COURSE OUTLINE

Course ID Course title Credits

MK318DE01 SOCIAL MEDIA MARKETING 3

A. Course Specifications:
Periods Periods in classroom
Lecture
Total Self- Lab
/ Laboratory Activit Fieldwor Lectur Fieldwor
period study roo
Semina / Studio y k e room k
s periods m
r
(1) (2) (3) (4) (5) (6) (7) (8) (9)
45 45 0 0 00 90 45 0 00
(1) = (2) + (3) + (4) + (5) = (7) + (8) + (9)

B. Other related Subjects:

Other related
Course ID Course title
Subjects
Prerequisites:
Introduction to Marketing/MKT
1. MK203DV/DE01
Căn bản

C. Course Description:
This course will provide students with the background needed to successfully undertake
subsequent courses in the Social Media Marketing by providing a foundational knowledge of
social media marketing.

D. Course Objectives:
No. Course Objectives
Examines the ways in which interactive technologies are changing the rules
1.
and processes for customer engagement.
Emphasize cornerstone digital marketing techniques that feature utilization of
2.
technologies that depend upon customer participation.
3. Introduce commonly used social media tools in the marketing and business
 context by critically examining the functionality and technological
underpinnings that enhance their utility as marketing devices as well as the
risks that might be associated with their use
Challenge students to look at social media in a new and more expansive way
by requiring them to examine social media’s potential benefits and limitations,
4.
as well as appropriate ethical concerns, when used professionally for the
purposes of marketing.
5. Evaluating problem solving in socail media management

E. Learning Outcomes:
No. Learning Outcomes
Understand the ways in which business and non-profits use social media
1.
marketing to engage customers;
Understand the foundational vocabulary and terminology of social media
marketing and social media analytics as well as the technologies involved in
2
order to effectively communicate tactics, strategies and decisions related to
social media marketing;
Comprehend the changes to marketing processes in a new economy that
3 features interactive technology that allows for engaging customers in
dramatically different ways from the past;
Appreciate the strategic implications, including risks and ethical implications,
4 of social media marketing highlighting its “real time” aspect along with the
speed and highly reproducible nature of such communication;
Critically evaluate a wide variety of commonly used social media and digital
5 marketing tools in order to assess their effectiveness as well as potential risks,
limitations and short-comings;
Analyze social media’s usefulness for businesses as a vehicle for facilitating
6
customer communication and interactions;
Capably analyze new social media sites or tools that develop in the future and
apply them to marketing and business needs or objectives related to
7
developing new markets and sources of revenue.

F. Instructional Modes:
 Languages used to conduct the course: This subject is carried out by teaching in the
class. 100% English is used in class. Lecturer speaks in English. Students listen and use
all materials in English.
  Self-study: Self study is the centrer of the course. Lecturers guide students how to
enhance self-study and explain, extend the key point just following the home-work
preparation of students in advance. Students are encouraged to raise the emergent issues
and difficult point. Lecturer will summary and give final conclusion.
 Visual aids: Power point presentation is used with other teaching facilities as video clips,
pictures, charts, hand-outs… to enhance the interaction with subject contents.
 Team work, Self-study and Seminar: Students are divided into small group to do
exercise and discuss (5 students per group). Each group prepares topic or summaries a
chapter in the textbook before coming to class, then make a presentation. After
discussion, lecturer develops and emphasizes the key terms. Students do the exercise and
solve questions given by lecturer. Team is also formed to work on the group project from
week 4 to week 14 with the outcomes of a written report and an in-class presentation.

G. Textbooks and teaching aids:

Textbooks and teaching aids of the course are mostly in English.

1. Textbook:

Tuten, T. & Solomon, M. (2013). Social Media Marketing. Boston, MA: Pearson.

https://www.pearson.com/us/higher-education/program/Tuten-Social-Media-Marketing/
PGM218039.html

2. References:

 Van Dijck, J. (2013). The Culture of Connectivity. New York, NY: Oxford
University Press.
 ShiV Singh (2010), Social media marketing for Dummies, John Wiley & Sons
Canada, Ltd.
 Dave Evans, Jake McKee (2010), Social media Marketing, The next geration of
Business Engagement, John Wiley & Sons Canada, Ltd.

