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Course Introduction

The MKTE206 Digital Marketing course, taught by Dr. Tran Thu Trang, focuses on the application of digital platforms in marketing strategies and aims to equip students with knowledge and skills to develop effective digital marketing plans. Key course components include understanding digital marketing tools, analyzing business environments, and creating actionable marketing strategies, with assessments involving a major group project. The course will cover various topics, including digital marketing strategies, the impact of technology, and evaluating marketing effectiveness, using the textbook by Chaffey and Ellis-Chadwick.

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0% found this document useful (0 votes)
6 views15 pages

Course Introduction

The MKTE206 Digital Marketing course, taught by Dr. Tran Thu Trang, focuses on the application of digital platforms in marketing strategies and aims to equip students with knowledge and skills to develop effective digital marketing plans. Key course components include understanding digital marketing tools, analyzing business environments, and creating actionable marketing strategies, with assessments involving a major group project. The course will cover various topics, including digital marketing strategies, the impact of technology, and evaluating marketing effectiveness, using the textbook by Chaffey and Ellis-Chadwick.

Uploaded by

linhteddyntt1234
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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MKTE206 Digital Marketing

Session 1: Course introduction

Dr. Tran Thu Trang


Hello!
Welcome to my class
Self digital Bingo

Activity 1:
Use the Self Digital Bingo on Padlet
to introduce yourself.

Also introduce one of your digital


selves using a photo or a link and
why you chose it.

If you don’t use social, explain why


you made this choice in the padlet.

Use your phone’s


camera to scan code &
follow the link
Introduction to the Course

COURSE OBJECTIVES:
• The course Digital Marketing focuses on presenting the applications of
digital platforms in marketing activities. Marketing strategies and policies 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.
Introduction to the Course
COURSE LEARNING OUTCOMES
1. Knowledge
• CLO1. Acquire basic knowledge of theory and practice about marketing tools on electronic
media
• CLO2. Describe digital marketing tools and requirements for implementing marketing on
these tools
2. Skills
• CLO3. Analyze digital marketing activities of businesses in business
• CLO4. Applying the basic principles of Digital marketing at the level of the implementation
plan
• CLO5. Apply knowledge to design digital marketing plans on a number of electronic media
• CLO6. Ability to research and discover knowledge (Students will have skills to collect,
analyze and process information related to the use of digital marketing tools in business).
• CLO7. Skill to recognize and analyze the environmental factors inside and outside the
business related to Digital marketing, from which to manage the business, build strategies, plans
and set marketing goals in the business.
• CLO8. Skills to apply knowledge in practice of enterprises.
• CLO10. Creative capacity in professional activities, updating and predicting industry
development trends.
• CLO11. Skills to analyze and evaluate business situations in the business environment
• CLO12. Skills in making and implementing business plans in a business environment
3. Autonomy and responsibility
• CLO13: Train students' awareness and attitude to work in the digital marketing environment.
Introduction to the Course
TEXTBOOK:
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation and
practice, Seventh edition, Pearson UK.
Introduction to the Course
COURSE CONTENT:

Chapter 1: Overview of Digital Marketing


Chapter 2: Analysis of the online business market:
Micro-environment & Macro-environment
Chapter 3: Digital marketing strategy
Chapter 4: The impact of technology on marketing mix
Chapter 5: Building a digital media campaign
Chapter 6: Marketing using digital communication channels
Chapter 7: Evaluating the effectiveness of digital marketing
channels
Chapter 8: Digital marketing application in B2C business model
Introduction to the Course
COURSE ASSESSMENT:

Mid-term group assignment, due end of session 12


1. Submit a proposal by end of session 4 that outlines your chosen
business why they require help with their digital marketing.
2. Conduct a situation analysis of their current operating
environment, the business itself, their target audience and their
current digital marketing presence.
3. Based on your analysis, develop SMART objectives; and then
develop digital marketing strategies and tactics to achieve
those objectives.
4. Outline a plan to measure your results and optimize
performance.
For this assignment you are required to select a small to medium sized business, and to provide the
management of that business with a detailed digital marketing plan. Being the major assignment for this
course, it is expected that you put the concepts and tools you have learned into practice.
Marketing
Fundamentals
marketing The management process responsible for identifying, anticipating and
satisfying customer requirements profitably.
[Chartered Institute of Marketing]

marketing
management
The art and science of choosing target markets and building
profitable relationships with them.
[Kotler/Armstrong/Wong/Saunders]
Place
Channels
Product
Quality
Features
The ‘7 Ps’
Coverage Brand name
Locations packaging Promotion
Inventory Advertising
transport PR
Sales Promotion
Direct Marketing
Personal selling

Price Physical
List evidence
Discount Office premises
Premium Interior design/ furnishings
terms Vehicles / equipment
Staff grooming / clothing
Sounds and smells

People Process
Founders Service Delivery
Employees Complaints Lovelock / Wirtz / Chew
Culture Response time
Customer Service
Has Digital Made
Any Difference?
Activity 2:
What difference does
digital make (if any)?

• 1 personal experience
• 1 fact or statistic
- Let’s Discuss.
Digital Trends
Extending for digital
product – looking at opportunities for modifying
the core and extended product for digital
environments
price – focusing on the implications for setting
prices in digital markets; new pricing models and
strategy
place – considering the implications for
distribution in the digital world
promotion – exploring online promotional
techniques
people, process, physical evidence – customer
relationship management and managing an
organisation’s online presence.
Digital Activity

Activity 3:

1. Give a definition
•What do you think digital
marketing is?
•Has 'digital' changed marketing
in any way do you think? If so,
how?

2. Find an example of what you


consider to be 'digital
marketing’

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