Semester Oct 2020 - Jan 2021 1
SCHEME OF WORK
MKT558: DIGITAL MARKETING
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Instructor : MDM. NURUL FARIHIN BINTI MHD NASIR
Office : Faculty of Business Management
Room No. : B1-53
Social Media : FB: Fery Fery & IG: Its_Fery
YouTube Channel : Nurul Farihin Mhd Nasir
Tel : 04-9882767/017-5126915
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1. COURSE OUTCOMES
At the end of the course, students should be able to:
Describe digital marketing environment ( C2 A2 P1 )
Distinguish between B2C and B2B digital marketing practices ( C2 P1 C4 )
Demonstrate the ability and skills to use the digital technologies in delivering marketing
mix towards online customer experience ( C3 P5 A3 )
2. COURSE DESCRIPTION
The course introduces students to the basic elements of marketing in the digital realm that would
position them to take advantage on the challenges of digital marketing. Areas in digital marketing
environment and digital technologies as well as both B2C and B2B digital marketing practices are
also enhanced in this course.
3. ATTENDANCE IS COMPULSORY! Student may miss class due to illness or an emergency,
students must provide medical certificate.
Class Participation. You are required to be involved in class discussion and activities. The course
will enhance your seven generic skills: Communication, Critical Thinking & Problem Solving,
Lifelong Learning & Information Management, Teamwork, Entrepreneurial Skills, Moral &
Professional Ethics and Leadership.
4. SYLLABUS CONTENT
WEEK / DEADLIN
TOPICS NOTE
HOURS E
CHAPTER Introduction to management
1 Definition of what is digital marketing
Week 1 Applications of digital marketing
Benefits of Digital Marketing
Alternative digital business model
Different forms of online presence
The relationship between digital and traditional
communications
Using digital media channels to support business objectives
The key types of digital media channels
Different types of social media marketing tools
Benefits of digital media
Key challenges of digital communications
Semester Oct 2020 - Jan 2021 2
WEEK / DEADLIN
TOPICS NOTE
HOURS E
Key communication concepts for digital marketing
CHAPTER Online Marketplace Analysis: Micro environment
2 The digital marketing environment
Week 2 Environmental scanning and online marketplace analysis
Evaluating demand levels
Consumer choice and digital influence
Online consumer behavior and implications for marketing
Competitors
Suppliers
New channel structure
Business models for e-commerce
CHAPTER The Internet Macroenvironment
3 The rate of environment change
Week 3 Technological forces
Economic forces
Political forces
Legal forces
Social forces
Cultural forces
CHAPTER The Internet and The Marketing Mix
4 Product
Week 4 Price
Place
Promotion
People, process and physical evidence
CHAPTER Relationship Marketing Using Digital Platform
5 The challenge of customer engagement
Week 5 Customer lifecycle management
CHAPTER Delivering The Online Customer Experience
6 Planning web site design and built
Week 6 Initiation of the website project
Defining site or app requirement
Designing the user experience
Development and testing of content
Online retail merchandising
Promote sites
Service quality
CHAPTER Marketing Communications using digital media channels
7 Search engine marketing
Week 8 Online public relations
Online partnerships including affiliate marketing
Interactive display advertising
Opt-in email marketing and mobile text messaging
Social media and viral marketing
Offline promotion techniques
Semester Oct 2020 - Jan 2021 3
WEEK / DEADLIN
TOPICS NOTE
HOURS E
MID-TERM BREAK
CHAPTER Evaluation and improvement of digital channel performance
8 Performance management for digital channels
Week 9 Site management process
Responsibilities in website maintenance
CHAPTER Business to consumer digital marketing practice
9 The consumer perspective: online consumer behaviour
Week 10 The retail perspective: e-retailing
Implications for e-retail marketing strategy
CHAPTER Business to business digital marketing practice
10 Types of B2B organisational marketing and trading
Week 11 environments
Options for online inter-organisational trading
How digital technologies can support B2B marketing
Digital marketing strategies
Week 12 RIVISION/CONSULTATION
Week 13 PRESENTATION/SUBMISSION
PRESENTATION/SUBMISSION
Week 14
Revision Week
FINAL EVALUATION
TEACHING METHODOLOGY
a) Blended Learning
b) Online Distance Learning (ODL)
Semester Oct 2020 - Jan 2021 4
ASSESSMENTS
a) Continuous Assessment : 100%
Individual Assignment 1(Social Media/Digital Portfolio) 20%
Individual Assignment 2 (Case Study) 30%
Test (Chapter 1,5,6,8 &10) 20%
Individual Assignment 3 (Social Media Business Report) 30%
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Total: 100%
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Assessment Description
RECOMMENDED TEXT
Chaffey, D., and Ellis-Chadwick, F.,, Digital Marketing: Strategy, Implementation and Practice, 5, Harlow, Financial
Times/ Prentice Hall, 2012, ISBN: n/a
REFERENCES:
1. Ryan, D., and Jones, C.,, Understanding Digital Marketing: Marketing Strategies for Engaging the Digital
Generation, 2, n/a, 2012, ISBN: n/a
2. Efraim Turban & Linda Volonino, Information Technology for Management, 8, John Wiley and Sons, 2011,
ISBN: n/a
ASSIGNMENT
Assignments are due on the announced date. LATE WORK WILL NOT BE ACCEPTED.
Use Times New Roman 12 or Arial 11 or Century Gothic 10 with 1.5 spacing for all writing report.
ASSIGNMENT 1
Semester Oct 2020 - Jan 2021 5
Social Media/Digital Portfolio (20%)
1. Choose a business profile that you are familiar with, it should be product.
2. Choose one platform that they use. Example: website, blog, IG or Facebook.
3. Report & analyze the company posting / digital marketing initiatives.
Number of pages: not more than 10 pages
Submit digital portfolio in week 5
ASSIGNMENT 3
Social Media Business Report (30%)
You will propose a business through social media.
1. Create a social media page or account for this business.
2. Choose a product to be sell.
3. Create digital content of the product.
4. Posting the content. Use soft selling & hard selling posting techniques.
5. Conduct digital marketing activities.
6. Report the business, product, and digital marketing activities.
Number of pages: not more than 10 pages
Submission in week 7
ASSIGNMENT 2
Case Study (30%)
You will analyze your own business (Assignment 3)
1. Conduct a thorough analysis:
a. Micro environment
b. Macro environment
2. Study the current situation.
3. Analyze digital marketing activities.
4. Propose a new digital marketing technique (if any)
5. Justify the choice of that new strategy (if any)
6. If you are satisfy with the current technique. Provide a financial/performance (one page) report to be
included in the appendix.
Number of pages: 10 -12 pages
Submission in week 12
EXAMPLE OF ASSIGNMENT TEMPLATE
ASSIGNMENT TITLE
Faculty
Program
Program Code
Course
Course Code
Semester
Semester Oct 2020 - Jan 2021 6
Page
1.0 INTRODUCTION
1.1 Background/Introduction 1
1.2 Objectives of The Report
2.0 ANALYSIS
2.1 Business Structure 2
2.2 Product 3
2.3 Digital marketing 4
2.3.1 Content Marketing 5
2.3.2 Posting 6
2.3.3 Feedback 8
2.3.4 Relationship Marketing 9
3.0 CONCLUSION 10
