MKT20032 – Frontiers in Digital Marketing

MKT20032     |       12.5 Credit Points       |       Location: Hanoi, Ho Chi Minh City

Duration                                             Contact hours

One Semester                                       36 hours


Marketing Research and Analytics (MKT20019)
Marketing and Innovation (MKT20031)



Aims and Objectives

New Unit – 2020 and will replace MKT20023 in the Marketing Major
This unit aims to explore how emergent digital technologies have transformed the marketing paradigm. Students will learn how digital marketing is integrated with traditional marketing tools to reach, connect and engage with current and potential customers to optimize outcomes, such as heightened customer experience, deeper customer relationships and customer life-time values (loyalty and retention). The unit covers the core elements and tools of digital marketing such as mobile/email/video marketing, digital platforms and search engine optimization, and explores how to leverage digital technologies into areas such as distribution channels, pricing and customer services. The focus then turns to planning, implementing and measuring the impact of digital campaigns.

Students who successfully complete this unit will be able to:
1. Apply digital marketing fundamentals and frameworks for planning, implementing and measuring the effectiveness of the digital marketing campaign
2. Apply knowledge of digital marketing concepts to design a digital marketing campaign to support other areas of marketing such as distribution channels and branding
3. Develop a coherent, innovative digital marketing campaign using various tools to optimize organisational outcomes
4. Demonstrate an ability to integrate digital marketing with the traditional marketing plan
5. Communicate proficiently with a wide variety of audiences and work effectively in teams

General Skills Outcome

• Teamwork skills
• Problem solving skills
• Analysis skills
• Communication skills
• Ability to tackle unfamiliar problems
• Ability to work independently