(Issued under Decision No. 4267/QĐ-ĐHNT dated November 15, 2024, by the President of Foreign Trade University)

1. Training objectives

General Objectives

The Bachelor in Marketing, Digital Marketing (International Career Orientation) programme is specifically designed to be application-oriented, aiming to develop high-quality human resources with solid political qualities, professional ethics, good health, and a clear career orientation. Graduates will possess foundational knowledge in marketing, combined with specialized expertise and skills in digital marketing. They will be equipped with creative thinking and “combat” (practical) capabilities to identify and resolve organizational and business challenges amidst the rapid transformations of the global economy. Furthermore, graduates will demonstrate autonomy and accountability, the ability to work independently, and a commitment to lifelong learning. They will be well-prepared to assume expert or managerial roles in marketing across domestic and international organizations within the digital business environment, or to pursue further academic studies.

Specific Objectives (POs)

– (PO1): Possess solid political qualities, professional ethics, and a clear career orientation; demonstrate good health, a sense of responsibility, and a commitment to community service; exhibit creative thinking, independent working skills in international environments, high adaptability, and a capacity for lifelong learning and further academic advancement.

– (PO2): Possess foundational knowledge in economics and business to develop management and business thinking; grasp core knowledge in marketing, including strategy formulation, marketing planning, and international marketing to support business operations in the global context.

– (PO3): Gain specialized expertise in digital marketing, with particular emphasis on market research, brand management and development, digital sales channels, digital marketing communications, and the organization and implementation of marketing activities on digital platforms.

– (PO4): Demonstrate the ability to creatively integrate professional skills, detect and promptly resolve issues in planning and executing digital marketing projects—specifically in market research, digital sales channel operation, and digital communication design; maintain an entrepreneurial mindset to create employment opportunities for oneself and others.

– (PO5): Proficiently use specialized foreign languages in marketing and digital marketing; demonstrate a mindset for digital transformation and the application of information technology in economics and business; and utilize specialized software tools and technological platforms for data analysis, simulation, and strategic decision-making.

2. Expected Learning Outcomes (PLOs)

Knowledge

– (PLO1): Apply foundational knowledge of political science, social sciences, law, methodology, scientific worldview, information technology, and general education to support lifelong study, research, and professional work.

– (PLO2): Apply knowledge of economics, business, and core marketing principles to explain economic phenomena, business operations, market characteristics, and customer behavior within the digital environment to enhance marketing activities.

– (PLO3): Apply core digital marketing and information technology knowledge to construct, organize, and implement marketing and digital marketing plans; monitor and resolve arising issues related to market research, brand management and development, digital sales channels, and digital marketing communications on digital platforms.

Skills

– (PLO4): Conduct research and analysis of markets, consumer psychology, and customer behavior in the digital space. 

– (PLO5): Develop comprehensive marketing plans and functional marketing plans (market research, sales, communications, etc.); implement digital sales channels; and design digital branding and communication content.

– (PLO6): Resolve complex issues in marketing and marketing communications within the digital environment.

– (PLO7): Attain advanced information technology skills (in accordance with Circular 03/2014/TT-BTTTT); and demonstrate proficiency in using specialized digital marketing software.

– (PLO8): Utilize English at Level 5/6 (according to the Vietnam’s 6-level Foreign Language Proficiency Framework under Circular 01/2014/TT-BGDĐT), with a focus on specialized English for marketing, digital marketing, and digital marketing communications.

Autonomy and Responsibility

– (PLO9): Proactively plan, implement, evaluate, and optimize work performance; maintain a receptive attitude toward learning, remain open to new knowledge, and continuously accumulate experience to enhance professional competence.

– (PLO10): Demonstrate the ability to work independently or in teams within the evolving global context; respect diverse values; and exhibit leadership capacity to guide and supervise team members in completing assigned tasks.

– (PLO11): Employ innovative thinking and self-direction; provide sound professional conclusions and defend personal viewpoints before a group.

– (PLO12): Display resilience in overcoming difficulties and challenges; accept responsibility toward oneself and the collective; and continuously contribute shared value to the organization and society.

3. Curriculum framework