MODULE SYLLABUS

DIGITAL MARKETING

1. Module code: INS3039 (Compulsory  /Elective )

2. Credit(s): 3
3. Prerequisite(s): INS2003
4. Teaching language(s): English
5. Program: Undergraduate, Major: International Business
Faculty in charge: Faculty of Economics and Management
6. Lecturers’ information:
No Name Title / Email Cell phone
Qualification
1. Do Minh Thu MMS dominhthu276@[Link] 0977419057
Ph.D. Candidate thudm6@[Link]

7. Module objectives:
The main aim of this module is to introduces students to new business models and new
techniques of marketing on the internet. Topics in subjects including: history of business on
the Internet, combining the Internet with traditional business, changing in the world of online
marketing, online marketing activities and tools, services management on the Internet and
virtual community management. In this course, student will learn through doing small
projects. The specific learning objectives of this course include:
1. To understand basic internet marketing and its role in marketing strategy
2. To formulate internet marketing strategy
3. To perform internet marketing activities
4. To suggest improve internet marketing activities of a business
8. Learning outcomes:
By successful in INS3039, students will be able to:
8.1. Knowledge
 COURSE
LEARNING
Details PROGRAM LEARNING O
OUTCOMES
(CLO)
UNDERSTAND basic internet marketing and its
CLO 1
role in marketing strategy
FORMULATE internet marketing strategy
CLO 2 PLO1, PLO2
PERFORM internet marketing activities
CLO 3 PLO2, PLO6
SUGGEST to improve internet marketing
CLO 4 PLO2, PLO6
activities of a business;

8.2. Skills
* Professional skills
CLO Details PLO
CRITICAL ANALYSIS of each element in
CLO 5
internet marketing

CLO 6 APPLY relevant internet marketing theories,

researches and analysis skills to contemporary PLO7-PLO9
case studies and communicate outcomes
employing professional discourse and formats.
CLO 7 PRACTICE team cooperation in the process of
building an internet marketing strategy

* Soft Skills
CLO Details PLO

CLO 8 Proficiently PRACTICE time management skills to

complete various tasks during module
PLO10 -PLO12
CLO 9 Proficiently EMPLOY presentation skills, and
teamwork
8.3. Level of Autonomy and Responsibility

CLO Details PLO

CLO 10 ESTABLISH ability to work independently or in a
team under changing working conditions. Adapt
quickly to changes.
PLO13-PLO15
CLO 11 BUILD professional decisions assertively, taking
responsibility for your own decisions; be able to
orient the people around.
9. Assessment methods

CLO PLO
Assessments
(items fulfillme
No. Proportion Description fulfillme
and nt nt
methods)
- All students are expected to CLO 1, PLO1,
participate actively in class CLO2, PLO2,
discussion. This includes CLO5- PLO7-15
evidence of thorough prior 11
preparation of course materials,
engaging in exercises, Q&As
etc. There will be in-class group
exercises. Students will be given
some discussion questions and
will discuss the questions with
their group-mates. Some groups
will be asked to provide their
solutions to the questions, and
the other groups will be
expected to add their comments.
In-class
1 10 % To facilitate class discussion,
contribution
each group of students is
required to sit together for all
lectures.
-Students need to attend class
fully and on time for all lessons.
- Students who arrive 15
minutes late to class or more
will be counted as absent for
that class. For each class missed
without a valid reason,
attendance points will be
deducted. Students with 0 points
of attendance will not be
allowed to take the final exam.
- In groups of 3-4 decided by CLO 1- PLO6-
the instructor(s). Each week, CLO11 PLO15
Mid-term
students will be assigned to
2 (Group 30% complete tasks including
Assignment) Keywords Planner, Seo onpage,
Seo offpage, Google Adwords,

3 Final test 60% * Individual oral exam: 30% CLO1, PLO2,

 CLO PLO
Assessments
(items fulfillme
No. Proportion Description fulfillme
and nt nt
methods)
-There will be an individual CLO4, PLO6-
exam in this course. It is a
CLO 5, PLO15
closed book exam. The exam
will primarily consist of CLO6,
objective questions. The CLO8,
questions will be based on both CLO10,
assigned chapter readings and CLO11
materials taken from lectures.
* Group assignment CLO 1- PLO6-
Group work to suggest internet CLO11 PLO15
4 marketing activities of a
business

