Vietnam National University, Ho Chi Minh City

University of Economics and Law

SYLLABUS

Training program: Digital Marketing Analytics

Student level: Bachelor ...........................Code:........................

1. General information

- Course name in English Digital Marketing Analytics

- Course name in Phân tích Marketing Số
Vietnamese
- Course code:
- Fundamental/ specialized Required courses
course:
- Credits: 2
- Theoretical periods/ 30 = 15 x 2
sessions:
- Practical periods/ sessions: 0
- Prerequisite course(s): Basic Marketing, E-commerce
- Parallel course(s):

2. Course description

This subject is a series of subjects in the Course orientation of E-commerce – Emarketing

aims to help students form the perception of digital marketing analytics. By providing
foundational knowledge, theory and practice on digital marketing analytics, this subjects
will help students form the ability to analyze, establish and analyze digital Marketing. At
the same time, the intensive career orientation for students in the field of Marketing. The
course uses the hand-on approach, integrating the concepts of data analysis with python
code examples.

Upon successful completion of this course, students will be able to:

1. Understanding the modern media environment, digital media is widely used in the
current marketing media of the enterprise.
2. Understand the role of analysis in the performance evaluation of the marketing
communication campaign.

1
 3. Understand methods and apply analytical tools, evaluate the effectiveness of digital
marketing, such as: Web analytics, search analytics, content analysis, audience
analysis, interactive analysis, social listening,...

-Specific course objectives:

1. Industry knowledge and arguments:
G1. Students understand the importance of digital marketing analysis in the 4.0 Industrial
Revolution era, trends and potential developments in the present and future.
G2. Know the tools analysis markting number
2. Skills and personal and occupational qualities
G3. Use digital marketing analysis tools.
G4. Ability to analyze and present case studies on digital marketing analysis.
G5. Build and develop digital marketing analysis plans for individuals or organizations.
G6. Enhance the research and work capacity.
G7. Skills Teamwork
3. Occupational Practice Capacity:
G8. Deploying part or all of the digital marketing analysis plan into practice in order to
apply theories, tools and digital communication channels.
3. Course books, reference books, and softwares
Course books:
[1] TL1. Hemann, C., & Burbary, K. (2013). Digital Marketing Analytics. Making
Sense of Consumer Data in a Digital World. Que Publishing.
Reference books:

[2] TL2. Sponder, M., & Khan, G. F. (2017). Digital Analytics for Marketing. Routledge.

4. Course goals

Require
Goals Description of General
ments of Allocation of Course Learning Outcome
(Gx) Goals
Abilities (X.x.x) [4]
[1] [2]
[3]
Understanding Digital 2.1.1 Problem Identification and
Analytics Concepts, Formulation in Data analysis
G1 characteristics and 3
requirements of digital
marketing analysis
Describe global market 2.1.1 Problem Identification and
issues, moral and legal Formulation in Data analysis
G2 influence on the 3 3.2.6 Oral Presentation
implementation of the E-
marketing plan
G3 Determine issues related 4.1.1 Roles and Responsibility of Data
to digital marketing 2 analysis
analysis and Point of 4.1.2 The Impact of Data analysis Society
2
 View in using data and the Environment
4.1.3 Society’s Regulation of Data analysis

Plan a digital marketing 2.1.5 Solution and Recommendation

analysis project 2.2.6 Report Writing
4 3.1.1 Forming Effective Teams
3.1.2 Team Operation
3.2.1 Communications Strategy
4.3.1 Understanding Needs and Setting
G4
Goals
4.3.2 Defining Function, Concept and
Architecture
4.3.3 E-Commerce Project Presentation &
Documentation
4.3.4 Development Project Management

