Quyet Dinh Ban Hanh Chuong Trinh Dao Tao Huong Trinh Chat Luong Cao Marketing

BO THONG TIN VA TRUYEN 11-
C O. NG HOA XA HO. I CHU NGHiA V I E. T NAM

IONG Dqc lip-T9· do-H nh phiic
• HQC VI]J:N CONG NGH
BUiJ CHINH VIEN
THONG Ha N(li, ngay ,& thang 4l,. nam 2023
S6:Ub<JQD-HV
QUYETDJNH
V6 vifc ban hanh Chtrong trinh giao d1_1c d=:ai hqc Chit ltrQ'llg cao trinh d<)
d i hQc nganh Marketing (djnh hmrng Marketing s6)
. . .
GIAM l)OC HO C V I E N CONG NGHE BUU CHINH VIEN THONG
Can cu Nghi quyit s6 22/NQ-HDHVngay 12 thang 4 nam 2021 cua H(Ji a6ng h9c
vifn vd vifc ban hanh Quy chi t6 chuc va hor;zt d(Jng cua H9c vi?n Cong nghf Buu chinh
Viln thong;
Can cu Thong tu s6 07/2015/TT-BGDDT ngay 16 thdng 4 nam 2015 cua B9
truang B(J Gicio d'l,'c va Dao tr;zo vi vifc ban hanh Quy tlfnh kh<5i lu()'ng kiin thuc t6i
thidu, yeu cdu vJ niing l11c ma nguai h9c tlr;zt tlu<7c sau khi t6t nghiip t1<5i vaim6i trinh tl(J
aao tq,o cua giao d1:1,c tlr;zi hQc va quy trinh xay dl:fflg, thdm afnh, ban hanh chuong trinh
aao tq.o trinh a(J tlr;zi h()c, thr;zc si, tiin sz;
Can cu Quyit djnh s6 939/QD-HV ngay 23 thang 3 nam 2022 cua Gicim a6c H9c
vi?n Cong nghi Buu chinh Viln thong vJ vifc ban hanh Quy afnh xay d1,mg, cai tiin va
phat triin churmg trinh aao tr;zo;
Xet aJ nghj cua Truong phong Dao tr;zo va Truong B(J mon Marketing,
QUYET l)lNH:
:Diiu 1. Ban hanh kem theo Quy t dinh nay Chuong trinh giao d\lc d i hqc Ch
t ltrqng cao trinh d<j ct,i hQc nganh Marketing (cljnh hmmg Marketing s6 -
Digital Marketing cua H9c vi n Cong ngh Buu chinh Vi n thong (Chi ti€! kem theo).
Di6u 2. Quy t djnh c6 hi u lµc thi hanh k€ tir ngay ky va thay th Quy t djnh s6
420/QD-HV ngay 29/3/2023 ctia Giam d6c H9c vi n.
Diiu 3. Ph6 Giam d6c Ph\l trach Ca sa H9c vi n t?i Tp. H6 Chi Minh, Chanh van
phong, Truong cac Phong: Dao t w, Giao V\l, Chinh tri & Cong tac sinh vien, Tai chinh
k€ toan, Quan ly Khoa h9c cong ngh & hqp tac qul>c t€; Truong Trung tam Khao thi &
Dam bao ch!t Im.mg giao d\lc, Truong cac Khoa dao t?o 1 va 2, Truong B9 mon
Marketing, Giam d6c Trung tam Da_9.:t1:10 qu6c t6 va Truong cac dan vi c6 lien quan chiu
trach nhi m thi hanh Quy€t dinh./. (
NO'i nh n:
- Nhu f)i u 3;
- Bo GD&DT (ai b/c);
- B(> TT&TT (ad b/c);
- H<)i d6ng h9c vi n (tl§ b/c);
- Ban Giam d6c HV;
- Lm1 VT, DT (03).
BO THONG TIN VA TRUYEN THONG
CQNG HOA xA IJ()I CHU NGHiA VI T NAM
• HQC VltN CONG NGHt
l>{>c l p - Tv do - H nh phuc
BUU CHINH VIEN THONG
CHUONG TRINH GIA.O DVC B I HQC CHAT LU(}NG CAO

ADVANCED QUALITY EDUCATION PROGRAM
Ten chuang trinh (Program name): Marketing s6 Ch§t hrvng cao (Digital marketing)
Nganh dao t o (Major): Marketing
Trinh d() dao t o (Degree): l> i h9c (Bachelor)
Ma s6 (Code): 7340115
Hinh thuc dao t o (Form of education): Chinh qui (Fulltime)
(Kem theo Quyit djnh s6 t/..ll,l,/QD-HV ngay,!J thangl.t,, nam 2023 cua Giam dt5c
H9c vi¢n Cong ngh¢ Buu chinh Viin thong)
1. Ml)C TIEU (GOALS AND OBJECTIVES)

1.1. M\lc tieu chung (Goals)
Chuang trinh dao ti_io chlit lm;mg cao trinh d() d i h9c nganh Marketing dinh hu6ng
Marketing s6 (Digital Marketing) cua H9c vi n Cong ngh Buu chinh Vi6n thong duqc
thi€t k€ nhfnn dao t o va cung clip nhu6n nhan h,rc chlit lm;mg cao v€ marketing s6 6
trinh d9 d i h9c trong b5i canh h()i nh?p kinh t€ th€ gi6i va each m ng cong nghi p 4.0.
Dugc xay dµng tren nen Chuong trinh dao t o h?c d i h9c nganh Marketing (dinh
hu&ng Digital Marketing) cua Hc;,c vi n Cong ngh Buu chinh Vi€n thong, chuang
trinh chiit lugng cao Marketing s6 nhlin m nh vao hai di m khac bi9t chinh. Mc}t la
chuong trinh t p trung cung clip cho sinh vien cac ki€n thuc, ky nang ca ban va C?p
nh?p v€ cong ngh s6 cung nhu ung dvng chung trong cac clip d() qui trinh (tir clip l?p
k€ ho ch d€n clip tac nghi p) va ho t d()ng/chuc nang marketing; trong ho t d()ng thu
th?P khai thac dfr li u nhfun phan tich, danh gia va t6i uu cac quy€t dinh marketing trong
t6 chuc/doanh nghi p. Hai Ia chuong trinh tang cuong kha nang sfr d\lllg ti€ng Anh cua
sinh vien trong vi c h9c t p, nghien cuu, phvc vv cong vi c chuyen mon va hoa nh?p
nhanh v&i c()ng d6ng marketing trong khu V\fC va qu6c t€ sau khi ra truong. Chuang
trinh duqc thi€t k€ m()t each khoa h9c v&i rihfrng dinh hu6ng, mvc tieu dao ti_io ro
rang va cv th nh m giup sinh vien t6t nghi p gia nh?p t6t vao thi truang nhan h,rc
chuyen nghi p v€ digital marketing - thi truang nhan lµc dang ngay cang phat tri n
bung n6 t i Vi t Nam.
The advanced quality education program in Digital Marketing delivered by Post and
Telecommunications Institute of Technology is designed to develop and provide advanced
quality human resources in digital marketing with a university degree in the era of
international economic integration and industrial revolution 4.0.
Basing on the actual marketing education graduate program with digital marketing
orientation of the Posts and Telecommunications Institute of Technology, the advanced
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quality education program in digital marketing emphasizes two key differences. The first
difference is to provide students with basic and up-to-date knowledge and skills in digital
technologies and their application at different levels and marketing activities/functions;
in data collection and data mining to analyze, evaluate and optimize marketing decisions
of organizations/enterprises. The second difference is to equip and enhance students'
ability to use English in studying, researching, serving professional activities as well as
quickly integrating into the regional and international marketing community after
graduation. The program is designed academically with clear and specific orientation
and objectives to help graduates enter the labor market in digital marketing which is
rapidly growing in Vietnam.
1.2. M\JC tieu Cl} th (Program Learning Objectives - POs)
Chuong trinh dao tt;10 chdt luqng cao nganh Marketing dinh hu&ng Marketing s6 nhim
vao mvc tieu trang bi cho sinh vien nhfrng ki€n thirc chuyen mon, ky nang va nang Ive d.n
thi€t d€ giai quy€t ca.c tha.ch th(rc gay ra bai S\I phat tri€n cua c6ng ngh s6va n€n kinh t€
vira phan khuc vua toan d.u h6a hi n nay. Chuong trinh dao tt;10 cung cdp cho sinh vien:
The advanced quality education program in digital marketing aims to equips
students with the knowledge, skills and competencies to meet the challenges caused by
the development of digital technologies and a .fractionalized, globalized economy. The
program provides to students:
1.2.1. Ki€n thfrc (Knowledge)
[POl] Ki€n thuc ca ban v€ ly lu n chinh tri, h th6ng phap lu t Vi t Nam, an ninh qu6c
phong, cac nguyen ly kinh t€, moi trm:mg kinh doanh va marketing hi n dt;1i.
[P02] Ki€n thuc chuyen mon v€ marketing s6 d€ v n dl,lng trong vi c tri€n khai a.p dµng
trong cac t6 chuc, doanh nghi p, tu l p k€ hot;1ch, t6 chuc va tri€n khai, ki€m soat, danh
gia.
[P03) Ki€n thuc chuyen mon va thµc ti€n v6 ca.c cong ngh s6 va cac c6ng C\l marketing
s6 de c6 th€ v n dvng vao thi,rc ti€n moi truong kinh doanh phtrc tt;1p va bi€n d9ng: danh
gia, Iva ch<;>n va (rng d1=1ng cac cong ngh s6, c6ng C\l marketing.
[P04) Ki€n thuc chuyen mon v6 phan tich, danh gia thanh tich ho 1t dong marketing s6
va d€ xu§t cac hoi;it dc)ng cai thi n nhim t6i hoi;it dc)ng marketing s6 cua cac t6 chuc,
doanh nghi p.
[POS] Ki€n thuc thvc ti n v6 cac xu hu6ng, vi€n canh ngh6 nghi p v6 marketing sf> va cac
v:in d€ di;io due ngh6 nghi p lien quan d€n marketing s6.
[PO1] Basic knowledge related to political theories, the Vietnamese legal system, national
security, economic principles, modern business environment and marketing
[P02] Advanced professional knowledge in order to practice digital marketing in
enterprises/organizations, including planning, organizing, implementing, controlling and
evaluation activities.
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[PO3] Professional and practical knowledge on digital technologies and digital
marketing tools in order to be able to evaluate, select and apply digital technologies and
digital marketing tools in the complex and challenging business environment.
[PO4] Professional knowledge related to analyze, evaluate digital marketing
performance and propose activities to optimize digital marketing of business/
organization.
[PO5J Practical knowledge related to career positions and perspectives as well as
professional ethics in the field of digital marketing
J.2.2. Ky niing (skills)
[P06] Cac ky nang chuyen mon ca ban de c6 th€ trien khai thµc hi¢n ho?t d9ng
marketing va marketing s6 trong thµc ti n cac doanh nghi p, t6 chuc.
[P07] Cac ky nang b6 trq va ky nang m€m d€ c6 th€ lam vi¢c hi¢u qua trong moi truong
nang d9ng va chuyen nghi p.
[PO6] Basic professional skills to apply marketing and digital marketing in practical
situations of enterprises/organization
[PO7] Complementary and soft skills as well as to work effectively in a professional and
dynamic environment.
1.2.3. Thai tip (Attitude)
[P08] Phfim ch t d;;io due, y thuc ngh€ nghi p, trach nhi?m cong dan, chu d9ng sang t1,10,
c6 y thuc ph6i hqp, hqp tac trong cong vi¢c.
[PO8} Qualities related to professional ethics, civic responsibility, initiative, creativity,
sense of coordination and cooperation at work
1.2.4 Trinh dp ngo(li ngu- va tin hpc (Foreign languages and informatics)
[P09] Kha nang sir d\mg t6t ti ng Anh d€ c6 th€ lam vi¢c hi?u qua trong moi truong
mang tinh qu6c ti.
[POl0] Kha nang su d1;mg t6t cac cong cv tin h9c va ph n m6m chuyen mon ca ban ph\lc
V\l cho cong vi¢c, h9c t p va nghien CU'U.
[PO9J Good ability to use English in order to effectively work in an international
environment
[PO10] Good ability to use computer and common and professional software tools for
working, studying and researching
1.3. Vj tri vi c lam sau t6t nghi p (Job and career postitions after graduating)
Duqc trang bi nhung kitfo thuc, ky nang n€n tang vfrng ch c, hi n d;;ii va thµc tien trong
chuang trinh ch t luqng cao v€ digital marketing cua H9c vi¢n Cong ngh¢ Buu chinh Vien
thong, sau khi t6t nghi?p, sinh vien se c6 nhi€u ca h9i vi c lam hip dftn cung nhu c6 nhung
ca h9i thang ti n, tir nhan vien d n cac chuc danh quan tri trung gian va cip cao trong linh V\
IC digital marketing trong doanh nghi¢p, t6 chuc, CO' quan. Ngoai ra, sau khi hoan thanh
chuang trinh h9c, sinh vien c6 th c6 nhi6u ca h9i vi¢c lani trong cac cong ty cung dp
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djch V\l marketing/marketing s6 ciing nhu ca h9i h9c t p nang cao han ho c lam vi c trong
m6i trucmg giang d y, nghien cuu...
After graduating the advanced quality digital marketing program in digital
marketing at PTJT, students will have various attractive job and career from employees to
middle and senior management positions in the field of digital marketing in businesses
and organizations. In addition, after completing the program, students can have
interestingjob and career opportunities in marketing agencies or companies providing
digital marketing/marketing services as well as career opportunities for further study or
work in a teaching and research environment.
► Ctic vi tri vi?c lam trong ctic doanh nghi?p ho{ic ctic t6 chu·c, cu quan (Job and
career opportunites in businesses and organizations)
Sinh vien t6t nghi p chuang trinh ch§.t luQTig cao v€ digital marketing c6 the dam
nhi m hfiu h€t cac c6ng vi c lien quan d€n marketing s6 trong cac doanh nghi p ho?c cac
t6 chuc, ca quan. Cac cong vi c rfit da d ng my vao d c thu cua cac doanh nghi p, t6
chuc.
Graduates of a advanced quality digital marketing program can take on most digital
marketing-related jobs in businesses or organizations. The jobs are diverse depending
on the characteristics of businesses and organizations.
Chuyen vien ho c nha quan tri digital marketing/Digital marketing specialist or
manager
Chuyen vien ho c nha quan tri truy€n thong marketing s6/Digital marketing
communication specialist or manager
Chuyen vien ho?c nha quan tri marketing n9i dung s6/ Digital content marketing
specialist or manager
Chuyen vien phan tich chi6n dich marketing/ Marketing campaign analyst
Chuyen vien nghien cuu thi trucmg/ Market research specialist
Chuyen vien SEO or SEM!Search Engine Optimisation (SEO) or Search engine
marketing (SEM) specialist
Chuyen vien phan tich web/ Web Analyst
Chuyen vien thuang m i di n tu/ E-commerce specialist
Chuyen vien phan tich Insight khach hang/ Customer Insight Analyst
Chuyen vien phan tich SMM!Social Media Marketing Analyst
Chuyen vien cong ngh Marketing/Marketing technologist
Chuyen vien phan tich chi6n luqc Marketing/ Marketing Strategy Analyst
Chuyen vien phan tich marketing/Marketing analytist
Chuyen vien ho c nha quan tri ban hang va marketing tn,rc tuy€n/Sales & online
marketing specialist or manager
► Ctic vi tri vi?c lam trong ctic cong ty cung cfi.p djch V{l marketing, marketing s6 (Job
and career in marketing, digital marketing agencies)
Chuyen vien ho?c nha quan tri digital marketing/ Digital marketing specialist of
manager
Chuyen vien l p k6 ho ch digital marketing/ Digital marketing planner
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Chuyen vien tu vfui digital marketing/ Digital marketing consultant
Chuyen vien ho c nha quan tri marketing rn)i dung s6/ Digital content marketing
specialist or manager
Chuyen vien phan tich chi€n djch marketing s6/ Digital marketing campaign analyst
Chuyen vien quan tri khach hang/Account manager
► Cac cu hpi ngh€ nghi?p khac (Other career opportunities)

Ben c:;mh d6, v6i n8n tang ki€n thuc ly thuy€t va thµc ti6n vfrng chiic v8 marketing
va marketing s6, sau khi t6t nghi p chuong trinh chdt luqng cao v marketing s6, sinh
vien c6 th€ c6 nhi€u sµ lµa ch9n vS ngh€ nghi p khac nhu:
Khoi sµ kinh doanh, tl;lo l p doanh nghi p rieng
Ti€p t\lc h9c cao hon & trinh d(> Cao h9c (quan tri kinh doanh, marketing) a trong va
ngoai nu6c.
Dam nhi m cac vi tri cong vi c lien quan den nghien cuu, giang dl,ly/dao t o v€ l
marketing s6 tl;li cac ca so giao d\lc/dao t o va doanh nghi p

