research6m
Audience Listening Tools
Researching personas
Topic: Offline; Teaching type: LO3 - LO5; LO: T, U
ITU: Course 1 Week 2. Digital research and Course 1 Week 3 Buyer Personas
at https://www.coursera.org/learn/digital-strategy-business-opportunity
- Researching Personas at https://www.coursera.org/learn/uva-darden-getting-started-agile/lecture/3jpai/researching-personas
- Slides
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch/rewatch videos- Read materials/transcripts for further understanding- Discuss key concepts

Session 2: Chap 14 (continued)
Personas Development
Purpose and Benefit of Using Personas
Audience Research6m
Audience Listening Tools
Researching personas
Topic: Offline; Teaching type: LO3 - LO5; LO: T, U
ITU: Course 1 Week 2. Digital research and Course 1 Week 3 Buyer Personas
at https://www.coursera.org/learn/digital-strategy-business-opportunity
- Researching Personas at https://www.coursera.org/learn/uva-darden-getting-started-agile/lecture/3jpai/researching-personas
- Slides
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch/rewatch videos- Read materials/transcripts for further understanding- Discuss key concepts

Session 3: Essay
Topic: Offline; Teaching type: LO1-6; LO: U
ITU: 

Session 4: Essay (continued)
Topic: Offline; Teaching type: LO1-6; LO: U
ITU:
Session 1: 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
Topic: Offline; Teaching type: LO1, LO2; LO: T, U
ITU: - Course 3 Week 2 Transitioning from managing to leading
- Course 3 Week 3 Digital Leadership Fundamentals and Become a Digital Leader at
https://www.coursera.org/learn/digital-leadership-digital-strategy-execution
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch/rewatch videos- Read materials/transcripts for further understanding- Discuss key concepts

Session 2: 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
Topic: Offline; Teaching type: LO1, LO2; LO: T, U
ITU: - Course 3 Week 2 Transitioning from managing to leading
- Course 3 Week 3 Digital Leadership Fundamentals and Become a Digital Leader at
https://www.coursera.org/learn/digital-leadership-digital-strategy-execution
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch/rewatch videos- Read materials/transcripts for further understanding- Discuss key concepts

Session 3: 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
Topic: Offline; Teaching type: LO1, LO2; LO: T, U
ITU: - Course 3 Week 2 Transitioning from managing to leading
- Course 3 Week 3 Digital Leadership Fundamentals and Become a Digital Leader at
https://www.coursera.org/learn/digital-leadership-digital-strategy-execution
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch/rewatch videos- Read materials/transcripts for further understanding- Discuss key concepts

Session 4: 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
Topic: Offline; Teaching type: LO1, LO2; LO: T, U
ITU: - Course 3 Week 2 Transitioning from managing to leading
- Course 3 Week 3 Digital Leadership Fundamentals and Become a Digital Leader at
https://www.coursera.org/learn/digital-leadership-digital-strategy-execution
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch/rewatch videos- Read materials/transcripts for further understanding- Discuss key concepts
Session 1: 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
Topic: Offline; Teaching type: LO1, LO2; LO: T, U
ITU: - Course 3 Week 3 Digital Risk and Data protection and data privacy at https://www.coursera.org/learn/digital-leadership-digital-strategy-execution
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch/rewatch videos- Read materials/transcripts for further understanding- Discuss key concepts

Session 2: 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
Topic: Offline; Teaching type: LO1, LO2; LO: T, U
ITU: - Course 3 Week 3 Digital Risk and Data protection and data privacy at https://www.coursera.org/learn/digital-leadership-digital-strategy-execution
Download: https://flm.fpt.edu.vn/gui/role/student/- Watch/rewatch videos- Read materials/transcripts for further understanding- Discuss key concepts

Session 3: Final Project Presentation
Topic: Offline; Teaching type: LO1-7; LO: U
ITU: 
Download: Students conduct the presentation in groups

Session 4: Final Project Presentation
Topic: Offline; Teaching type: LO1-7; LO: U
ITU: 
Download: Students conduct the presentation in groups
Session 1: Final Project Presentation
Topic: Offline; Teaching type: LO1-7; LO: U
ITU: 
Download: Students conduct the presentation in groups

Session 2: Final Project Presentation
Topic: Offline; Teaching type: LO1-7; LO: U
ITU: 
Download: Students conduct the presentation in groups

Session 3: Final Project Presentation
Topic: Offline; Teaching type: LO1-7; LO: U
ITU: 
Download: Students conduct the presentation in groups

Session 4: Final Project Presentation
Topic: Offline; Teaching type: LO1-7; LO: U
ITU: 
Download: Students conduct the presentation in groups