Total 100%

Scoring method:
- Module evaluation scores are graded on a 10-point scale (from 0 to 10), rounded to 0.1
- The module score is the sum of in-class contribution, mid-term (group assignment) and final
exam (big assignment and oral exam) scores multiplied by the respective proportion
Rurbic is applied for big assignment (see APPENDIX)
10. Required textbook(s) and recommended books
10.1. Required textbook(s):
[1] Dave Chaffey, D., Ellis-Chadwick, F. (2022) Digital Marketing. 8th edition
Pearson Education Ltd.
10.2. Recommended text(s):
[1] Ward Hanson (2000). Principles of Internet Marketing. South-Western Pub,
Cincinnati, Ohio, U.S.A.
[2] Online updated materials
11. Module description
This course provides introduces students to new business models and new techniques of
marketing on the internet. Topics in subjects including: history of business on the Internet,
combining the Internet with traditional business, changing in the world of online marketing,
online marketing activities and tools, services management on the Internet and virtual
community management. In this course, student will learn through doing small projects.
12. Course schedule
Concepts and techniques are introduced in a weekly three-hour active-learning lecture.
Students carry out various exercises throughout the class, and get immediate formative
feedback on their understanding of the concept/ technique when answer is given and
explained.

Forms of teaching
CLO
N Theory Self- Teaching Referen
Content exercis fulfillme
o teachin stud methods ce
e nt
g y
(1
(2) (3) (4) (5) (7) (8) (9)
)
Course 1, 8-11
Introduction - [1]
Lecture,
1 Introducing 1 3 6 Chapter
discussion
digital 1
marketing
The digital Lecture, 1, 8-11
micro- discussion [1]
2 environment 2 2 6 Chapter
and macro 2,3
environment
The digital Lecture, 1, 2,3, 8-
micro- discussion 11
[1]
environment
3 1 3 6 Chapter
and macro
2,3
environment
(cont)
The digital Lecture, [1] 1, 2,3, 8-
4 marketing 2 2 6 discussion Chapter 11
strategy 4
The impact of Lecture, 1, 2,3, 8-
digital media discussion 11
[1]
and
5 2 2 6 Chapter
technology on
5
the marketing
mix
The impact of Lecture, 1, 2,3, 8-
digital media discussion 11
[1]
and
6 1 3 6 Chapter
technology on
5
the marketing
mix (cont)
Relationship Lecture, 1, 3, 4, 8-
[1]
marketing discussion 11
7 2 2 6 Chapter
using digital
6
platforms
Mid-term Presentatio 3,4, 8-11
8 0 8 2 n,
discussion
Mid-term Presentatio 3,4, 8-11
9 0 8 2 n,
discussion
10 Delivering the 2 2 6 Lecture, [1] 1,4, 8-11
digital discussion Chapter
 Forms of teaching CLO
N Teaching Referen
Content
customer fulfillme
o methods ce
7
experience nt
Campaign Lecture, [1] 1,4, 8-11
11 planning for 2 2 6 discussion Chapter
digital media 8
Campaign Lecture, [1] 1,4, 8-11
12 planning for 1 3 6 discussion Chapter
digital media 8
Marketing 1,4, 8-11
communicatio [1]
Lecture,
13 ns using 2 2 6 Chapter
discussion
digital media 9
channels
Marketing 1,4, 8-11
communicatio [1]
Lecture,
14 ns using 2 2 6 Chapter
discussion
digital media 9
channels
Evaluation 1,2,3,4,
and 8-11
[1]
improvement Lecture,
15 2 2 6 Chapter
of digital discussion
10
channel
performance
Total 22 46 82 1-11
Hanoi,………………………………………………
Approved by Compiler

Note: Credit hours is a measure of a student's study time, classified into categories according
to teaching methods and determined as follows:
a) One theoretical credit hour is equal to 01 theory period.
b) One practical credit hour equals 2-3 practice or discussion periods; 3-6 practice periods
at the facility; 3-4 periods for essays, exercise, major assignments or projects, graduation
theses.
c) One credit hour of compulsory self-study is equal to 3 compulsory self-study periods and is
assessed.