Digital Marketing

Digital Marketing

Upon successful completion of this course, students will be able to:

Explain the concepts, principles, and applications of digital marketing in contemporary business. Analyze digital consumer behavior and identify appropriate digital marketing opportunities. Develop integrated digital marketing strategies using suitable digital channels and technologies. Create digital marketing content and campaigns using digital tools and AI applications. Evaluate digital marketing performance using analytics and key performance indicators (KPIs). Apply ethical, legal, and professional practices in digital marketing.
 

Update the course content in accordance with current digital marketing trends, technologies, and industry practices. Enhance students' practical skills through active learning, case studies, workshops, and project-based learning. Integrate digital marketing tools, analytics, and AI applications into teaching and learning activities. Improve teaching methods and assessment strategies based on student feedback and learning outcomes.
This course provides both theoretical and practical knowledge of digital marketing in today's business environment. Topics include digital marketing concepts, digital consumer behavior, customer journey, market research, content marketing, social media marketing, search engine optimization (SEO), search engine marketing (SEM), email marketing, influencer marketing, digital advertising, customer relationship management (CRM), marketing analytics, artificial intelligence (AI) applications, digital marketing ethics, and performance measurement. Students apply digital marketing tools and technologies to develop and evaluate integrated digital marketing strategies for businesses.
The instructor provides at least 2 hours per week for individual academic consultation and guidance. Students may seek advice during scheduled office hours or by appointment through face-to-face meetings, email or Ms. Team.
Students will be able to:

Demonstrate honesty, integrity, and professional ethics in academic and professional digital marketing practices. Respect intellectual property rights, data privacy regulations, and ethical standards in the use of digital technologies and AI applications. Show responsibility, discipline, and accountability in both individual and group assignments. Recognize the importance of social responsibility and sustainable digital marketing practices.
Interactive lectures and classroom discussions Case studies on digital marketing ethics and legal issues Group projects and collaborative learning Project-based learning with real business cases Reflection activities and classroom presentations
Observation of students' classroom behavior and participation Individual and group assignments Project reports and presentations Peer evaluation and self-assessment Evaluation of ethical decision-making in case studies
Students will be able to:

Explain the concepts, principles, and processes of digital marketing. Understand digital consumer behavior, customer journey, and digital marketing strategies. Apply digital marketing theories, tools, and technologies to solve business problems. Understand the roles of digital platforms, analytics, AI applications, and emerging technologies in marketing. Integrate digital marketing knowledge to support organizational objectives and business competitiveness.
Lectures supported by multimedia presentations Case study analysis of local and international businesses Workshops and hands-on activities using digital marketing tools Group discussions and student presentations Independent learning through online resources and assigned readings
Quizzes Midterm and final examinations Individual assignments Case study analysis Group project and presentation Classroom participation
Students will be able to:

Analyze marketing problems and identify digital marketing opportunities using appropriate analytical tools. Evaluate consumer behavior, market trends, and digital campaign performance based on data and evidence. Develop creative, innovative, and practical digital marketing strategies to address business challenges. Apply critical thinking and problem-solving skills in planning, implementing, and evaluating digital marketing campaigns. Make informed marketing decisions using digital analytics and performance indicators.
Problem-based learning (PBL) Case studies and business simulations Group discussions and brainstorming activities Project-based learning Workshops using digital marketing and analytics tools Presentation and feedback sessions
Case study reports Individual assignments Group project and presentation Problem-solving activities Midterm and final examinations Evaluation of strategic marketing plans
Students will be able to:

Work effectively as a team member and demonstrate leadership when appropriate. Communicate and collaborate with others from diverse cultural and professional backgrounds. Demonstrate responsibility, accountability, and professionalism in completing assigned tasks. Manage time effectively and contribute positively to group projects and collaborative learning activities. Accept constructive feedback and demonstrate respect for different opinions and perspectives.
Group discussions and collaborative learning activities Team-based projects and presentations Project-based learning using real business cases Peer learning and classroom discussions Instructor coaching and feedback throughout group activities
Observation of participation and teamwork Evaluation of group assignments and projects Peer assessment and self-assessment Presentation performance Assessment of responsibility and contribution to group work
Students will be able to:

