Digital marketing Unit outline HSU - tài liệu tham khảo | Đại học Hoa Sen

Digital marketing Unit outline HSU - tài liệu tham khảo | Đại học Hoa Sen và thông tin bổ ích giúp sinh viên tham khảo, ôn luyện và phục vụ nhu cầu học tập của mình cụ thể là có định hướng, ôn tập, nắm vững kiến thức môn học và làm bài tốt trong những bài kiểm tra, bài tiểu luận, bài tập kết thúc học phần, từ đó học tập tốt và có kết quả cao cũng như có thể vận dụng tốt những kiến thức mình đã học.

INSTRUCTIONS TO STUDENTS
- These assignment have been delivered and explained to students since the first week of
lecture
- Students are required to upload the assignment to the google drive for lecturer’s material
assessment on elearning.
ASSESSMENTS
Assessment methods Mark
(%)
1. Individual assignment (essay)
20%
2. Presentation
30%
3. Final report + presentation
50%
Assignment 1: Individual assignment
Prepare a 1,500 word essay which evaluates the differences between digital and traditional
marketing. Your essay should be typed, double-space , and APA format (full text citation and
reference).
Your information should include the following:
a) The differences between digital marketing and traditional marketing practice
b) Details on the various e-tools available, outlining the strengths and weaknesses of each, to
include social media marketing, blogs, rich media, email marketing, search engine optimization,
online advertising and their application to digital marketing campaigns.
Assessment
criteria
Mark Total mark Candidate mark Total candidate
mark
The differences
between digital
marketing and
traditional
marketing
practice
Summary of
the differences
between digital
and traditional
marketing
methods
Examination
of two of the
factors that
differentiate
digital marketing
from traditional
marketing
practice
10
10
20
Details on the
various e-tools
available,
outlining the
strengths and
weaknesses of
each, to include
social media
marketing,
blogs, rich
media, email
marketing,
search engine
optimisation,
online
advertising and
their application
to digital
marketing
campaigns
Overview and
outline of
strengths and
weaknesses of:
Social media
marketing
Blogs
Rich media
Email
marketing
Search engine
optimisation
Online
advertising
Application of
e-tools to digital
marketing
campaigns with
specific focus on
two of the above
e-tools
10
10
10
10
10
10
20
80
Total marks for 100
this piece of
assessment
Assignment 2: Presentation
1. Facebook ads- group 1
2. Google ads –group 2- SEM and GDN
3. Tiktok ads-group 3
4. Zalo ads-group 4
5. Instagram ads-group 5
6. Ecommerce ads-group 6
Details Details
mark
1. Introduction- What/Why we need to use/ Target audience suitable 10
2. Clarify the objectives – how many types , how to measure 10
3. Target audience
Age gender income location lifestyle, etc.
10
4. How to set the budget 20
5. How many format and how many types of ads 20
6. Measurement and tracking 20
7. Ads insight 10
Assignment 3: Digital marketing
PROJECT SCENARIO
Scenario: Develop a Digital Strategy for a company (or product or service or division of a
company). If you do not have a company to represent you can base your plan on any
business idea that you would like to develop.
Guidelines: The Digital Marketing strategy should include the following with a word
count of 2,500
Executive Summary
Organisational Background
Situation analysis
Marketing strategy
Financials
Controls/Evaluation
Budget
Measurement and iteration Some tips for you;
Identify your target audience - if you identify multiple targets, rank them in order of
importance so that you can allocate marketing resources accordingly. Briefly profile each
target group and understand their requirements and expectations so that you can pitch
your campaign at the appropriate level.
Set your objectives - possible objectives could include awareness raising entering new
markets, launching a new product, focusing on sales (building Internet sales of a product
or increasing the frequency of sales from regular customers), or internal efficiency
(decreasing marketing costs, reducing order-taking and fulfilment costs, or improving
customer retention rates).
Or a mixture of all of the above.
Decide on your marketing mix - you should choose a mix of digital marketing activities
based on the technologies you learnt during the course that will help you achieve your
objectives and fit in with any existing traditional marketing activities.
Set a budget - careful budgeting allows you to prevent costs spiralling out of control. By
identifying the possible returns you expect to make from your investment in digital
marketing activities you can compare these with the costs and provide a brief cost benefit
analysis.
Action planning - identify the tactics for implementing your selected digital marketing
activities. The plan should also cover other traditional marketing activities that are being
undertaken.
Measures your success - identify and build in feedback mechanisms and regular reviews
to enable you to assess the success of your digital marketing activities.
RUBRIC MARK FOR FINAL ASSIGNMENT
Poor Average Good
Introduction of
your company-
Organisation
background (10%)
Student writes
English poor, or
careless. Not very
detailed (3.33%)
Average content.
(6.67%)
Good content
(Vision, mission,
history). (10%)
Situation analysis
(10%)
Poor
analysis(3.33%)
Average content
(6.67%)
Good analysis
(SWOT, PESTEL,
Macro and micro
environments)
(10%)
Target audience
(20%)
Poor content
(6.67%)
Average content
(13.33%)
Describe target
audience in term of
demographic,
psychographic,
behavior, and
geographic (20%)
Objective (10%) Poor objectives
(3.33%)
Not clear
objectives. (6.67%)
SMART objectives
(10%)
Digital marketing
plan (30%)
Poor plan (10%) Describe good, not-
detailed (20%)
Describe clearly
about digital
marketing plan, for
example, tools,
metrics, KPI,
master plan (30%)
Budget (10%) Not logic budget
(3.33%)
Decribe not detailed
the budget (6.67%)
Very logic about
digital marketing
tool (10%)
Evaluation (10%) Poor KPI (3.33%) Not clear KPI
(6.67%)
Good KPI (10%)
TOTAL 100%
| 1/8

