DIGITAL MARKETING

Unit Guide

Trimester 3 2020/2021
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1. Contact Information

Dr. Ho Phu Hai Email: phuhai.ho@isb.edu.vn

Unit Instructors
Tutor: Nhi Tran (Ms.Lynn), MBA Email: nhi.tranlinh@isb.edu.vn

Address: 17 Pham Ngoc Thach

Street, District 3, HCM City
Program
Nguyen Truong An
Administrator Phone: 08 54465555 (Ex: 168)
Email: an.nguyen@isb.edu.vn

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 organisations 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
Not applicable

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4. Unit Learning Outcomes

Upon completion of this unit, students will be able to:
ULO
Analyze the digital marketing theoretical framework.
1
ULO
Evaluate digital consumer behaviour within the context of marketing strategy
2
ULO
Apply discipline knowledge to create a digital marketing campaign
3
ULO
Demonstrate the ability to track and evaluate a campaign
4
ULO
Analyze digital transparency, data governance and policy
5

5. Program Learning Outcomes

In line with its focus on assuring 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.

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6. Student Workload STUDENT WORKLOAD

6.1. Study Load
The classes are VERY interactive and STUDENTS WILL BE EXPECTED TO PARTICIPATE in the class
discussions. To do this, it’s 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, they students also
have to spend at least 08 credit hours per week for self-study and/or off-class group work.
6.2. 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
6.3. 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.
6.4. 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.
6.5. General submission requirements
– 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.
– 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.
6.6. Special Requirements
– Essential equipment: Not applicable
– Legislative pre-requisites: Not applicable

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7. Assessment Summary

Weight Length (No. of

No. Assessment task Type of Task Due date
(%) words)
Website (2000
1 Portfolio 20% Individual words) and synopsis Session 9
(1000 words)
2 Group project 30% Group 2000 words +/-10% Session 15
2hr closed book
3 Final examination 50% Individual Formal ISB exam period
exam
TOTAL 100%

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, students must:

 Attendance must be at 80% of classes and tutorials.
 Students must attain at least 50% in total of ALL ASSESSMENTS.
 Students must pass at least 50% of final exam.
7.1. Assessment 1: Portfolio (20%)

Weight: 50%

Individual
Type of Collaboration:

Sunday of Session 9
Due:

Submission: E-learning

Format: Website (2000 words) and synopsis (1000 words)

Length: 3,000 words equivalency

Curriculum mode: Portfolio

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Overview
The Digital Marketing Portfolio is designed to help students understand the digital conceptual
frameworks in managing the online communication. The Portfolio will test students' ability to
critically analyse and apply digital marketing concepts. It is expected that students will be able to
justify the importance and the process of managing digital content.
Details
You are required to develop a website and develop a strategy to engage with the right target
audience. To engage with the audience, you need to use the right content on the website. It is
expected that students conduct the research on the product/service, competitors and consumers
before creating the website.
There are two tasks for this assessment: (1) Develop a website; and (2) provide a synopsis of the
website strategy.
The topic for the website will be given in the class. It is expected that the content for the website will
around 2000 words. The content for the website can consist of the following, videos, games, quizzes,
stories, charts, and much more. The content must be relevant and engaging to the target audience.
The in-class activities will help identify which type of content will be relevant for the website.
The synopsis should be written in a word document that highlights the strategy behind the website.
For example, apply the SOSTAC model and explain the process behind the website. Synopsis should
be around 1000 words excluding references. No fixed structure on the synopsis. However, it should
be easy to read and have a systematic and consistent design.
Penalty:
 Late submissions: Reports submitted late will incur a penalty of 5 marks (5% of 100) for each
day submitted late for a maximum of 3 days. After 3 days the report will not be marked and
will receive zero mark.