Besides, with a solid foundation of theoretical and practical knowledge in marketing \
and digital marketing, after graduating from this advanced quality education program in
digital marketing, students can have many other career oppotunities such as:
Start ,up a business or create their own business
Continue to study further at the master's level in business administration or
marketing Be able to work on positions related to research, teaching/training in digital
marketing at educational or training institutions
2. CHUAN DAU RA (LEARNING OUTCOMES-LOs)
2.1. Ki n tbll'c (Knowledge)
[LOI] Hi€u duqc nhfrng vdn d chung v€ v€ ly lu n chinh tri, h¢ th6ng phap lu t Vi t Nam,
an ninh qu6c phong, cac nguyen ly kinh t€, moi tnrong kinh doanh va marketing hi n dl;li,
hanh vi khach hang, tu duy marketing va quan diem quan tri/marketing hi n d i; c6 kha
nang v n d1,1ng duqc nhfrng hieu biSt nay trong trien khai cac hol;lt d(>ng marketing.
[LO2] Hi u duqc nhfrng khai ni m, qui trinh va nguyen ly n n tang v marketing, cac
chung nang marketing; c6 kha nang v n dl,lilg cac ki€n thuc lien quan vao thµc tien hoi;lt
d9ng marketing cu.a doanh nghi p/t6 chuc.
[LO3] Hi€u va c6 kha nang v n d\lng cac cong c1,1 marketing co ban, g6m phan tich, danh
gia va sir dµng m9t each ph6i hqp ch(mg, vao thµc t€ ho t d(>ng marketing cu.a doanh
nghi p/t6 chuc trong moi trucmg c nh tranh va bi€n d(>ng.
[LO4] Hieu va danh gia duqc cac cong ngh s6 d€ trien khai chung vao thµc tien ho t
d(>ng marketing hi n d i; c6 th6 phan tich va danh gia duqc xu hu6ng cong ngh
marketing s6.
[LOS] Ifo u v€ cac kenh va cong cµ marketing s6 ca ban (lien quan d n web, social
media, search engine... ); c6 th6 giai thich, danh gia va d xu!t vi c sir dµng chung trong
nhfrng b6i canh cµ the nhfun thdu hi6u va k€t n6i v6i khach hang v6i m1,1c tieu t6i uu
h6a ho;;i.t d9ng marketing cua t6 chuc/doanh nghi p.
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[LO6) Hi6u, v dµng va giai thich duqc nguyen tAc, c6ng vi9c va qui trinh l p k€ hol,lch
(chi n luqc) marketing n6i chung va marketing s6 n6i rieng trong thvc ti6n b6i canh cv th6
cua cac doanh nghi?p/t6 chuc.
[LO7] Hi6u, phan bi?t va ap dvng duqc cac lol;li hinh n(>i dung (content) va each thuc t1,10
ra chung; c6 the t1,10 ra nhung n(>i dung phu hqp v6i thvc ti€n hol;lt d(>ng marketing s6 cua
t6 chuc/doanh nghi?p.
[LO8] HiSu va giai thich duqc ban ch t, vai tro, cac lo1,1i hinh du li9u kinh
doanh/marketing, cac phuang phap thu th p va phan tich du li?u kinh doanh/marketing,
quan tri du li?u; c6 th v n dvng kien thuc v du li?u, quan tri du li?u d€ t6i uu die quyet
dinh marketing cua t6 chuc/doanh nghi?p.
[LO9] Hi6u va c6 the v dvng duqc cac nguyen tAc va cac phuang phap, ky thu t can
ban nhim phan tich marketing (d?c bi?t la phan tich marketing s6) nhim danh gia thanh
tich va k t qua ho1,1t d(:mg marketing cua thuong hi?u, doanh nghi9p/t6 chuc.
[LOl0] Hi€u duqc cac xu hu6ng, vi tri vi?c lam va nhfrng v n d co ban v d1,10 due ngh
nghi?p trong linh V\fC marketing, d?c bi?t trong marketing s6.
[LOI] Understand the general issues of political theories, the Vietnamese legal system,
national security, economic principles, modern business environment and marketing,
customer behavior, marketing mindset and modern management/marketing approaches;
apply this knowledge and understanding in implementing marketing activities
[L02} Understand the fundamental concepts, processes, principles of marketing and
marketing areas/functions; be able to practice related knowledge in future marketing
activities
[L03] Understand and be able to apply basic marketing tools, including analyzing,
evaluating and combining these ones, in practical marketing activities of
business/organization in a competitive and volatile environment
[L04J Understand and make judgments about digital technologies in order to apply them
in modern marketing activities; be able to analyze and evaluate digital marketing
technology trends
[L05J Know and understand basic digital marketing channels and tools (related to web,
social media, search engine...); be able to explain, evaluate and recommend their use in
specific contexts to understand and connect with customers to optimize marketing
activities of the organization/business
[L06} Understand, be able to apply and explain the principles, tasks and process of
marketing (strategic) planning in general and digital marketing in particular in specific
contexts of businesses/organizations
[L07} Understand, be able to distinguish and apply different types of content and the way
to create them; be able to create suitable content for the digital marketing practice of the
organization/enterprise
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[LOB] Be able to explain the nature, roles, types of business/marketing data, methods of
collecting, analyzing and managing data; be able to apply knowledge of data and data
management to optimize the marketing decisions of organizations/enterprises.
[LO9] Understand and be able to apply basic principles, methods and techniques for
marketing analysis (especially digital marketing analysis) in order to evaluate the
performance of marketing activities.
[LOl0J Understand trends, job positions, and ethical basics in the field of marketing,
especially in digital marketing
2.2. Ky nang (Skills)
2.2.1 Ky nang chuyen mon (Professional skills)
[LOll] C6 th su d\lflg cac ky nang ca ban v€ phan tich moi truong marketing va thfru
hi€u nguoi tieu dung.
[L012] C6 th€ su d\lllg ky nang co ban lien quan d8n thu th p, phan tich va dien giai cac
loi;ii du li u ca ban (du li u so cfrp, du li u thu cfip, du li u nguoi dung d€ li;ii trong moi
truong Internet, dfr li u s6); quan tri dfr li u nhim ph\lc V\l cho cac quyit dinh marketing.
[L013] C6 th€ l p k€ ho?ch cho ho?t d{mg marketing s6 cua doanh nghi p/t6 chuc.
[L014] C6 the danh gia, lµa ch9n va ph6i hqp cac kenh va cong cl_l/ky thu t marketing
nhim ttriJn khai cac chuong trinh va chi€n dich marketing s6 trong m6i truong kinh
doanh d y bi n d9ng.
[LOIS] C6 th€ ti;io ra nhfrng n9i dung ca ban phu hqp v6i cac kenh va cong cl_l/n€n tang
marketing s6.
[L016] C6 th€ su d\lllg cac ky nang phan tich marketing va phan tich marketing s6 ca
ban nhim danh gia thanh tich va k t qua ho?t d{mg marketing nhim ph\lc V\l cho cac
quy€t dinh di€u chinh chi8n luge, k8 hoi;ich va cac chuang trinh marketing d mang li;ii
thanh tich t6t hon.
[LOll] Be able to use basic skills in analyzing the marketing environment and
understanding consumers
[LO12] Be able to apply basic skills in collecting, analyzing and interpreting basic data
types (primary data, secondary data, user data left in the Internet environment, digital
data); Data management for marketing decisions
[LO13J Be able to planning digital marketing activities for business/organizations
[LO14] Be able to evaluate, select and combine marketing channels and tools/techniques
to optimize digital marketing programs and campaigns in a volatile business environment
[LO15J Be able to apply basic skills in creating content suitable for various digital
marketing channels and tools/platforms
[LO16] Be able to apply marketing and digital marketing analytical skills to evaluate
marketing performance to adjust marketing activities such as marketing strategy,
marketing plan and marketing program or campaign in order to achieve optimized
results.
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2.2.2 Ky nang b6 tr(}' va ky nang m m (Complementary skills and soft skills)
[LO17j C6 th€ h_ra ch9n va djnh hu&ng phat tri€n nghe nghi?p trong ITnh VlJC marketing.
[LOIS] C6 tu duy h? th6ng, tu duy logic va sang t?o nhim c6 th€ v n dµng t6t cac ki€n
thuc va ky nang chuyen man duqc h9c vao thµc tien ho?t d<)ng marketing cua doanh
nghi p/t6 chuc trong mai truong dfty bi€n d{mg.
[LO19] C6 th€ st'.r d1.mg ky nang m m ph\lc V\l cho vi c thµc hi?n cac cong vi?c m◊t each
chuyen nghi p, bao g6m: ky nang giao ti€p, ky nang d?t m\}c tieu, ky nang quan tri thoi
gian, ky nang lam vi c nh6m, ky nang phan bi n d€ lam vi c va tuong tac hi u qua trong
cac tinh hu6ng cong vi c khac nhau, trong m6i truang lam vi c da nganh va h('>i nh p qu6c
t€.
[LO20] C6 th€ st'.r dµng nhfrng phlln mem phan tich du li?u ca ban (Excel, SPSS... ).
[LO21] C6 nhfrng ky nang ca band€ lµa chc;m, v d\lng cac phuang phap, ky thu t phan
tich du li u co ban d€ cung c p nhung thong tin c6 ich nhim danh gia thanh tich
marketing va ph\lc cho vi c ra quy€t dinh marketing.
[LO17] Be able to choose and develop a career path in the field of marketing
[LOI 8] Possess systematic, logical and creative thinking skills to be able to apply
professional knowledge and skills to the practice of marketing activities of
enterprise/organization in a volatile environment;
[LOJ9.J Possess soft skills for performing jobs professionally, including communication
skills, goal setting skills, time management skills, teamwork skills, critical thinking skills,
in order to interact effectively in different work situations and in a multidisciplinary and
international working environment
[LO20} Be able to use basic data analysis softwares (Excel, SPSS ...)
[LO21] Possess basic skills in selecting and applying basic data analysis methods and
techniques to provide useful information for evaluating marketing
performance/effectiveness and for making decision
2.3. Ngo i ngfr va tin hQc ((Forein Language and Informatics)
[LO22] D?t trinh d9 ti€ng Anh t6i thi€u TOEFL iBT 70 di€m ho?c IELTS 6.0 tro len ho?c
tuang duong.
[LO23] C6 kha nang st'.r d\lllg ti€ng Anh phµc V\l h9c t p, nghien cuu, hoa nh p nhanh v&i
c('>ng d6ng marketing trong khu vµc va qu6c t€ sau khi ra truong; c6 kha nang st'.r dµng
ti€ng Anh t6t trong cac ho?t d9ng lien quan d€n nghe nghi¢p, chuyen man duqc dao t?o.
[LO24] D?t chu§n dfiu ra tin h9c qu6c t€ MOS (Microsoft Office Specialist)
[LO22] Attain minimum scores in the following English language proficiency tests:
TOEFL iBT 70 or IELTS 6.0 or equivalent
[LO23] Be able to use English in study and research, quickly integrate with the regional
and international marketing community after graduation; Be able to use English at work
and in related professional activities
8
[LO24] Attain MOS (Microsoft Office Specialist) international informatics learning
outcome.
2.4. Nang h,rc tv chii, trach nhi m va hanh vi dfo dfrc (Autonomy,
responsibility and ethical behavior)
[LO25] Nh n thuc duqe nhfrng v§n d€ duang d i trong marketing va tac d9ng cua ehung
den nguai tieu dung, doanh nghi p/t6 chue va xa h◊i
[LO26] Co kha nang tµ dinh huong, thich nghi v6i moi truang lam vi c nang d<)ng va
h(>i nh p qu6e t€
[LO27] Co kha nang dua ra dm;rc eae y tuong, sang ki€n trong qua trinh thµe thi eae eong
vi e, nhi m V\l duqe giao
[LO28] Co kha nang ehu d9ng trong xu ly, giai quy€t cong vi c, nhi m V\l duge giao
[LO29) Y thuc duge sv c n thi€t phai thuang xuyen h9c t p nang cao trinh d9, co nang
Ive ehuyen mon va kha nang ngo i ngfr d€ t\I h9e su6t dai
,]
[LO30) Hieu r5 v cae gia tri d o due va traeh nhi m ngh€ nghii;p
[LO25] Be aware of contemporary issues in marketing and their impact on consumers,
businesses/organizations and society
[LO26] Be able to be self-directed and adapt to a dynamic working environment and
international integration
[LO27] Be able to come up with ideas and initiatives at work and in executing assigned
tasks
[LO28] Be able to be proactive in handling and solving assigned tasks
[LO29] Be aware of the need for regular learning to increase qualifications, professional
competence and foreign language ability for lifelong self-learning
[LO30] Understand ethical values and professional responsibilities
3. THO] GIAN nAo T O (EDUCATION DURATION): 4 NAM (4 YEARS)
4. KHOI LUQNG KIEN THUC TOAN KHOA (TOTAL CREDITS): 136 tin chi/136
credits (kh6ng bao g6m Giao d11,c th€ chdt, Gfrio d11,c qu6c phong va cac mon ky
nang danh cho sinh vien chuang trinh marketing s6!Not including physical training,
military education modules and skills courses for digital marketing students)
5. DOI TUQNG TUYEN SINH vA YEU cAu l>AU vA.o (ENROLLMENT
REQUIREMENTS)
a) La nguai da t6t nghi p THPT hoi;ie tuang duang, tham dv va trung tuy€n (d t yeu
c u d u vao) trong ky tuyen sinh d i h9c h chinh quy v6i t6 hgp xet tuy n Toan, Ly, Hoa
(AOO) hoi;ie Toan, Ly, Anh (AOl) hoi;ie Toan, Van, Anh (DOI) hoi;ic cac phuang thuc
xet tuy€n rieng eua H9c vi n Cong ngh Buu chinh Vi n thong;
b) Thi sinh la nguai nu&c ngoai e6 van bing t6t nghi p tuang duang van bing tf>t
nghi p THPT eua Vi t Nam, co du nang Ive ti€ng Vi t va ti€ng Anh d€ h9c t p va nghien
cuu.
9
c) Thi sinh sau khi trung tuy€n phai tham dµ ky ki€m tra trinh d<) tiSng Anh va phai d;.it
trinh d9 ti ng Anh tf>i thi€u tu TOEFL iBT 31 di€m ho c IELTS 4.0 di€m tro len d€ du
nang Ive h9c t p va nghien cuu. Cac thi sinh chua d:_it yeu d.u trinh d<) tiSng Anh se phai
h9c kh6a h9c ti ng Anh tang cuang trong h9c ky dftu tien.
6. QUY TRINH DAO T O, DIEU KitN TOT NGHitP (EDUCATION
PROCEDURE, GRADUATION REQUIREMENTS)
6.1. Quy trinh dao t(l,O (Education procedure)
Chuang trinh dao t;.io duqc thvc hi n trong 4 nam g6m 8 h9c ky, trong d6 7 h9c
ky tich lily ki n thuc t:.ii H9c vi n va 1 ky thµc t p thµc t t:.ii ca so. Cuf>i kh6a, sinh vien
lam Kh6a lu n tf>t nghi p ho c hoan thanh cac h9c ph§n thay th tf>t nghi p.
Sinh vien duqc dao t:.io theo phuang thuc dao t:.io tin chi, ap dµng Quy ch dao t:.io
tin chi hi n hanh cua B9 Giao d\lc & Dao t:.io va cua H9c vi n
6.2. Cong nh(i,n tf;t nghi?p (Graduation requirements)
K t thuc kh6a h9c, sinh vien duqc cong nh n t6t nghi p va c p bing Cir nhan
Marketing Ch§t hrcrng cao trinh d(> ct i hQC hf cbinh quy (The Degree of Bachelor
Marketing - HONOR) sau khi h9i du cac tieu chufin theo Quy ch dao t;.io d:.ii h9c h
chinh quy theo h9c chS tin chi.
7. THANG DIEM (GRADING SCALE): theo thang aidm tin chi
Di<3m chfr (A, B, C, D, F) va thang di€m 4 quy d6i tuang t'.rng duqc su d1,mg d€ danh
gia kit qua h9c t p chinh thuc. Thang di€m 1O dugc su dµng dS danh gia diSm thanh phftn
cua die man h9c/h9c ph§n.
Thang diem (Grading scale): 4
Thang di6m (Grading
l>iem
scale): 10 Oi m s6/Value
chCl'/Grade
TU' 9,0 den 10,0
A+ 4,0
From 9,0 to 10,0
TU' 8,5 den 8,9
A 3,7
From 8,5 to 8,9
TU' 8,0 aim 8,4
B+ 3,5
From 8,0 to 8,4
Oi m TU' 7,0 den 7,9
d t/Pass B 3,0
From 7,0 to 7,9
TU' 6,5 den 6,9
C+ 2,5
From 6,5 to 6,9
TU' 5,5 den 6,4
C 2,0
From 5,5 to 6,4
TU' 5,0 dim 5,5
D+ 1,5
From 5,0 to 5,5
TU' 4,0 den 4,9
D 1,0
From 4,0 to 4,9
Khong d t/ OU'&i 4,0
F 0,0
Fail Under 4,0
Lo i d t khong phan m(t,c (ap d1.,mg cho cac hc;>c ph n chT yeu c u dc;1t, kh6ng tinh vao
di m trung b1nh chung hc;>c t p): Tu 5,0 di m tr& len, di m chCP la _P _
I
10
8. N(H DUNG CHUONG TRINH (PROGRAM CURRICULUM)
8.1 Cftu true chtrO'ng trinh (Educational knowledge structure)
S6 tin
STT Kh6i ki n thU"c (Blocks of knowleges)
,.. chi
(credits)
Ki n thirc giao d1J.C «t,i CU'O'Dg (General education
1. 47
knowledge) _. ................ ....--·-·
1.
, ,
.. , ,
Kh8i kiin thfrc chung (General knowledge) 38
.1
... . . . . . . . . . . .
, ,
Ly lurjn chinh trt (Political theory) 11
I. I.]
1.1.2 Tin h9c (lnformatic) 3
·--···
1.1.3 Tiing Anh (English) 24
Kh8i kiin thfrc khoa hpc t nhien va xa h{Ji (Knowledge
1.2 9
related to natural and social sciences)
Ki n thU"c giao d1J.c chuyen nghi p (Professional education
2. 79
knowledge)
Kh8i kiin thfrc cu SO' nhom nganh va nganh (General
2.1 knowledge of major field) 49
-·-··-·-.... . -,
Khoi kiin th-kc chuyen chuyen nganh (Specialized

