User Rating: 5 / 5
Course title: Digital marketing
Course code: MKTE206
Department: Marketing & Communication
Credit hours: 3
Prerequisites: Principles of Marketing (MKTE301)
- COURSE OBJECTIVES
The course Digital marketing focuses on presenting the applications of digital platforms in marketing activities, marketing policies and strategies of businesses are adjusted and completed to deploy on the digital platform. Customer experiences including both individual and organizational customers will be discussed to provide knowledge and skills to build and develop digital marketing strategies for learners.
- COURSE CONTENT AND SCHEDULE
|
No. |
Content |
Time allocation |
Contribution to CLO |
|||
|
Lecture |
Practice, Seminar |
Essays, exercises, assignments |
Self-study with teacher’s tutorials |
|||
|
1 |
Chapter 1: Overview of Digital Marketing |
2 |
1 |
1 |
5 |
CLO1 |
|
2-3 |
Chapter 2: Analysis of the online business market: Microenvironment |
2 |
1 |
4 |
11 |
CLO1, 2 |
|
4-5 |
Chapter 3: Digital marketing strategy |
4 |
2 |
4 |
11 |
CLO1, 2, 3, 4, 5, 6, 7, 8, 9,10, 11 |
|
6-7 |
Chapter 4: The impact of technology on marketing mix |
2 |
1 |
4 |
11 |
CLO1, 2, 3, 4, 5, 6, 7, 8, 9,10, 11 |
|
8-9 |
Chapter 5: Building a digital media campaign |
2 |
1 |
4 |
11 |
CLO1, 2, 3, 4, 5, 6, 7, 8, 9,10, 11 |
|
10-11 |
Chapter 6: Marketing using digital communication channels |
2 |
1 |
4 |
11 |
CLO1, 2, 3, 4, 5, 6, 7, 8, 9,10, 11 |
|
12 |
Discussion on digital content development |
2 |
1 |
1 |
5 |
CLO1, 6, 7 |
|
13 |
Chapter 7: Evaluating the effectiveness of digital marketing channels |
2 |
1 |
1 |
5 |
CLO1, 2, 3, 4, 5, 6, 7, 8, 9,10, 11 |
|
14 |
Chapter 8: Digital marketing application in B2C business model |
2 |
1 |
1 |
5 |
CLO1, 2, 3, 4, 5, 6, 7, 8, 9,10, 11 |
|
15 |
Review and discussion of the course |
2 |
1 |
1 |
5 |
1, 6, 7 |
|
Total hours |
30 |
15 |
25 |
80 |
||
*For a compulsory course of the training program, this course shall contain sessions delivered by business experts/ reporters.
- COURSE ASSESSMENT
- Score ladder: 10
- Type of assessment
|
Method |
Assessment content |
Assessment criteria |
CLO |
Proportion |
|
Formative |
Attendance |
- Attendance checking: minimum of 5 times |
1,2,3,4 |
10% |
|
|
Midterm test |
- Format: Practice exercises and presentations - Content: Learnt issues |
- Evaluation Criteria: + Presentation: 40% + Report: 60% + Overall score for the whole team and adjusted according to team member evaluation |
5,6,7,8 |
30% |
|
|
Summative |
Final test |
Format: 60-minute written exam - Content: Researched issues The written exam consists of 2 parts: Part 1 consists of 40 multiple choice questions spanning all chapters Part 2 consists of 2 essay sentences, which are sentences that apply knowledge in practice: sentence 1 belongs to the curriculum, and sentence 2 is about practical content. - Students are not allowed to use the materials. |
- Evaluation Criteria: + Correctly answer multiple choice questions: 6 points (60%) + Answer clearly and deeply to the essay question: 4 points (40%) Total: 10 points (100%) |
1, 4,5,7 |
60% |
|
Total |
100% |
||||
* Summative assessment:
(2) Extra credit (or bonus points for study encouragement):
- Through class participation and in-class contribution
- Students actively engage in class
- 5 in-class contributions: 1 extra point (10%) to mid-term exam, 10 in-class contributions: 1 extra point (10%) to final exam. Extra points cannot exceed 2 points (20%) for mid-term exam and 1 point (10%) for final exam.