ĐỀ CƯƠNG MÔN HỌC. MSMH Tên môn học Số tín chỉ. Marketing điện tử E-Marketing
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1 ĐỀ CƯƠNG MÔN HỌC MSMH Tên môn học Số tín chỉ MK311DV01 Marketing điện tử E-Marketing 03 Sử dụng kể từ học kỳ: 12.1A năm học theo quyết định số 1200/QĐ-BGH ngày 01/10/2012 A. Quy cách môn học: Số tiết Số tiết phòng học Tổng Lý Thực Đi thực Tự Phòng lý Phòng Đi thực Bài tập số tiết thuyết hành tế học thuyết thực hành tế (1) (2) (3) (4) (5) (6) (7) (8) (9) (1) = (2) + (3) + (4) + (5) = (7) + (8) + (9) B. Liên hệ với môn học khác và điều kiện học môn học: Liên hệ Mã số môn học Tên môn học Môn tiên quyết: 1. MK203DV01 Marketing căn bản C. Tóm tắt nội dung môn học: Môn học cung cấp cho sinh viên các kiến thức cơ bản về internet marketing. Qua môn học này sinh viên sẽ nắm được các khái niệm liên quan đến internet marketing, tầm quan trọng của internet marketing trong họat động kinh doanh của doanh nghiệp, và biết các thực hiện một chiến lược internet marketing kết hợp với các kênh marketing truyền thống nhằm đạt được mục tiêu marketing của doanh nghiệp. D. Mục tiêu của môn học: Stt 1 2 Mục tiêu của môn học Trình bày các khái niệm cơ bản và các vấn đề liên quan đến internet marketing Trình bày các yếu tố của môi trường vi mô và vĩ mô ảnh hướng đến việc triển khai chiến lược internet marketing 3 Giúp sinh viên nắm được qui trình thực hiện chiến lược internet marketing 4 Mô tả các cách triển khai internet marketing phổ biến hiện nay E. Kết quả đạt được sau khi học môn học: Stt Kết quả đạt được 1 Nắm được các khái niệm cơ bản của internet marketing Hiểu được tầm quan trong của internet marketing trong họat động kinh doanh 2 của doanh nghiệp
2 Nắm vững và phân tích được tác động của các yếu tố của môi trường vi mô và 3 vĩ mô ảnh hưởng đến việc triển khai internet marketing của doanh nghiệp 4 Phác thảo và thực hiện được một chiến lược internet marketing tổng hợp Triển khai chiến lược internet marketing thông qua các kênh marketing trực 5 tuyến như: SEM, Banner Ads, marketing,... Biết cách kết hợp internet marketing với các kênh marketing truyền thống để 6 đạt được hiệu quả marketing tốt nhất F. Phương thức tiến hành môn học: Môn học này được tiến hành: Loại hình phòng Số tiết 1 Phòng lý thuyết 45 2 Phòng thực hành máy tính 00 Tổng cộng 45 Môn học này được tiến hành bằng cách giảng trên lớp và thực hành ngay tại lớp, sau khi học xong phần lý thuyết liên quan. Bên cạnh đó sinh viên được yêu cầu chia thành nhóm nhỏ (3-5 sinh viên) làm bài tập nhóm theo các chủ đề mà giảng viên đưa ra. Phần bài tập nhóm sinh viên sẽ trình bày trước hoặc sau tùy theo chủ đề. Cụ thể như sau: Giảng trên lớp 1. Số giờ giảng là 36 tiết diễn ra trong 15 tuần. Giảng bằng tiếng Việt có chú thích tiếng Anh cho các thuật ngữ. Sinh viên đọc giáo trình bằng tiếng Việt & một số chương tham khảo bằng tiếng Anh. 2. Trước khi đến lớp sinh viên đọc trước ở nhà nội dung bài giảng & chương sách giáo khoa quy định trong đề cương. 3. Sinh viên sẽ đến lớp để xem và nghe giảng viên nhấn mạnh các khái niệm và các ý tưởng quan trọng hay khó của mỗi chương; những ví dụ minh họa thực tế ứng dụng trong môi trường doanh nghiệp như thế nào. 4. Sinh viên sau phần giảng của giảng viên sẽ phải làm việc nhóm và dùng kiến thức đã học để trả lời câu hỏi hoặc làm bài tập của giảng viên đưa ra. 5. Nếu sinh viên có vấn đề với các bước 1-3 trên, sinh viên cần thảo luận với bạn bè hoặc thông qua mail, trong giờ trực của giảng viên hay buổi giảng kế tiếp để trao đổi trực tiếp với giảng viên. Giờ thực hành Số giờ thực hành là 09 