NATIONAL ECONOMICS UNIVERSITY

INTERNATIONAL SCHOOL OF MANAGEMENT AND ECONOMICS

HIGHER NATIONALS
BTEC HIGHER NATIONAL DIPLOMA IN BUSINESS (RQF)

Unit Code, Number and Title D/508/0538 - Unit 24: Digital Marketing

Semester and Academic Year Semester 1, Academic year 2022-2023

Unit Assessor(s) Pham Thi Kim Thanh/ Tran Viet An

Assessment Number and Title DM A1.1: Digital environment, tools, platforms and channels
(Assessment 1 of 2)
Issue Date Wednesday, October 12th 2022
Submission Date 10:00 am, Wednesday, November 2nd, 2022

IV Name

IV Date

Student name

NEU Student ID Pearson ID

Plagiarism is a particular form of cheating. Plagiarism must be avoided at all costs and students who
break the rules, however innocently, may be penalised. It is your responsibility to ensure that you
understand correct referencing practices. As a university level student, you are expected to use
appropriate references throughout and keep carefully detailed notes of all your sources of materials
for material you have used in your work, including any material downloaded from the Internet.
Please consult the relevant unit lecturer or your course tutor if you need any further advice.

I certify that the assignment submission is entirely my own work and I fully
Student declaration understand the consequences of plagiarism. I understand that making a
false declaration is a form of malpractice.

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Student name / Signature Date:

Instruction to The Students:

This assignment (Assessment 1 of 2) covers Learning Outcome 1&2 (LO1, LO2).

 This is an individual assignment.
 The submission format is in the form of an E-report. Please refer the Student handbook
(Vietnamese version, Appendix 2) for the Assignment submission rules.
 The file on Turnitin must be in Word format and include the first page of this cover sheet.
The first page of the cover sheet should be in the picture format in order to ensure the
accepted similarity of Turnitin.
 The similarity allowed is up to 25% after excluding references.
 Name of the file includes Student ID_Unit name_Assessment no. (E.g.
“10200001_DM_A1.1”)
 Ensure that authenticity declaration has been signed electronically.
 Plagiarism is unacceptable. Students must cite all sources and input the information by
paraphrasing, summarising or using direct quotes. A Referral Grade is given when Plagiarism
is identified in your work. There are no exceptions.
 Your evidence/findings must be cited using Harvard Referencing Style. Please refer to
Reference guiding posted on Moodle. The Reference page is compulsory to upload on Turnitin.
 This assignment should be written in a concise, formal business style using Arial 11 or Times
New Roman 13 font size and 1.5 spacing.
 The word limit is 5,000 words (+/- 10%).
 You MUST complete and submit softcopy of your work on the due dates stated on
Assignment brief. All late work is not allowed to submit. This rule is not waived under any
circumstances.
 Read ALL Instructions on this Page and review the Pass, Merit and Distinction criteria
carefully. To pass the assignment, you must achieve ALL the Pass Criteria outlined in the
marking sheet. To achieve a Merit, you must achieve ALL the Merit criteria (and therefore the
Pass criteria). To achieve a Distinction, you must achieve ALL the Distinction criteria (and
therefore the Pass and Merit criteria).

Unit Learning Outcomes:

LO1: Demonstrate an understanding of the opportunities, challenges and impact of the digital

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 environment
LO2: Examine key digital tools, platforms and channels, comparing and contrasting bricks and mortar
and other physical channels -> có tool, platform, channels gì mới k. Compare digital với brick n
mortar… (offline platform)
Assessment Brief and Guidance:

SCENARIO
Please choose one company from the list below (your choice needs to be agreed with your tutor):

1. The Coffee House

2. Baemin: technology company

3. Boo/ Bitis Hunter,

4. Phu Nhuan Jewelry (PNJ)

5. Thegioididong

6. MBBank

7. California Fitness
You are working for the chosen company as a marketing manager and you are responsible for the
launch of a digital marketing campaign to increase sales. You must carefully analyze the digital
marketing environment in Vietnam for preparing this digital marketing campaign.
The following two main parts reflect your associated responsibilities:
- Part 1. Understand opportunities, challenges and impact of the digital environment.
- Part 2. Examine key digital tools, platforms and channels, comparing and contrasting with brick
– and – mortar and other physical channels.

