FPT University in Danang

Syllabus for Summer 2024

Omnichannel Marketing MKT309m
Course Description: Omnichannel marketing is a response to modern buying habits, providing
consumers with a consistent brand experience whether traditional or
digital. This course examines how marketers plan campaigns to reach
consumers at every possible point of contact and how effective digital
strategies can help businesses grow and thrive. This course also covers the
critical topics of social customer service, customer experience, and buyer's
persona development. It also provides current and emerging issues of
leadership and data protection and risk in digital time.
Note: This is a blended-learning course in which students will take a look
at the videos & slides and read on Coursera first at home, then rewatch &
discuss key questions with classmates and teachers in classes.
Syllabus ID: 11510
Department: FEU-Biz
Credit: 3
Time allocation: Study hour (150h) = 45h (60 sessions) contact hours + 1h final exam +
104h self-study
Instructor: Tran Phan Lan Anh
Contact: anhtpl@fe.edu.vn
Learning materials: Course 1: Digital Strategy and Business Opportunity
https://www.coursera.org/learn/digital-strategy-business-opportunity
Course 2: Digital Channel Planning and E-Commerce Strategy
https://www.coursera.org/learn/digital-channel-planning-ecommerce-
strategy
Course 3: Digital-leadership-digital-strategy-execution
https://www.coursera.org/learn/digital-leadership-digital-strategy-
execution
Course 4. Mobile Marketing, Optimization Tactics, and Analytics
https://www.coursera.org/learn/mobile-marketing-optimization-tactics-
and-analytics
Which type of data are relevant video
https://www.coursera.org/learn/marketing-analytics-customers/lecture/
lZeX8/2-1-which-types-of-data-are-relevant
 Customer journey mapping video
https://www.coursera.org/learn/marketing-analytics-customers/lecture/
YnA8m/3-2-customer-journey-mapping
Researching personas video https://www.coursera.org/learn/uva-darden-
getting-started-agile/lecture/3jpai/researching-personas

Objectives: CLO1. Demonstrate an understanding of the foundations and importance

of Omnichannel Marketing in response to modern buying habits
CLO2. Demonstrate an understanding of critical topics for business
providers such as cross-media planning, social customer service, customer
experience, digital leadership, data protection, and privacy
CLO3. Apply best practices to create an omnichannel marketing strategy
with a unified message, voice, and brand and a seamless customer
experience
CLO4. Apply best practices to develop research on the customer journey
and buyer's personas
CLO5. Apply best practices to optimize marketing actions in inbound and
outbound channels including social media marketing, content marketing,
search engine marketing, email marketing, digital display, video and
YouTube advertising, mobile marketing
CLO6. Demonstrate the ability to produce a clear oral report and/or
academic written report, which follows research ethic, that applies
understanding of key concepts in marketing.
CLO7. Practice the ability to interact and cooperate effectively with others
in the conduct of business.
Course Agenda:
Week Date Learning tasks Session
1 7/5 Chapter 1: Channel Planning 1-3
Chapter 2: E-commerce Business Model
Guidelines on Activities and Individual Assignment
10/5 Chapter 2: E-commerce Business Model (con’t) 4-6
Chapter 3: Moving to E-Commerce
2 14/5 Chapter 4: Social Customer 7-9
Chapter 5: Strategic Thinker
17/5 Chapter 5: Strategic Thinker (con’t) 10-12
Activity 1
3 21/5 Chapter 6: Customer experience 13-15
24/5 Chapter 6: Customer experience (con’t) 16-18
Chapter 7: Channel and Planning
 4 28/5 Chapter 8: Display Advertising 19-21
Chapter 9: Inbound Social Channels and Content & SEO
31/5 Chapter 9: Inbound Social Channels and Content & SEO (con’t) 22-24
Quiz 1 (Chapters 1-6)
5 4/6 Chapter 10: Outbound Channels: Display and Video Advertising 25-27
7/6 Chapter 10: Outbound Channels: Display and Video Advertising (con’t) 28-30
Activity 2
6 11/6 Chapter 11: Mobile Marketing, Optimization Tactics, and Analytics 31-33
14/6 Chapter 11: Mobile Marketing, Optimization Tactics, and Analytics (con’t) 34-36
Chapter 12: Email Marketing
7 18/6 Chapter 12: Email Marketing (con’t) 37-39
Chapter 13: Customer Journey
21/6 Chapter 13: Customer Journey (con’t) 40-42
Quiz 2 (Chapters 7-12)
8 25/6 Chapter 14: Buyer Personas 43-45
28/6 Chapter 14: Buyer Personas (con’t) 46-48
Essay test
Summer break (1-7/7)
9 9/7 Chapter 15: Digital Leadership 49-52
12/7 Individual Reflection Submission 53-54
Chapter 16: Digital Risk and Data Protection
10 16/7 Group presentation 55-57
19/7 Peer-review evaluation submission 58-60
Group presentation

Please be advised that the schedule is subject to change based on a variety of external factors

Grade Breakdown:

Category Weight (%) Units

Class participation and
preparation
Activities
Quizzes (in-class)
Essay (Written essay)
Group Assignment (Project)
10 20 Participation grades will be given based on
students' preparation (5%) and activities on
EduNet (5%).
10 2 Students are divided into groups of up to 6
people to present a practical example
(selected by the students and approved by
the instructor)
10 2 20 questions/quiz in 25 mins
Quiz 1: Chap 1 - Chap 6
Quiz 2: Chap 7 - Chap 12
10 1 In-class test in 60 mins. The teacher is
allowed to select which unit content (topic
or learning outcome) to focus on in the
examination session.
20 1 Students are divided into groups of up to 6
people to work on a real-life project
(selected by the students and approved by
the instructor)
 Individual Assignment (Written 10 1 Students work individually on a practical
report) example (selected by the students and
approved by the instructor)
Final Exam 30 1 50 questions in 60 mins
The questions will cover the lectures, in-
class activities, exercises, and required
materials.

Notes:
- You are allowed to miss up to four classes without notifying me. If you miss more than
four classes, you must submit legal documents directly to the Office of Training for an
excused absence.
- Do not use Wikipedia as a source on any assignment, test, or essay in this class (Wikipedia is
a non-scholarly source without any form of peer-review)
- Give biology reference to any citations in your report. Harvard or APA citation style is
preferred.
- Detailed guidelines will be given in the class. Please attend class regularly and pay attention
to the lecturer’s instructions.
- Contact the lecturer directly and formally through email if you have any questions,
suggestions, or modifications
- No mercy on cheating in quizzes or copying in assignments. Turnitin will be employed to
ensure fairness.
- A deduction of 10% of the assignment mark will be applied for each day of late
submission