HOW TO BECOME AN EXCELLENT DIGITAL MARKETER PROVE THAT YOU CAN DO WHAT YOU SAID ABOVE, THROUGH SOME OF THE SKILLS YOUVE LEARNED

TỔNG LIÊN ĐỒN LAO ĐỘNG VIỆT NAM
TRƯỜNG ĐẠI HỌC TƠN ĐỨC THẮNG
KHOA QUẢN TRỊ KINH DOANH

FINAL REPORT
COURSE: DIGITAL MARKETING
TOPIC
HOW TO BECOME AN EXCELLENT DIGITAL MARKETER?
PROVE THAT YOU CAN DO WHAT YOU SAID ABOVE,
THROUGH SOME OF THE SKILLS YOU'VE LEARNED.

Giảng viên hướng dẫn: ThS Phạm Đức Linh
Nhóm lớp: 02
Nhóm: Insight
Ngành: Marketing
Khóa: K24

TP.HCM, NOVEMBER 2022

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NHẬN XÉT CỦA GIẢNG VIÊN
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DANH SÁCH THÀNH VIÊN INSIGHT TEAM
STT

MSSV

Họ tên

% đánh giá hoàn thành

1

720H1368

Nguyễn Ngọc Huế Anh

100%

2

720H0117

Lương Ngọc Kim Ngân

100%

3

720H0948

Trương Bảo Ngọc

100%

4

720H0987

Đinh Ngô Ngọc Quyên

100%

5

720H1408

Phạm Như Quỳnh

100%

6

720H0208

Quách Bảo Trân

100%

7

720H0235

Bùi Thị Phương Uyên

100%

8

720H0251

Nguyễn Bảo Hằng Vy

100%

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MỤC LỤC

CHAPTER 1: OVERVIEW........................................................................................1
1. Overview of Digital Marketing in Vietnam in 2022.............................................1
2. Opportunities of Digital Marketing in Vietnam...................................................3
CHAPTER 2: THE DEFINITION OF DIGITAL MARKETING...........................4
1. What is Marketing?..............................................................................................4
2. What is Digital Marketing?..................................................................................4
3. Tools and Platforms of Digital Marketing............................................................5
3.1.

Basic tools of Digital Marketing...................................................................5

3.2.

Digital platforms...........................................................................................7

CHAPTER 3: HOW TO BECOME AN EXCELLENT DIGITAL
MARKETER?.............................................................................................................9
1. What does a good Digital Marketer?...................................................................9
2. Essential skills.....................................................................................................9
2.1.

Soft skills......................................................................................................9

2.2.

Advanced Skills..........................................................................................11

3. Certificate.......................................................................................................... 15
3.1.

Digital Marketing Certificate from training institutions around the world. .15

3.2.

Digital Marketing Certificates from Learning Platforms.............................18

3.3.

Digital Marketing Certificate from International University.......................25

3.4.

Digital Marketing Certificate Course in Vietnam........................................28

CHAPTER 4: EVIDENCES.....................................................................................31

4.1.

Quách Bảo Trân..............................................................................................31

4.2.

Nguyễn Bảo Hằng Vy.....................................................................................34

4.3.

Đinh Ngô Ngọc Quyên...................................................................................36

4.4.

Trương Bảo Ngọc...........................................................................................39

4.5.

Lương Ngọc Kim Ngân..................................................................................42

4.6.

Phạm Như Quỳnh...........................................................................................47

4.7.

Nguyễn Ngọc Huế Anh..................................................................................50

4.8.

Bùi Thị Phương Uyên.....................................................................................52

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CHAPTER 1: OVERVIEW
1.1.

Overview of Digital Marketing in Vietnam in 2022
Vietnam's economy has been skyrocketing in recent years thanks to Digital

Marketing. It has surpassed the GDP target set by the Government of 7% by 2022.
This shows the strong resilience of Digital Marketing despite the ongoing pandemic
situation, not to mention spending on digital advertising. The number is expected to
reach US$1,044 million by 2022. Besides, foreign investors have turned their attention
to Vietnam as entering the market is no longer difficult with digital marketing
opportunities existing in Vietnam.
Out of a total population of nearly 99 million, Vietnam has 73.2% of Internet
users and 78.1% of active social network users. Although the urbanization rate is not
even above average compared to other Southeast Asian countries, the number of
Vietnamese people using digital devices to access the Internet daily is very large.