2.2 30
professional knowledge
3. Thl}'c ttp va T6t nghi p/lnternship and Dissertation 10
8.2 Ni)i dung chtrO'ng trinh dao t,o (Program Curriculum)
8.2.1 Kh6i ki n thU"c chung (General knowledge)
-
"C
0
Len 16'p
(in class)
(ti§tlhours)
.c
•
I.;;
cn:I
.c :::i 1.,
Ten mon h9c/h9c phin Mas6(Course · ·-
.:::::-
-
(.) 0
:,.
hc;,c
(self-
Ngon
ngu,
-
TT .E .c Cl,)
-
(Course name) code) I::: i:::: study) giang d y/
·-
E- (ti/]t) Teaching
J CCI)• Cl,)
I- .·-c (hours) language
: : : , .. p Q )
Cl ,)
-.c ..r:.
2
( .)
co cn-o
C Ctl
:.c
- Q )
•>,.. J I-
-
CJ J. ..
.E
•co
ti)
Tri t hoc Mac Lenin
1 (Philosophy of Marxism BAS115O 3 34 10 Ti/Jng Vi t
1 (Vietnamese)
and Leninism)
Kinh t chinh tri Mac
Lenin (Political Ti/Jng Vi t
2 BAS1151 2 24 6
economics of Marxism (Vietnamese)
and Leninism)
Chu nghia xa h(>i khoa Ti/Jng Vi t
3 BAS1152 2 24 6
hoc (Scientific socialism) (Vietnamese)
-- ----
TU' tU'&ng H6 Chi Minh 6 Ti/Jng Vi t
4 BAS1122 2 24
(Ho Chi Minh ldeoloqy) -- (Vietnamese)
11
Lich SU' 0ang c(>ng san -
Vi t Nam (History of Ti/Jng Vi t
5 BAS1153 2 24
Vietnamese communist (Vietnamese)
6
part
Tin hoc cO' sa (theo Ti/Jng Anh
6 hu n qu6c t ) INT11177 _CLC 3 (English)
(Basic
12
,-
Len 16'p .c
,nC s°
(in class) w
(ti/it/hours)
.i..;_
.c ::J Ti,
0
, -
c:::::- 0 Ngon ngu,
- :,.: : hQC
Ten mon h9c/h9c phan Ma s6 (Course 0..... (self- giang dfy/
TT • <Cl) S
(Course name) code) .c study) Teaching
f - -i=:
Cl)
(ti t) language
.J t: § (hours)
-
!l)
(.)
,_ >, § I- E ·u3
: :J .. <Cl>• Cl)
. . .c ( .·-c <l)
-
) Ill Cl)
...., Q.) C> ..0
c •>,.....J C Ct)
0 .J- ·.-c- ...J
.5 t-
,,o
u,
informatics- International
standard)
Ti ng Anh (Course
1)_CLC (English - Til:ng Anh
7 BAS1162_CLC 8
(English)
Course 1- Hioh quality)
Ti ng Anh (Course
Til:ng Anh
8 2)_CLC (English - BAS1163_CLC 8
(English)
Course 2- Hioh ouality)
Til!ng Anh (Course 3)-
CLC (English - Course Til:ng Anh
9 BAS1164_CLC 8
(English)
3- Hiqh quality)
C(>ng (Total) 38
>---
Gi;io dt,Jc the chat va giao dt,Jc qu6c phong (Military education and Physical education courses)
--·
Giao dt,Jc th!§ chc1t 1 Ti/:ng Vi(lt
1 BAS1106 2 2 26 2 1
(Physical Education 1) (Vietnamese)
Giao dl,Jc th chat 2 Tif:ng Vi(lt
2 BAS1107 2 2 26 2 2 (Vietnamese)
Phvsical Education 2
Giao dt,Jc Qu6c phong Til:ng Vi(lt
3 BAS1105 7,5
Military Education (Vietnamese)
Ky mfog danh cho sinh vien digital maketing: 3 TC (ch9n 3 Ky nang)

(Skills for digital marketing students: 3 credits. Select 3/5)
Phat trit§n nghi§
nghi$p Marketing Ti/:ng Vi(lt
1 MAR1147_CLC 1 10 5
(Professional (Vietnamese)
development in
Marketinq)
Ky nang truyt§n thong MAR1148_CLC 5
Til:ng Vi(lt
2 1 10
(Communication skills) (Vietnamese)
f--- -
Ky nang tU'ang tac lien
Til:ng Vi(lt
3 ca nhan (interpersonal MAR1149_CLC 1 8 7 (Vietnamese)
skills)
Ky nang tU' duy sang t o
va giai quy t van di§ Ti/:ng Vi(lt
4 MAR1150_CLC 1 8 7
(Creative thinking and (Vietnamese)
problem-solving skills)
Ky nang l p k ho ch MAR1151_CLC 1 8 7
Ti/:ng Vi(lt
5
(planning skills) (Vietnamese)
8.2.2 Kh6i kiin thfrc khoa hQc t\l' nhien va xa h{>i (Knowledge related to natural and
social sciences)
13
how to collect, analyze various types of research data (including secondary data, I
observation data, qualitative data and quantitative data) for use in decision making. C
k
10. H th6ng thong tin kinh doanh (Business Information Systems)
a
Mamon h9c (Course code): MAR1357 _CLC v
S6 tin chi (number of credits): 03 e
c
Mon h9c tien quy€t (Prerequisite): Nguyen ly marketing (Principles of marketing)
s
Tom tilt nc)i dung (Course summary): d
Mon h9c nay se cung cdp cho sinh vien nhfrng ki n thfrc CO' ban ve h thf>ng thong tin n
ph1,1c V\l ho t dc)ng kinh doanh trong t6 chuc. Sinh vien ci1ng fan hi€u bing each nao c
m(:>t h th6ng thong tin c6 thS tac d9ng m9t quy trinh kinh doanh va t6 chuc. Sinh vien cung u
g
nghien cuu each co sa dfr li u duqc su dvng trong doanh nghi p v6i mvc tieu thu th?p dfr li
d
u; cac each thuc khac nhau duQ'c su dvng d€ phat tri€n m9t h thf>ng thong tin, cac h th6ng
d
chuc nang cua no va cac nguyen t:ic CO' ban cua giao tiBp va lien kBt trong m9t h th6ng va
gifra nhiSu h th6ng. Mon h9c thao lu?TI ve cac khia c quan ly quan tr9ng cua vi c coi d
thong tin va ki n thuc la nguf>n h,rc cua t6 chuc va su d\lilg h th6ng thong tin m<)t each q
chiBn h
luqc d€ d t duqc cac ill\lC tieu cua t6 chuc. u
q
This course will provide for students the basic knowledge of information systems for a
business operation in organization. Students study examine how an information system c
can manage a business processes and organization. They also study how databases are o
used in business to collect data, the different methodologies used to develop an n
iriformation system, its functional systems, and the fundamentals of communication and f
networking within a system and among multiple systems. This course discusses the
significant managerial aspects of treating information and knowledge as organizational
resources and employing information systems strategically to achieve organizational
goals.
11. Truy n thong marketing tich hQ'p (lntergrated marketing communication)
Mamon h9c (Course code): MAR1314_CLC
S6 tin chi (number of credits): 03
Tom tAt nc)i dung (Course summary):
Mon h9c gi6i thi u cho nguoi h9c t6ng quan vS truySn thong marketing va quy trinh
truySn thong cfing nhtr cac XU hu6ng hi n t i va tac d9ng cua thoi d i s6 d6i v6i truySn
thong marketing. Trong mon h9c, nguoi h9c se kham pha v€ truy€n thong marketing va
each thuc ho t dc)ng cua n6, ding nhu duqc phat tri6n m9t s6 kiBn thuc v€ each nganh
cong nghi p nay bao v ngum tieu dung.
Quang cao va cac cong C\l IMC khac la nhfrng thanh philn c6t 15i trong vi c phat tri€n
m9t chuong trinh truyen thong marketing tich hqp. Mon h9c nay cung se gi6i thi u bao
quat cac kiSn thuc lien quan vs cac thanh philn d6 t6i nguai h9c. Nguoi h9c se duqc gi6i
thi u vS ly thuySt cung nhtr thvc hanh, diSu co ban d€ hi6u v€ quang cao va cac cong cv
22
......
22
8. Marketing chi n hrqc (Strategic Marketing)
Mon h9c tien quy€t (Prerequisite):
T6m t t rn)i dung (Course summary):
Mµc tieu cua man h9c nay la cung cAp cho sinh vien cac nguyen t c CO' ban v€ chi€n luge
marketing, each ti€p c n c6 h? th6ng dJ quan ly marketing a t§m chi n lm;rc va khung tu
duy dµa tren gia tri d€ phat tri€n cac san phAm, dich vv dinh hu6ng thi truong. Ki€n thuc
duqc trinh bay trong m6n h9c xrnit phat tu quan di€m r ng marketing la m(>t qua trinh t
o
ra gia tri va gia tri la tr9ng tam cua bfit ky doanh nghi?p ao. Ngoai ly thuy€t, mon h9c con
gi6i thi?u cho sinh vien b9 c6ng cµ thµc t€ cho phep cac nha marketing ap dµng ki€n
thuc trong cac khu6n kh6 chung v€ marketing chi€n luge vao cac vfin d€ kinh doanh cµ
th€ va cac CO' h9i thi truong.
The aim of this course is to provide students with the fundamentals of marketing strategy,
a systematic approach to marketing management, and a value-based thinking framework
for developing marketable products and services. The knowledge presented comes from
the point of view that marketing is a value creation process and value is at the heart of
any business enterprise. In addition to theory, the course also provides students a
practical set of tools that enable marketers to apply the knowledge contained in general
frameworks to specific business problems and market opportunities.
9. Nghien cfru marketing (Marketing research)
Mamon h9c (Course code): MARl356 _CLC
Mon h9c tien quy t (Prerequisite): Nguyen ly marketing (Principles of marketing); Xac xufit
va th6ng ke trong kinh t (Probability & Statistics for Economics); Kinh t€ luQ'Ilg
(Econometrics)
T6m t t n9i dung (Course summary):
Mon hQC nay se cung cAp cho sinh vien t6ng quan cac ki@n thuc va ky nang CO' ban v€
nghien CU'U marketing. Trong mon h9c, sinh vien se duqc gi6i thi u va thao lU?Il v€ cac
khai ni?m, quy trinh va ky thu t chinh lien quan d n nghien cuu marketing va cac vai
tro/ung qµng cua ch(mg. Mon hQC b t dfiu v6i vi c nhAn m nh ve gia trj va ban chfit cua
nghicn cuu marketing. Quy trinh nghien cuu marketing sc duqc thao lu?n sau d6. Ti@p
theo, m6n h9c se lfrn luqt gi6i thi?u v6i sinh vien each thu th p, phan tich cac lo i du li u
nghien cuu khac nhau (bao g6m dfr li u thu cfip, dfr li?u quan sat, du li u dinh tinh va du
li u dinh luQ'Ilg) cho su dµng trong vi?c ra quy t dinh.
This course will provide a comprehensive introduction to the subject of marketing
research, and discuss key concepts, process and techniques related to marketing
research and their applications. Starting with the highlight of the value and nature of
marketing research, marketing research process will have discussed, followed by the
21
discussion of
21
-
. ::
Len 16'p (in
class)
(ti/Jtl hours)
J:
Cw
•CU i..;_
J: :::i
C J 0
: , .: T\I'
-
: c::::-- Ngon ngo,
Ten mon h9c/h9c phin Ma so (Course .C l l
S. hQC
t: : giang d,y/
-
TT , :
"
.8 J: Cl) Self.,
(Course name) code) Teaching
0e
1-- s:::
-
, :::i
J..;: -Eo .c3i study language
· < (]
>
)
- ....J
I-
CG)• Cl) (hours,
--
· - Q)
p:: J :
C> .Q
Cl)
!l) co C Cll
:C:::::!.
-
s:. ::I:::i
i.;;.
1--
J: ......
·-
C J
cl
-
C
•co
Cl)
Toan cao cap cho kinh t
(Advanced mathematics TitJng
1 SAS1267_CLC 4 42 18
Anh
for economics)
(English)
Xac xu t va th6ng ke
trong kinh t TitJng Anh
2 BAS1268_CLC 3 36 8 1
(Probability & Statistics (English)
for Economics)
Phap lu{3t d i CU'O'ng Tieng Vi{!:t
3 BSA1221_CLC 2 24 6
(General law) (Vietnamese)
Cc;,ng (Total) 9
8.2.3 Kh6i ki n thuc giao dl}c chuyen nghifp (Professional education knowledge)
8.2.3.1 Kh6i kiln thu:c cu siJ' nhom nganh va nganh (General knowledge of major field)
-
"C
Len 16'p
(in class)
(titJtJhours)
J:
C-:---.
•CU
J: :::s
CJ 0
:,. 1.,
-·- - --
c::::::-- J: Ngon ngii
Ten mon h9c/h9c Ma sci -Q
C/)
I::: s::: h9c/
giang d
TT phin (Course name) (Course
•
E .2 Self-
( ,) y/
-
code)
CG)• C/)
study Teaching
· -
CJ :l)
J Q} (hours,
J:
<(] ) !l) I- C> Cl) language
CJ >- §
::I ..... p::
.C
.:; -
.c
•>--. J
(.)
Q )
cc
C
J:
I-
- .Q
••O ......1-
Cl)
K toan quan tri phL,Jc

v1,.1 .cho vi c ra quy t
TitJng Vi{j:t
1 dinh (Managerial FIA1388_CLC 3 36 8 1
(Vietnamese)
accounting for decision
making)
Kinh t vi mo Tieng Vi{j:t
2 BSA1310_CLC 3 36 8 1
(Microeconomics) (Vietnamese)
Kinh t vi mo TitJng Vi{j:t
3 BSA1311_CLC 3 36 18 1
(Macroeconomics) (Vietnamese)
Kinh t IU'Q'ng TitJng Vi{!:t
4 BSA1309_CLC 3 36 8 1
(Econometrics} (Vietnamese)
Quan tri to chU'C
TitJng Anh
5 (Organizational MAR1352 _CLC 2 24 06
(English)
Leadership)
Nguyen ly marketing
(Principles of TitJng Anh
6 MAR1353 _CLC 3 34 10 1
(English)
marketino)
Hanh vi ngU'O'i tieu
TitJng Anh
7 dung (Consumer MAR1354 _CLC 3 34 10 1
13
behavior)
(English)
Marketing chi n IU'Q'C TitJng Anh
8 (StrateQic marketing) MAR1355_CLC 3 34 10 1 (English)
Nghien cU'u marketing Tieng Anh
9 MAR1356 - CLC 3 34 10 1
(Marketing research) (English)
14
- Len 16'p
(in class)
(ti€!tlhours)
.s::.
,n s
,
C :-:--
.s::. ::::s
c., 0 Tl:J'
c-- :s- Ngon ngil'
TT
Ten mon h9c/h9c
ph n (Course name)
Ma s6 (Course
code) "C-
Cl)
• <Q)
-
.0....
.s::. Cl) hQc/ giang d y/
....
Self-
Teaching
e
--
f study
0 language
,_ .J t:: (hours)
-.s ::.
Q)
.s::. >, § ,a,. Cl)
· - Q)
C.) : :J-..
. c <.)
i== 0)
Cl)
: - ·>, ..Q.J) CD
;C:;
·-
C: ..Q
H$ th6ng thong tin kinh
Tieng Anh
10 doanh (Business 3 34 10 1
Information Systems) -
MAR1357 CLC (English)
Truyen thong marketing

tich hqp (Integrated Tieng Anh
11 MAR1314_CLC 3 34 10 1
marketing (English)
communication)
Quan tri thll'O'ng hi$u Tieng Anh
12 {Brand management) MAR1328_CLC 2 24 6
(English)
Quan trj ban hang Tieng Anh
13 {Sales manaaement) MAR1329_CLC 2 24 6
(English)
Markting djch Vl,l Tieng Anh
14 (Service marketina) MAR1425_CLC 2 24 6 (English)
Dc;10 dLI'c marketing Tieng Anh
15 {Marketing Ethics) MAR1358 _CLC 3 34 10 1 (English)
Mon h9c lt.,Pa ch9n: 8 TC. Ch9n 4 trong s6 cac h9c phfm sau (Selective courses: 8
credits. Select 4/10 courses below)
Thll'O'ng mc;ti di$n tLP (E- Tiling Anh
16 MAR1323_CLC 2 24 6
commerce) (English)
Kh&i Sl,J' doanh nghi p TifJng Anh
17 MAR1359 - CLC 2 24 6
(Entrepreneurship) (English)
Quan trj gia (Price Tieng Anh
18 management) MAR1360_CLC 2 24 6 (English)
Quan tri dl,J' an
Tieng Anh
19 marketing (Marketing MAR1361_CLC 2 24 6
(English)
project management) -·
Marketing 828 (82B Tieng Anh
20 Marketing) MAR1362_CLC 2 24 6 (English)
Marketing qu6c t
Ti/Jng Anh
21 (International MAR1363_CLC 2 24 6
(English)
marketim:I)
Phan tich hoc;tt dong
kinh doanh (Business Tieng Vi t
22 BSA1320_CLC 2 24 6
(Vietnamese)
analysis)
Quan tri quan h$ khach
hang (Customer Ti/Jng Anh
23 Relationship MAR1344-CLC 2 24 6
(English)
Management)
Quan trj kenh phan
Tieng Anh
24 phoi (Distribution MAR1364_CLC 2 24 6 (English)
channel management) --
>----
PhLl'O'ng phap nghien
cU'u khoa h<;>c trong Tieng Anh
25 MAR1365_CLC 2 24 6
marketing (Academic (English)
Research in Marketina)
C9ng/Tota/ 49
8.2.3.2 Klt6i kiln thfrc chuyen ngimh (Specialised professional knowledge)
15
Len 16'p (in .c
class) ,cCa:
(tietlhours) .c ::::s
u 0
:,.-S Tl! Ngon
.c Cl)
ngO, hoc/ g1ang
., d
T n mon h9c/h9c Ma s6 (Course I- c:: self-
TT
phan (Course name) code) e·
,a.,. Cl)
1
_fY
study Teachmg
·
_J
.c- (hours) language
Q )
1- Cl )
C>..o
j:::: C: co
O'.l
·.-
C'..J--
Marketing s6 (Digital Ti ng Anh
1 MAR1466_CLC 3 34 10 1
marketing) (English)
Phat trien san phflm
m&i va cai tien (New Ti ng Anh
2 MAR1467 _CLC 3 34 10 1
Product Development & (English}
Innovation}
Thiet ke UI/UX (UI/UX Ti ng Vi t
3 MAR1468_CLC 2 24 6
Design) (Vietnamese)
Sang t o va phat trien
n(li dung s6 (Digital Ti ng Anh
4 Content Creation and MAR1469_CLC 3 34 10 1
(English)
Development}
Cong ngh marketing
s6 (Digital marketing Ti ng Anh
5 MAR1470_CLC 3 34 10 1
technologies} (English)
Phan tich marketing Ti ng Anh