tiết. Sinh viên sẽ thực hành những vấn đề có liên quan dưới sự hướng dẫn của nhóm thực hành và giảng viên. G. Tài liệu học tập: 1. Tài liệu bắt buộc a. Internet Marketing (Strategy, Implementation and Practice) (Tác giả: Dave Chaffey;Fiona Ellis-Chadwick; Richard Mayer; Kevin Johnston), Third Edition b. Trần Trí Dũng, Slide bài giảng môn Marketing điện tử (Links download: 2. Tài liệu không bắt buộc a. emarketing excellence (Planning and optimizing your digital marketing); (Tác giả: PR Smith and Dave Chaffey); Second edition b. Business To Business Internet Marketing, Berry Silverstain 3. Phần mềm sử dụng
3 H. Đánh giá kết quả học tập môn học: 1. Thuyết minh về cách đánh giá kết quả học tập Sinh viên học môn Marketing điện tử sẽ được đánh giá trên 3 phần: a) SV sẽ kiểm tra tại lớp (trắc nghiệm & tự luận) vào tuần thứ 6. b) được tính như sau: = bài tập nhóm *Số lần phát biểu/trả lời đúng (của mổi cá nhân) Bài tập nhóm: Sinh viên được chia thành các nhóm, mỗi nhóm 3-5 người. Việc chia nhóm diễn ra vào tuần thứ 1. Các chóm sẽ chọn 1 trong các chủ đề mà giảng viên đưa ra, thực hiện và thuyết trình theo thời gian biểu liên quan đến từng chủ đề (Giảng viên chịu trách nhiệm thông báo). Vì đây là công trình của nhóm nên sinh viên sẽ được đánh giá như là một nhóm, nghĩa là những sinh viên trong nhóm sẽ nhận cùng một điểm, đó là điểm của nhóm. Nếu nhóm không thuyết trình đúng thời gian thì sẽ bị 0 điểm. Chú ý: BTN thì giống nhau cho tất cả các thành viên trong nhóm, tuy nhiên thì có thể sẽ khác nhau. b) 50% (Thi cuối học kỳ) Thi cuối học kỳ sẽ tiến hành trong 75 phút. Đề thi sẽ gồm 2 phần Trắc nghiệm (chiếm 30% tổng số điểm) và phần thi tự luận (chiếm 70% tổng số điểm) Sinh viên không được sử dụng tài liệu. 2. Bảng tóm tắt các hình thức đánh giá * Đối với học kỳ chính: Thành Thời Tóm tắt biện pháp đánh giá phần lượng Kiểm tra tại lớp (trắc nghiệm & tự luận) Gồm 2 phần: BTN và điểm cộng phát biểu cá nhân. BTN: SV chia nhóm 3-5 người, nộp báo cáo & thuyết trình. Chấm điểm theo nhóm Thi cuối học kỳ (50%) 75 phút * Đối với học kỳ phụ: Thành Thời phần lượng Thi cuối học kỳ (50%) 75 phút Trắc nghiệm + viết. Không sử dụng tài liệu Trọng số 50% Tổng 100% Tóm tắt biện pháp đánh giá Kiểm tra tại lớp (trắc nghiệm & tự luận) Gồm 2 phần: BTN và điểm cộng phát biểu cá nhân. BTN: SV chia nhóm 3-5 người, nộp báo cáo & thuyết trình. Chấm điểm theo nhóm Trắc nghiệm + viết. Không sử dụng tài liệu Trọng số 50% Tổng 100% Thời điểm Tuần 6 Tùy theo chủ đề Theo lịch PĐT Thời điểm Tuần 6 Tùy theo chủ đề Theo lịch PĐT
4 I. Phân công giảng dạy: Thành phần ban giảng huấn môn học: STT Họ và tên , Điện thoại, Phòng làm việc 1 ThS. Trần Trí Dũng dung.trantri@hoasen.edu.vn CS2_QA107 Lịch tiếp SV Công bố trên website trường Vị trí giảng dạy J. Kế hoạch giảng dạy: * Đối với học kỳ chính: Tuần Nội dung Tài liệu tham khảo 1, 2 3, 4 Chapter 1: An introduction to Internet marketing 1. Introduction how significant is the Internet for marketing? 2. What is Internet marketing? 3. What benefits does the Internet provide for the marketer? 4. A strategic approach to Internet marketing 5. How do Internet marketing communications differ from traditionalmarketing communications? 6. A short introduction to Internet technology Chapter 2: The Internet micro-environment 1. Introduction 2. Marketplace 3. Customers 4. Online buyer behaviour 5. Competitors 6. Suppliers 7. Intermediaries Chapter 3: The Internet macro-environment 5, 6 1. Introduction 2. Social factors 3. Legal and ethical issues of Internet usage 4. Technological factors 5. Economic factors 6. Political factors Chapter 4: Internet marketing strategy 7, 8 1. Introduction 2. An integrated Internet marketing strategy 3. A generic strategic approach 4. Situation review
