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1. COURSE OBJECTIVES
This course provides the principles of digital marketing and acquire the skills, analytical techniques and approaches to apply digital strategies effectively for customer acquisition, engagement and retention which focussed on the hospitality industry.
2. COURSE CONTENTS
No.
Contents
Time Allocation
Contribution to CLO
Hour(s) on the class
Essays, exercise,
Assignments...
(3)
Self-study with teacher’s tutorials
(4)
Lecture
(1)
Practice, Seminar…
(2)
1
Course introduction and Chapter 1
2
1
2
4.5
1,7,8
2
Chapter 1 (con’t)
3
1
2
4.5
1,7,8
3
Chapter 2
3
1
1
4.5
1,5,7,8
4
Chapter 3
3
1
1
4.5
1,5,7,8
5
Chapter 4
2
1
1
4.5
3,5,6,7,8
6
Chapter 5
2
1
1
4.5
3,5,6,7,8
7
Midterm
0
0
0
4.5
1,3,5,6,7,8
8
Chapter 6
2
1
1
6
2,5,6,7,8
9
Chapter 7
2
1
3
6
2,5,6,7,8
10
Chapter 8
2
1
3.5
6.5
3,4,5,6,7,8
11
Chapter 9
3.5
1
2
6.5
3,4,5,6,7,8
12
Chapter 9 (cont’)
3.5
1
2
6.5
3,4,5,6,7,8
13
Chapter 10
2
1
3
6.5
2,3,4,5,6,7,8
14
Presentation & discussions
0
1.5
0
6.5
3,4,5,6,7,8
15
Presentation & discussions
0
1.5
0
6.5
3,4,5,6,7,8
Total (hour)
30
15
22,5
82.5
3. COURSE ASSESSMENT
- Score ladder: 10
- Type of assessment
Form
Content
Criteria
CLO
Proportion
Formative
Attendance
Attending classes and participating in classes
The number of attendances and participation in classes
7,8
10%
Mid-term Test
Quiz Test chapter 1-5
Quiz Test
1,3,5,7,8
30%
Group Project
Understand and apply knowledge in group e-commerce project
Group Report and Presentation
1-8
Summative
Final test
Quiz, Essay, and/or Oral test
Quiz, Essay, and/or Oral test
1-8
60%
Total:
100%
- Assessment Criteria
⮚ General rules for all written documentations
All works are presented on A4 sized paper, size: 12, font: Times New Roman or VnTime; margin settings as follows: top 2.5 cm, bottom 2.5 cm, left 3.5 cm, right 2 cm; spacing 1.5.
⮚ Group work
- Form: Group assignment of 3-5 members
- Content: Build the digital marketing plan for your group hotel.
- Requirements:
o Length: 15-30 pages excluding references and appendices which can be unlimited The number of pages also does not count the cover page and the pages of table of contents, abbreviations, and the list of tables & figures
o The exam paper must have a cover page (with student name, class, and topic); a table of contents, a list of abbreviations, a list of tables & figures; and a list of references
o Citations must be made clear in the paper (referencing can be in the footnotes, or in the text following Harvard citation system which can be seen here, for example, http://libweb.anglia.ac.uk/referencing/harvard.htm)
- Criteria:
+ Clear and feasible topics 2 points
+ Sufficient contents, straight to the point, logical analysis 4 points
+ Use of variety of references, 1 point
+ Coherent writing, precise citation 1 points
+ Well-presented, good Q&A part 2 points
Total: 10 points
⮚ Final examination
- Form: Quiz, Essay, and/or Oral test