GUIDELINES
In order to achieve the given learning outcomes, you are required to complete a report to cover the
followings.
PART 1. Demonstrate an understanding of opportunities, challenges and impact of the digital
environment
In order to achieve this, you should do the followings:
1.1. Present an overview of the digital marketing landscape and compare online and offline
marketing concepts. -> Focus more on opportunities
 Digital landscape: what happen on the digital marketing
+ Bối cảnh digital marketing hiện tại nnao
+ Vai trò của digital marketing trong industry và với cty nnao (qtrong với Baemin nnao)
You should:
- Explain what we mean by digital marketing and the relationship between digital marketing
strategy and the overall marketing strategy of a company.  -> inevitable role of digital marketing
trong cty (không thể thiếu offline: vdu: chạy sự kiện và đưa lên digital mkt để raise awareness) ->

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advertising and branding

= DM definition, đưa ra các theory khác nhau  đưa ra conclusion

= the relationship: DM vs overal: cần có sự hiện diện của offline
= Vai trò của DM trong cty, và mqh với các marketing strategy
DM trong world và DM trong VN
- Explain the technical features and key feature of digital marketing, the differences between
online and offline marketing concepts.
= Đặc điểm của DM
= So sánh:
mkt onl: ko thấy người bán, ko thấy sp thực, thấy hàng khi nhận đc
mkt off: trực tiếp
- Describe the benefits of digital marketing for the chosen company in achieving marketing
objectives such as branding and increasing sales.
 Với vai trò của marketing nthe, với sự khác biệt của mkt nthe -> digital marketing đem lại benefits
gì
= DM có những benefit nào để giúp DN đạt obj, mục tiêu hđ của mkt là gì, vs sứ mệnh đó thì DM có
thể giúp cty đạt đc obj
= DM: branding or increase sales  giải thích đc tại sao lại như thế?

1.2. Examine the challenges and impacts of digital marketing for the chosen company in
moving online and launching a digital marketing campaign to increase brand awareness and
brand love and/ or increase sales. -> focus more on challanges and impact
In order to show a critical analysis in the case of the chosen company, you should complete at least
two out of four tasks below:
- Critically analyse the challenges for the chosen company in launching a digital marketing
campaign to increase brand awareness and brand love, and/ or increase sales. (1)
= nói về thách thức/ khó khăn đối với cty khi chuyển đổi sang DM
- Analyse the impact of negative publicity (danh tiếng/ tin đồn xấu, tiêu cực) and meeting
customer expectations in the digital age and challenges for the chosen company in launching a digital
marketing campaign to increase brand awareness and brand love, and/ or increase sales. (2) -> nói
về challanges và negative publicity impacts
= SHB: bị dính phốt, nhg vì digital, nên sacom bị nhầm và phải đính chính lại.
 ý 1, 2 giống nhau nên không chọn cùng nhau
- Explain how to track and monitor the multitude of different devices used by customers and
critically evaluate the challenges for the chosen company. -> cus sử dụng nhiều thiết bị để truy cập
vào internet, lm sao để track n monitor -> nhìn ra xu hướng sử dụng của cus từ habit
= Ccash đo lường cus sử dụng nhiều
- Evaluate the competitive environment in Vietnam and explain how a company such as the
chosen company in launching a digital marketing campaign to increase brand awareness and brand
love, and/ or increase sales should do for rising above the ‘noise’ (tiếng vang) in a such market. ->
ptich môi trường cạnh tranh và how the company trở nên khác biệt để increase sale (give

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recommendation based on the competitive environment)
=
1.3. Determine and analyse the key consumer trends (xu hướng người tiêu dùng) and insights
that are fuelling the growth of digital marketing.
You should:
- Explain the importance of understanding the behavior of online customer including their power
to share, discuss and distribute controversial advertising messages -> các controlversial sẽ đi rất xa
do negative express, the growth of ‘micro-moments’ -> điểm chạm nhỏ liên tục tiếp xúc dẫn đến quá
trình thay đổi từ nhận thức đến sử dụng and customer insight  tăng điểm chạm và tránh gây tranh
cãi
- = người tiêu dùng trên mạng, xu hướng mua bán của họ như thế nào?
Off: đi từng cửa hàng, thử đồ từng cửa hàng, và chọn ra quán tốt nhất
Onl: đọc review, feedback -> review có ảnh hưởng lên cus decision
= Growth: ở ngoài đường thỉnh thoảng mới thấy đồng phục neu, nhg trên mạng khi tgia các page và
gr sẽ thấy nhiều hơn
- Critically evaluate how digital environment can help the chosen company to understand
customer insights and to exploit online consumer power in developing effective digital marketing
activities. -> thông qua reaction, cmt, share of cus, thường sử dụng social media trong khung h nào…
-> digital footprint thể hiện customer insights  từ hiểu cus ptrien hiệu quả của digital mkt
= Sản phẩm điện tử

