MAR303

DIGITAL MARKETING

Unit Guide
(Hybrid mode)

Trimester 2
2023 - 2024
 DIGITAL MARKETING
TRIMESTER 2 2023-2024

1. Contact Information

Unit
Dr. Hoa Pham Thi Email: [email protected]
Instructors
Address: 279 Nguyen Tri Phuong, D.10, HCMC
Program Phone: (028) 3920 9999 - Ext: 305
Nguyen Truong An
Administrator
Email: [email protected]

2. Unit Overview
In the last decade or so, marketing has moved from traditional practice to the digital realm
where technology now drives many decisions in marketing strategy. It is now even more
important that all types of organizations are able to deliver the right message, to the right people,
at the right time. Digital marketing is often closely linked to the internet as the primary channel
of contact and where success is measured via mobile and social media marketing.
This unit will teach students the principles of digital marketing so they understand the key
frameworks of digital marketing technology and are able to apply marketing strategies to target
tech savvy consumers.

3. Prerequisite
Principles of Marketing
Consumer Behavior

Page | 1
 DIGITAL MARKETING
TRIMESTER 2 2023-2024

4. Unit Learning Outcomes

Upon completion of this unit, students will be able to:
ULO
Analyze and apply digital marketing theoretical frameworks
1
ULO Collect and evaluate market and customer insights within the context of digital
2 environment
ULO
Comprehend current important digital marketing practices
3
ULO
Design a digital marketing strategy and campaign upon business situations
4
ULO
Demonstrate the ability to track and evaluate a campaign
5

5. Program Learning Outcomes

In line with its focus on ensuring students’ skills in unit learning outcomes 1-7 above, this unit
is also responsible for introducing/developing/assuring the following program-level learning
outcomes (PLOs):
Knowledge & Application
PLO1 Solid understanding and competency of appropriate application of business
discipline-specific knowledge.
Communication
PLO2 Competency in professional written and oral communication suited to multiple
audiences and contexts.
Teamwork
PLO3
Effective collaboration in teamwork or other tasks in organizational settings.
Critical thinking
PLO4
Critical thinking through appropriate observing, analyzing and reasoning, etc.
Problem solving
PLO5
Effective and constructive problem solving.
Ethics
PLO6 An ethical perspective, including an understanding of the ethical responsibilities
of organizations.
Cultural Diversity
PLO7 A global mindset, including an understanding of the different business settings,
the ability to identify foreign market potentials, to diagnose cross-cultural
communication problems and propose appropriate solutions.

Page | 2
 DIGITAL MARKETING
TRIMESTER 2 2023-2024

6. Student Workload
Study Load
The classes are VERY interactive and STUDENTS WILL BE EXPECTED TO PARTICIPATE
in the class discussions. To do this, it is important that students review all the relevant materials,
some of which will be given to the students as homework, whilst other content will be given to
them in class as preparation for the discussions. The students can learn a great deal from
listening to other people’s insights and views. As well as this method of learning, the course
will also use in-class mini presentations, assignments, and open discussions to do this.
A student is expected to study 04 credit hours per week in the class. Meanwhile, students also
have to spend at least 08 credit hours per week for self-study and/or off-class group work.
Attendance
It is strongly recommended that students attend all scheduled learning activities to support their
learning. Other cases equating to an absence:
§ Arriving to class late by 15 minutes at the beginning,
§ Arriving late by 5 minutes after the break
§ Leaving prior to the scheduled end time without the permission of the lecturer
Online learning requirements
Unit materials will be made available on the unit’s E-Learning site. You are expected to consult
E-learning at least twice a week, as all unit announcements will be made via the platform.
Teaching and learning materials will be regularly updated and posted online by the teaching
team.
Feedback on assessments
Feedback is an important part of the learning process that can improve your progress towards
achieving the learning outcomes. Feedback is any written or spoken response made in relation
to academic work such as an assessment task, a performance or product. It can be given to you
by a teacher, an external assessor or student peer, and may be given individually or to a group
of students. At ISB, it is the responsibility of all students to seek out and act on feedback that
is provided as a resource for further learning.
General submission requirements
§ Students must complete all assessments on the assigned dates including final group
project, simulation reflective reports, individual case-study and google-analytics
assignments. If there are extenuating or unforeseen circumstances, students must follow
the school’s policies and procedures accordingly.
§ All students must complete assignments and strictly follow instructions on how to
submit. The students must keep a copy of all assignments submitted for marking.
§ If a student submits a late assessment without receiving a formal approval for an
extension of time (on the basis of an agreement between the school and the instructor),
that one will be penalized by 10% per day for up to 10 days. In other words, marks equal
to 10% of the assignment’s weight will be deducted from the mark awarded.
Special Requirements
§ Essential equipment: Personal computer or laptop
§ Accounts on certain platforms: will be informed by the instructors