6 MAR1437_CLC 3 34 10 1
(Marketing analytics) (English)
Marketing qua phLPang
ti n truyE§n thong xa Ti ng Anh
7 h(li (Social media MAR14o5_CLC 3 34 10 1
(English)
Marketina)
1----------sl----
Chuyen de: Xu
hLP6'ng cong ngh
Ti ng Anh
8 marketing s6 MAR1471_CLC 2 22 8
(English)
(Perspectives of
Digital Marketing
Oe an Ke hoach
Marketing s6·(Digital Ti ng Vi t
9 Marketing Capstone MAR1472_CLC 2 14 16
(Vietnamese)
Project}
Mon h9c / a ch9n: 6 TC. Ch9n 2 trong so cac h9c phan sau day (Selective courses: 6
credits. Select 217 courses below)
Marketing b ng cong
Cl,l tim kiem (Search
Ti ng Anh
10 MAR1405_CLC 3 34 10 1
(English)
Engine Marketing)
Marketing di d(lng Ti ng Anh
11 MAR1473-CLC 3 34 10 1
(Mobile Marketing) (English}
Phan tfch web (Web Ti ng Anh

12 MAR1408_CLC 3 34 10 1
analytics) (English)
ChT s6 marketing Ti ng Anh
13 MAR1474_CLC 3 34 10 1
(Marketing Metrics) (English)
Tri tu kinh doanh va
marketing (Marketing Ti ng Anh
14 MAR1475_CLC 3 34 10 1
and Business (English)
Intelligence)
16
-
Len 16'p .s:::.
C-:---.
(in ,cu f2
;t
class) .s:::. ::::s
(ti§tlhours) TIJ' Ngon ngu,
- h9c/
--
T n mon h9clh9c Ma so (Course a: c:::-- .c giang d yl
TT - .... t:::
Ct)
self-
phan (Course name) code) "C • •Q)
. ....
0
e· study
Teaching
-
language
•Cl>• Ct) (hours)
0!
.._, · - (I)
-I . c Ct)
ID en -e
>,
..§.. I- C
:c
ct
-·
. i=:
. .. ..
..
((I
c .:c::, 0
- ( I)
•>, - J
-I -
CJ
, C_
•co
en
Marketing xa hc;,i (social Ti ng Anh
15 MAR1476_CLC 3 34 10 1
marketing) (English)
Marketing da kenh
Ti/mg Anh
16 (Omnichannel MAR1477_CLC 3 34 10 1
(English)
marketing)
C9ng (Total) 30
H9c phan thay th6 tOt nghi p (Graduation Module)

Truy?m thong nc;,i be;,
trong to chll'C (Internal Ti ng Anh
17 MAR1419_CLC 3 36 8 1
Communication in (English)
Organization)
Marketing dl,l'a tren gia
Ti/Jng Anh
18 tri (Value-based MAR1421_CLC 3 36 8 1 (English)
Marketing
8.2.3.3 Thf:l·c t(i,p va t6t nghifp (Internship and Dissertation): 10 TC (10 credits)
- Th1,t·c t(lp t6t nghifp (Graduation Internship) (mii/Code MAR15J00_CLC): 4 tin chi (4
credifa
- Kh6a lu(ln t6t nghifp (mii/Code MAR1510l_CLC) hoijc H9c phdn thay thd t6t nghifp
(Dissertation of Graduation modules): 6 tin chi (6 credits)
- Khuydn nghi sinh vien vidt va bao v¢ kh6a lui).n t6t nghi¢p bling tidng Anh
9. HUONG DA.N THVC HltN CHUONG TRINH (INSTRUCTIONS FOR
IMPLEMENTATION OF THE PROGRAM)
9.1 K ho ch hQC tjp chuin (Standard program schedule): Kem theo (attached)
9.2 Ti n trinh hQc tjp chuin (Standard learning progress): Kem theo (attached)
9.3 Danh sach cac m6n hQc tien quy t, trmrc sau hoJc song hanh (List of
before/after/parallel/prerequisite courses): kem theo (attached)
10. MO TA TOM TAT cAc MON HQC (SUMMARY OF CORE COURSES)
11.1. Cac mon hQC hilt bu{>c trong k.h8i ki n thfrc CO" SO' nh6m nganh va nganh
(Core courses related to general knowledge of major field)
1. K toan quan trj ph\lc V\l cho vi c ra quy t djnh (Managerial accounting for
17
decision making)
Mamon h9c (Course code): FIA1388_CLC
18
Mon h<;>c tien quy6t (Prerequisite):
Tom tit n◊i dung (Course summary):
Mon h9c hu&ng t&i cung d.p va phat tri€n cho sinh vien ki€n thuc va hi€u biet v€ cac
nguyen tiic va ky thu?t duqc su dvng trong vi c ghi chep, phan tich va bao cao chi phi va
doanh thu cho mvc dich quan tri n◊i b◊, bao g6m phan loi;ti chi phi, ky thu t ke toan chi
phi va l p ngan sach. H<;>c phlln cfing nh m phat triSn ki6n thuc va ky nang v€ rmg
dvng cac ky thu?t k6 toan quan tri trong moi truang kinh doanh va marketing d€ dua ra
cac quyet dinh phu hqp.
This course aims to develop knowledge and understanding of the principles and
techniques used in recording, analyzing and reporting costs and revenues for internal
management purposes, including cost classification, cost accounting techniques and
budgeting. The module also aims to develop knowledge and skills in the application
management accounting techniques in business and marketing environment in order to
make effective decisions.
2. Kinh tl vi mo (Microeconomics)
Mamon h<;>c (Course code):
BSA1310_CLC s6 tin chi (number of