In Vietnam, on average individuals spend 6 hours and 38 minutes a day on the
Internet, of which about 3 hours are watching television (including broadcasting and
streaming). Meanwhile, they use social media for an average of 2 hours and 38
minutes a day. Statistically, both of these activities are still on the rise (+4.4% and
+5.0%), implying that digital content, especially on social media channels, is taking up
a huge part in the daily life of Vietnamese people.

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That shows, digital advertising strategies in Vietnam will be more effective.
Advertising budget in Vietnam also grows year by year.

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1.2.

Opportunities of Digital Marketing in Vietnam
 Starting from some of the top cities in Vietnam
Great things start small. Businesses are suggested to build a Vietnamese digital

marketing strategy in major Vietnamese cities before expanding across the country.
According to the latest statistics, Vietnam's top cities such as Hanoi and Ho Chi Minh
City are having a monthly per capita income of $262-286, accounting for 28.2% of
Vietnam's total monthly income. Obviously, these people are more likely to spend and
are easier to target for the business's first Vietnam digital marketing campaign.
 Harnessing the potential of young women consuming in Vietnam
More than 45% of Vietnam's population belongs to Generation Z and the

younger generation is between the ages of 25 and 54, accounting for the majority of
the young workforce and the consumer market. Growing up in the post-economic
reform period in Vietnam, they enjoy all the privileges of the economic boom and,
therefore, higher consumer sentiment. But in this population, the women sector may be
particularly worthy of your attention in your Vietnam digital marketing plan for 2022.
Research shows that labor force participation rates between women and men are
among the highest in the world and that more and more women have higher education
levels, positions and incomes. It is expected to add $80 billion to GDP through
women's empowerment in Vietnam by 2030. The large contribution of women in
Vietnam's future economy shows the power of young women.

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CHAPTER 2: THE DEFINITION OF DIGITAL MARKETING
2.1.

What is Marketing?
Marketing is the art of creating value, communicating and distributing those

values in order to satisfy the problems of the title customers to benefit the business.
Marketing is divided into two main categories: traditional and modern.
 Traditional Marketing: Often applied in the circulation stage, this is a
marketing activity that only works purely with the market and circulation
channels. This method usually does not focus too much on customers but
only focuses on consuming products and services quickly.

 Modern marketing is more interested in the customer. Customer behavior
and needs are the key to successful Marketing campaigns and maximize
profits for businesses.
Marketing is a very broad field of business activities or transactions, including
the following types:
 Marketing, communication strategy
 Brand development
 Design
 Valuation
 Market research
 Customer psychology
 Customer positioning
 Measure effectiveness
2.2.

What is Digital Marketing?
Digital marketing refers to all marketing effects that use digital media to reach

customers and advertise commerce, products and services, including websites, social
media social media, search tools, mobile apps, email, text messaging and more.

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The goals of digital marketing are as diverse as establishing a brand or
corporate identity, reaching customers, information campaigns, driving user

engagement, converting browsers into shoppers, increasing revenue, etc.
A Digital Marketer's job is to drive brand awareness and lead generation
through digital channels, and that means Digital Marketers spend their days creating,
posting or update content, monitor or handle social interactions and campaigns, or
perform other work to enhance the company's digital channels.
The role of a Digital Marketer will typically include managing social media
marketing campaigns, working on business optimization, and more. search engine or
search engine marketing efforts, oversee email campaigns and create content for
company blogs with the aim of promoting the brand and marketing it through media,
helping to convert target customers into buyers. The important goal of a digital
marketer is to build a brand and promote that brand effectively and target conversion
into potential customers.
2.3.