5. Course learning outcomes

Course
Learning
Decription of Course Learning Outcome (specific goals) [2]
Outcome
(G.x.x) [1]
G1.1 Understand the characteristics and requirements of digital marketing analysis
Know the digital media tools and channels implementing digital marketing
G1.2
analysis in the Industrial Revolution of 4.0
List global market issues, moral and legal influence on the implementation of
G2.1
the E-marketing plan
Know how to build a strategy, E-marketing plan as well as the effective
G2.2
measurement that E-marketing delivers
G3 Identify Business requirement and point of view toward data
G4.1 Prepare a plan for Digital maketing analysis following a requirement
G4.2 Build description of the digital marketing analysis plan
G4.3 Outline the Implementation plan
Updated knowledge and information in the digital marketing sector during the
G4.4
Industrial Revolution 4.0 in the plan
Prepare presentations and media support with appropriate language, form, time
G4.5
and structure

6. Course Assessment

Course Learning Outcome

Accessment AccessmentEvidence (Ax.x) Percentage
(Gx.x)
Types[1] [2] [4]
[3]
A1. Review A1.1 Working group G1.1, G4.1, G4.2, G4.3, 20%
process G4.4, G4.5
A1.2 Attendance G1.1, G1.2, G2.1, G2.2 10%
A2. Midterm A2.1 Midterm Project report & G4.1, G4.2, G4.3, G4.4, 30%
review Presentation G4.5
3
 A3. Final A3.1 Final-term Project report & G1.1, G1.2, G2.1, G2.2, 40%
review Presentation G3

7. Course Content

Theory
Content Remarks
Timeline
3 periods for theory a
Week 1 Understanding Digital Analytics Concepts
1.1 Determining Your Owned and Earned Social
Metrics
1.2 Demystifying Web Data
1.3 Searching for the Right Metric
1.4 Aligning Digital and Traditional Analytics
1.5 Bringing It All Together
Picking the Tools of the Trade
Week 2 2.1 Identifying a Social Media Listening Tool
2.2 Understanding Social Media Engagement
Software
2.3 Purchasing Social Media Engagement Tools
Tools: Social Media Listening
Week 3 3.1 Social Media Listening Evolution
3.2 Social Media Listening in the Present Day
3.3 What is Next for Social Media Listening?
3.4 Conclusion
Week 4 Tools: Search Analytics
4.1 Understanding the Basics of Search
4.2 Search Analytics Use Cases
4.3 Free Tools for Collecting Insights Through
4.4 Paid Tools for Collecting Insights Through
Search Data
4.5 The BrightEdge SEO Platform
4.6 Wrapping up Search Analytics
Week 5 Tools: Audience Analysis
5.1 What Is Audience Analysis?
5.2 Audience Analysis Use Cases
5.3 Audience Analysis Tool Types
5.4 Additional Audience Analysis Techniques
5.5 Conversation Typing
5.6 Event Triggers
Week 6 Tools: Content Analysis
6.1 Content Audits
6.2 Optimizing Content Distribution
6.3 Analyzing Content Consumption
Week 7 Understanding Digital Influence
7.1 Understanding the Reality of Digital
Influence
7.2 Developing a Modern-Day Media List
7.3 Using the Tools of the Trade
7.4 Online Versus Offline Influence
4
 7.5 Using the Influencer List
Making Reports
Week 8 Easy to Understand and Communicate
8.1 Constructing Reports
8.2 Delivering a Report
8.3 Understanding Report Use Cases
8.4 Building a Central Repository of Information
Week 9 Mobile Analytics: How Mobile Is Different than
Other Digital Channels
9.1 Understanding the Current Mobile Market
Landscape
9.2 Identifying What Is Next for Mobile
Marketing
9.3 The Current State of Measuring Mobile
9.4 The Future State of Measuring Mobile
Marketing
Week 10 The Future of Digital Data: Business Intelligence
10.1 Watching How the Digital Analytics
Disciplines Evolve
7.2 Understanding Where Digital Analytics Goes
from Here.

8. Course requirements and expectations (Quy định của môn học)

-Students who do not submit assignments and reporting on time, is seen as no submission.
9. Faculty and Lecturer (Bộ phận và giảng viên phụ trách môn học)
- Faculty-Department of the course: Faculty of Information Systems –
E-Commerce Department
- Lecturer responsible the course: Le Hoanh Su, Nguyen Quang Phuc,
email:sulh@uel.edu.vn, phucnq@uel.edu.vn

Head of Department Dean

(Signature) (Signature)

Le Hoanh Su Ho Trung Thanh