credits): 03
Mon hQC tien quy6t (Prerequisite):
Tom tiit n(>i dung (Course summary):
Mon h<;>c nay cung c!p cho sinh vien nhfrng ki6n thuc ca ban ve kinh t€ h9c & muc d◊ vi
mo, bao g6m: ca ch€ V?n hanh cua thi truang; hanh vi ca ban cua nguai tieu dung, hanh vi
cua doanh nghi p nh m di;it hi u qua kinh t€ cao nhdt; cdu true t6 chuc cua m◊t nganh c6ng
nghi p; vai tro cua chinh phu trong vi c diSu ti€t thi truang va cac vdn dS kinh t€. Dva
tren nhfrng Iden thuc ca ban vS kinh t€ vi mo, sinh vien c6 thS ti€p thu t6t han nhung ki€n
thuc chuyen sau trong IInh V\fC marketing.
This subject provides students with basic knowledge of economics at micro level,
including: the operating mechanism of markets; consumer behavior, behavior of
enterprises in order to achieve the highest economic efficiency; the organization of
industry; the economic role of the government in regulating markets. Based on the basic
knowledge of microeconomics, students can better acquire in-depth knowledge in
marketing.
3. Kinh t vi mo (Macroeconomics)
Mamon h9c (Course code): BSA131 l_CLC
Tom tiit n9i dung (Course summary):
Kinh t€ h9c vi mo quan tam d€n hanh vi cua toan b◊ n€n kinh te - v&i sµ bung n6, tang
trm'mg va suy thoai, tfmg san luqng hang boa va dich V\l cua n€n kinh t , tang tru&ng
19
san
20
luqng, ty 1 1 m phat va thAt nghi p, can can thanh toan va ty gia h6i doai. M\lC tieu cua
kinh t h9c vi mo la giai thich nhfrng thay d6i kinh t€ anh huong d n nhieu he) gia dinh,
doanh nghi p va thi truong cung m<)t h1c. Kinh t€ h9c vi mo d c p den ca tang truang kinh
tS trong dai h n va nhfrng biSn d<)ng ngiln he;in cfiu thanh chu ky kinh doanh...
Trong mon h9c nay, sinh vien se lam quen voi cac thuoc do/chi s6 hoe;it d<)ng kinh t€,
h9c each su d\lng cac chi s6 nay d€ danh gia cac di€u ki n kinh t hi n t i va hi€u cac
chuc nang cua thi truong. Sinh vien se h9c cac quan di€m chinh v y u t6 quySt dinh
hoc;tt d<)ng cua n n kinh t€ t6ng th€ va se h9c each phan tich cac tac d<)ng len n n kinh
t€. Ben c nh do, sinh vien se tim hieu cac phuang phap tiep c n chinh d6i v6'i chinh sach
kinh t€ vi mo cung nhu phat tri€n cac ky nang phan tich tac d<)ng cua cac hanh d(:mg
chinh sach va danh gia nhfrng lqi th€ va b!t lqi cua cac chinh sach khac nhau.
Macroeconomics is concerned with the behavior of the economy as a whole -with booms
and recessions, the economy's total output of goods and services, the growth of output,
the rates of inflation and unemployment, the balance of payment and exchange rate. The
goal of Macroeconomics is to explain the economic changes that affect many
households, firms, and market at once. Macroeconomics deals with both long-run
economic growth and the short-run fluctuations that constitute the business cycle.
In this course, students will become familiar with measures of economic performance,
learn to use these indicators to evaluate current economic conditions, and understand
the functions of the market. They will learn the major perspectives on what determines
performance of the overall economy and will learn to analyze impacts on the economy.
Besides, students will learn the key approaches to macroeconomic policy as well as
develop skills to analyze impacts of policy actions and to evaluate the advantages and
disadvantages of different policies.
4. Kinh t hrQ'Dg (Econometrics)
Mamon h9c (Course code): BSA1309_CLC
Mon h9c tien quy€t (Prerequisite): Toan cao dp trong kinh tS (Advanced Mathematics
in Economics), Xac sufit va th6ng ke (Probability & Statistics), Kinh t€ vi mo
(Microeconomics), Kinh t€ vi mo (Macroeconomics).
Tom tilt n<)i dung (Course summary):
Mon h9c "Kinh t€ luqng" se gioi thi u v&i sinh vien v phuang phap nghien cuu djnh
luqng trong cac vfin d€ kinh t€. Bilt dfiu v&i ban chftt cua Kinh ta luqng, sinh vien se
lam quen v6'i qua trinh thi€t k€ nghien cuu kinh tS luqng. Cac khai ni9m ca ban v mo
hinh h6i quy duqc gi&i thi u lam n n tang d€ nghien cuu cac loc;ti mo hinh h6i quy tuySn
tinh. Sinh vien duqc gi6'i thi u cac phuang phap u&c luqng h s6 h6i quy, xac dinh
khoang tin c y va thvc hi n ki m dinh gia thuySt, danh gia sv phu hqp cua cac ham h6i
quy va sir d\lng cac ham h6i quy de dv bao. Mon h9c nay cung trinh bay cac khai ni m v
da c(:mg tuy€n, phuang sai thay d6i, 1:l;r tuong quan va sai s6 d?c ta cua cac mo hinh
kinh t€ luqng; cac phmmg phap phat hi n chung va cac each tiSp c de khilc ph\lc
chung. Mon h9c giup sinh
21
vien c6 kha nang thich k6 cac mo hinh kinh te luqng phu hqp v6'i ly thuy€t va th1,rc ti n d
giai quy6t cac v!n d€ nghien CU'U.
The course "Econometrics" will provide a comprehensive introduction to method of
quantitative researching in economic problems. Starting with the nature of Econometrics,
students will become familiar with the process of designing econometric research. Basic
concepts of regression models are introduced as the foundation for researching different
types of linear regression models. Students are introduced to methods to estimate
regression coefficients, determine confidence intervals and perform hypothesis tests,
evaluate the fit of the regression functions, and use regression functions to forecast. This
course presents concepts of multicollinearity, heteroscedasticity, autocorrelation and
specification errors of the econometric models; methods to detect them and approaches
to overcome them. The course helps students to be able to design econometric models
suitable with theory and practice to solve research problems.
5. Quan tri t6 chuc (Organizational Leadership)
Mamon h9c (Course code): MAR1352 _CLC
6 tin chi (number of credits): 02
Mon h9c tien quyit (Prerequisite): Nguyen ly marketing (Principles of marketing), K€
toan quan tri phµc V\l cho vi c ra quy€t dinh (Managerial accounting for decision
making)
T6m tit n9i dung (Course summary):
Mon h9c nay duqc thi€t ki de nang cao ky nang tu duy phan bi n cho sinh vien. Mon h9c
se khong chi giup sinh vien hi u va dfulh gia cac ly thuy6t lanh di;to ma con suy nghi
chin chin v each cac nha lanh di;to v n hanh trong thgc ti. M6i chuang trong mon h9c
nay se di vao giai thich va phe binh cac ly thuy€t lanh di;to c6 dien va hi n d i va cac thgc
hanh thgc t€. Vai tro cua quan ly ngu6n nhan lgc (HRM) va lanh di;to trong vi c thuc dfiy
k€t qua cua t6 chuc trong cac linh vgc quan ly nhan tai, quan ly hi u suftt va phat trien
lanh di;to cung se duqc phan tich. Ngoai ra, trong m6n h9c, sinh vien duqc khuy6n khich
d t cau hoi, phan bi n va tim ki€m m6i quan h da nhan qua khi phan tich kha nang lanh d
o nhfun ID\lC dich danh gia v€ cac ly thuy€t lanh di;to duang di;ti va vai tro cua cac nha
lanh di;to trong cac t6 chuc.
This subject is designed to improve the critical thinking skills for students. It will not
only be helping them to understand and evaluate leadership theories but also to think
critically about how leaders operate in practice. Each chapter in this course explains
and critiques classical and modern leadership theories and actual practices. The role of
human resource management (HRM) and leadership in promoting organizational
outcomes in the areas of talent management, performance management and leadership
development will be analysed. Moreover, students are encouraged to question, to be
critical and to seek multi causality when analysing leadership aim to critically examine
contemporary leadership theories and the role of leaders in organisations.
6. Nguyen ly marketing (Principles of marketing)
22
Mon hQC tien quyet (Prerequisite):
T6m t t n(>i dung (Course summary):
Nguyen ly marketing la mon h9e nh?p mon v€ marketing, m6n h9c eung d.p cho sinh vien
cai nhin t6ng quan vs quy trinh marketing, cac khai ni rn CO' ban va cac cong Cl_l thµc tS
dugc cac nha marketing su d1,mg de thµc hi n cac ehien luqc va chiSn dich marketing.
Thong qua cac bai giang, hu6ng dfrn va cac nhi?m Vl_l bai t p, sinh vien se kham pha ly
thuy€t va thµc hanh vS marketing thong qua cac vi dl_l thµc t . Trong mon h9c, sinh vien
cilng se xem xet t!m quan tr9ng cua marketing d6i v6i ho t d<)ng kinh doanh trong tuang
lai cua cac doanh nghi p va each m6i nguai trong m(>t t6 chuc c6 th dong g6p vao qua
trinh marketing cua tb ehuc.
As an introductory course of marketing, the course on principles of marketing provides
student an overview of the marketing process, its underpinning concepts, and the
practical tools used by marketers to implement marketing strategies and campaigns.
Through lectures, tutorials and assessment tasks, students will explore the theory and
practice of marketing through real world applications. Students will also review the
importance of marketing to future business viability and how each person in an
organization can make a contribution to the marketing process.
7. Hanh vi ngtroi tieu dung (Consumer behavior)
Mon h9c tien quyet (Prerequisite): Nguyen ly marketing (Principles of marketing)
T6m tit nc)i dung (Course summary):
Mon h9c nay nh m cung edp eho sinh vien cai nhin toan di n han v€ nguai tieu dung cu6i
cung. Trong mon h9c, sinh vien se h9c each nhin sau han vao th€ gi6i eua nguai tieu
dung b ng each t?p trung vao cac khia e nh tam ly, xa h<)i h9c va van h6a cua vi c tieu
dung. Mon h9c se giup sinh vien tim hieu vS cac ySu t6 tam ly va xa h(>i h9c anh huang
dSn hanh vi mua. Sinh vien se tim hieu vS cac anh huang ben ngoai va bcn trong khac
nhau anh hu&ng d n linh vµc hanh vi tieu dung. Nhfrng anh huang d6 bao g6m s1,t khac
bi t gifra cac nSn van h6a, tac d(mg van h6a thu cdp, nh?n thuc, h9c t?p, d(mg Ive, thai
d<) va quan ni m v€ ban than va nhung tac d<)ng khac.
This course aims to provide students with a more comprehensive view regarding final
consumers. Students will learn how to look deeper into consumers' world by focusing on
the psychological, sociological and cultural aspects of consumption. This course provides
an examination of the psychological and sociological factors affecting buying behaviour.
Students will learn about various external and internal influences affecting the field of
consumer behaviour. Such influences include cross-cultural variations, subcultural
impacts, perception, learning, motivation, attitude, and self-concept, among others.
23
8. Marketing chi n ltrQ'C (Strategic Marketing)
T6m tilt n9i dung (Course summary):
M\lc tieu cua mon h<;>c nay la cung cftp cho sinh vien cac nguyen tile co ban v€ chi€n luge
marketing, each ti€p c n c6 h th6ng d€ quan ly marketing 6 t!m chi€n luge va khung tu
duy dµa tren gia tri d€ phat tri€n cac san phftm, dich v1,1 dinh hu6ng thi truong. Ki€n thuc
dugc trinh bay trong mon h9c xufit phat tu quan di m r ng marketing la m9t qua trinh ti.io
ra gia tri va gia tri la trc;mg tam cua bftt ky doanh nghi p ao. Ngoai ly thuy t, mon h9c con
gi6i thi u cho sinh vien b◊ cong c1,1 thµc t€ cho phep cac nha marketing ap d1,1ng ki€n thuc
trong cac khuon kh6 chung v€ marketing chi€n luge vao cac vfrn d€ kinh doanh c1,1 th va
cac ca h◊i thi truong.
The aim of this course is to provide students with the fundamentals of marketing
strategy, a systematic approach to marketing management, and a value-based thinking
framework for developing marketable products and services. The knowledge presented
comes from the point of view that marketing is a value creation process and value is at
the heart of any business enterprise. In addition to theory, the course also provides
students a practical set of tools that enable marketers to apply the knowledge contained
in general.frameworks to specific business problems and market opportunities.
9. Nghien cuu marketing (Marketing research)
Mon h9c tien quy€t (Prerequisite): Nguyen ly marketing (Principles of marketing); Xac xu!t
va th6ng ke trong kinh t€ (Probability & Statistics for Economics); Kinh t€ luQ'Ilg
(Econometrics)
Mon h9c nay se cung cftp cho sinh vien t6ng quan cac ki€n thuc va ky nang ca ban v€
nghien cuu marketing. Trong mon h9c, sinh vien se dUQ'C gi6i thi u va thao lu v€ cac
khai ni m, quy trinh va ky thu t chinh lien quan d€n nghien cuu marketing va cac vai
tro/ung 41,1ng cua chung. Mon h9c bilt d!u v6i vi c nhin m nh v€ gia tri va ban chllt cua
nghicn cfru marketing. Quy trinh nghien cuu marketing se duqc thao lu n sau d6. Ti€p
theo, mon h9c se l!n lugt gi&i thi u v6i sinh vien each thu th p, phan tich cac Io i du li u
nghien cuu khac nhau (bao g6m du li u thu cfip, du li u quan sat, du li u dinh tinh va du
li u dinh lm;mg) cho su d1,1ng trong vi c ra quy€t dinh.
This course will provide a comprehensive introduction to the subject of marketing
research, and discuss key concepts, process and techniques related to marketing
research and their applications. Starting with the highlight of the value and nature of
marketing research, marketing research process will have discussed, followed by the
discussion of
24
how to collect, analyze various types of research data (including secondary data,
observation data, qualitative data and quantitative data) for use in decision making.
10. H th6ng thong tin kinh doanh (Business Information Systems)
T6m t t n(:>i dung (Course summary):
Mon h9c nay se cung cfip cho sinh vien nhung ki€n thuc ca ban v€ h th6ng thong tin ph1=1c
v1=1 ho?t d(mg kinh doanh trong t6 chuc. Sinh vien ding tim hi€u biing each nao m◊t h
th6ng thong tin c6 th€ tac d9ng m◊t quy trinh kinh doanh va t6 chuc. Sinh vien cung nghien
cuu each ca sa du li u duqc su d1,mg trong doanh nghi p v6i m\lc tieu thu th p du li u; cac
each thuc khac nhau duqc su d1=1ng d€ phat triSn m◊t h th6ng thong tin, cac h th6ng chuc
nang cua n6 va cac nguyen t c CO' ban cua giao ti€p Va lien k€t trong m(>t h th6ng va gifra
nhi€u h th6ng. Mon h9c thao lu v€ cac khia c quan ly quan tr9ng cua vi c coi thong
tin va ki€n thuc la ngu6n Ive cua t6 chuc va su dvng h th6ng thong tin m(>t each chi€n
hrqc d€ d?t duqc cac mµc tieu cua t6 chuc.
This course will provide for students the basic knowledge of information systems for
business operation in organization. Students study examine how an ieformation system
can manage a business processes and organization. They also study how databases are
used in business to collect data, the different methodologies used to develop an
information system, its functional systems, and the fundamentals of communication and
networking within a system and among multiple systems. This course discusses the
significant managerial aspects of treating information and knowledge as organizational
resources and employing information systems strategically to achieve organizational
goals.
11. Truy n thong marketing tich hQ'p (lntergrated marketing communication)
T6m t t n(>i dung (Course summary):
Mon h9c gi6i thi u cho nguai h9c t6ng quan v€ truy€n thong marketing va guy trinh truy€n
thong ciing nhu cac xu hu6ng hi n t?i va tac d9ng cua thai d?i sf> d6i v&i truy€n thong
marketing. Trong mon h9c, nguai h9c se kham pha v€ truy€n thong marketing va each thuc
ho?t d(>ng cua n6, cung nhu duqc phat tri€n m◊t s6 ki€n thuc v€ each nganh cong nghi p
nay bao v nguai tieu dung.
Quang cao va cac cong C\l IMC khac la nhfrng thanh ph n c6t loi trong vi c phat tri€n
m9t chuang trinh truy€n thong marketing tich hqp. Mon h9c nay cung se gi6i thi u bao
quat cac ki n thuc lien quan v€ cac thanh ph n d6 t6i nguai h9c. Nguoi h9c se duqc gi&i
thi u v€ ly thuy€t ciing nhu thvc hanh, di€u ca ban d€ hi€u v€ quang cao va cac cong C\l
IMC khac va each su d\lng chung d€ d?t duqc hi u qua cao nhilt.
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Sau khi hoan thanh mon h9c nay, nguai h9c se c6 th€ l p kS ho?ch truyen thong marketing
tich hqp cho m9t doanh nghi p hoi[Lc san phim. Cong vi c nay bao g6m vi c l p ngan sach,
lµa chc;m quang cao va phuong ti n truy n thong cfing nhu each do luang hi u qua cua kS hO?
Ch cua h9
The unit introduces learners to the wide scope of marketing communications and how the
communications process operates. It includes a study of current trends and the impact
that digital age has had on marketing communications. Learners will explore the
marketing communications industry and how it operates. They will also develop some
knowledge of how the industry is regulated to protect consumers.
Advertising and other IMC tools are core components in the development of an integrated
marketing communications program. This unit covers both in detail. Learners will be
introduced to the theory, as well as the practice, that is fundamental to understanding
advertising and other IMC tools and how they can be used to their greatest effect.
On completion of this unit learners will be able to plan an integrated marketing
communication for a business or product. This will include budget formulation, creative
and media selection, and how to measure the effectiveness of their plan.
12. Quan tri thtrong hifu (Brand management)
Ma mon h9c (Course code): MAR1328_CLC
Mon h9c tien quySt (Prerequisite): Nguyen ly marketing (Principles of marketing)
Nhieu cong ty da nh n ra r&ng m9t trong nhung tai san quy gia nh§t ma h9 c6 duqc chinh
la thuang hi u ma h9 da dftu tu va phat tri€n theo thai gian. M('>t thuang hi?u m1;1nh c6 th€
c6 tac d{'mg dang k€ d€n quy€t dinh mua hang cua nguai tieu dung vi n6 truyen d1;1t gia tri
cua cong ty va phan bi t cac san phim va dich V\l cua cong ty v6i cac d6i thu c1;1nh tranh
khac. Quan tri thuang hi u t6t la chia kh6a d€ duy tri lqi nhu n cua san phim va djch V\l
trong dai h1;1n. Tuy nhien, v6'i S\f xu§t hi n cua nhi u cong C\l truyen thong tuang tac, vi c
t1;10 dµng va nu6i duong m9t thuang hi?u t6t dang dung tru6'c nhfrng thach thuc ciing nhu
ca h◊i ngay cang 16-n.
Mon h9c nay gi6'i thi u cho sinh vien each ti€p c n toan di n va c p nh t v chu de thuang
hi u, tai san thuang hi u va quan tri thuang hi u 6 tftm chi6n luge, g6m thi€t k€-va thµc
hi n cac chmmg trinh va ho1;1t d{mg marketing d€ xay d\1'11g, do luang va quan tri tai
san thuang hi u. Qua m6n h9c, sinh vien se lam quen v&i ly thuy8t nen tang lien quan va
cac mo hinh xay d\fllg thuong hi?u, cung v&i nhung hi6u bi€t thµc t€ c6 th€ giup cac
nha marketing nang cao kha nang sinh lai lau dai cua cac chi€n luge hi u cua h9.
Many companies have come to the realization that one of the most valuable assets they
have is the brand they have invested and developed over time. A strong brand can have a
significant impact on consumer purchase decision as it communicates the value of the
company and differentiate its products and services from other competitors. Good brand
management is the key to maintaining the profitability of products and services in the
long
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- term. However, with the arrival of many interactive communication tools, creating and
nurturing a good brand is facing growing challenges as well as opportunities.
This course introduces students to a comprehensive and up-to-date treatment of the
subject of brands, brand equity, and strategic brand management which is the design and
implementation of marketing programs and activities to build, measure, and manage
brand equity. Students will become familiar with relevant theoretical foundation and
models of branding, coupled with practical insights which can help marketers enhance
the long - term profitability of their branding strategies.
13. Quan tri ban hang (Sales management)
Tom tilt n9i dung (Course summary):
Mon h9c se gi&i thi u ban chit va vai tro cua ban hang va quan tri ban hang, cac chi€n
luqc ban hang va sv lien quan cua chung d€n k€ ho ch marketing cua t6 chuc/doanh nghi
p. Cac Ive luqng quan tri va moi truong tac d(mg len doanh s6 ban hang va nhfrng di€u
ca ban cua ky thu t ban hang se duqc thao lu trong mon h9c nay. Ngoai ra, mon h9c nay
cling se xem xet cac vfin d€ lien quan d€n vi c quan ly Ive luqng ban hang va each t6
chuc cac ho t d9ng ban hang; dv bao ban hang va l p ngan sach; quy trinh danh gia lvc
luqng
ban hang. Cu6i cung, cac thu&c do v€ ho<;1t d9ng ban hang duqc xem xet, bao gf>m ca cac
thuac do dinh luqng va dinh tinh.
The course will introduce the nature and role of selling and sales management, sales
strategies and how these relate to marketing planning form the basis. Environmental and
managerial forces acting upon sales and the basics of sales technique are discussed. This
course also considers issues related to the management of the salesforce and how sales
activities are organized; sales forecasting and budgeting; the salesforce evaluation
process. Finally, measures of sales performance are considered, including quantitative
and qualitative measures.
14. Markting djch V\l (Service marketing)
Mon h9c tien quy€t (Prerequisite): Nguyen ly marketing (Principles of marketing),
Hanh vi nguai tieu dung (Consumer behavior)
Mon h9c nhful cung cfip ki€n thuc va ky nang v€ marketing trong kinh doanh dich vv. Mon
h9c b t d u v&i t6ng quan v€ kinh doanh dich V\J va marketing dich vv, hanh vi cua khach
hang trong kinh doanh dich vv. Sau d6, cac rn)i dung duqc thao lu n se xoay cac quy€t
djnh
khac nhau lien quan d€n marketing djch vv: cac quy€t dinh v dich vv, dinh gia dich vv,
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eung ciip dieh vv, truyen thong marketing djeh V\l, quan ly quy trinh cung c§.p djch V\l,
quan ly nha eung e§p dieh V\l va quan ly m6i truong eung e§p dich vv...
The course aims to provide knowledge and skills on marketing in service business. The
course begins with overview of service business and service marketing, customer behavior
in service business. Then, it discusses various decisions related to service marketing:
service decisions, service pricing, service delivery, service marketing communication,
service delivery process management, service provider management and service delivery
environment management.
15. n,o dire marketing (Marketing Ethics)
Mamon h9e (Course code): MAR1358 _CLC
Mon h9c tien quySt (Prerequisite): Nguyen ly marketing (Principles of marketing)
T6m t t rn)i dung (Course summary):
Nhi u thach thuc quan trc,mg ma cac doanh nghi p hi n d?i phai d6i m it co the duqe xem
la vAn de d?o due marketing. Thl,Ic v y, khi linh V\fe d?o due kinh doanh da phat trien,
marketing da dong m9t vai tro quan tr9ng trong S\f phat trien cua d?O due kinh doanh.
Dl;lp
due marketing de c p dSn traeh nhi m eua nhfrng nguai lam marketing trong vi e dam bao
tiit ca cac ho?t d(mg marketing tuan thu cac nguyen t c d?o due c6t loi, bao g6m tinh
chinh
tqrc, khicm t6n va trung th\fc. Marketing d?o due xa h(>i da tr6 thanh m(>t chiSn luqc
m&i trong Sl,l' phat tri6n cua m9t tb chuc hi n nay. Thong qua mon h9c nay' nguai h9c
e6 the
tich lily hi6u biSt ve d?O due marketing va SU d\lllg hieu biet d6 xay dµng ehiSn luge
marketing dam bao tuan thu d?o due.
Mon h9e cung efip eho nguai h9e ban eh§t va ph?ffi vi eua d?o due marketing va thue dua
ra quyet dinh d?o due. Mon h9e cilng giai thich g6c r€ cua d?o duc-duqc coi la triet ly d?o
due. Tir d6, mon h<;>e se giup nguai h9e hi6u duqc CO' s6 khai ni m cua d?O due
marketing va nh biet duqc v6 vfin nay trong eae nganh eong nghi p. D c bi t, m9t s6 vftn
de c1.1 the lien quan den d o due marketing duqe xem la n(>i dung c6t loi duqe gi&i thi u
v&i sinh vien trong m6n h9e nay. Ve chi tiSt, m6n h9c se gi&i thi u bao g6m cac vfin de
ve d?o due marketing theo m9t s6 each tiep e n khac nhau. Nguai h9e se duqc gi&i thi u
ve ly thuyet, cfing nhu thve hanh v§n d6 d?O due marketing, qua d6 c6 duqc n n tang CO'
ban d6 hieu cac viin d d?o due trong kinh doanh va each kh c phvc.
Many of the critical issues facing modern businesses can be considered marketing ethics
issues. It follows that as the field of business ethics has evolved, marketing has played a
key role in the development of business ethics. Ethical marketing refers to a marketer's
responsibility to ensure all marketing activities adhere to core ethics principles, including
integrity, humility and honesty. Social ethic marketing has become a new strategy in the
development of an organization currently. After progressing through this unit, learners
are able to build up their understanding of marketing ethics, which they can use to build
an ethical marketing strategy.
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The unit provide learners the nature and scope of marketing ethics and how to make an
ethical decision. It also explains the roots of ethics which are considered as ethical
philosophies. Learners will understand the conceptual foundations of marketing ethics
and recognize their knowledge in industries. Importantly, some ethical issues in
marketing are core components in this unit. In details, this unit covers ethical concerns in
some different approaches. Learners will be introduced to the theory, as well as the
practice, that is fundamental to understanding ethical issues in business and how to
overcome.
11.2. Cac mon hqc bit bu9c trong kh6i ki n thrrc chuyen nganh/ Core courses
related to specialised profestional knowledge
1. Marketing s6 (Digital marketing)
Mon h9c tien quy€t (Prerequisite): Principles of marketing
M\lc dich cua h9c ph§.n Marketing s6 la cung cdp cho sinh vien ki€n thuc v€ lc;ri th€ kinh
doanh cua marketing s6 va tfim quan tr9ng cua n6 d6i v6'i thanh cong cua ho<;tt d9ng
marketing. Thong qua h9c ph n nay, sinh vien se hieu each thuc phat trien m9t k€ ho ch
marketing s6. Cac em cfing duc;rc gi6'i thi u v€ cac kenh s6 khac nhau, lc;ri th€ va each thuc
tich lwp cua chung; each tich hc;rp cac phmmg ti n s6 khac nhau va t o n9i dung marketing,
V.V. Vi9c ap dl,lng ki n thuc, ky nang va nang Ive thu duc;rc SC giup cac nha marketing tuang
lai hinh thanh k€ ho ch marketing s6 nh m quan ly hi u qua ho<;1t d9ng marketing s6.
The aim of the Digital Marketing module is to provide students with the knowledge about
business advantages of the digital marketing and its importance for marketing success.
Through this module, students will understand how to develop a digital marketing plan.
They also get introduced to various digital channels, their advantages and ways of
integration; how to integrate different digital media and create marketing content and so
on. The application of the gained knowledge, skills and competences will help future
marketers in forming digital marketing plan in order to manage a digital marketing
performance efficiently.
2. Phat tri n san phim moi va cai ti n (New Product Development & Innovation)
Mon h9c tien quy€t (Prerequisite): Marketing chi€n luc;rc (Strategic marketing), Nghien
cuu marketing (Marketing research)
Tom t t n9i dung (Course summary):
Mon h9c nay cung cdp cho sinh vien ki€n thuc chuyen sau v phat tri n va d6i m6'i san
phim m6'i bing each su d1,1ng khuon kh6 quan trj. Mon h9c t p trung vao each thuc quan
tri thanh c6ng vi c phat triSn san phAm m6'i trong b6i canh kinh doanh hi n nay va each
t o ra gia tri va tang truong thong qua d6i m6'i trong cac thj trm'mg hi n t i va thj trucmg
29
m6i Trong mon hQC nay, sinh vien se xem xet qua trinh phat triSn san ph§.m m&i va nhi u
v n d€ quail tri san phfun m&i ma cac cong ty phai d6i m t; kham pha cac khai ni?m,
phuang phap va cong C\l v€ each t6 chl'.rc va quan ly qua trinh d6i m&i trong b6i canh kinh
doanh hi?n nay. Trong mon h9c nay, sinh vien cfing se ki8m tra vai tro cua cac ho t d<)ng
va quan Iy cua n6 d8 cai ti€n trong qua trinh phat triSn san ph&m m&i cung nhu m6i quan
h? gifra c6ng ngh? m&i va thi truong dugc xem xet trong ph m vi Ian t6a cua cac d6i m&i
va S\l' chfip nh n cua thi truong.
This course provides students with an in-depth understanding of new product
development and innovation using a management framework. It focuses on how to
successfully manage new product development in business context and how to create
value and growth through innovation in new and existing markets. Students will examine
the process of developing new products and many of the new product management issues
faced by companies; explore the concepts, methods and tools on how to organize and
manage innovation process in business context. In this course, students will also examine
the role of operations and its management for improvement in new product development
as well as the relationship between new technology and the market is examined within the
diffusion of innovations and market adoption.
3. Thi t k UI/UX (UIIUX Design) Mamon
h9c (Course code): MAR1468_CLC Sf> tin
chi (number of credits): 02
Mon h9c tien quy€t (Prerequisite): Marketing s6 (Digital Marketing), Nguyen ly
marketing (Principles of Marketing), Hanh vi ngum tieu dung (Consumer Behaviour).
Tom tit n9i dung (Course summary):
Trai nghi?m nguai dung bao g6m m9i khia c nh cua nguai dung v&i m9t c6ng ty bao
g6m ca cac san phAm cua c6ng ty d6 trong m6i truang s6. Trai nghi m nguai dung chu
y€u la thi€t k€ trai nghi m ly tu6ng hoan hao khi su d\lng san ph&m ho?c dich V\l.
Nhfrng ti€n b9 trong c6ng ngh thong tin va di n toan du li?u da lam thay d6i ca ban each
thuc san xu§t va tieu dung san phfun va dich V\l; do d6, trai nghi m nguoi dung tr& nen
t6i quan tr9ng trong vi c dap ung nhu c u cua khach hang ma kh6ng g p bfit ky ric r6i ho
c kh6ng hai long nao.
UI va UX rfit quan tr9ng d6i v&i sv thanh cong cua bfit ky doanh nghi p nao. D6 la ly
do t i sao he;> nAm trong top 10 ky nang tim ki€m tren Linkedin vao nam 2020. Di€u
quan tr9ng trong m6n h9c nay la sinh vien se h9c each xay dl,I11g trai nghi m nguai dung
tuy t vai ap d\lng cho cac chi€n luqc marketing cua doanh nghi p.
User experience includes every aspect of the users with a company including its products
in digital environment. User experience is mainly about designing the perfect ideal
experience of using a product or service. Advances in data computing and information
technologies have fundamentally transformed how products and services are produced
and consumed; thus, user experience becomes paramount in meeting customers' needs
without any trouble or dissatisfaction.
30
UI and UX are very crucial to the success of any business. That is why they are in the top
JO Linkedin search skills in 2020. It's paramount/or students to learn how to build a
great user experience apply to businesses marketing strategies.
4. Sang t o va phat triin nQi dung s6 (Digital Content Creation and Development)
Mon h9c tien quy€t (Prerequisite): Nguyen ly marketing (Principles of marketing
Mon h9c hu6ng t6i xay dµng sµ hi€u bi€t co nguoi h9c v€ n()i dung s6 sang t o, ma h9
c6 th€ ap dvng d€ tri€n khai cac chuang trinh marketing ho?c truy€n thong marketing
cho m9t doanh nghi p.
Thu nhfit, mon h9c gi6i thi u cho nguoi h9c ph m vi r9ng 16n cua n9i dung s6 sang t o va
marketing n<)i dung. Nguai h9c se kham pha tfim quan tr9ng cua n<)i dung trong marketing
s6 va each t o ra n<)i dung thich hgp. Mo hinh marketing n<)i dung cilng dugc cung dp
trong mon h9c nay. Qua trinh t w ra va phat triSn n<)i dung s6 la phftn chinh, dugc nh n
m nh trong mon h9c nay. Ben c nh d6, quy trinh tlIIlg bu&c d t o ra n<)i dung sang t o
duqc trinh bay va cac d g n<)i dung cfing dugc d€ C?P trong mon h9c. Nguai h9c se c6 th€
ap dvng quy trinh nay dS t o ra n(>i dung c6 gia tri trong cac chuung trinh truy€n thong
marketing cua minh.
Through this course, learner will build up their understanding of creative digital content,
which they can apply to implement a marketing commutation or marketing programs for a
business.
Firstly, the unit introduces learners to the wide scope of creative digital content and
content marketing. Learners will explore the importance of content in digital marketing
and how to create the niche content. The model of content marketing is also provided by
this course. Importantly, the process of creating digital content will be provided as a main
section in this course. A step-by-step process to produce creative content is presented and
the typologies of content are also mentioned. Learners will be able to apply this process to
produce valuable content in their marketing communication programs.
5. Cong nghf marketing s6 (Digital marketing technologies)
Mon h9c tien quy€t (Prerequisite): Marketing s6 (Digital marketing)
T6m tit n<)i dung (Course summary):
"Cong ngh marketing s6" la h9c phfin gi&i thi u cho sinh vien nhfrng ki n thuc t6ng quan,
ca h<)i va thach thuc khi su dt,mg nhfrng cong ngh marketing s6. Cac ca h9i bao g6m tu
vi c nhAm dung d6i tugng m\Jc tieu dS ca nhan h6a thong di p d n t?n di.mg cac cong ngh
s6 m&i d€ quan ly hi u qua cac chi€n dich marketing da kenh phuc t p. Nhfrng thach thuc
28
bao g6m khoang each gifra each cac nha marketing nghI v€ vfin d€ cua h9 va each cac nha
cung cfip cong ngh? mo ta cac giai phap cua h9 va sau d:6 lµa ch9n cac giai phap t6t nhfit.
Sinh vien se h9c each cac nha di€u hanh marketing quy€t dinh cong ngh nao phu hqp de
giai quy€t cac vful d€ marketing cua h9. Mon h9c nay mang tinh ch§.t nh p mon nhung
se hfru ich cho nhfrng sinh vien c6 th€ lam vi?c v6'i m9t nh6m nho cac cong ngh?
marketing, nhung cam thAy nhu ki€n thuc cua h9 chu y€u la ho t d(mg va / ho c t p trung
vao cac ung d1,1ng cong ngh? dt C\l th€. Cac thanh phlm C\l th€ cua mon h9c bao g6m
b6i canh cong ngh? marketing, n€n tang cong ngh? marketing, nang Ive cong ngh?
marketing quan tr<).ng va tuang lai cu.a cong ngh marketing
"Digital marketing Technologies" introduces students to the overview, opportunities and
challenges of using digital marketing technologies. The opportunities range from
targeting the right audiences to personalizing messaging to leveraging new digital
technologies to effectively managing complex multi-channel marketing campaigns. The
challenges include the gap between how marketers think of their problems and how
technology providers describe their solutions and then selecting the best solutions.
Students will learn how marketing executives decide which technologies are right for
addressing their marketing problems. This course is meant to be introductory in nature,
but should be useful for students who may work with a subset of marketing technologies,
but feel like their knowledge is primarily operational and/or focused on very specific
technology applications. Specific components of the course include the marketing
technology landscape, the marketing technology stack, marketing technology
competencies that matter, and the future of marketing technologies.
6. Phan tich marketing (Marketing
analytics) Mamon h9c (Course code):
MAR1437_CLC S6 tin chi (number of
credits): 03
Mon h<;>c tien quy€t (Prerequisite): Hanh vi nguai tieu dung (Customer behavior);
Marketing chi€n luqc (Strategic marketing), Nghien cuu marketing (Marketing research)
Mon h9c nay duqc c!u true va t6 chuc nhu mon h9c hu6'ng d n each lam cho sinh vien
marketing cua PTIT v€ phan tich marketing m9t each thvc t€ va phu hqp. Tr9ng tam cua
mon h9c la nhful m h k€t nbi cac y6u tb dAu vao cua ho t d9ng marketing v6'i hanh vi
khach hang va sau d6 su d\lllg cac mo hinh dµ doan de phat trian cac kich ban tuong lai
c6 the xay ra. Cac chu d€ duqc d€ c p trong mon h9c nay 1i cac ky thu t phan tich duqc
su dvng r(mg rai trong thvc t€ va giup sinh vien ti€p xuc v6'i each phan tich marketing
lien
quan d€n cac vAn d€ kinh doanh chi€n luge.
This course is structured and functions as a how-to guide for PTJT's marketing students
on practical and sensible marketing analytics. The emphasis is on connecting marketing
inputs to customer behavior and then using the predictive models to develop forward
looking, what-if scenarios. The topics covered in this course represent the analytics
29
techniques that are widely used in practice and provide students exposure to how
marketing analytics relates to strategic business issues.
7. Marketing qua phll'o-ng ti n truy n thong xa hqi (Social media Marketing)
Mon h9c tien quy€t (Prerequisite): Truy€n thong marketing tich hc;rp (Integrated
marketing communication), E-commerce (Thuang mt;ii ai¢n tu)
M1,1c dich cua mon h9c nay la cung c§.p cho nguoi h9c ki€n thuc va ky nang ca ban va c p
nh t nh t dS hiSu duc;rc sv phat triSn cua marketing qua phuong ti n truy€n thong xa h9i va
b6n linh V\fC cua marketing qua phuwong ti n truy€n thong xa h9i. Sau khi hoan thanh mon
h9c, sinh vien se c6 thS bi€t each phat tri€n cac chi€n luqc marketing qua phuang ti n
truy n thong xa h9i hi u qua cho nhi€u 101,ti nganh va doanh nghi p khac nhau, ciing nhtr
c6 th mo ta cac c6ng marketing qua phuang ti n truy€n thong xa h9i chinh c6 th€ dugc
su d1,mg ct€ quang ba m9t cong ty, thuong hi u, san ph m, djch vv ho c con nguai. Han
nfra, sinh vien duqc ky v9ng se c6 th€ cung nhau l p m9t k€ hol,lch marketing truy€n thong
xa h(>i va theo doi ti€n 09 d1;1t duqc cac m1,1c tieu biing nhi u cong cv do luong, djch V\l va
cac chi s6 phu hqp.
The aim of this course is to provide learners with the basic and most updated knowledge
and skills to understand the evolution of social media marketing and four zones of social
media marketing. Upon completion of the course, students will be able to know how to
develop effective social media marketing strategies for various types of industries and
businesses as well as be able to describe the major social media marketing portals that
can be used to promote a company, brand, product, service or person. Furthermore,
students are expected to be able to put together a social media marketing plan and track
progress in achieving goals with a variety of measurement tools, services and metrics.
8. Chuyen d : Xu hmrng cong ngh? marketing s6 (Perspectives of Digital Marketing
Technologies)
Ma m6n h9c (Course code): MAR1471_CLC
Mon h9c tien quy€t (Prerequisite): Marketing s6 (Digital Marketing)
Mon h9c nh m cung cAp cho sinh vien cai nhin t6ng quan v cong ngh marketing s6, xu
hu6'ng phat tri€n va ung dvng trong vi c gia tang tri tu marketing cho doanh nghi p
trong b6i canh kinh doanh hi n d1,ti. D c bi t, mon h9c se nhin ml,lnh d€n vi c (mg d\
mg tri tu nhan t1,to trong ho t d(mg marketing. Mon h9c t p trung vao vai tro cua tri tu
nhan t1,to trong vi c t1,to ra gia tri cho doanh nghi p: t p trung vao vi c tl,lO ra va nim bit
gia tri, xac dinh nhu c u cua khach hang va hiSu cac quy trinh mua hang, hinh thanh
phan khuc m1,1c
tieu, djnh vi san ph m va quan tri gia tri thuong hi?u ...
30
The course aims to provide students with an overview of digital marketing technology,
development trends, and applications in increasing marketing intelligence for businesses
in the modern business context. In particular, the course will emphasize the application of
artificial intelligence in marketing activities. It focuses on the role of artificial intelligence
in creating value for the business: the emphasis is placed on creating and capturing
value, identifying customer needs and understanding purchasing processes, forming
target segments, positioning the product, and managing brand equity...
9. D an K ho ch Marketing s6 (Digital Marketing Capstone Project)
Mon h9c tien quy€t (Prerequisite): Marketing s6 (Digital Marketing)
T6m t t n<)i dung (Course summary):
D an K€ ho;,ich marketing s6 la m<)t mon h9c dv an ca nhan ho c theo nh6m dAy thu thach
cho phep sinh vien ap d\lllg m9i thu b;,in da h9c duqc trong su6t chuang trinh. Mon h9c
nay duqc thi€t k€ d€ cung cfrp cho sinh vien ca hc;,i ap d\lllg ly thuy€t va kien thuc h9 thu
duqc trong chuang trinh vao thvc t€ tri€n khai mc;,t k€ ho;,ich marketing s6 cv th€ cua cac
t6 chuc/doanh nghi p ben ngoai- nhfrng t6 chuc/doanh nghi p dang dfJi m t v6'i cac vfrn d6
chi n luge. Dv an chinh trong mon h9c nay la t;,io va tri€n ldiai mc;,t k€ ho;,ich marketing s6
cho m<)t t6 chuc/doanh nghi p, dva tren ki€n thuc va ky nang da dugc h9c trong
chuO'llg trinh du6'i sv c6 vfrn cua giang vien va ph6i hgp cua doanh nghi p t6 chuc d6.
Trong mon h9c, sinh vien cilng se c6 tnich nhi m trinh bay v€ k€ ho ch cua minh b ng ca
van ban va thuyt trinh.
The Digital Marketing Capstone Project is a challenging individual or team project that
enables you to apply everything you have learned during the program. This course is
designed to provide students with the opportunity to apply the theory and knowledge they
gain in class to outside organizations that are facing strategic issues. The major project
for this course is developing and implementing a digital marketing plan for a
business/organization, basing on the basis of knowledge and skills in marketing and
digital marketing accumulated in the programs. Students will be responsible for
presenting their plan of digital marketing in both written report and oral
presentation./
, DOC
DOC
31
KE HO CH & TIEN TRINH HQC T P CHUAN
(STANDARD PROGRAM SCHEDULE AND PROGRESS)
CHU'O'NG TRINH CHAT Lu'Q'NG CAO NGANH MARKETING: DIGITAL MARKETING
(HIGH-QUALITY EDUCA7ION PROGRAM OF MARKE7ING: DIGITAL MARKETING)
NAM HQC THIJ NHAT (FIRST YEAR) NAM HQC THIJ HAI (SECOND YEAR)
SoTC HQC SoTC HQC
STT STT
Ten mon h9c/ h9c phan (Modules) (Num ky Ten mon h9c/ hQC phan (Modules) (Num ky
(Order) of Cr) (Se) (Order) of Cr) (Se)
Nguyen ly Marketing (Principles of 3 1 1 Tieng Anh (Course 3)_CLC (English - 8 3
1
Marketinq) Course 3- Hiqh quality)
Toan cao cap cho kinh te (Advanced
2 Mathematics for Economics) 4 1 2 Kinh te lu'<;>'ng (Econometrics) 3 3
Tieng Anh (Course l)_CLC (English - Ke toan quan tr! ph1,1c Vl,J cho vi c ra quyet
3 8 1 3 djnh (Managerial Accounting for Decision 3 3
Course 1- High quality)
Making)
Hanh vi ngu'oi tieu dung (Consumer
4 Kinh te vi mo (Microecnomics) 3 1 4 Behavior) 3 3
5 Phat trien nghe nghi p Marketing Triet h9c Mac Lenin (Philosophy of Marxism
(Professional Development in Marketinq) 5 and Leninism) 3 3
Ky nang tu' duy sang t;;io va giai quyet van
Giao d1,1c the chat 1 (Physical Education 1) de (Creative thinking and problem-solving
skills)
Giao d1,1c quoc phong (Military Education)
18 20
Anh (Course 2)_CLC (English - Kinh te chfnh tr! Mac Lenin (Political
6 Tieng
Course 2- High quality) 8 2 6 Economics of Marxism and Leninism) 2 4
7 xuat va thong ke trong kinh te Quan tr! to chu'c (Orrganizational
Xac
(Probability & Statistics for Economics) 3 2 7 Leardership) 2 4
Tin hQC cd so (theo chuan quoc te) (Basic
8 3 2 8 Marketing chien lu'9c (Strategic Marketing) 3 4
informatics- International standard)
9 Kinh te vi mo (Macroecnomics) 3 2 9 Nghien cu'u marketing (Marketing Research) 3 4