H. Assessment Methods (Requirements for Completion of the Course):

1. Description of learning outcomes assessment
Learning outcomes of students in this course are assessed on the following forms:
  Group work: Students are divided into small group to work together from week 4 to
week 14. They are required to submit a written report and prepare an in-class
presentation within 45 minutes. Lecturer will announce in details assessment and
grading criteria, due date and other requirements for effective team working after all
teams are formed and are ready to work together.
 Individual performance: Individual performance is assessed based on his/her
effective contribution to team and to constructive work in-class. An individual
performance is highly appreciated with overall quality of creative ideas, insights as
well as coordination and efficient functioning of the team in class.

 Group Project: Working in groups, students are required to devolope a Social Media
Plan proposal and execute it for real. Evaluation for the group’s effort will based on
the realy execution performance.
 Final test: There will be NO writing final test. The final test will be based on the
real performance in comparison to the proposed KPI in students’ proposal.

2. Summary of learning outcomes assessment

* For main and extra semester

Components Contribution Assessment Forms Percentage Schedule
Assignment 1 Individual Analyze an 20% Decided by lecturer
available social
marketing campaign

Assignment 2 Group Present assignened 30% Decided by lecturer

chapter in syllabus

Group final Group Propose and No writing test.

50%
examination project execute a social
marketing campaign

Total 100%

3. Academic Integrity
Academic integrity is a fundamental value that affects the quality of teaching, learning, and
research at a university. To ensure the maintenance of academic integrity at Hoa Sen University,
students are required to:
1. Work independently on individual assignments:
Collaborating on individual assignments is considered cheating.
 2. Avoid plagiarism 
Plagiarism is an act of fraud that involves the use of ideas or words of another person
without proper attribution. Students will be accused of plagiarism if they:
i. Copy in their work one or more sentences from another person without proper
citation.
ii. Rephrase, paraphrase, or translate another person’s ideas or words without proper
attribution.
iii. Reuse their own assignments, in whole or in part, and submit them for another class.
3. Work responsibly within a working group
In cooperative group assignments, all students are required to stay on task and contribute
equally to the projects. Group reports should clearly state the contribution of each group
member.
Any acts of academic dishonesty will result in a grade of zero for the task at hand and/or
immediate failure of the course, depending on the seriousness of the fraud. Please consult Hoa
Sen University’s Policy on Plagiarism at http://thuvien.hoasen.edu.vn/chinh-sach-phong-tranh-
dao-van. To ensure the maintenance of academic integrity, the university asks that students report
cases of academic dishonesty to the teacher and/or the Dean. The names of those students will be
kept anonymous.
J. Teaching Staff:
Email, Phone number, Office
No. Professor’s name Position
Office location hours
Mrs. Trần Thị Thu
1 Hien.TranThiThu@hoasen.edu.vn
Hiền
Mrs. Nguyễn Phương
2 Lien.NguyenPhuong@hoasen.edu.vn
Liên
Ms. Phạm Tường
3 Linh.PhamTuong@hoasen.edu.vn
Linh
Mrs. Nguyễn Thị
4 Thuan.NguyenThiNhu@hoasen.edu.vn
Như Thuận To be announced
Ms. Đăng Trương upon class
5 Anh.DangTruongThuy@hoasen.edu.vn
Thùy Anh commencement
Mr. Dương Định day.
6 Quoc.DuongDinh@hoasen.edu.vn
Quốc
7 Mr. Phan Minh Tuấn Tuan.PhanMinh@hoasen.edu.vn
8 Mr. Hà Đình Tùng Tung.HaDinh@hoasen.edu.vn
Ms. Nguyễn Trần
9 Van.NguyenTranKieu@hoasen.edu.vn
Kiều Vân
Mrs. Huỳnh Thị
10 Duong.HuynhThiThuy@hoasen.edu.vn
Thùy Dương
 11 Mrs. Lê Thị Anh Thư Thu.LeThiAnh1831@hoasen.edu.vn
Ms. Nguyễn Ngọc
12 Thi.NguyenNgocDieu@hoasen.edu.vn
Diệu Thi
13 Mr. Lê Anh Chung Chung.LeAnh@hoasen.edu.vn
14 Mr. Trần Bảo Thành Thanh.TranBao@hoasen.edu.vn
15 Mr. Trần Trí Dũng Dung.TranTri@hoasen.edu.vn
Mr. Trương Quang
16 Cam.TruongQuang@hoasen.edu.vn
Cẩm

Outline of Topics to be covered (Learning Schedule):

* For main semester:

