This module offers fundamental knowledge about digital media platforms such as display media networks, video marketing, social marketing, search marketing, email marketing, and loyalty. After studying, learners will be confident to use the language in digital media terms.

Section 2: Digital media planning

• Understand media in the digital environment

• Distinguish media strategy vs. media tactics

• Learn about media planning process

• Identify what a media plan looks like

• Get to know about data tracking system and optimization process

Section 3: Biggest media platforms - Display, video, and search

• Display media networks

        ・Know the key metrics

        ・Know the principles and tactics

• Video

       ・Know the key metrics

       ・Know the principles and tactics

• Search Engine Marketing (SEM)

      ・ Understand the key metrics on Google Ads Search 

      ・ Learn about keywords planning and principles

Section 4: Biggest media platforms - Social, email, and loyalty

• Social marketing

      ・ Know the key metrics on social marketing

      ・ Capture the type of ads on the social platform

      ・ Learn about the key features and principles

• Email marketing

      ・ Know the principles and tactics

      ・ Know the system, process and metrics

• Loyalty

      ・ Analyze user data and engage with users via omnichannel

Content is very important in digital marketing. This module helps learners understand the role of content marketing and familiarize with the process of building content strategy and content plan, then develop a sense of judging good content.

Section 5: Content marketing

• Understand the concept of content marketing

• Know the roles of content marketing

• Content strategy, content formats and the roles in IMC (Integrated Marketing Communication)

• Know how to set KPIs (Key Performance Indicators) and evaluate the success of content 

This module offers fundamental knowledge about building a user-friendly website/ app. After studying, learners can evaluate the performance of web/ app and find solutions for optimization.

Section 6: Website fundamental

• Familiar with digital platforms: Websites, apps, mobile apps

• Know the terminologies and different types of digital properties

• Understand general website and app building process

• Get to know UX & UI, sitemap, user flow, wireframe

Ecommerce is booming. Businesses can’t ignore this trend when consumers shop online. Learning about ecommerce helps businesses and marketing specialists capture this golden opportunity.

Section 7: Ecommerce - It’s a trend

• Gain overall understanding about ecommerce 

• Distinguish different types of ecommerce

         ・Marketplace 

         ・Brick & Click

         ・Pure players 

         ・On-demand/ Dropship

         ・Direct to consumer

• Control important factors that impact on the ecommerce revenue

• Understand the role of performance marketing to achieve ecommerce objectives:

      ・ KPIs in ecommerce 
      ・ Measurement in ecommerce (Google Analytics, Seller center)

With 73 million users, Zalo creates a diverse ecosystem, providing significant opportunities for businesses to reach a wide range of potential customers and enhance relationships with current ones. In this course section, learners will be guided on how to harness the full potential and benefits that Zalo offers to businesses.

Section 8: Overview of the Zalo ecosystem and its application in business operations

• Understand the Zalo ecosystem

• Get big picture of Zalo business accounts

• Apply Zalo for business search, consultation, and support

• Identify Zalo's role in the offline to online (O2O) business model

• Utilize Zalo Mini App - Zalo OA for sales deployment, interaction, and attracting potential customers

Section 9: Gaining prospective customers with Zalo Ads

• Understand the role of Zalo OA in setting up advertisements on Zalo Ads

• Overview of Zalo Ads

• Zalo Ads optimization

• Zalo Ads certificate

At the end of this digital marketing course, learners review their knowledge through the graduation exercises.

Section 10: In-class test

• Consolidate all learnings to have an overview about digital marketing

• Questions and answers

• Receive feedbacks and comments from trainers