7.2. Assessment 2: Group report (30%)

Weight: 30%

Type of Collaboration: Group

Sunday of Session 15
Due:

Submission: Turnitin

Format: 2000 words report

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Length: 2000 words equivalency

Curriculum mode: Report

Overview
The Digital Marketing Group Report focuses on the development of a digital campaign plan based on
a brief. The Report will test students' ability to critically analyse and implement the digital marketing
strategies. It is expected that students will be able to justify the strategy and the process of managing
a digital campaign. The report requires students to work collaboratively to design an effective digital
campaign plan. Each group should be around 5-6 people.
The assessment consists of a written report of 2000 words (excluding cover page, content page,
figures, tables, appendices, references and etc.). The students will have to conduct a basic research
to understand the business, competitors, industry and consumers before planning out the campaign.
Details
The digital marketing plan consists of:
1. Introduction - Background of the industry/brand/product/service
2. Situational Analysis - Consumer insights, Competitor Analysis, Market Analysis, SWOT
3. Campaign Objectives
4. Target Market
5. Communication Strategy and Recommendations
6. Media Plan and Budget
7. Evaluation
No fixed structure on the report. However, the report should be easy to read and have a systematic
and consistent design.

Assessment 3: Final Exam (50%)

Two-hour comprehensive and closed book - The final exam will consist of 5 short essay questions. An
analytic report will be provided to each student. You have 2 hours to develop a report consisting of all
the recommendations to improve the communication strategy. The students are only required to
provide the strategy. However, it is important that there is a strong link between strategy and the
analytic report. The recommendations for the improvement should be driven by the data that is
provided.
Note:

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The final exam duration is two hours. The final exam is not a hurdle. Overall, to pass this course,
students must gain an overall mark of 50%.

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8. Teaching Acti viti es

8.1 Learning Resource

Textbook Digital marketing

Chaffey, Dave, 1963- author.; Ellis-Chadwick, Fiona, author.
2019

Reference N/A
books

8.2 Online Learning Resources

E-library http://search.proquest.com/login
Username: UEHCMC2010
Password: thuvien0810

E-learning http://elearning.isb.edu.vn/

8.3 Schedule of acti viti es

Weeks Session Topic Preparation Chapter Notes
Read: Tiago, M.T.P.M.B &
Introduction to Digital Verissimo, J.M.C. (2014).
1 1 Marketing and Digital Digital Marketing and social 1+2
Disruption media: Why bother. Business
Horizons, 57(6), 703-708.
Read: Kannan P.K. (2017).
Digital Marketing: A
framework, review and
1 2 Digital Marketing research agenda. 3
Framework
International Journal of
Research in Marketing, 34(1),
22-45.
Read: Taken Smith, K. (2012).
Longitudinal study of digital
2 3 Digital Consumer marketing strategies targeting 4
Behaviour Millennial. Journal of
Consumer Marketing, 29(2),
86-92.
2 4 Digital Marketing 10
Strategy and Planning
Tutorial: Customer Tutor Nhi will
3 5 Profile and Journey, conduct this session
SOSTAC development
3 6 Digital Platforms 5

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Case Study: Tugo Facebook
4 7 Digital Platforms: Social ads 5
Media

Digital Platforms:
4 8 AR/VR, E-commerce, Industry guest
and Gaming
5 9 Digital experiences and 6
content marketing
5 10 Data analytic Industry guest
Tutorial: Tactic/platform Tutor Nhi will
6 11 planning and design conduct this session
6 12 Traffic Building Industry guest 7
Customer Lifecycle Read: WIRED Facebook
7 13 Communication and Security Breach 8
CRM

7 14 Tutorial: Group project Tutor Nhi will

conduct this session
8 15 Managing Digital Recap for final examination 9
Marketing

9. General Information and Policies

9.1Referencing
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

The Publication Manual of the American Psychological Association (APA) 6th ed., will
serve as the primary reference materials for all students. Therefore, all papers must be
submitted in APA format. The mechanics of student papers and work will be evaluated, as
well as the content.
9.2. Submission
Assignment cover sheet

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 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 style
Assignments are expected to achieve a professional standard:
 Be typed, one and a half spaced, on A4 paper
 Use a simple clear format, suitable for a report to senior management in a commercial
organization.
Submission method
Soft copy: submitted electronically via E-learning system 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 (17 Pham Ngoc Thach)
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
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

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 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 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.

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 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.

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