Ky nang truyen thong (Communication He thong thong tin trong kinh doanh
10 (Business Information System) 3 4
Skills)
Ky nang tu'dng tac lien ca nhan 11 thong Marketing tfch h<;>'p
(Interpersonal Skills) Truyen
(Intergrated Marketing Communication) 3 4
Giao d1,1c the chat 2 (Physical Education 2) 12 Phap lu t d;;ii cu'dng (General Law) 2 4
Ky nang l p ke hOi;lCh (Planning Skills)
17 18
NAM HQC THIJ BA {THIRD YEAR) NAM HQC THIJ TU' (FORTH YEAR)
SoTC HQC So TC HQC
STT STT
(Order) Ten man h9c/ h9c phan (Modules) (Num ky Ten man h<;>c/ h9c phan (Modules) (Num ky
of Cr) (Se) (Order) of Cr) (Se)
Lich 1 Chu c(:,ng
su' Dang nghia san
xa hoi
Vietkhoa
Namhoc (Scientific
(History of Vietnamese Communist5 Party) 1
2 2 7
Chuyen de: Xu hu'ong cong nghe marketing so (Perspectives of Digital Marketing Technologies)
Socialism)
De an Ke ho.;ich Marketing so (Digital
2 Quan tr! ban hang (Sales Management) 2 5 2 Marketing Capstone Project) 2 7
Marketing qua phu'dng tien truyen thong xa
hoi (Social Media Marketing)
Phat 3trien O.;io du'c Marketing
san pham m6'ich9n
va cai(Marketing
(NewEthics)
tien(Elective
Product 3 5 3 2 7
H9c phan h/a 1 (*) CourseDevelopment
1 & Innovation)
5 2 5 5
H9c phan II/a ch9n 1 (**) (Elective Course
(*))
4 Marketing djch Vl,J (Service Marketing) 2 5 4 1 (**)) 3 7
H9c phan h/a ch9n 2 (*) (Elective Course 2
6 2 5 6
(*)) HQc phan ll,J'a ch9n 2 (**) (Elective Course
2 (**) 3 7
HQc phan ll,J'a ch9n 3 (*) (Elective Course 3
7 2 5 7
(*))
3 7
HQc phan ll,J'a chQn 4 (*) (Elective Course 4
8 2 5
(*))
3 18 7
Tu' tu'ong Ho Chi Minh (Ho Chi Minh 17 Thl/c t p va tot nghiep (Internship and
10 Ideology)
2 6 Dissertation) 10 8
STT So TC HQC So TC HQC
STT (Order)
Ten mon hQc/ hQc phan (Modules) (Num ky Ten mon hQC/ hQc phan (Modules) (Num ky
(Order) of Cr) (Se) of Cr) (Se)
ho c hQc phan thay the tot nghi p (Or
11 Marketing so (Digital Marketing) 3 6
Graduated replacement Modules)
12 Quan tri thu'ong hi u (Brand Management) 2 6
13 Thiet ke UI/UX (UI/UX Designs) 2 6

