KẾ HOẠCH TRIỂN KHAI HỌC PHẦN

PLAN OF COURSE IMPLEMENTATION

ĐẠI HỌC FPT ĐÀ NẴNG

1. Tên học phần/Course name: Digital Marketing Strategy – DMS301m

2. Thời gian triển khai: Học kỳ Xuân 2024 (4/1 – 21/3)

Duration: Spring 2024 (4/1 – 21/3)

3. Số lớp triển khai/Number of classes: 01 (IB17A03)

4. Đề cương triển khai: CIP DMS301m

Implement in accordance with Syllabus: CIP DMS301m

5. Danh sách Giảng viên triển khai học phần/ List of Classes and Lecturers:
ST Tên giảng viên STT Tên giảng viên
T Lecturer No. Lecturer
No.
1 Trần Phan Lan Anh

6. Danh sách giảng viên hỗ trợ, trợ giảng, khách mời (nếu có),
Supporting Lecturers, assistants, guest speakers (if any)
Họ và
Thời Số lớp
STT tên Vai trò Nội dung Thời lượng Kinh phí
gian No of
No. Full Role Content Duration Budget
Time Class
name
N/A

7. Các hoạt động phát sinh: Addtional Actitivies:

Họ và
Thời Số lớp
STT tên Mục tiêu Thời lượng Kinh phí
gian No of
No. Full Target Duration Budget
Time Class
name
N/A

8. Tài liệu tham khảo bổ sung/Aditional References:

https://www.coursera.org/learn/marketing-digital/home/week/1
https://www.coursera.org/learn/digital-marketing-revolution/home/info
https://www.coursera.org/learn/marketing-channels/home/info
https://www.coursera.org/learn/marketing-plan/home/week/1
https://www.coursera.org/specializations/digital-marketing
9. Môi trường, công cụ triển khai bổ sung/ Update Environments and Tools (if any): field trips
a) Thực hiện giảng dạy hoặc sử dụng trên những website nào:
Websites for Teaching or Using:
https://kahoot.com/
https://www.mindmeister.com/
https://padlet.com/

b) Yêu cầu về công cụ, kỹ thuật đặc thù gì (cái gì, ở đâu, như thế nào…)
Specific Tools and technical required (What? Where? How?, etc.)

c) Kênh trao đổi thông tin giữa thầy và trò (kể cả việc nộp bài, cho điểm, nhận xét…):
03.02-BM/ĐH/HDCV/FPTU 1/0 1/3
Communication channels among lecturers and students (including submitting assignments, marking,
and giving comments):
Email: anhtpl@fe.edu.vn
10. Detailed implementation plan

Assignment
Slot Week Content Assessment
Homework

Course Introduction Coursera, class Coursera, self-

1 1 Session 1: Welcome to the course study
lecture, LMS
Session 2: Basic Concept: Product Coursera, class Coursera, self-
2 1
Customer Co-creation & Sharing Economy lecture, LMS study
Session 3: Promotion Coursera, class Coursera, self-
3 2 Session 4: Doppelganger Brand Image lecture, LMS study
DBI Exercise
Session 4 (cont.): Placement Coursera, class Coursera, self-
4 2 Session 5: New Retail & Self-manufacturing lecture, LMS study
Group task: Case Tesla
Session 6: Price Coursera, class Coursera, self-
5 3 Pay What You Want lecture, LMS study
Group task: Case Panera
Quiz 1 Coursera, class Coursera, self-
6 3 Activity 1: A case study on 4P’ of an online brand lecture, LMS study
Group presentation + report submission
Quiz 1 Review Coursera, class Coursera, self-
7 4 Group Assignment Guidelines lecture, LMS study
Individual Assignment Guidelines
Session 7: Digital vs. Analog Coursera, class Coursera, self-
8 4
Session 8: Synergy & Transformation lecture, LMS study
Session 9: Targeting the Right Audience & Coursera, class Coursera, self-
9 5
Programmatic Advertising lecture, LMS study
Session 10: Search Marketing & Social Media Coursera, class Coursera, self-
10 5 Marketing lecture, LMS study
Session 11: Mobile Marketing & OOH Coursera, class Coursera, self-
Session 12: Location-based marketing lecture, LMS study
11 6
Group task: Case Burger King Whopper
Quiz 2 (Course 2+3: 7-12)
Quiz 2 Review Coursera, class Coursera, self-
12 6 Session 13: Discovering & Reaching Target lecture, LMS study
Customers
Session 14: Online Advertising & SEO Coursera, class Coursera, self-
13 7
Session 15: SEO lecture, LMS study
Session 16: Overview and Content & Social Coursera, class Coursera, self-
Strategies lecture, LMS study
14 7
Online video marketing
Session 17: Buzz and Influencer Marketing
Group Assignment Progress Report Coursera, class Coursera, self-
15 8
lecture, LMS study
16 8 Session 18: Optimizing Your Digital Assets & Coursera, class Coursera, self-
Knowing Your Target Self-Assessment lecture, LMS study
Session 19: Know Your Goal: Aligning
Strategies, Goals, & Business Objectives & Know
 Your Message
Session 20: Measures of Campaign Success: Web Coursera, class Coursera, self-
Analytics lecture, LMS study
17 9 Measures of Campaign Success: Social Media
Metrics
Quiz 3 (Course 4: 13-20)
Quiz 3 Review
18 9 Activity 2: A case study on a social marketing
strategy implemented by a well-known brand
Course revision
19 10
Group presentation
20 10 Group presentation

11. Assessment scheme

+ Class Participation: 10%
+01 Individual Assignments: 15%
+ 01 Group Assignment: 20%
+ 03 Quizzes: 15%
+ Final project group assignment: 30%
+ Final project group presentation: 20%

12. Course Completion Criteria:

– Every on-going assessment component > 0, Group Assignment >4, Group Presentation >4 &
Final Result >=5
Người phê duyệt/Approver Người kiểm tra/Reviewer Người lập/Creator
GĐCS/Campus’s Director CNBM/Head of department
TBĐT/Head of Academic Affairs
Board)

Họ tên/Name: Họ tên/Name: Họ tên/Name: Trần Phan Lan Anh

Ngày/Date: Ngày/Date: Ngày/Date: 28/12/2023