Operational marketing and social network marketing

Operational marketing and social network marketing

COURSE SYLLABUS

I. Module Information:

Program Title:  Postgraduate    

Module Title:            Operational marketing and social network marketing

Module Code:                   

Credit number:          3 credits

         Lecture:              17,5 hours

Pre-requisite(s):         None

Other requirements:  None

II. Lecturer Information:

III. Main aim(s) of the module

At the end of this module, students will be able to:

1. Understand the role and nature of operational marketing, the key elements and tactics for successful operational marketing strategy.
2. Understand the role, strategies, and tactics for effective social network marketing
3. Analyze and design activities pertaining to operational marketing and social network marketing for enterprises.

IV. Module’s description

This course equips students with knowledge of operational marketing and social network marketing. Specifically, the course helps students to understand the nature of operational marketing and the necessary tactics for effective operational activities in enterprises. Besides, the second component of the course addresses the important elements for successful implementation of social network marketing for enterprises. Students will learn about the roles and benefits of social network marketing for developing businesses of enterprises. Also, they will know the challenges, the useful strategies and tactics, the prominent channels for application of social network marketing, particularly for enterprises in Vietnamese contexts. Throughout the course, several cases of implementation of operational marketing and social network marketing will be shared and discussed.

V. Reading and resources for the module

Materials

– Dave Chaffey, Fiona Ellis-Chadwick 2016, Digital marketing: strategy, implementation and practice, 6^th Ed., Pearson.

– Articles from Harvard Business Review (Harvard Business Publishing)

– Articles from The Economist (The Economist Newspaper Ltd)

– Cases and slides provided

VI. Teaching methods/strategies

The course is the combination of lecture hours and in-class discussions. Group study is an important class activity during the course, thus students will be divided into groups at the first lecture, and all groups will be working together throughout the course. Discussions about class contents and cases are strongly encouraged.

VII. Evaluation

• Attendance: 10%
• Group assignment: 30%
• Final-term: Presentation 60%