14 Sang tc;10 va phat trien n9i dung so (Digital
Content Creation and Development)
15 Cong ngh Marketing so (Digital Marketing 3 6
Technologies)
3 6
16 Phan tfch Marketing (Marketing Analytics)
3 6
18 I 10 I
Total
II 136 II
C*l: Danh sach c_cic hoc 12.han ttl c_honL.Ele.ctive Cou c.5. C**l: Daah sach c.ac hoc12.han tu' cll.oaLE/ectiv C.ours -5.
Marketing <fa kenh (Ommichannel
1 Thu'dng m9i cfifn hf (E-commerce) 2 1 3
Marketing)
2 Kho'i sf/ doanh nghifp (Entrepreneuship) 2 2 Marketing di <f9ng (Mobile Marketing) 3
3 Quan tri gia (Price Management) 2 3 Phan tfch web (Web Analytics) 3
Quan trj di/ an marketing (Marketing 2 4 Tri tu kinh doanh va marketing 3
4
Project Management) (Marketing and Business Intelligence)
s Marketing 828 (B2B Marketing) 2 5 Chi so marketing (Marketing Metrics) 3
6 Marketing quoc te' (International Marketing) 2 6 Marketing xa Mi (Social Marketing) 3

Phan heh hoiJt cf9ng san xuat kinh doanh Marketing bang cong cµ tim kiem (Search
7 2 7 3
(Business Analysis) Engine Marketing)
tri quan hi khach hang (Customer
8 Quan
Relationship Management) 2
9 trj kenh phan phoi (Distribution
Quan Management)
Channel 2
Phu'dng phap nghien cw khoa h9c trong
JO marketing (Academic Research in 2
Marketing)
Tl N TRlNH fJAO T O CHUAN - STANDARD LEARNING PROCESS
NGANH MARKETING (MAJOR: MARKETING - DIGITAL MARKETING)
Semester 1 Semester 2 Semester 3 Semester4 Semester 5 Semester6 Semester 7 SemesterB

Ly lu n chfnh tr! Tri.l!t hQc Mac Lenin Kinh t chinh tr] Mac Chi'.rnghia xa h¢i khoa TLt tLtang Ho Chi Minh Lich SU' Elang
(3TC} Lenin {2TC) hQc (2TC) (2TC) CSVN (2TC)
English Course 3_CLC (8Cr)
Course l_CLC (8Cr) Course 2...,.CLC (8 Cr)
Natural and Social Advanced Probability and

Sciences Mathemati<;s for Statistics for General Law (2Cr)
Economics (4Cr) Econom\cs (3Cr)
Professional
Soft Skill Creative Thinking
Development in Communication Skills lnterpersonalSkills Planning Skills
and Problem-Solving
Marketing
Skills
Basic Informatics -
IT Skill International Standard
(3Cr)
Macroeconomics Organizational Sales Management

Microeconomics (3Cr) Managerial
(3Cr) Leadership (2Cr) (2Cr)
Accounting for
Decision Making (3Cr)
Principles of Strategic Marketing

Marketing Ethics {3Cr)
Marketing (3Cr) Consumer Behavior (3Cr)
Fundamental
{3Cr)
Courses Service Marketing
Marketing Research
(3Cr) (2Cr)
Econometrics (3Cr)
Business Information El.ective Courses (4 Brand Management
System (3Cr) units - 8Cr) (2Cr)
lntergrated Marketing
Communication (3Cr)
Elective courses (Sectect 4/10 courses)
E-commerce (2 Cr) Entrepreneuship (2 Price Management (2 Marketing Project International Business Analysis (2
828.Marketing (2 Cr)
Cr) Cr) Management (2 Cr) Marketing {2 Cr)
Distribution Channel Academic Research in Cr)
Management.(2 Cr) Marketing (2 Cr}
Professional
r--1,,--,6,.:---•
Semester 1 Semester 2 Semester 3 Semester4 Semester 5 Semester6 Semester 7 Semesters
CUUUlllUllcJI
·: •'i,.·:
Knowledge ;• ..
•c]·,.,
;i }:-t.ii
·.·,,".;:·,'-:;a
•.-... \.:
_:, _.,\ ·::.

,:,':.,_
Elective courses (Sectect 2/7 courses)
i
I
Graduation lntership
lntership
(4Cr)
Graduation Thesis
Credits (Cr) 18 credits 17 credits 20 credits 18 credits 17 credits 18 .credits 18 credits 10 credits
TIE.N TRINH HQC T P CHUAN VA DANH sAcH cAc MON HQC (TIEN QUYET, TRU'6'c SAU, SONG HANH)
CHU'O'NG TRINH CHAT LU'Q'NG CAO - NGA.NH MARKETING (DIGITAL MARKETING)
-----------··· ··-· - ------
TT Ten mon hc;>c/hQC phan Ma so mon h9c
···-·- Nam h9c Mon h9c Mon song
So TC •Nuam th'u' n h a~t Nuam thu' ha•, Nuam Nuam• t h' u' Mon tien quyet
tru'oc hanh
th'u' b a tu'
1 Nguyen ly Marketing (Principles of marketing) MAR1353 _CLC 3 MKl
2 cao cap cha kinh te {Advanced --------···-···--- -··
Toan
mathematics for economics --- BAS1267_CLC 4 HKl
3 Anh (Course l)_CLC (English - Course 1-
Tieng BAS1162_ClC 8 HK1
High gualiM
Kinh te vi mo (Microeconomics}
4
5 Phat trien nghe nghi p Marketing (Professional
develo12ment in Marketin-'
BSA1310_CLC 3
MAR1147_CLC
-
HKl
HKi
BAS1106 J:IK1
6 Giao dl;IC the chat 1 {Physical Education 1)
7 Giao dl)C quoc phong (Military Education) BAS1105 - --
HK
-
- 1
Tieng Anh (Course 2)_CLC (English - Course 2-
BAS1163_CLC 8 HK2.
8 Hlgh quali!YL
Xac xuat va thong ke trong kinh te (Probability &
9 Statistics BAS1268_CLC 3 HK2
for Economiaj
-; Tin hQC cd so (theo chuan quoc te) (Basic INT11177_CLC 3 HK2
1 informatics- International standard) -· _
11 Kinh te vi mo (Macroeconomics) BSA131l_CLC 3 HK2
13 Ky nang truyen thong (Communication skills) MAR1148_CLC HK2
-
Ky nang tlidng tac lien ca nhan (Interpersonal
4 MAR1149_CLC HK2
: skills)
15 Giao dl)c the chat 2 BAS1107 --- ---·
HK2·----... -- -------------------------··
Tieng Anh (Course 3LCLC (English - Course 3-

•16 Hiqh quality) BAS1Hi4_CLC 8 HK3
Kinh te vi mo: Kinh te vi-mo; Toan cao
17 Kinh te lu'cjng (Econometrics) BSA1309_CLC 3 .HK3
-- cap; Xac suat va thonQ ke
Ke toan quan trj ph1,1c v1,1 cho vi c ra quyet
18 dlnh (Managerial accounting for decision FIA1388_CLC 3 HK3.
making)
19 Hanh vi ngu'oi tieu dung (Consumer behavior) MAR1354 _CLC HK3 Nguyen ly-marketing
-3 ----.-
Tri t 9c Mac- le nin (Philosophy of marxism and
22 Leninism) BASllS0 3 HK3
--
Ky nang tu' duy sang t o va giai quyet van ae
20 (Creative thinking and 12roblem-solving skills) MARllS0_CLC HK3
22 Kinh e chinh tr! c- le nin (Political economics of BAS
marx,sm and Lernrnsl!!l 1151 2 ·HK4
- --- ---·-· -- .
23 Quan tri tochu'c (Organizational Leadership) --MAR1352 _CL-C 2 - • Hk'.4. Nguyen Iy marketing
24 Marketing chien lu'Qc (Strategic marketing) MAR1355 CLC HK
3------------------------------------
- ·4·
------ -
25 Nghien cu'u marketing (Marketing research) MAR1356 _CLC 3 HK4 Nguyen ly marketing
Nguyen ly marketing; Xac suat va
thong ke; Kinh te·vi mo
N_a_mh9c Mon Mon song
TT Ten mon hQc/hQc phan Ma somon hQC Mon tien quyet
So TC Nam thu' nhat Nam thu' hai Nam thu' ba Nam thu' tu' h9c hanh
26 H thong thong tin kinh doanh (Business tru'oc
Information Syst L
27 _thong Mark tin? tfch h9p (Intergrated MAR1357 _CLC
MARl3l
Truyen 4 CLC 33 HK4 Nguyen ly marketing
HK4 Nguyen ly marketing
_ marketing communication) -
28 Phap lu t d9i cu'ong (General law) . _ -- BSA1221 CLC 2 HK4 -- -
_2_1 Ky_nang l p ke ho9ch (planning skills)----------------------MAR1151_CLC HK4
·
29 Chu nghia xa h(:,i khoa hQC (Scientific socialism) BAS1152 2 HKS

-·
30 Quan tr! ban hang (Sales management) - MAR1329_CLC 2 HKS Nguyen ly marketing
31 090 du'c Marketing (Marketing Ethics) MAR1358 CLC 3 H N guyen ly marketin g _
3_2M_arketing d\ch v1,1 (Service marketing) MAR1425_CLC
HKS Nguyen ly marketing, Hanh vi ngu'oi - --
tieu dun
-
34 H9c phan h/a ch9n1.l.2 2 HKS
35 H9c phan llja ch9n 2 (*) 2
36 H9c phan h/a ch9n 3 (*)-------------------------------------------------------------- 2 -HKS
HKS
37 H9c phan h/a chc;m 4 (*) 2
-HKS
38 Tu' tu'ong Ho Chi Minh (Ho Chi Minh Ideology) BAS1122 2
39 Marketing so (Digital marketing) MAR1466 CLC 3
-HK6 Nguyen ly marketing
-- Quan tr\ thu'dng _!)i u (Brand Management) MAR1328_CLC 2 -HK6 Nguyen ly marketing
Nguyen ly marketing; Marketing so;
---------------------- · --
41 Thiet ke UI/UX (UI/UX Design) MAR1468_CLC 2
-
HK6
-HK6
-- - - Hanh vi ngu'oi tieu dung
Sang o va phat trien ni;,i dung so (Digital Content MAR1469_CLC 3 HK6 Nguyen ly marketing
42
Creation and Developmen_t) --
43
Cong ngh Marketing so (Digital marketing MAR1470_CLC 3 HK6 Marketing so
_ technolog
44 Phan tfch Marketing (Marketing analytics) Hanh vi ngu'oi tieu dung; Marketing
MAR1437_CLC 3 HK6
sbien lu'dc; Nghien cCfu m_arketing
Lich su' Dang c(:,ng san Vi t Nam (History of
12 BAS1153 2 HK7
Vietnamese communist party).
46 de: Xu hu'ong cong ngh marketing so
Chuyen MAR1471_CLC 2 HK7 Marketing so
(Perspectives of Digital Marketing Technologies)
47
De
an Ke ho ch Internet marketing (Digital MAR1472_CLC 2 HK7 Marketing so
M_arketing Capstone Pro_je_ct )
48 qua phl.J'ong ti n truyen thong xa h(:,i Thu'dng m i di n tu; Truyen thong
Marketing
(Social media Marketing) MAR1406_CLC 3 HK7
---·- _ rn_a_rk_eting tich hgp
40 trien san pham moi va cai tien (New Nguyen ly marketing, Marketing chien
Product
Phat MAR1467_CLC
_ Development & InnQvation)______________________________________3 ,.,. - . -- - HK7 lu'gc
- _r,,1on h9c h/a ch9n 1 (**) 3
- - -- HK7
50 Mon hQc h/a ch9n 2 (**) 3
Thi/:t p va tot nghi p ho c h9c phan thay the tot 10 HK8
45
nqh1e
T..--:,nn ":
·---··---·-· ·- -------···------- ·--·-·
Nam hq_c Mon hqc Mon song

TT Ten mon hQc/hQc phan Mon tien quyet
Ma so mon h9c So TC Nam thu' nhat Nam thu' hai Nam thu ba. Nam thu' tu' tru'oc hanh
TONG CQNG {khong dnh quoc phopg, giao ttu V Mu Vu - m
dµc
the'chat kv nan
(*}_!_ Cach9Cphan tlfch9n

--
1 Thlldng m i di?n tu' {E-commerce) MAR1323_CLf 2 _
2 Khcfi st/ doanh nghi(Jp (Entrepreneuship) MAR1359 _CLC 2
3 Quan trj gia (Price Management) MAR1360_CLC 2