Page | 3
 DIGITAL MARKETING
TRIMESTER 2 2023-2024

7. Assessment Summary

Weight Type of
No. Assessment task Due date ULOs
(%) Task
ULOs
1 Final group project 30% Group
2,3,4
Simulation analysis ULOs
2 10% Group
report 2,5
Google Ads and
Google Ad Manager
3 30% Individual ULO 1
and Google Ad Mob
certifications

4 Tutorial quiz 10% Individual ULO 3

5 Google analytics 20% Individual ULOs

1,5
Final marks and grades are subject to confirmation by the School Assessment Committees
which may scale, modify or otherwise amend the marks and grades for the unit, as may be
required by University policies.
Note: To successfully complete this unit:
§ Attendance must be at 80% of classes.
§ Students must attain at least 50% in total of ALL ASSESSMENTS.

ASSESSMENT 1: FINAL GROUP PROJECT

Weight: 30%
Type of Collaboration: Group
Due: Session 14
Submission: [email protected]
Reports in Microsoft PPT slides + Word
Format: § Vancouver referencing styles
§ Exported to PDF
Presentation: In-person
50 pages for the word report
30 ppt slides for presentation
Length:
Presentation: 20 minutes
Q&A: 5 minutes
Curriculum mode: Group Report
Overview

Page | 4
 DIGITAL MARKETING
TRIMESTER 2 2023-2024

In this project, you will work with your team to provide a 60-day social media plan which
requires your group to think about your own business idea and run a 60-day social media
campaign to attract your potential customers to visit your website and purchase your items.
Each group should include around 6-8 students.
Details
Students will have to conduct a basic research to understand the business, competitors, industry
and consumers before planning out the campaign and deliver the required outcomes. See more
details in the assignment instructions available on E-learning.
ASSESSMENT 2: SIMULATION ANALYSIS REPORT

Weight: 10%
Type of
Group
Collaboration:
Due: TBA
Submission: [email protected]
Word report
Format: § Vancouver referencing styles
§ Exported to PDF
Length: 5 pages
Curriculum mode: Report
Overview
Groups of 6 to 8 students will be assigned by the instructor to work on a simulation via the
platform of Harvard Business Publishing for Education.
This simulation performs A/B testing for Artea company’s online media campaign. Students
are required to analyze data and answer the given questions based on the analytical results. For
more information regarding this assignment, please check on E-learning.
ASSESSMENT 3: Google certifications

Weight: 30%
Type of Collaboration: Individual
Due: Following the syllabus schedule
Submission: [email protected]
Record video for your learning process of getting each Google
Format:
certification
Length: 15 minutes for each video
Curriculum mode: Individual
Overview

Page | 5
 DIGITAL MARKETING
TRIMESTER 2 2023-2024

Students are required to self-study Google skills on Google skills shop platform to get 3
certifications. For more details about each certification submission, please follow the syllabus.

ASSESSMENT 4: TUTORIAL QUIZ

Weight: 10%
Type of Collaboration: Individual
Due: To be announced (TBA)
Format: 20 Multiple choice questions
Length: 15 minutes
Curriculum mode: In-class, online quiz on E-learning
Overview

The Tutorial Quiz focuses on reviewing the knowledge of all digital marketing tools students
explore from the lectures and learn on the course tutorial e-platform.