PART 2. Examine key digital tools, platforms and channels, comparing and contrasting bricks
and mortar and other physical channels
In order to achieve this, you should do the followings:
2.1. Assess the key digital tools and hardware/software that are available to marketers in
contrast to “bricks and mortar” and other physical channels:
You should:
- Describe different types of digital tools and digital hardware/software -> list ra và gthich đặc
điểm của nó to support and enhance marketing activities including automated -> bán hàng tự động
(đưa hàng và quy trình lên để cus chọn k cần tư vấn -> Baemiin) and non-automated sales -> (bán
hàng qua social media cần tư vấn) and support activities. -> giải thích automated và non-automated
sale của chosen company bị ảnh hưởng nnao
- Critically assess which digital tools should be used by the chosen company in launching a
digital marketing campaign to increase brand awareness and brand love, and/ or increase sales.
 Ptich target segments and customers
+ Cty có limited resources  trong bối cảnh và target customers, cty nên sử dụng công nghệ nào và
tại sao nó hiệu quả
2.2. Examine the development of e-commerce and digital marketing platforms and channels in
comparison to physical channels. The different between brick and mortal and digital -> ptich
cụ thể tool của online và offline khác nhau nnao (smartphone and pos) -> có thể nói luôn hoặc
để dành conclu phần dưới vì đề k ycau
You should:

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- Describe the life-cycle stages of digital adoption of the target consumer -> ptich đối tượng
khách hàng adopt công nghệ nnao of chosen company and the growth of online transactions and e-
commerce in Vietnam. ->sự phổ biến của e-commerce và online transaction tại Viẹtnam
- Describe the chosen company’s digital marketing channels in adapting to the growth of online
transactiona and e-commerce in Vietnam for branding and revenue generation -> cty sử dụng nhiều
distribution channels tuy nhiên không phải kênh nào cũng có thể integrate online transaction  các
distribution channels cty sử dụng có khả năng adapt với online transaction và e-commerce không
- Explain the role of digital marketing communications in relation to the 7Ps. -> giải thích 7Ps là
gì, có những yếu tố nào, gthieu qua. DM ảnh hưởng gì đến 7Ps (có ảnh hưởng đến P nào thì ptich) -
> ảnh hưởng của DM lên mkt tổng thể (1)
- Critically analyze the digital marketing communications that chosen company has implemented
so far. (2)
 Ý 1 và 2 có thể ptich cùng với nhau. Eg: trong 7Ps thì role của DM communication là gì và cty đang
triển khai communication nnao

Learning Outcomes and Assessment Criteria

Learning Achieved Achieved Achieved
Pass (ticked) Merit (ticked) Distinction (ticked)
Outcome
P1 Present an
overview of the
digital marketing
LO1 landscape and
Demonstrate compare online
and offline M1 Evaluate the
an
marketing opportunities
understanding
concepts and challenges LO1 & 2
of the
facing the digital D1
opportunities, P2 Determine and marketing Demonstrate
challenges and analyze the key landscape. critical analysis
impact of the consumer trends and evaluation
digital and insights that of the digital
environment are fueling the marketing
growth of digital landscape and
marketing the impact of
the growth of
LO2 Examine P3 Assess the key M2 Critically e-commerce
key digital digital tools and analyse the use
tools, hardware that are of appropriate
platforms and available to digital tools,
channels, marketers in both hardware
comparing contrast to “bricks and software, to
and and mortar” and use in a specific
contrasting other physical organisation
bricks and channels context to meet

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 P4: Examine the
mortar and development of e-
other commerce and
their marketing
physical digital marketing
requirements
channels platforms and
channels in
comparison to
physical channels

Formative Feedback: Assessor to Student (please specific)

Action Plan

Summative Feedback: Assessor to Student (please specific)

The Student Is Awarded:

Choose One
(*) REFERRAL | PASS Grade | MERIT Grade | DISTINCTION Grade

Name Of Assessor: Date Of Assessment:

Re-submission Feedback:

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 The Student Is Awarded A :
Choose One
(*) REFERRAL Grade | PASS Grade

Name Of Assessor: Date Of Assessment:

Feedback: Student to Assessor

Signature & Date:

* Please note that grades are provisional. They are only confirmed once internal and external verifiers
have taken place, and the final decisions have been agreed at the assessment board.
* This grade only reflects the result of this assignment, not for the whole Unit.