Tools and Platforms of Digital Marketing

2.3.1. Basic tools of Digital Marketing
 SEO (Search Engine Optimization)
It is understood as a website optimization solution so that the website can be
easier to find. Besides, applying other online marketing methods is also a part of SEO
because they help rank display on popular search engines like Google, Facebook…
 SEM (Search Engine Marketing)
Translated into Vietnamese means "Marketing on search engines". It can be said
that SEM is a part of online marketing, on popular search engines such as: Bing,
Google, or Yahoo, Facebook, etc. SEO is a sub-branch of SEM. If SEM is search
engine marketing, then SEO is search engine optimization.
As more and more people are online, the behavior of shoppers also changes,
they are online more at the same time with more search needs. When there is interest,
interest in a certain item they will search, and this is the time and place to do SEM.

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 Content Marketing (Content Marketing)
A strategy focused on creating and delivering valuable, relevant, and ongoing
content to the marketplace with the aim of turning them into customers and from
customers to repeat customers. In other words, you create engaging, relevant,
interesting and valuable content to reach, change and convince them to use your
product or service.
 Social Media Marketing (Social Media Marketing)
It can be understood as a type of marketing done through social media. In other
words, social media marketing is a set of marketing strategies and plans aimed at
social interaction between users via social networks, creating useful content for users
to share via social networks. Increase brand awareness through social networks.
 Email Marketing (Email Marketing)
A form of direct advertising that uses email as a means of communicating with
an audience. In the broader sense of Email Marketing, this term is often used to refer
to sending emails with the purpose of strengthening a merchant's relationship with
existing or new customers to encourage customer loyalty to promote business. repeat
business.
 Mobile Marketing (Marketing via Mobile)
This is a form of marketing on mobile, using mobile media to introduce /
advertise product and brand information to customers or in other words, mobile
marketing is all forms of connection with consumers. through a personal mobile
device.
 Pay Per Click Advertising (PPC)

An internet marketing model in which advertisers pay a fee each time one of
their ads is clicked.
 Affiliate Marketing (affiliate marketing)
This is a form of promoting products or services of a supplier through online
promotion channels (blogs, fanpages, groups, ...) of monetizing partners (publishers) to

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customers. The supplier will pay a commission to the publisher when the customer
makes a purchase.

 Online Banner Advertising
A form of placing ads on the website. On each website place positions with
appropriate sizes. With introductions, messages, videos, images to introduce the
products of the business. Through images, eye-catching information users will click on
ads. From this banner ad, the affiliate link will take customers to the business's
destination website, where there is full information about the product that the business
wants to advertise.
 TV/Radio marketing
Advertising on television and radio channels. You can hear radio commercials
over the radio every morning or every time you turn on the TV to watch. But TV is a
bigger offline channel than radio.
Advertising on TV is quite expensive, so businesses are often very careful when
using this type of marketing.
2.3.2. Digital platforms

 Website
As the core of Owned Platform, the essential and central platform of Digital.
This is the place to take information and create user experiences with interactivity conversion (Engage and Convert). You can easily see that when you click on a banner,
an advertising link, all will be redirected to the brand's website.
Websites are the place to receive information, create experiences for customers.
Websites also have tools to help customers interact with the business.
 Social Media
Social Media is the brand's online home, connecting with you through social
networks (Facebook, Instagram, Pinterest, Snapchat, ...) with stories, ready to share
joys and sorrows with customers. By social listening, brands can improve and create
better customer experiences. These tools especially support very high interactivity.
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Social media is the bridge between businesses and customers. Make the brand closer to
the user.

