Course Title: Digital Marketing Strategy and Planning

Part A: Course Overview

Course Title: Digital Marketing Strategy and Planning

Credit Points: 12.00

Important Information:

RMIT University Vietnam

School of Business and Management



Course Code




Learning Mode

Teaching Period(s)


RMIT University Vietnam


830H School of Business and Management


Viet2 2019,
Viet3 2019,
Viet2 2020,
Viet1 2021,
Viet3 2021,
Viet2 2022


RMIT Vietnam Hanoi Campus


830H School of Business and Management


Viet3 2019,
Viet2 2020,
Viet1 2021,
Viet3 2021,
Viet2 2022

Course Coordinator: Hoang Ai Phuong

Course Coordinator Phone: +84 28 3776 1369

Course Coordinator Email:

Course Coordinator Location: Sai Gon South Campus, Vietnam

Course Coordinator Availability: pls contact via email

Pre-requisite Courses and Assumed Knowledge and Capabilities

All Year 1 and Year 2 specialist digital marketing courses including Marketing Principles, Marketing Intelligence, Digital Business Development, Digital Marketing Communications, Digital Content Creation. Global Branding, Social Media and Mobile Marketing.

Course Description

This course is the culminating project in the Digital Marketing program. This course must be taken after taking all the other courses in the program. This course provides a capstone experience, which will give students the opportunity to integrate, critically reflect on and consolidate what you have learnt in your program. You will emerge with the strategic mind, frameworks and tools necessary to create and manage a company's digital strategy.

This course includes a Work Integrated Learning experience in which your knowledge and skills will be applied and assessed in a real or simulated workplace context and where feedback from industry and/or community is integral to your experience.

Objectives/Learning Outcomes/Capability Development

  • Ability to think critically, systematically, creatively
  • Ability to see the bigger picture including the overall situation, both at the macro and micro level, the industry, the company itself, the market place, competition and changes in the customers rather than just one functional area of the company 
  • Ability to analyze complex situations of the environment and changes.
  • Ability to present complex information in a clear logical way via chart, images, slides, oral presentations and written reports
  • Ability to cooperate and work in teams under time pressure as in real life situations in strategic decisions making process
  • Ability to adapt to changes
  • Ability to provide sustainable, manageable solutions to strategic problems/issues.

 Course Learning Outcome (COL)

  1. Understand the marketing objectives of a firm in order to develop strategic recommendations that will help to achieve them
  2. Manage and optimize key channels and content within the company's strategic plan
  3. Integrate your strategic approach with hands-on experience using platforms and tools
  4. Recommend viable solution that will address the client brief/issue
  5. Work on projects in collaboration with others with minimal supervision and communicate effectively to achieve the project objectives 

Overview of Learning Activities

real-life/simulated client project


independent work

online and field research

lectures, in-class practices of concepts and problem solving practices

Case studies


Overview of Learning Resources

 Online sources including the library and the learning management system

Overview of Assessment

You will work on a client project for the assessment in this course. The client will present a brief and your assessments are based on an evaluation of your understanding of the brief and the execution of that brief into a viable digital marketing plan as well as communication of this plan to the client.

Assessment Task 1: 30%, Learning Outcome 1,2,3

Assessment Task 2: 35%, Learning Outcome 2,3,5

Assessment Task 3: 35%, Learning Outcome 3,4,5