Nội dung Học phần

Buổi 1 – Digital Landscape

1.1 – Digital Landscape

1.2 – Tham khảo: Social Media Revolution 2018

1.3 – We Are Social – Vietnam Digital 2020

1.4 – We Are Social – World Digital 2020

1.5 – Appota – Vietnam Mobile App Market Report 2018

1.6 – e-Conomy SEA 2018: Điểm bùng phát của nền kinh tế số tại Châu Á

1.7 – The State of Mobile in Rural Vietnam: Thực trạng Di động ở Nông thôn Việt Nam

1.8 – How SEA Emerging Middle Class is Embracing the Digital World

1.9 – Bài giảng: Digital landscape

Buổi 2 – The Nature of Digital Marketing

2.1 – The Nature of Digital Marketing

2.2 – Digital Development Pathway

2.3 – Bài giảng: The Nature of Digital Marketing

Buổi 3 – Digital Platforms: Paid, Owned, Earned

3.1 – Digital Platforms: Paid, Owned, Earned (Video bài giảng)

3.2 – Case-study: Close-up “Tìm em nơi đâu” (video)

3.3 – Bài giảng: Digital Platforms

Buổi 4 – Website

4.1 – Website 1: Platform Insights, Types of Website

4.2 – Website 1: Elements of a Website

4.3 – Website 2: Domain Strategy, Design Strategy

4.4 – Website 3: Content Strategy

4.5 – Case-study: Coca-Cola “Content 2020” (part 1)

4.6 – Case-study: Coca-Cola “Content 2020” (part 2)

4.7 – Website 4: Technology Consideration

4.8 – Case-study: FI “Is this the future of airline website?”

4.9 – Case-study: FI “Is this the future of healthcare online?”

4.10 – Bài giảng: Website

4.11 – Form mẫu: Content Marketing Strategy & Checklist

Buổi 5 – Social

5.1 – Social 1: Platform Insights

5.2 – Social 1: Research Social Platforms

5.3 – Social 1: Define Brand Roles on Social

5.4 – Tham khảo: Online PR is all about Community

5.5 – Social 2: Listening & Publishing

5.6 – Social 2: Content & Responding

5.7 – Case-study: Oreo “Daily Twist” (clip 1)

5.8 – Case-study: Oreo “Daily Twist” (clip 2)

5.9 – Social: Case-study (Vietjet Air)

5.10 – Bonus: Influencer Marketing

5.11 – Bài giảng: Social

5.12 – Case-study: Microsoft “Windows Server 2008” Social Media

5.13 – Case-study: Yamaha Nouve “Rạng ngời dáng Xuân” (Social Campaign)

5.14 – Tham khảo: Facebook COO on Making Marketing Personal Again

Buổi 6 – Digital Media

6.1 – Digital Media 1: Digital Ads Landscape

6.2 – Digital Media 1: 7 Factors of Digital Ads

6.3 – Digital Media 1: Web Banner

6.4 – Digital Media 1: Social Ads & Search Ads

6.5 – Digital Media 1: Video Ads, Audio Ads & Branded Content

6.6 – Digital Media 2: Understanding Campaign Objectives & your Target online

6.7 – Digital Media 3: Site Selection, Design & Content for Ads

6.8 – Digital Media 4: Targeting Techniques & Optimization

6.9 – Bài giảng: Digital Media

6.10 – Tham khảo: Yahoo CEO on Users, Brands & Creativity (Talk at Cannes Lions 2014)

6.11 – Case-study: Nissan Leaf iAd Introduction

Buổi 7 – Search

7.1 – Search 1: The Anatomy of Search – How Search Engines work?

7.2 – Search 2: Platform Insights – Types of Search, SEO vs SEM

7.3 – Search 3: Strategic Keywords & Quality Content

7.4 – Search 4: Quality Back-links & On-page SEO

7.5 – Case-study: Snickers “You’re not you when you’re hungry”

7.6 – Bài giảng: Search

7.7 – Tham khảo: Google “How Search work?”

Buổi 8 – Mobile

8.1 – Mobile 1: Platform Insights

8.2 – Mobile 1: 8 Applications of Mobile in Marketing

8.3 – Mobile 2: Guidelines, Considerations & Case-studies

8.4 – Tham khảo: Google “The full value of Mobile – How they got there?”

8.5 – Case-study: Dorothy “Bluetooth App”

8.6 – Case-study: Mitsubishi “Augmented Reality 2015”

8.7 – Tham khảo: Software AG “Location-based Marketing”

8.8 – Case-study: McDonalds “Pick n Play – Interactive Billboards”

8.9 – Case-study: Unilever India “Wheel – One Missed Call”

8.10 – Case-study: Tesco Home Plus “Virtual Subway Store”

8.11 – Case-study: StarHub “Third Eye”

8.12 – Case-study: Smart “TXTBKS”

8.13 – Bài giảng: Mobile Marketing

Buổi 9 – Email Marketing

9.1 – Email Marketing: Everything you needs to know

9.2 – Tham khảo: Campaign Monitor “50 ý tưởng Email Marketing”

9.3 – Tham khảo: Blink Contact “Tất tần tật về Email Marketing”

9.4 – Tham khảo: Top 100 Chiến dịch Email Marketing năm 2013

9.5 – Bài giảng: Email Marketing

Buổi 10 – Digital Campaign

10.1 – Digital Campaign 1: The 3-phase Model

10.2 – Digital Campaign 2: Planning

10.3 – Digital Campaign 3: Execution

10.4 – Case-study: Nivea “100-year Co-star with Rihanna”

10.5 – Bài giảng: Digital Campaign

Buổi 11 – Digital KPI

11.1 – KPI: Measure, Optimize, Learn

11.2 – Bài giảng: KPI – Measure & Learn

Buổi 12 – Bonus Content

12.1 – Tham khảo: OgilvyOne “The Little Red Book”

12.2 – Case-study: KOHLS “Digital Loyalty Programs”

12.3 – Điều gì tạo nên một người Digital Planner giỏi?