4BBUSMM01   The “Y” Factor in Digital Marketing — Unique Selling Proposition (USP)

This module helps students understand the fundamental question of “Why should customers choose you?”. It introduces the concept of the Unique Selling Proposition (USP) and its role in highlighting brand differentiation in a competitive market. Through analysis of global brands such as Apple, Nike, and Shopee, students will explore how consumer psychology and purchasing motivation influence branding. Practical exercises include deconstructing an existing brand’s USP and designing a slogan and value statement for a virtual brand to present in class, developing persuasive communication and marketing thinking.

4BBUSMM02   Customer Avatar & Analysis

This module develops students’ market research and consumer insight abilities. Students will learn to construct complete customer avatars, including demographic traits, lifestyle preferences, purchasing behaviors, and motivations. They will apply survey design, Google Analytics, and social media data to segment and define audiences. Each group will create one or two customer avatars for a virtual product using Canva, accompanied by a written analysis explaining how the findings guide future marketing strategy.

4BBUSMM03   WOW Factor Image & Video Marketing

Focusing on the power of visual storytelling, this module trains students to attract target audiences through impactful imagery and video. Students learn design principles (color, contrast, composition), video pacing, and brand visual consistency. Through hands-on projects using Canva or Photoshop, students create an advertising poster and produce a 15–20 second promotional short video that captures the “WOW factor.” Each group submits a completed video project for critique and professional feedback.

4BBUSMM04   Intensive Copywriting Technique

​This module equips students with persuasive writing skills to enhance advertising performance. It introduces frameworks such as AIDA (Attention–Interest–Desire–Action) and PAS (Problem–Agitation–Solution), exploring how headlines, introductions, and calls-to-action differ across digital platforms (Facebook, Instagram, TikTok, Shopee). Students will write and refine multiple ad copies through peer review and compose a complete advertisement for a mock brand to present in class.

4BBUSMM05   Digital Ads Starter

Students gain foundational knowledge of digital advertising systems, learning the logic of ad delivery and campaign management. The course covers ad objectives (awareness, engagement, conversion), budget allocation, and audience targeting on major platforms like Facebook, Google, and TikTok. In workshops, students will create simulated campaigns, build ad groups, and develop media plans explaining target audiences and formats.

4BBUSMM06   Content Marketing

This module emphasizes how valuable content builds long-term brand trust. Students plan editorial calendars, design content themes, and differentiate between formats (articles, visuals, videos, infographics). By analyzing viral campaigns, students understand storytelling’s role in engagement. Group tasks involve creating a one-week cross-platform content calendar, while individual assignments require writing a 500-word blog post or lifestyle article simulating real influencer tone and strategy.

4BBUSMM07   Ads Metrics & Optimization

Focusing on the power of visual storytelling, this module trains students to attract target audiences through impactful imagery and video. Students learn design principles (color, contrast, composition), video pacing, and brand visual consistency. Through hands-on projects using Canva or Photoshop, students create an advertising poster and produce a 15–20 second promotional short video that captures the “WOW factor.” Each group submits a completed video project for critique and professional feedback.

4BBUSMM08   Customer Tracking Techniques (LIKE ATTACK)

This module introduces customer tracking and remarketing strategies. Students learn technical tools such as Facebook Pixel, Google UTM parameters, and cookies to monitor user journeys. They simulate embedding tracking codes into web pages and design remarketing campaigns targeting previous visitors. Each student submits a report on how tracking and remarketing increase conversion rates.

4BBUSMM09   Customer Relationship Management (CRM)

Students learn systematic approaches to building customer loyalty through the full life cycle—acquisition, conversion, retention, repurchase, and advocacy. Topics include CRM systems, email automation, membership programs, loyalty rewards, and service recovery. Practical assignments involve writing customer welcome emails, designing loyalty campaigns, and preparing a client retention plan.

4BBUSMM10   Digital & Social Media Marketing Strategy

This strategic module helps students integrate multiple digital channels into cohesive marketing plans. Topics include Integrated Marketing Communication (IMC), platform analysis (Facebook, Instagram, TikTok, YouTube, LinkedIn), user journey mapping, and marketing funnels. Students develop and present a one-month digital marketing proposal for a given brand, supported by an individual analytical report.

4BBUSMM11   LIVE Workshop – Livestream Marketing

Students explore the dynamics of livestream commerce and real-time audience interaction. Topics include scriptwriting, audience engagement techniques, set and lighting design, and performance communication. Each group conducts a 10-minute mock livestream session, selling an assigned product while applying persuasive selling and interactive techniques. Students reflect on their performance in a post-session report.

4BBUSMM12   AI & Photoshop Design Workshop

This module trains students in digital design tools and AI-assisted creativity. Students study visual principles—color, typography, contrast, and brand consistency—and practice using Canva, Photoshop, and AI image generation tools to create marketing visuals. They complete advertising graphic sets for Facebook, Instagram, and TikTok, with group projects producing full visual identity packages for mock brands.

4BBUSMM13   Short Video Marketing: Shooting & Editing

Students gain hands-on skills in video production and editing for social media marketing. Topics include scriptwriting, lighting, framing, transitions, and storytelling rhythm. Groups produce a 30-second promotional video, while individuals submit edited videos demonstrating mastery of pacing and narrative flow. By the end, students can plan, shoot, and edit short-form videos professionally.

4BBUSMM14   E-commerce Marketing Workshop

This module provides a comprehensive overview of online retail marketing. Students learn how to operate major e-commerce platforms (Shopee, Lazada, TikTok Shop, Instagram Shop), optimize product listings, manage logistics, and design promotions. Group tasks include launching a mock e-store with product uploads and campaign plans; individual work involves evaluating real stores and suggesting improvements.

4BBUSMM15   The Branding Tree – Brand Planning

Students explore brand strategy and long-term value creation. The module covers brand tree models, positioning, storytelling, and visual identity. Case studies from Starbucks, Tesla, and Nike illustrate how differentiation leads to global recognition. Students develop a complete brand plan for a virtual company—including logo, slogan, story, and values—and write a brand positioning statement linking their concept to target audiences.

4BBUSMM16   Digital Marketing Management

This module teaches project and team management within digital marketing contexts. Students learn workflow organization, task delegation, KPI setting, and budget control using project tools such as Trello and Asana. Through simulations, groups manage full marketing campaigns from planning to evaluation. Individual reports assess management performance and process optimization.

4BBUSMM17   Intensive Selling & Product Launching

This module enables students to master end-to-end product launching—from market research and pre-launch promotion to event management and post-launch review. Students analyze sales psychology, negotiation strategies, and social buzz creation using influencers and limited offers. Groups design comprehensive product launch plans, while individuals write detailed launch proposals outlining each execution phase.

4BBUSMM18   Digital Marketing Road Map

This strategic module trains students to create short-, mid-, and long-term marketing roadmaps aligned with organizational goals. Students learn to define milestones, key performance indicators (KPIs), and adaptive strategies based on real market data. Group projects involve designing six-month roadmaps for virtual brands; individual tasks include presenting a “Brand Growth Blueprint” connecting objectives to execution.