ASSESSMENT 5: GOOGLE ANALYTICS

Weight: 20%
Type of Collaboration: Individual
Due: Session 9 & 12
Submission: [email protected]
Format: Record video for your ppt presentation
Length: 10 minitues for each video
Curriculum mode: Individual

Overview
Students will be provided Google Analytics textbook covering 13 sections of using Google
Analytics. Students are required to practice the total for the 13 sections and record two practice-
videos covering these 13 sections (one video for the first 7 parts + one video for the left 6 parts).
For more information regarding this assignment, please check on E-learning.
8. Teaching Activities
Learning Resource

Textbook Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing:

strategy, implementation and practice, 7th.

Required readings E-Tutorial: Digital Marketing (Account Provided In Class)

Additional readings Gupta, S., & Davin, J. (2019) Digital Marketing Core Curriculum.
Harvard Business School Publishing.

Page | 6
 DIGITAL MARKETING
TRIMESTER 2 2023-2024

Schedule of activities

Date Class content Reading Assignments

Session 1 - Introduction: how has digital marketing Chapter 1: Introducing digital marketing Answer questions in Case: Boo hoo:
transformed marketing? learning from Boo.com the largest
- Digital marketing audiences and buyer European dot.com failure and the success
behaviour
of Boohoo.com on page 64
- Digital devices and digital platforms
Start final project: a 60-day social media
plan (start to create your company
website)
Learn Google Analytics
Session 2 -Customer journeys and the online Chapter 2: Online marketplace analysis:
marketplace micro-environment
-Customers: understanding how they
interact with digital markets
-Customer choice and digital influence

Session 3 - Customer characteristics Chapter 2: Online marketplace analysis:

- Competitor analysis micro-environment
- Suppliers, publishers, intermediaries and
influencers

Session 4 Present your websites

Page | 7
 DIGITAL MARKETING
TRIMESTER 2 2023-2024

Session 5 - What is a digital marketing strategy? Chapter 4: Digital marketing strategy Submit Google Ads certification
- How to structure a digital marketing
strategy ?

Session 6 - Strategy formulation for digital Chapter 4: Digital marketing strategy

marketing

Session 7 - Digital branding Chapter 5: Digital branding and the Submit Google Ad Manager certification
- Marketing mix in a digital marketing marketing mix
context
Session 8 - Using data analysis and targeting Chapter 6: Data-driven relationship
techniques to increase customer loyalty marketing using digital platforms
and value
- Using social media to improve customer
loyalty
and advocacy
Session 9 Present Google Analytics Check your final project progress

Session 10 Creating effective digital experiences Chapter 7: Delivering the digital customer
experience

Session 11 - Search engine marketing Chapter 9: Marketing communications Submit google AdMob
- Digital partnerships including affiliate using
marketing digital media channels
- Digital display advertising
- Digital messaging including email
marketing and mobile messaging
Session 12 Present Google Analytics Check your final project progress

Page | 8
 DIGITAL MARKETING
TRIMESTER 2 2023-2024

Session 13 Artea: Designing Targeting Strategies Answer the given questions for Artea’s
Targeting Strategies

Session 14 Tutorial digital marketing from Harvard Submit final group project
Business Publishing
An individual in-class quiz
Session 15 Present final group project