5 5. Strategic goal setting 6. Strategy formulation 7. Strategy implementation Chapter 5: The Internet and the marketing mix 9, Introduction 2. Product 3. Price 4. Price 5. Promotion 6. People, process and physical evidence Chapter 6: Relationship marketing using the Internet - ecrm 11, Introduction 2. Key concepts of relationship marketing 3. Key concepts of electronic customer relationship management (e-crm) 4. Customer lifecycle management 5. Approaches to implementing e-crm Chapter 7: Delivering the online customer experience 1. Introduction 13, Planning web site design and build 3. Initiation of the web site project 4. Researching site users requirements 5. Designing the user experience 6. Development and testing of content 7. Promote site Chapter 8: Interactive marketing communications Introduction 2. The characteristics of interactive marketing communications 3. Integrated Internet marketing communications 4. Objectives and measurement for interactive marketing 5. Communications 6. Offline promotion techniques 7. Online promotion techniques 8. On-site promotional techniques 9. Selecting the optimal communications mix * Đối với học kỳ phụ: Tuần Nội dung Tài liệu tham khảo 1/1&2 Chapter 1: An introduction to Internet marketing 7. Introduction how significant is the Internet for marketing?
6 2/1&2 3/1&2 4/1&2 5/1&2 6/1&2 8. What is Internet marketing? 9. What benefits does the Internet provide for the marketer? 10. A strategic approach to Internet marketing 11. How do Internet marketing communications differ from traditionalmarketing communications? 12. A short introduction to Internet technology Chapter 2: The Internet micro-environment 8. Introduction 9. Marketplace 10. Customers 11. Online buyer behaviour 12. Competitors 13. Suppliers 14. Intermediaries Chapter 3: The Internet macro-environment 1. Introduction 2. Social factors 3. Legal and ethical issues of Internet usage 4. Technological factors 5. Economic factors 6. Political factors Chapter 4: Internet marketing strategy 8. Introduction 9. An integrated Internet marketing strategy 10. A generic strategic approach 11. Situation review 12. Strategic goal setting 13. Strategy formulation 14. Strategy implementation Chapter 5: The Internet and the marketing mix 7. Introduction 8. Product 9. Price 10. Price 11. Promotion 12. People, process and physical evidence Chapter 6: Relationship marketing using the Internet - ecrm 6. Introduction 7. Key concepts of relationship marketing 8. Key concepts of electronic customer relationship management (e-crm) 9. Customer lifecycle management
7 7/1&2 10. Approaches to implementing e-crm Chapter 7: Delivering the online customer experience 8. Introduction 9. Planning web site design and build 10. Initiation of the web site project 11. Researching site users requirements 12. Designing the user experience 13. Development and testing of content 14. Promote site Chapter 8: Interactive marketing communications 8/1 10. Introduction 11. The characteristics of interactive marketing communications 12. Integrated Internet marketing communications 13. Objectives and measurement for interactive marketing 14. Communications 15. Offline promotion techniques 16. Online promotion techniques 17. On-site promotional techniques 18. Selecting the optimal communications mix
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