 Digital Media
The types of ads that appear at the top of articles, banners on a website, videos
that appear when watching movies are forms of digital media. Digital media includes
text, images, sounds, etc., transmitted over the internet or telecommunications
networks. Digital media helps increase brand awareness on digital platforms.
 Search
This is a search platform with very popular engines such as Google, Bing...
According to Hubspot's research, 81% of consumers search for information about
products to buy before making a decision to buy them. Search engines are where

customers go the most. Therefore, it is the duty of the brand to appear when customers
search on these engines.
 Email Marketing
Email is used in direct marketing. When you collect a large amount of customer
data, it helps to send notifications, advertisements and calls to action. Email helps
brands maintain a strong relationship with customers at the lowest cost.
 Mobile
As a modern platform, which can be mentioned from SMS Marketing, to virtual
reality experiences, QR code GPS Marketing, businesses' advertisements can be
displayed in the eyes of customers via mobile devices, smartphones, etc. tablets…With
the top number of users, this will be an extremely potential platform in the future.
 Game
This platform consists of 2 types, Gamification and In Game Ads. Gamification
is how brands turn user experiences into games. Thereby creating excitement for users,
creating conversions in the future. In Game Ads (IGA) are understood as
advertisements on computers and video games. IGAs are ads that appear in the game

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to advertise a certain product. IGA promises even higher growth in the future. As more
and more games are born.

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CHAPTER 3: HOW TO BECOME AN EXCELLENT DIGITAL MARKETER?
3.1.

What does a good Digital Marketer?
Marketing is creating an increasingly strong attraction not only for experienced

individuals, but also for students pursuing this profession. So, how can you become a
professional digital marketer?
The nature of Digital Marketing work requires always to adapt and rotate based
on fluctuations as well as changes of the market. Digital Marketing will not be a job
for those who are afraid of change, closed-minded and just follow the path. As a
Digital Marketer, you will need to improve yourself day by day.
Important qualities to have:
 Logical thinking
Digital Marketing work not only has words but behind them are numbers and
strategies. To build a good strategy, digital marketers need to have logical thinking
when seeing the problems that are happening and taking measures to change. From
those statistics, digital marketers will need to know what is doing well and what is not
so that they can come up with an effective strategy for the business.
 Quick adaptability
In an increasingly volatile economic environment, more than anyone else,
digital marketers must always change and adapt to those fluctuations.
 Perseverance, perseverance and discipline
Digital Marketers are always in a state of readiness to do whatever it takes to
achieve their goals. Sometimes Digital Marketers are also Designers if the design staff
are absent, they can also be Content Marketing in emergency cases, etc.

3.2.

Essential skills

3.2.1. Soft skills
To be successful in the digital marketing industry, a digital marketer needs to be
someone who is adaptable and receptive to new things, as well as being able to quickly
absorb the knowledge that is updated continuously every day:
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 Social skills
Social skills are not simply how you communicate with others, but also how
you interact with the world around you, such as how to behave, maintain relationships,
listen, empathize, etc.
As a digital marketer, interacting with people around is extremely diverse. They
can come from internal departments in the company, to target customers, media units,
or even famous and influential people.
 Digital Marketer will have to cooperate with all these people to achieve the set
goal. No digital marketer succeeds in his niche without interacting with the
people around him. In addition, possessing good social skills also facilitates
easy updating of the latest trends in the community. A digital marketer must
always have a certain understanding of society, especially with current and
trending information. This is key to figuring out how to effectively engage with
customers through creating the most engaging content.
 To get this skill, we need to practice by improving daily communication skills,

listening to people around, always having a supportive attitude, and helping
colleagues. In addition, body language is also essential, eye contact will also
help you attract people around when communicating.
 Writing and Editing
Perhaps no one can deny the importance of content writing and editing contents
in digital marketing.
Most forms of digital marketing require the help of content, from SEO blog
posts, social media posts, emailing to customers, as well as image or video creation.
 Thanks to the rapid popularity of content marketing, good writing skills have
become one of the required soft skills, and will bring a huge advantage to
Digital Marketers when they want to go far in the digital marketing industry.
 To become better at this skill, it is extremely important to improve grammar and
sentence fluency. In addition, reading books, referring to good articles, good
writers or attending workshops will also help improve vocabulary a lot.
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 Creativity
Work in digital marketing is not simply running ads on online channels,
working with metrics and reports. The first step in shaping all of these activities is to
think through and formulate a strategy. And that's when creativity becomes all the
more important.
Besides, it is very important to connect with potential customers through
creative advertising products. The reason is because competition on the online
platform is fierce and sometimes simple messages or images are not enough for a
brand to stand out.