Page | 9
 DIGITAL MARKETING
TRIMESTER 2 2023-2024

9. General Information and Policies

9.1. Referencing
Plagiarism
Student assignments are to contain original content created by the students. Assignments will be
rejected if they include plagiarized content or contain excessive amounts of quoted/cited material
and minimal original content. Students will receive a grade of ZERO (0%) for any assignments
rejected for this reason. Written assignments WILL BE checked by the lecturer with
Turnitin.com, an online plagiarism-checking tool.
Sources
Furthermore, your reference to support your statements must be from a reliable source, such as
textbooks, additional reading materials, and reference books. However, many websites are not
reliable sources. Examples are Wikipedia.org, about.com, and ask.com. If you are not sure if a
reference is acceptable or not, please contact the lecturer.
Referencing & Citation
All papers must be submitted in Vancouver referencing format. The mechanics of student papers
and work will be evaluated, as well as the content.
9.2. Submission
Assignment cover sheet
§ All assignments are required to be submitted with an Assignment Cover Sheet.
§ Group assignments are to be submitted with a Group Assignment Cover Sheet as well as a
Peer Evaluation Form depending on the request of unit instructor.
Non-contributing team members can sometimes be an issue with group-work structured
assessment. Individual student group work scores may be adjusted as a result of peer
dissatisfaction with a particular student’s contribution to group work assignments, as reflected in
submissions of the evaluation form.
Note:
§ Assignment cover sheets and the evaluation form can be located on MyISB system
§ Students are advised to keep a copy of all assignments submitted for marking.
Submission method
Soft copy: submitted electronically via MY EMAIL by 11:55 PM on the due date (Suggested
title: Student name_Unitname_Name of Assignment).
Hard copy: submitted to ISB Submission Box at the Reception Area by the due date.
Late assignment and make-up policy
No late assignments will be accepted unless prior authorization granted by the Academic
Department based on a Special Consideration Application for assessment task extension.
Students must complete all assessments on the assigned dates including quizzes, mid-term test,
and final exam. If there are extenuating or unforeseen circumstances, students must follow the
school’s policies and procedures accordingly.
9.3. Attendance

Page | 10
 DIGITAL MARKETING
TRIMESTER 2 2023-2024

Students are required to attend a minimum of 80% of all classes (which normally 12/15
sessions).
Other cases equating to an absence:
§ Arriving to class late by 15 minutes at the beginning,
§ Arriving late by 5 minutes after the break
§ Leaving prior to the scheduled end time without the permission of the lecturer
If you are unable to attend any session, please let your lecturer know AND submit a request for
absence form to program administrator prior to the session.
IMPORTANT: Students will not be allowed to sit in the final examination if violating the
above absence rule.
Electronic device use
§ Cell phones will be turned off or switched to vibrate mode before class starts.
§ No phone calls or text messaging are allowed inside classroom during class time.
§ Portable listening and/or music devices may not be operated in the classroom.
§ Headphones and/or ear buds of any type may not be worn while in the classroom whether
operating or not.
§ Laptop and other electronic devices are not permitted unless specifically authorised by
the lecturer exclusively for note taking and doing class work.
IMPORTANT: If you are in violation of these policies, you will be excused from class and
an absence will be assessed.
9.4. Email etiquette
Your lecturers receive many emails each day. In order to enable them to respond to your emails
appropriately and in a timely fashion, students are asked to follow basic requirements of
professional communication.
Your emails should:
§ Have a concise and descriptive title, including the class and name of the unit you are
enquiring about
§ Be clear about the intention of their emails
§ Use appropriate tone and language, proof-read what is written in the email before sending
it.
Students should also allow 3-4 working days for a response before following up. If the matter is
legitimately urgent, you may indicate “URGENT” in the email subject header.
Make an appointment: If your email request is complex and requires a lengthy response it may
be probably best to make an appointment with your lecturer/instructor to meet in person.
9.5. Student behavior guidelines
Everyone must behave professionally. Students are expected to demonstrate respect for teacher
and fellow students at all times. Behavior that is disruptive to a positive learning environment

Page | 11
 DIGITAL MARKETING
TRIMESTER 2 2023-2024

reported to the teacher will result in a warning on the first instance; the second instance might
result in a failing grade along with expulsion from the school.
Unacceptable behaviors can be:
§ Cheating on an exam
§ Collaborating with others on work to be presented, if contrary to the stated rules of the
course
§ Submitting, if contrary to the rules of the course, work previously submitted in another
course
§ Knowingly and intentionally assisting another student in any of the above actions, including
assistance in an arrangement whereby work, classroom performance, examination, or other
activity is submitted or performed by a person other than the student under whose name the
work is submitted or performed
§ Plagiarizing
IMPORTANT:
§ First violation will result in a grade ZERO (0%) for that assignment.
§ Second violation will result in a failing course grade.
9.6. Disability support services
Students with disabilities are advised that accommodations and services are available at UEH-
ISB. It is the student's responsibility to contact UEH-ISB office and submit appropriate
documentation prior to receiving such services.
9.7. Additional information
This unit guide may be revised at the discretion of the Academic Department with approval from
Program Academic Director and School Academic Committee where appropriate.

Page | 12