Week Content Requirements

Introduction to course and requirement
1. Introduction – how significant is the Internet for
marketing?
2. What is social media marketing?
1 3. What benefits does the Internet provide for the
marketer?
4. Syllabus review.
5. Team selection.
6. Paper topic selection
Chapter 1: The horizontal revolution Students read the
1. Web 2.0. theories, glossary,
2. Social media sites and monetization. chapter 1 in advance
2
3. 4 zones of social media introduction. Group presentation:
4. 5th P of marketing (participation). case analysis
5. Careers in social media marketing
3 Chapter 2: Social media marketing strategy Students read the
1. Strategic planning and marketing strategy. theories, glossary,
2. Social media campaign: The strategic planning chapter 2 in advance
process. Group presentation:
3. Develop a planning structure in the organization. case analysis
4 Chapter 3: Social consumers Students read the
1. Segmentation and targeting for social media theories, glossary,
marketing. chapter 3 in advance
2. Social identity: touchpoints in the wired life. Group presentation:
3. A wired world: social media usage. case analysis
 4. Motives and attitudes influencing social media
activities.
5. Social media segments.
5 Group proposal Students prepare
1. Project objectives. proposal and present
2. Content marketing. at class.
3. Social media platform Group presentation:
4. KPI.
6 Chapter 4: Network structure and group Students read the
influence in social media theories, glossary,
1. Introduction chapter 4 in advance
2. Community structure Group presentation
3. How ideas travel in an online community
4. Group influence and social capital
Chapter 5: Social community Students read the
7 1. Introduction theories, glossary,
2. The social community zone chapter 5 in advance
3. Participation in social networks Group 1 and 2
4. Engagement report.
5. Marketing application in the social community
zone
8 Chapter 6: Social publishing Students read the
1. Introduction theories, glossary,
2. The social publishing zone chapter 6 in advance
3. Publishing content Group presentation
4. Developing and organizing content
5. Social publishing strategy
9 Chapter 7: Social entertainment Students read the
1. Introduction theories, glossary,
2. The social entertainment zone chapter 7 in advance
3. Social games Group 3 and 4
4. Alternate reality games: a transmedia genre report.
5. Social music
6. Social TV
7. Social reality
10 Chapter 8: Social commerce Students read the
1. Introduction theories, glossary,
2. The zone of social commerce chapter 8 in advance
3. Social commerce: the digital shopping Group presentation
experience
 4. Social commerce strategies
5. Benefits of social commerce
11 Chapter 9: Social media for consumer insight Students read the
1. Introduction theories, glossary,
2. The role of social media in research chapter 7 in advance
3. Social media listening: The research process Group 5 and 6
4. Social data management report.
5. Primary social media research
12 Chapter 10: Social media metrics Students read case in
1. Introduction advance.
2. What matter is measured Pair work activities
3. The evaluation and measurement process: DATA

13 Social media marketing platform presentation and Students choose a

report social media
platform and give
analysis.
Pair work activities
14 Social media marketing critique and analysis Students choose a
brand running social
media campaign and
give analysis.
Pair work activities
15 Course review

* For extra semester:

Week Content Requirements

Introduction to course and requirement
Chapter 1: The horizontal revolution
1. Web 2.0.
2. Social media sites and monetization
1
3. 4 zones of social media introduction
4. 5th P of marketing (participation)
5. Careers in social media marketing

2 Chapter 2: Social media marketing strategy Student read the

1. Strategic planning and marketing strategy theories, glossary,
2. Social media campaign: The strategic planning chapter 2 and 3 in
process
 3. Develop a planning structure in the organization advance
Chapter 3: Social consumers Group presentation:
1. Segmentation and targeting for social media case analysis
marketing.
2. Social identity: touchpoints in the wired life.
3. A wired world: social media usage.
4. Motives and attitudes influencing social media
activities
5. Social media segments.
3 Chapter 5: Social community Students have to read
1. Introduction the theories,
2. The social community zone glossary, chapter 5
3. Participation in social networks and 8 in advance
4. Engagement Group presentation:
5. Marketing application in the social community case analysis
zone
Chapter 8: Social commerce
1. Introduction
2. The zone of social commerce
3. Social commerce: the digital shopping
experience
4. Social commerce strategies
5. Benefits of social commerce
4 Chapter 9: Social media for consumer insight Students have to read
1. Introduction the theories,
2. The role of social media in research glossary, chapter 9
3. Social media listening: The research process and 10 in advance
4. Social data management Group presentation:
5. Primary social media research case analysis
Chapter 10: Social media metrics
1. Introduction
2. What matter is measured
3. The evaluation and measurement process: DATA
5 Group report Students have to
Course review propose, excecute
and report a social
media plan’s
performance for a
real brand