 Creativity is the key to making the difference between content that attracts
viewers and content that is quickly skimmed.
 There are a few key tips for practicing creative thinking:
Take action  Think how to solve the job as quickly as possible, achieving the
highest results. It's time to practice creative thinking; Balance between reality
and ideal;
Relax and be open  Spend time meeting and interacting with friends and
colleagues, looking for new experiences to calm your mind and relax, then your
creativity will be maximized; Break the rules; Dare to commit and not afraid to
take risks; Don't rely on someone.
 Logical thinking
Logical thinking skills allow the Digital Marketer to analyze situations sharply
and make plans; smart solutions.
 Thanks to this skill, Digital Marketer will know how to use digital marketing
tools well to solve challenges at work.
 Some ways to develop logical thinking: Develop logical thinking in parallel
with creative thinking; Always think broadly. Actively ask questions;
Communicate diligently and constantly draw and perfect experiences; Learning
non-stop. Learn new skills; Being confident and constantly improving your
skills is always a necessity.
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3.2.2. Advanced Skills
To become a professional Digital Marketer, digital marketers need to be
equipped with specialized skills such as:

 Data analysis: This is an extremely important skill for a Marketer in
general and Digital Marketer in particular. Analyzing the numbers will help
determine a more appropriate marketing strategy.
 SEO

(Search

Engine

Optimization)

&

SEM

(Search

Engine

Marketing): Google's algorithm is increasingly modernizing and the use of
specific keywords becomes more important. Therefore, SEO becomes an
important skill that Digital Marketers need to have. SEM includes: SEO and
PPC. Many people still confuse the concept of SEO and SEM, but in fact
they are different. SEO is a sub-branch of SEM. If SEM is search engine
marketing, then SEO is search engine optimization. Simply put, when
customers use search engines to query about products. Both SEO & SEM
not only help the marketer to push his content to the target audience, but
also help narrow the customer database more.
There are 8 steps to get the SEO strategy off the ground:

 Step 1: Find keywords
Keywords research is as simple as picking a list of words and phrases
relevant to your business. Thus, thinking about which words are most
likely to get people to do what you want them to do and focus on those
words.

 Step 2: Put keywords in the page title
The page title is one of the most important things that Google and other
search engines evaluate to determine what is on a web page. It’s what
appears on top of your web page’s result in the search engine results
pages (SERPs). Once you’ve chosen a keyword, it’s time to put it into
action.

 Step 3: Put keywords in the page URL
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Google and other search engines also use the text of the URL of the page
to determine the content of the web page. So, you should use your
keyword or phrase specifically in the slug.

 Step 4: Put keywords in your meta description
While metadata is not nearly as important as it used to be, it still counts.
Take advantage by putting your keyword or phrase there. The description
should be readable by a person and make sense, and the keyword
metadata should focus on your keyword or phrase.

 Step 5: Put keywords in your H1 text
The H1 text is usually the title of an article or some larger bold text at the
top of your page. Google and other search engines can see this, and they
put extra importance on the words in the H1 text which concludes your
keyword or phrase.

 Step 6: Use keywords in the page’s content

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Using the target keywords in your content because doing that signals to
search engines that the page is actually about the keyword and should
show up in search results.

 Step 7: Build links to your website|
This is arguably one of the most important SEO steps you have to take.
The number and quality of links pointing to your website are quite
important to Google and other search engines to evaluate your rank on
different terms. If people are linking to you, then that means your site
offers authoritative, trustworthy ìnormation on a certain topic.



Step 8: Monitor your rank

Last but not least, it’s time to check on the results from your efforts.
Give the search engines some time to do their thing (from a couple of
weeks to a few months), and then keep checking your rank to see what
happened and track your progress.

