MARKETING ĐIỆN TỬ

INTERNET MARKETING

ĐẠI HỌC QUỐC GIA HÀ NỘI

KHOA QUỐC TẾ
Trung Hien NGUYEN
ThS. NGUYỄN Trung Hiển
[email protected]

Thi Thanh Hoa DAO

[email protected]
HÀ NỘI, 2009
HANOI, 2021
 INTERNET MARKETING

I. COURSE INFORMATION:

Program: Bachelor of International Business

Course name: Internet marketing / Digital marketing
Code: INS3038
Number of credits: 2
Lecture: 9
Tutorial: 21
Self-study: 0 hours
Year: Year 3
Semester:
Pre-requisite(s): INS2003 - Principles of Marketing
COURSE DESCRIPTION

Subject introduces students to new business models and new

techniques of marketing on the digital age. Topics in
subjects including: business on the Internet, combining the
digital with traditional business, changing in the world of
online marketing, online marketing activities and tools,
services management on the Internet and virtual community
management.
OBJECTIVES
Upon completion of this subject, students
should be able to:

1. Understand basic digital marketing

and its role in marketing strategy

2. Set up digital marketing strategy

3. Conduct some basic digital marketing

activities

4. Suggest to improve digital marketing

activities of a business
Topic 1: Introducing Digital marketing TOPICS
Topic 2: The online micro-environment
Topic 3: The online macro-environment
Topic 4: The Digital Marketing strategy
Topic 5: The Digital and the marketing mix
Topic 6: Relationship marketing using the digital platform
Topic 7: Delivering the online customer experience
Topic 8: Campaign planning for digital media
Topic 9: Marketing communications using digital media channels
Topic 10: Evaluation and improvement of digital channel performance
Topic 11: Business to consumer digital marketing practice
Topic 12: Business to business digital marketing practice
PRESCRIBED TEXT & REFERENCES : b
Chaffey, D., Ellis-Chadwick, F. (2016) Digital Marketing-Strategy, implementation and
practice. 6th edition Prentice Hall
Recommended references:
Rob Stokes (2013). eMarketing: The essential guide to digital marketing, 5th edition
Damian Ryan (2014). Understanding Digital Marketing: Marketing strategies for
engaging the digital generation. Kogan Page
Philip Kotler, Hermawan Kartajaya, Iwan Setiawan (2017). Marketing 4.0 Moving from
Traditional to Digital. Wiley
David Merman Scott (2011). The New Rules of Marketing & PR. Wiley
Lorrie Thomas (2010). 36-Hour Course: Online Marketing. McGraw-Hill
REFERENCES :
Recommended references:
International:
https://www.phocuswire.com
https://www.mmaglobal.com
https://www.ama.org
https://wearesocial.com
https://www.adsoftheworld.com
https://www.kantar.com/inspiration
Vietnam
https://www.brandsvietnam.com
https://www.saga.vn
https://marketingai.admicro.vn
https://vma.org.vn
How this course go?
COURSE SCHEDULE/ TENTATIVE TEACHING PLAN
Week Date Topics References

1 29/01/2021 Course Introduction - Introducing Digital marketing Chapter 1

2-3 05/02/2021 – Chapter 2,3
12/02/2021 The digital micro-environment and macro environment

4 19/2/2021 The digital Marketing strategy Chapter 4

5-6 26/2/2021 – The impact of digital media and technology on the Chapter 5
5/3/2021 marketing mix
7 12/3/2021 Relationship marketing using digital platforms Chapter 6
8-9 19/3/2021 - Presentations
26/3/2021 Mid-term
10 2/4/2021 Chapter 7
Delivering the digital customer experience

11 9/4/2021 Chapter 8
Campaign planning for digital media

12 - 13 16/4/2021 – Chapter 9
23/4/2021 Marketing communications using digital media channels

14 7/5/2021 Chapter 11
Business to consumer (B2C) digital marketing practice

15 12/5/2021 Business to business (B2B) digital marketing practice Chapter 12

16 Final Exam
ASSESSMENT DETAILS
No Assessment items Value Due date Notes

1. Class participation 10% Continuous – class attendance and in-

class participation

2. Mid-term 30% 19/03 - Teamwork/Presentations

presentation 26/03/2021

3. Final exam 60% Exam

Total 100%
Assessment: Report & Group Presentation
- 10’ presentation with slide
- 5’ – 7’ Q&A
Assessment:
1. Background - Form: Design, Timely, Voice
2. Why is it important? - Content: Relevance, useful,
3. Pros/Cons value, actual…
4. Tips, best pratices, examples

1. TOPIC:
- Mobile Marketing
- ePR – Social listening - Display Advertising
- Search engine Marketing (SEM) - Digital Out-of-home (eOOH)
- Content Marketing - Communities (KoLs, influencers)
- Social media MKT - Google Analytics
- Big Data in Marketing - Internet of things (IoT)
- Conversion Rate Optimisation (CRO) - Search Engine Optimisation (SEO)
- Custormer Relationship Management(CRM) - Marketing Automation
- Affiliates Marketing - Augmented Reality &Virtual Reality
Chapter 1: Introduction
Main topics

● Introduction – how have digital technologies transformed marketing?