4 Quan tri dt/ an marketing (Marketing project
MAR1361_CLC 2
management,
5 Marketing 828 (828 Marketin_.,ig_ ') MAR1362_CLC 2
6 Marketing quoc te (Intemational marketing) MAR1363_CLC 2
; Phan tfch ho{lt d9ng siln xuat kinh doanh BSA1320_CLC 2
(Business analysis, ---- - ---
8 Quan tri quan M khach hang (Customer MAR1344-CLC 2
Relationship Management.,,_) _
9 Quan tri kenh phan ph61(Distribution channel
MAR1364_CLC 2
m_anagement) _
10 Phlldng phap nghien cti'u khoa h9c trong
MAR1365_CLC 2
marketinq {academic research in marketing
-
{**}:Cac h9C phan 41' ch9n
! !!_arketing da kenh {Omnichannel marketing) MAR1477_CLC 3
2 Marketing di d9ng {Mobile Marketin ,,'!J.e<..'} _ MAR1473-CLC 3
3 Phan dch web (Web analytics._;) MAR1408_CLC 3
-• Tr! tu(J kinh doanh va marketing {Marketing and MAR1475_CLC 3
Blj ness Intelligence)_ ---··--- -
s Chi so' marketing (Marketing Metrics) MAR1474_CLC 3 - ---- ------ --
6 Marketing xa h9i (social marketing} MAR1476 CLC 3
--; Marketing bang cong cµ tim kiem (Search MAR1405_CLC 3
Engine
M. arketing)
--- --- - --
MA T N Ll N K T cAc HOC PHAN VOi CHUAN OAU RA (MATRIX LINKING COURSES WITH LEARNING OUTCOMES)
TT Ten hc;,c ph n (Course name) Chuin d u ra (Learning Outcomes)

LOl LO2 LO3 LO4 LO6 LO7 LOB LO9 LOlO LOU LO12 LO13 LO14 L015 LO16 L017 LO18 LO19 LO20 LO22 L023 LO24 LO26 LO27 LO28 LO29 LO30 LO31
1 Triet hoc Mac Lenin (Philosophy LOS LO21 LO25
of marxism and Leninism)
2
- -
Kinh te chfnh trj Mac Lenin --- 1- -- - -··-
,-
-- --· 1--
-- - -, -- -- -
2 (Political economics of marxism 2
-
and Leninism) ,
Chu nghia xa hQi khoa hQC - -
-- - -
3 2
(Scientific socialism)
Tll
MinhtLrong Hi5 Chf Minh (Ho Chi
- - - -
- - -
4 Ideology) 2
rr
LJl.l l l"T ifl'I
5 (History of Vietnamese
Vl l r<ldl
2
-- -- -1- - I-
Tin hQc ca sa(theo chu n qu6c - - - -- c- -- --· -- ·-
6 te) (Basic informatics-

3 3.5
-
International standard)
.. ,
7 Anh (Course l)_(LC -- . -- , -- -- --
_
-
-
- -- -- -- -
Tieng
(English - Course 1- High _ 3.5 3.5
3.5
quality)
-- -- -- -- -
Tieng Anh (Course 2)_CLC -- --·

(English 3.5 3.5 3.5
8 - Course 2- High quality)
Tieng Anh (Course 3)- CLC

. -- -- - -
9 (English - Course 3- High quality) 3.5 3.5 3.5
-· - ----
Toan cao cjp cho kinh te
-- -
-- -- -- - -
10 (Advanced mathematics for 2 ,-
-
economics)
. , -- - -
Xac xu t va th6ng ke trong
-
-- - -- - --- t-- -
--
kinh --
11 te (Probability & Statistics for 3 3 3 3
Economics)
-- - ----
,-..
12
Phap lu t d;;ii wong (General
law) 2 -
I-
-
--- -
-- -- - - ~ - .. I- -,- - - 1- -- ---
Ke toan quan trj phl)C VI) cho
13 vi c ra quyet djnh (Managerial 2
accounting for decision making)
14 Kinh te vi mo (Microeconomics) 3 .
-- - . - . -- --, - -- -- t- - --- ..
2
,_ 2
15 Kinh te vi mo (Macroeconomics) t-- 3 -- - ·- '-- -- - -t--
-- . - --
- - -- - • -- -- ·-·- --
16 Kinh te lllQng (Econometrics) 2
·- - - -- . -- - - I- - -· ·- >- , - -- -
- - - - - -- . - .
-
TT Ten hQc ph n (Course name) Chu n dau ra (Learning Outcomes)
LOl LO2 L03 LO4 LOS LOG LO7 LOS LO9 LOl0 LOll LO12 LO13 LO14 LOlS L016 L017 LO18 LO19 LO20 LO22 LO23 L024 LO25 LO26 LO27 LO28 LO29 L030 L031
Quan tri to chuc (Organizational LO21
17 Leadership)
3
2.5
----- ·- - -
- -------- --·-
Nguyen ly marketing (Principles
- - - --- -- . - -- -- -- --·- ------ ----·--· ---·-- I---•-· - - -- -- - -- --- ----.
18 3.5 3.5 3 3 2.5 3 3
3 of marketing)
Hanh vi ngLt6'i tieu dung

i-
--- - --- ---- -- --- - -- --- -- - - -- - - --- - -- . -· --·-· ·-- --
19 (Consumer behavior) 3 3.5 3 2.5 3 3
-
-
I-'-----
-- - .. --·- -- --- ---- ---··
· ---·- ---- -· ---- - ----- - -· - -- -·-- - -
Marketing chien luqc (Strategic ------- --
--
19 marketing) _ 3.5 3 2.5 3 3
3.5
Nghien CU'U marketing

- i- ---· -·- -- -- ·-- - - - - -- - ·- - -- - - -- -
20
-
3 3.5 3.5 2.5 3.5 3.5 3 3
{Marketing research)
- ,- 3.5
-
- 3.5 3 -- -- t-- , -- ·-
_
H th6ng thong tin kinh doanh 3 3
21 (Business Information Systems) 2.5 3
,
---1- ~---
- 1-- · --
- , - - - - -----
- Truyen thong marketing tfch hqp 3.5 3 3 3.5 2.5 3
- --· ., ,. - 1--
-- --- ·-- --
_
-
22 {lntergrated
com municatio marketing
n)
- trl thLtang --
- --hi u (Brand
Quan
23 3.5 3 3 3 2.5 3
management)
Quan tri ban hang (Sales
- --
- i--- -- - - 1-- -- -- -· -- - -- -- -
24 3.5 3 3 2.5 3
-
management)
Markting dich vt,i {Service
i--- - .
,
- .
-·•··
- -··· -- - - --·- --- -- 1--- - -
---
25 3.5 3 3 2.5 3
marketing) _ ,_ _,_. ,_
Di;lo due marketing {Marketing
26 Ethics) 3
-- -- .
4
-- -- -- - I-.-
3 3
- - ·-
3.5
1--
Thl1ang mc;Ji di n tu(E- i--- ·-- --- - - - - - --- -
27 ·
commerce) ----- 2.5 3
-
3
···- --------------
Khc'ti Sl/ doanh nghi p
- -- t---.- -
-- - - -- - 1---- -- -. I- ----- --· -
- ·
28 ( !_r: preneush p) 3 3 3 2.5 3 3 3 3
29 Quan tr! gia (Price management)

- t--- 1--- ·-· ·- -- --- -- -- -- - - e--- -· - - -------- ----
3.5 - 3 2.5 3
3
- - i-
30 M r eti p o ect
Quan trj dl,J' an marketing
( a k ng r j manag
,_
emen_t_L - -- --- -- - -- -
- I- - - - - - - -·- -
3.5 3 2.5
,- - - 1----
,_
31 Marketing B2B _(B2B Marketing) --- ·--- -- I-
- ·- -- t--
- - •I-
- 3.5 ·-·- -- 3 3 3
32 Marketing qu6c te (International
marketing) - -
2.5
--
- - -- ---
3.5 3 3 - 3
--
Phan tfch ho9t d9ng san xu t
- - -··----• ---- -··- -- - -- -- - - -. - -- - - - ·- - - ---
33 kinh doan usiness analysis) 3 3.5 3.5 3.5
Quan tri quan he khach hang

- - ·-·· -- -- e--- -- -- - ---- - -- - . -- - t--- ,_ ·--
34 (Customer Relationship
.
Management) 3.5 3 2.5 3
3
. -
--·-- - -·----------·- - -- - --- - -- .. -- --- -· - -
TT Ten hQC phan (Course name) Chuin d§u ra (Learning Outcomes)
Quan tr! kenh phan ph6i LOl ILO2 ILO3 ILO4 ILOS ILO6 ILO7 ILOB ILO9 ILOl0 ILO11 ILO12 ILO13 ILO14 ILO15 ILO16 IL017 ILO18 IL019 IL020 IL021 ILD22 IL023 ILO24 ILO25 ILO26 ILO27 ILO28 ILO29 IL030 ILO31
35 !(Distribution 3.5 3 3 3
channel
1-t- --t---·-1·•··--·-1---t--1
management) 1-- 1---1 - 1---t ·I-- I I -1--1- l·-t I -
Phl1Cing phap nghien c u khoa
3 3
36 Ihoc trong marketing (academic I 2
research in marketing) -l--, t--·-- ,_ ---1----1 - --•- ·1- ..... -- 1-------------- 1-- ---1--1 i--- t----
37 IMarketing s6 (Digital marketing) 3.5 I 3.5 I 3.5 3 3 3 3 3
3 2.5 3
Phat trien san ph m moi va cai -1- --f--1 I·••-· --1--· -1- 1--+---1--,- -1--1--+--t- I·
38 ltien (New Product Development
3 3.5 3 I I I 3 3
& Innovation)
39 IThiet ke UI/UX (UI/UX Design) 3.513.5
t---l--t--- t--------1--1-1 -I ---t--i-->----+---<--i----;---1- 3 -+-1--1-•I--
-------------------------1--t--
3-1-1--l-- ---1----t--+--+--l--+--r-
Sang t;:io va phat trien n(li dung --•--+-- ·l--+---1------------l--f-l·
40 Is6 (Digital Content Creation and

3.5 3 3.5 3
Development)
,- ---1--1--,--
:;Jeong nghe marketing s6 (Digital ---+---1--1-----I- I· -1-1---+-- I • ---1 1--------t·--I-
marketing technologies) 3.5 I 3.5 3 3 3.5 3 3

Phan tfch marketing (Marketing -1--+--I 1---1 -1--t--l I• I· -1--
! 4
42 3 I 3.5 I 3.5 I I I I 4 I I I I 3.5 I 3.5 3
anaI yt1. cs
)
--- --r--i--· -1- -1 --1 1--1 t----if---1 - t-- 1-- -J-1 I -I
Marketing qua phveing tien
43 ltruy n thong xa h¢i (Social 3.51 3.5 3.5 3 I I I 3 I 3.5 I 3.5 I I I 3.5 I 2.5 I I 3 3
media Marketing) ---1
I-
Chuyen d : Xu hv6'ng cong nghe ,- I. - - I- I -1->---+-- I
44 Imarketing s6 (Perspectives of
Digital Marketing Technologies) 3.5 I 3.5 3 3 3 3
-- D an Ke ho9ch Marketing s6
- 1--· ··I -·········+-1- I 1--- I 1--1·- I --1~
I I I
45 l(Digital Marketing Capstone 4
Project) 4 4 4 I 4 3 3.5 3.5 I I 3 3 3 3
3L
IMarketing b ng cong c1,1 tlm

46 kiem (Search Engine Marketing)
I 1--1--·-1- - - -•--1-- -1- I t-- -1-- -
3.5 I 3.5 3.5 3 3 3.5 3.5 2.5 I I 3 3
,Marketing di d(ing (Mobile

47 Marketing) -- -1--1- -, ,-- --t---1· -1-- 1· -
3.5 I 3.5 3.5 3 I 3 _, 3.5 3.5 2.5 I I 3 3 ·I-
1-- 1-- •-- 1----t 1-- --; - , , , -
48 !Phan tfch web (Web analyticsl_._
chi s6 marketing (Marketing •-- . ] :5 jT.5-R---I- _13 3 3
1-·-··..-·
3
1--1--,
3 3
-1-
--t- --1 - 1--
49 1 50 ! ng Business 3.5
3.5 13.5 I 3.5
Metrics) 13.
(Marketi and
Tri tue kinh doanh va marketing 5
- l---1 --1-- I 1--
3.5 ·- 3 3
3
-t- +--- 1--1 ,--,---, -,. -
3
1--- l-1 -
1-- 1
Intelligence) -- -1--
11-
1--1- , 1--------1 -1---1--- --;- 1---1-- l---1 t- -1-- 1--1- 1--1
I
I I• 1---1 --1 --
I 51
Marketing
marketing)xa hi.ii (social 3.5 I 3.5 3.5 3 I I I 3 3.5 I 3.5 3.5 I 2.5 I I 3 I I I 3
.._.. .
------- ,_. . ._.
Chu n dau ra (Learning Outcomes)
TT Ten hQc phAn (Course name)
LOl L02 L03 L04 LOS LOG L07 LOB L09 LOlO LOll L012 L013 L014 LOlS L016 L017 L018 L019 L020 L021 L022 L023 L024 L025 L026 L027 L028 L029 L030 L031
52 Marketing da kenh 3.5 3.5 3.5 3 3

(Omnichannel marketing)
Phat trien nghe nghi p-- •-
-· -- - --- - -- - -- - . - -- -- .
53Marketing (Professional 4 - 3.5

-- ---
3 3
development in Marketing)
--
.. ·-· - - - --· - -- -- f---- . - - --
Ky nang truyen thong -- 3.5
54 (Communication skills)
Ky nang tLtong tac lien ca
- -- - . - -- - - -- ---- - -- - - . -- -- - . -- -
-
55 nhan 3.5
(interpersonal skills)
Ky nang tll duy sang t;,io va giai
- - - - - - - ->---- ·-- f--- - -
56 quy t v n de (Creative thinking 3.5
and problem-solving skills)
I- -- --- -- -- - - - ,_ - . - -- -- -- - --
Ky nang l p ke ho;,ich
-
3.5
57 (planning skills)
I- -- -- ,- - - - - f---
Thl/C t p va t6t nghi p

58 4 4 4 4 4 4 4 4 3.5 3.5 3 3 3.5 3
(Internship and Dissertation)

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Quyet Dinh Ban Hanh Chuong Trinh Dao Tao Huong Trinh Chat Luong Cao Marketing

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BO THONG TIN VA TRUYEN 11-

C O. NG HOA XA HO. I CHU NGHiA V I E. T NAM

CHUONG TRINH GIA.O DVC B I HQC CHAT LU(}NG CAO

1. Ml)C TIEU (GOALS AND OBJECTIVES)

► Cac cu hpi ngh€ nghi?p khac (Other career opportunities)

marketing s6 tl;li cac ca so giao d\lc/dao t o va doanh nghi p

Khoi kiin th-kc chuyen chuyen nganh (Specialized

Ky mfog danh cho sinh vien digital maketing: 3 TC (ch9n 3 Ky nang)

K toan quan tri phL,Jc

Truyen thong marketing

8.2.3.2 Klt6i kiln thfrc chuyen ngimh (Specialised professional knowledge)

Phan tich marketing Ti ng Anh

Phan tfch web (Web Ti ng Anh

H9c phan thay th6 tOt nghi p (Graduation Module)

BSA1310_CLC s6 tin chi (number of

9 Kinh te vi mo (Macroecnomics) 3 2 9 Nghien cu'u marketing (Marketing Research) 3 4

Ky nang l p ke hOi;lCh (Planning Skills)

13 Thiet ke UI/UX (UI/UX Designs) 2 6

6 Marketing quoc te' (International Marketing) 2 6 Marketing xa Mi (Social Marketing) 3

Semester 1 Semester 2 Semester 3 Semester4 Semester 5 Semester6 Semester 7 SemesterB

Natural and Social Advanced Probability and

Macroeconomics Organizational Sales Management

Principles of Strategic Marketing

Elective courses (Sectect 4/10 courses)

_:, _.,\ ·::.

Elective courses (Sectect 2/7 courses)

Tieng Anh (Course 3LCLC (English - Course 3-

29 Chu nghia xa h(:,i khoa hQC (Scientific socialism) BAS1152 2 HKS

Nam hq_c Mon hqc Mon song

(*}_!_ Cach9Cphan tlfch9n

3 Quan trj gia (Price Management) MAR1360_CLC 2

TT Ten hc;,c ph n (Course name) Chuin d u ra (Learning Outcomes)

Tin hQc ca sa(theo chu n qu6c - - - -- c- -- --· -- ·-

6 te) (Basic informatics-

Tieng Anh (Course 2)_CLC -- --·

Tieng Anh (Course 3)- CLC

Hanh vi ngLt6'i tieu dung

Nghien CU'U marketing

- Truyen thong marketing tfch hqp 3.5 3 3 3.5 2.5 3

29 Quan tr! gia (Price management)

Quan tri quan he khach hang

Sang t;:io va phat trien n(li dung --•--+-- ·l--+---1------------l--f-l·

40 Is6 (Digital Content Creation and

marketing technologies) 3.5 I 3.5 3 3 3.5 3 3

Chuyen d : Xu hv6'ng cong nghe ,- I. - - I- I -1->---+-- I

IMarketing b ng cong c1,1 tlm

,Marketing di d(ing (Mobile

52 Marketing da kenh 3.5 3.5 3.5 3 3

53Marketing (Professional 4 - 3.5

Thl/C t p va t6t nghi p

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