Analyze and interpret digital marketing data using appropriate analytical tools and performance metrics. Communicate marketing ideas and recommendations effectively through written reports, presentations, and digital media. Apply information technology and digital marketing platforms to support marketing planning, implementation, and evaluation. Utilize digital marketing software, analytics tools, and AI applications appropriately in business contexts. Present data and marketing insights clearly to support evidence-based decision-making.
Lectures and demonstrations of digital marketing tools Workshops using analytics and AI applications Case studies and data analysis exercises Individual and group presentations Practical assignments using digital platforms and software
Data analysis assignments Individual and group presentations Practical exercises using digital marketing tools Project reports Midterm and final examinations
Students will be able to:

Create and manage digital marketing content using appropriate digital platforms and technologies. Apply digital marketing tools to design, implement, and evaluate marketing campaigns. Operate digital marketing software and AI applications effectively for business purposes. Demonstrate practical skills in developing digital marketing materials and campaign plans. Integrate technical and creative skills to produce professional digital marketing outputs.
Hands-on workshops and laboratory practice Demonstration of digital marketing platforms and AI tools Project-based learning Practical exercises and simulations Individual and group digital marketing projects
Practical assignments and laboratory exercises Digital marketing content portfolio Group project and campaign development Project presentation and demonstration Evaluation of practical skills through authentic assessment
กิจกรรมที่ ผลการเรียนรู้ * วิธีการประเมินผลนักศึกษา สัปดาห์ที่ประเมิน สัดส่วนของการประเมินผล
ไม่มีข้อมูล
1. Digital Marketing (Strategy,Implementation and practice, written by Dave Chaffey, Fiona Ellis-Chadwick, published by Pearson 2019
2. Digital Business and E-Commerce Management (Strategy, implementation and practice, written by Dave Chaffey, published by Pearson 2015
3. Digital Marketing Strategy Guide Digital Marketing Strategy: An Integrated Approach to Online Marketing' by Simon Kingsnorth,
4. E-Book :SEO 2025 by Adam Clarke
5.Brand Storytelling (Miri Rodriguez) 2023
6. Teaching Slides
Google Analytics Academy: https://analytics.google.com TikTok Business Learning Center: https://www.tiktok.com/business Current journal articles, industry reports, and business case studies related to digital marketing, consumer behavior, artificial intelligence, and digital technologies.
Journal of Digital & Social Media Marketing Journal of Interactive Marketing Journal of Marketing Harvard Business Review (Marketing) McKinsey & Company – Marketing & Sales Insights Deloitte Digital Insights Statista (Digital Marketing Statistics) DataReportal – Global Digital Reports Hootsuite Social Trends Report We Are Social – Digital Reports
The effectiveness of the course will be evaluated through:

End-of-semester course evaluation questionnaires. Student feedback on teaching methods, learning activities, course materials, and assessments. Informal discussions and feedback during the semester. Reflection on students' learning experiences and suggestions for course improvement.
Teaching effectiveness will be evaluated through:

Analysis of students' learning outcomes and academic performance. Peer observation and feedback from colleagues. Self-reflection by the instructor on teaching methods and course delivery. Review of students' participation, assignments, projects, and examination results.
Updating course content to reflect current digital marketing trends, technologies, and AI applications. Revising teaching methods and learning activities based on student feedback and learning outcomes. Incorporating new case studies, digital marketing tools, and industry best practices. Promoting active learning and project-based learning to enhance student engagement and practical skills.
Student learning outcomes will be verified through:

Review of assessment methods to ensure alignment with the Course Learning Outcomes (CLOs). Evaluation of examinations, assignments, group projects, and presentations. Moderation of grading standards by the course instructor and the program committee. Continuous monitoring of students' achievement to ensure academic quality and consistency.
The course will be reviewed and improved annually by:

Analyzing student evaluation results and learning outcomes. Reviewing feedback from students, instructors, alumni, and industry stakeholders. Updating course content, teaching materials, assessment methods, and learning activities to meet current industry needs. Aligning the course with Program Learning Outcomes (PLOs), Outcome-Based Education (OBE) principles, and institutional quality assurance requirements.