 Social Media Marketing (SMM): Social Media is growing day by day.
This is a big advantage for marketers as they can get the message across
more easily to the right target audience. Therefore, the skill of Social Media
is one of the essential skills that a digital marketer needs.
There are 6 popular tools that a Digital Marketer use:
 Buffer
 Social Clout
 Feedly
 Canva
 Socedo
 Edgar
 Basic Designing Skill: Images are more influential to consumers than
textual content. Therefore, digital marketers need to have basic knowledge
of graphic software such as Adobe, Canva... to assist in creating more
attractive and eye-catching content.
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 Content Marketing: The heart of digital marketing is generating content
that will pull a company’s target audience to the brand. The aim should not
only be to create high-quality content and SEO-friendly content, but also to

understand the process of how to effectively get audiences to engage.

3.3.

Certificate

3.3.1. Digital Marketing Certificate from training institutions around the world
 Digital Marketing Pro DMI Certificate
Digital Marketing Institute (DMI) - the world leader in Digital Marketing
training. Specifically, 90% of members confirm that DMI courses have a positive
impact on their careers, more than 190,000 current members are trusting and
participating in DMI courses

Coming to this course, you will be fully equipped with professional knowledge
and experience to work proficiently in the Digital Marketing industry. To receive the
Digital Marketing Pro certification, you will need to complete the following:
 Introduction to Digital Marketing
 Social Media Marketing
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 Paid Search using Google Ads
 Email Marketing
 Analytics with Google analytics
 Content Marketing
 Search Engine Optimization

 Display Ads and Video
 Website Optimization
 Digital Marketing strategy
Course information:
 Organization: Digital Marketing Institute (DMI)
 Basic qualifications
 Tuition: $1,368
 Study time: Flexible
 Digital Marketing Certificate OMCP
Online Marketing Certification Professional (OMCP), understood as the Digital
Online Professional Certification. This is a fairly advanced certification and is
intended primarily for professionals with deep experience and knowledge in the field
of Digital Marketing.
Currently more than 70,000 people have been trained according to the OMCP
standards and about 900 Universities and Institutes around the world have decided to
choose OMCP as the teaching standard.

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At the end of the Digital Marketing OMCP course, we will have in-depth
knowledge of SEO, Social Media Marketing and Digital Analysis in general through
the following lessons:
 Content Marketing
 Conversion Rate Optimization
 Email Marketing

 Mobile Marketing
 Paid Search (PPC)
 Search Engine Optimization
 Social Media Marketing
 Digital Analytics
Course information:
 Organization: OMCP
 Level: Advanced
 Tuition: $395
 Study time: flexible
 Certificate in Digital Marketing PCM
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With a partnership between the American Marketing Association and the Digital
Marketing Institute, the AMA allows only the completion of one Digital Marketing Pro
course to be duly certified by the DMI and also the AMA Digital Marketing
Certification. - PCM and Digital Marketing Professional Certificate.

In the Digital Marketing Expert course, we will gain knowledge about:
 Digital Strategy and Planning Search and Digital Channels
 Digital Selling
 Customer Experience
 Social Media
 eCommerce and Conversion Rate Optimization
 Project Planning and Creative Skills

 Leadership and Management
Course information:
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 Organization: American Marketing Association
 Level: basic
 Tuition: $229- $349:
-

Non-members: $349

-

AMA members: $249

-

AMADC members: $229

 Study time: Self-study for 120 hours
3.3.2. Digital Marketing Certificates from Learning Platforms
In addition to studying online with experts at courses of world training
organizations, you can also refer to some highly rated Digital Marketing certification
courses on international learning platforms.
 Google Digital Marketing Certificate

Google Digital Marketing certification is most highly appreciated by
employers. To get this certificate, you must complete the course Fundamentals of
Digital Marketing by “big tycoon” Google. This is one of the free courses chosen by
many marketers today.

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In The Fundamentals of Digital Marketing course, you will go through 26
lessons around the topics:
 Analytics and Data insight
 Business Strategy
 Content Marketing
 Display Advertising
 E-commerce
 Email Marketing
 SEM – Search Engine Marketing
 SEO – Search Engine Optimization
 Social Media
 Website Optimisation
Course information:
 Organization: Google Digital Garage
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