● Definitions – what are digital marketing and multichannel marketing?

● Introduction to digital marketing strategy

● Introduction to digital marketing communications

Learning objectives

After reading this chapter, you should be able to:

● Explain the relevance of different types of digital platforms and digital media to
marketing
● Evaluate the advantages and challenges of digital media
● Identify the key differences between customer communications digital
marketing and traditional marketing.
Why is this course?
Why is this course?
Why is this course?
Why is this course?
Why is this course?
How this course go?
Learning objectives of the 1st part

● Explain the relevance of different types of digital

platforms and digital media to marketing

● Evaluate the advantages and challenges of digital media

● Identify the key differences between customer

communications digital marketing and traditional
marketing.
Chapter 1: Introduction
Chapter 1: Introduction

How digital marketing has transformed marketing

Digital marketing is about:

• Audiences
• Digital devices
• Digital platforms
• Digital media
• Digital data
• Digital technology
Customer lifecycle marketing touchpoint
summary for a retailer – RACE framework
Summary and examples of transaction alternatives between businesses,
consumers and governmental organisations
Summary and examples of transaction alternatives between
businesses, consumers and governmental organisations
What is eMarketing?
What is eMarketing?

“achieving marketing objectives through applying digital technologies”

Identifying – the Internet can be used for marketing research to find out customers’ 
needs and wants.

Anticipating – the Internet provides an additional channel by which customers can 
access information and make purchases – understanding this demand is key to 
governing resource allocation to e‐marketing

Satisfying – a key success factor in e‐marketing is achieving customer satisfaction 
through the electronic channel, which raises issues such as: is the site easy to use, 
does it perform adequately, what is the standard of associated customer service and 
how are physical products dispatched?
Customer-centric marketing
An approach to marketing based on detailed knowledge of customer behavior within the target
audience which seeks to fulfil the individual needs and wants of customers.
Customer-centric marketing
An approach to marketing based on detailed knowledge of customer behavior within
the target audience which seeks to fulfil the individual needs and wants of customers.
Multi-channel marketing
Omnichannel marketing

Customer
Omnichannel marketing
Multi-channel marketing strategy
Defines how different marketing channels should integrate and support each other in
terms of their proposition development and communications based on their relative
merits for the customer and the company
Paid, Owned and Earned media v
Paid, Owned and Earned media

Source: Smith and Chaffey, 2005

Marketing Technology Landscape

Source: Scott Brinker, Chiefmartec.com

The 5 Ss of  eMarketing

Source: Smith and Chaffey, 2012

Exemple of Vietjet Air
A strategic framework for developing a digital marketing
strategy

Source: Smith and Chaffey, 2005

An interpretation of the differences between the old and digital media
Opportunities for using the Internet, extranets and intranets
to support marketing functions
Summary of some of the organisational challenges of digital marketing
that need to be managed in the context of the 7S framework
Summary of some of the organisational challenges of digital marketing
that need to be managed in the context of the 7S framework
Some of the problems that we have 
commonly seen in organisations:
Some of the problems that we have 
commonly seen in organisations:
What is eBusiness?
What is eBusiness?
What is eBusiness?
 The five main types of site or mobile 
app functions

1 Transactional e-commerce: Tiki, Sendo, Lazada, Shopee…

2 Services-orientated relationship-building for lead-building

and support: HP, Accenture

3 Brand-building: Durex, Heneiken

4 Publisher or media site: Brandsvietnam.com, smartinsights.com

5 Social network or community: FB, Instagram. LinkedIn…

Example of Foody:
Example of Now.vn:
Example of Gotadi.com:
Example of Luxstay:
What is the eBusiness?
What is the eBusiness?
What is the eBusiness?
What is the eCommerce?
What is the eCommerce?
What is the eCommerce?
eCommerce in Vietnam Overview 2018
Example of Vatgia:
Example of Cho tot:
Using digital media channels to support business objectives
The key types of digital media channels
Summary of communication models for (a)
traditional media, (b) new media
Channels requiring integration as part of
integrated digital marketing strategy
Key communication concepts for digital
marketing

• Permission marketing
• Content marketing
• Customer engagement