HUỲNH HẠNH PHÚC Giảng viên: Huỳnh Hạnh Phúc Điện thoại: 0938925987 Email: hanhphuc25@gmail.com Facebook: facebook.com/thayphuchuynh Phúc Huỳnh Thầy Phúc Website: thayphuchuynh.wordpress.
Trang 1SUBJECT INTRODUCTION
THS HUỲNH HẠNH PHÚC
Giảng viên: Huỳnh Hạnh Phúc Điện thoại: 0938925987 Email: hanhphuc25@gmail.com Facebook: facebook.com/thayphuchuynh
Phúc Huỳnh (Thầy Phúc) Website: thayphuchuynh.wordpress.com
Thông tin giảng viên
Intro
Subject: Digital Marketing
Credit: 3
Class: 15 buổi
Reference
Main textbook
Digital marketing for dummies
Damian Ryan, Tiếp Thị Số từ A đến Z, năm 2015, nhà xuất bản Lao Động
Tài liệu tham khảo
Kent Wetime - Ian Fenwick, Tiếp Thị Số - Hướng Dẫn Thiết Yếu Cho Truyền Thông Mới Và
Digital Marketing, năm 2009, nhà xuất bản Tri Thức
Program Learning Outcomes 1.Define what Digital Marketing is and the marketing Online activities are.
2.Present and be able to use the Digital Marketing Tools effectively?
3.Present the process to propose a Digital Marketing plan 4.Planning and evaluate a Digital Marketing Communication campaign
Trang 2Course Student Learning Outcomes (SLOs):
After the course, students are expected to be able to:
1.Explain the necessity of applying Digital Marketing tools to
business’s marketing strategy and plan
2.List and classify Digital Marketing tools and channels
3.Present and describe the steps to set up Digital Marketing plan
4.Use the Digital Marketing tools as a basic level
5.Propose the Digital Marketing communication programs.
6.Evaluating the effectiveness of the Digital Marketing
communication program
Grading Scheme
(1a) Process mark (20%)
- Group presentation and working in class
- Final group presentation
20%
10%
10%
(1b) Class attandance
- Full class
- Absent 1 class
- Absent 2 class
- Absent from 3 class
10%
10 8 6 0
Grading scheme
(1c) Mid term test
Number: 1
Duration: 60 mins (in class)
Type: writting
opened book
20%
1 Final exam
Type: writting
50%
Grading Scheme
Grade
Final Score
Trang 3Presentation (group)
Students will form into teams with the direction from the instructor about size
and composition Each team will propose a Digital marketing communication
plan for a specific brand/product/service of a company
Each group is required to do 1 presentation for the whole semester Each
presentation will last 20 minutes plus 10 minutes for questions and answers The
groups have to hand in both hard-copy and soft copy of their power point slides
to the instructor on the presentation day.
Everyone in the group has to present Those who do not present with the group
at the presentation date will receive only 50% of the mark given to the group
There is no extension approval for group presentation
Presentation (group)
You was a marketing team working for an agency You have just received a digital communication project from customer, company A Customer A requires you to plan a digital communication campaign for their company's brand X Please analyze:
1 Business environment factors of brand X
2 Competitive elements of brand X
3 SWOT analysis
4 Recommended marketing communicationcampaign objectives
5 Propose a digital marketing tool that is suitable for brand X
6 Propose implementation plan
Media message
Media content
Campaign schedule
Budget
Monitoring, evaluation and contingency plans
Course Calendar
1Chapter 1:
Introduction of Marketing Online
Class Discussion
2Chapter 2:
Planning Marketing online campaign
Class Discussion
3Chapter 2: (Cont.)
Planning Marketing online campaign
Class Discussion
4Chapter 3:
Building website 2.0
Practice propose homepage, site map and website functions
5Chapter 4:
Search engine marketing
Class Discussion
6Chapter 4:
Search engine marketing
Practice: Google Adwords
7Chapter 5:
Social media marketing
Practice: Facebook Ads
Course Calendar
9 Chapter 6:
Online display advertising Class Discussion
10 Chapter 6: (Cont.) Online display advertising
Practice Google Display Networks Ads (GDN Ads)
11 Chapter 7:
Public Relation 2.0
Class Discussion
12 Chapter 7: (Cont.) Public Relation 2.0
Present a PR 2.0 idea
13 Chapter 8:
Email Marketing
Practice: write an email marketing
14 Chapter 9:
Evaluate the effect of marketing online campaign by Google Analysis
Revision for the final exam
Practice: Google Analysis
Trang 4CHAPTER 1: INTRODUCTION OF
DIGITAL MARKETING
THS HUỲNH HẠNH PHÚC
CHAPTER 1 OBJECTIVES
1 Understand the trend of digital marketing in Vietnam and in the world
2 Understand the user behavior on the Internet
3 Distinguish between Traditional Marketing and Digital Marketing
4 Listing and using Digital Marketing Tools
CHAPTER 1 CONTENT
The concept of Digital Marketing applies in
business
Trends of Digital Marketing
User behavior on the Internet
Difference with Traditional Marketing and
Digital Marketing
What is Digital Marketing?