Preview text:

INSTRUCTIONS TO STUDENTS -
These assignment have been delivered and explained to students since the first week of lecture -
Students are required to upload the assignment to the google drive for lecturer’s material assessment on elearning. ASSESSMENTS Assessment methods Mark (%)
1. Individual assignment (essay) 20% 2. Presentation 30% 3. Final report + presentation 50%
Assignment 1: Individual assignment
Prepare a 1,500 word essay which evaluates the differences between digital and traditional
marketing. Your essay should be typed, double-space , and APA format (full text citation and reference).
Your information should include the following:
a) The differences between digital marketing and traditional marketing practice
b) Details on the various e-tools available, outlining the strengths and weaknesses of each, to
include social media marketing, blogs, rich media, email marketing, search engine optimization,
online advertising and their application to digital marketing campaigns. Assessment Mark Total mark Candidate mark Total candidate criteria mark The differences between digital marketing and traditional marketing practice  Summary of 10 20 the differences between digital and traditional marketing methods  Examination of two of the 10 factors that differentiate digital marketing from traditional marketing practice Details on the various e-tools available, outlining the strengths and weaknesses of each, to include social media marketing, blogs, rich media, email marketing, search engine optimisation, online advertising and their application to digital marketing campaigns  Overview and outline of strengths and weaknesses of:  Social media marketing  Blogs  Rich media 10 80 Email marketing 10  Search engine 10 optimisation 10 Online advertising  Application of 10 e-tools to digital marketing campaigns with 10 specific focus on two of the above 20 e-tools Total marks for 100 this piece of assessment Assignment 2: Presentation 1. Facebook ads- group 1
2. Google ads –group 2- SEM and GDN 3. Tiktok ads-group 3 4. Zalo ads-group 4 5. Instagram ads-group 5 6. Ecommerce ads-group 6 Details Details mark
1. Introduction- What/Why we need to use/ Target audience suitable 10
2. Clarify the objectives – how many types , how to measure 10 3. Target audience 10
Age gender income location lifestyle, etc. 4. How to set the budget 20
5. How many format and how many types of ads 20 6. Measurement and tracking 20 7. Ads insight 10
Assignment 3: Digital marketing PROJECT SCENARIO
Scenario: Develop a Digital Strategy for a company (or product or service or division of a
company). If you do not have a company to represent you can base your plan on any
business idea that you would like to develop.
Guidelines: The Digital Marketing strategy should include the following with a word count of 2,500  Executive Summary  Organisational Background  Situation analysis  Marketing strategy  Financials  Controls/Evaluation  Budget
 Measurement and iteration Some tips for you;
Identify your target audience - if you identify multiple targets, rank them in order of
importance so that you can allocate marketing resources accordingly. Briefly profile each
target group and understand their requirements and expectations so that you can pitch
your campaign at the appropriate level.
Set your objectives - possible objectives could include awareness raising entering new
markets, launching a new product, focusing on sales (building Internet sales of a product
or increasing the frequency of sales from regular customers), or internal efficiency
(decreasing marketing costs, reducing order-taking and fulfilment costs, or improving customer retention rates).
Or a mixture of all of the above.
Decide on your marketing mix - you should choose a mix of digital marketing activities
based on the technologies you learnt during the course that will help you achieve your
objectives and fit in with any existing traditional marketing activities.
Set a budget - careful budgeting allows you to prevent costs spiralling out of control. By
identifying the possible returns you expect to make from your investment in digital
marketing activities you can compare these with the costs and provide a brief cost benefit analysis.
Action planning - identify the tactics for implementing your selected digital marketing
activities. The plan should also cover other traditional marketing activities that are being undertaken.
Measures your success - identify and build in feedback mechanisms and regular reviews
to enable you to assess the success of your digital marketing activities.
RUBRIC MARK FOR FINAL ASSIGNMENT Poor Average Good Introduction of Student writes Average content. Good content
your company- English poor, or (6.67%) (Vision, mission, Organisation careless. Not very history). (10%) background (10%) detailed (3.33%) Situation analysis Poor Average content Good analysis (10%) analysis(3.33%) (6.67%) (SWOT, PESTEL, Macro and micro environments) (10%) Target audience Poor
content Average content Describe target (20%) (6.67%) (13.33%) audience in term of demographic, psychographic, behavior, and geographic (20%) Objective (10%) Poor objectives Not clear SMART objectives (3.33%) objectives. (6.67%) (10%)
Digital marketing Poor plan (10%)
Describe good, not- Describe clearly plan (30%) detailed (20%) about digital marketing plan, for example, tools, metrics, KPI, master plan (30%) Budget (10%)
Not logic budget Decribe not detailed Very logic about (3.33%) the budget (6.67%) digital marketing tool (10%) Evaluation (10%) Poor KPI (3.33%) Not clear KPI Good KPI (10%) (6.67%) TOTAL 100%