"Digital Marketing is a strategy for using the Internet as a channels for marketing and communication."
Asia Digital Marketing Association
Trang 5What is Digital Marketing?
"Digital Marketing is the implementation of product and service
promotion activities by using online database-driven distribution
channels to reach customers at the right time, right demand, right
target customer the object at a reasonable cost "
Jared Reitzin, CEO – mobileStorm Inc.
"Digital Marketing is the management and execution of marketing
activities using electronic media such as website, email, iTV, wireless
media and digital data on the characteristics and behavior of customer."
Dave Chaffey, Insights Director at ClickThrough Marketing
Consumer barometer with Google
GROUP DISCUSSION Read the following slides having many charts Analyze
these charts and tell me:
1 Why does Digital Marketing become more important
nowadays?
2 If Vietnamese companies want to do digital marketing,
what kind of things do they need to focus on?
Writing some notes on paper and give to lecturer when
you have done
Trang 7SMART SHOPPER
Trang 8VIETNAM MOBILE TRENDS
Trang 1152% VIETNAMESE WATCHES VIDEOS EVERYDAY
YOUTUBE IS A VERY
Trang 12GROUP DISCUSSION
Read the following slides having many charts Analyze
these charts and tell me:
1 Distinguish between traditional and digital
marketing?
2 Why does digital marketing better than traditional
marketing?
TRADITIONAL VS DIGITAL MARKETING
Trang 13DIGITAL MARKETING DEFINITIONS
DIGITAL MARKETING TOOLS
MARKETING RESEARCH ADVERTISING SELLING CUSTOMER SERVICE
DIGITAL MARKETING DEFINITIONS
Trang 14CTR – Click-Through Rate
identifies the percentage of
people who click on link
Usually placed in an email, an ad,
website page… etc The higher
the CTR percentage, the more
people went through CTR is
extremely important for many
parts of the Digital world
Cost per Click
Cost per Click is a pricing model where companies are
charged by publishers for every click people make on
a displayed/test ad which
company’s website (hopefully
to a landing page!).
DIGITAL MARKETING DEFINITIONS
CPM – Cost per Thousand/Miles
Cost per Thousand is a pricing model where advertising impressions are
purchased and companies are charged according to thenumber of times
their ad appears per 1,000 impressions It’s definitely a favorite form
of selling ads by publishers because they get paid regardless by just
displaying ads CPM model really only makes sense if you are trying to
increase brand awareness
DIGITAL MARKETING DEFINITIONS CPM – Cost per Thousand
Cost per Thousand is a pricing model where advertising impressions are purchased and companies are charged according to thenumber of times their ad appears per 1,000 impressions It’s definitely a favorite form
of selling ads by publishers because they get paid regardless by just displaying ads CPM model really only makes sense if you are trying to increase brand awareness
Trang 15DIGITAL MARKETING DEFINITIONS
Cost per Acquisition
Cost per Acquisition is a pricing model where companies are charged by
advertising platforms only when leads, sales or conversions are
generated It’s been around for awhile but has been generating much more
traffic as a common pricing model in late 2013 and early 2013 Best part about
CPA is you are only charged for the results that you want
Advertisers place more importance on this type of CPA advertising than both
CPC (cost-per-click) and CPM (paid on impressions) advertising
DIGITAL MARKETING DEFINITIONS
Trang 16DIGITAL MARKETING TOOLS
DIGITAL MARKETING TOOLS
Facebook Ads DIGITAL MARKETING TOOLS
Interactive Ads
Trang 17DIGITAL MARKETING TOOLS DIGITAL MARKETING TOOLS
Trang 18DIGITAL MARKETING TOOLS