Course Language:
İngilizce
Course Objectives:
This course mainly aims to sense the digital marketing over quickly developing fields, which utilizes advertising technologies, including web tools and social network sites to conduct e- commerce, e-marketing, and other e-business activities.
Course Content:
The course covers the areas of buyer behavior, media marketing, digitalenterprise, customer journey, sostac framework as well asadvertising strategy, market research and analytics, and several other critical topics. The course is managerially oriented, and includes many digital media visuals, simulations and assignments over marketing phenomena space.
Course Methodology:
1: Lecture, 2: Question-Answer, 3: Discussion, 4: Simulation, 5: Case Study
Course Evaluation Methods:
A: Testing, B:Presentation, C: Homework, D: Project, E: Laboratory
Vertical Tabs
Course Learning Outcomes
| Learning Outcomes | Teaching Methods | Assessment Methods |
| Defines digital marketing and explains importance of it. | 1,2,3 | A |
| Explains the properties of strategic approaches in digital marketing and digital media . | 1,2,3 | A,C |
| Provides good and bad digital media examples and explains whay they are good or bad. | 1,3,12 | A,C |
| Knows the factors that can make Digital marketing ineffective. | 1,3,12 | C |
| Explains how to become a product brand in the promotion of digital marketing | 1,2,3 | A,C |
Course Flow
| COURSE CONTENT | ||
| Week | Topics | Study Materials |
| 1 | INTRODUCTION TO DIGITAL MARKETING | Lecture notes, books, case studies |
| 2 | DIGITAL MARKETING AND SOSTAC FRAMEWORK | Lecture notes , books, case studies |
| 3 | EVERGREEN TOPIC | Lecture notes |
| 4 | BRAND MANAGEMENT IN THE DIGITAL ENVIRONMENT | Lecture notes |
| 5 | ADVERTISING TECHNOLOGIES | Lecture notes |
| 6 | CUSTOMER JOURNEY | Lecture notes |
| 7 | MIDTERM EXAM | |
| 8 | BRAND AWARENESS | Lecture notes, case studies |
| 9 | IMPORTANCE OF ENGAGEMENT | Lecture notes , books, case studies |
| 10 | E-MAIL MARKETING | Lecture notes |
| 11 | VIDEO ADVERTISING | Lecture notes , books, case studies |
| 12 | SOCIAL MEDIA | Lecture notes |
| 13 | POSTING TECHNIQUES | Lecture notes |
| 14 | PRESENTATION | Lecture notes , books, case studies |
| 15 | FINAL EXAM | |
Recommended Sources
| RECOMMENDED SOURCES | |
| Textbook |
Digital Marketing: Strategy, Implementation and Practice
Dave Chaffey & PR Smith, 5th Edition, Elsevier Butterworth-Heinemann, 2012 |
| Additional Resources |
Course website , lecture notes, computer in standard textbooks, case studies ; and analysis of online articles related to contemporary issues , reference books , resources for the term paper
|
Material Sharing
| MATERIAL SHARING | |
| Documents | Lecture notes |
| Assignments | Homeworks and term paper |
| Exams Midterm, final exam | Exams Midterm, final exam |
Assessment
| ASSESSMENT | ||
| IN-TERM STUDIES | NUMBER | PERCENTAGE |
| Mid-terms | 1 | 70 |
| Term Video | 2 | 10 |
| Assignment | 5 | 20 |
| Total | 100 | |
| CONTRIBUTION OF FINAL EXAMINATION TO OVERALL GRADE | 50 | |
| CONTRIBUTION OF IN-TERM STUDIES TO OVERALL GRADE | 50 | |
| Total | 100 | |
Course’s Contribution to Program
| No | Program Learning Outcomes | Contribution | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | E-Commerce and Technology graduated, Describe contemporary e-Commerce environment | X | |||||
| 2 | E-Commerce and Technology graduated, Review concepts and terminology together with processes and management decisions involved | X | |||||
| 3 | E-Commerce and Technology graduated, Apply techniques of using of JavaScript, JScript, DHTML, CSS, ASP, XML documents to external resources | X | |||||
| 4 | E-Commerce and Technology graduated, Demonstrate an understanding of transforming and presentation languages | X | |||||
| 5 | E-Commerce and Technology graduated, Assess major e-Commerce opportunities, limitations, issues and risks | X | |||||
| 6 | E-Commerce and Technology graduated, Skills in project and risk management, awareness about importance of entrepreneurship, innovation and long-term development, and recognition of international standards and methodologies. | X | |||||
| 7 | E-Commerce and Technology graduated, Recognition of the need for, and the ability to access information, to follow recent developments in science and technology, and to engage in life-long learning. | X | |||||
| 8 | E-Commerce and Technology graduated An ability to design, implement and evaluate an information system, component, process or program that meets specified requirements. | X | |||||
| 9 | E-Commerce and Technology graduated, Describe contemporary e-Commerce environment | X | |||||
| 10 | E-Commerce and Technology graduated, Review concepts and terminology together with processes and management decisions involved | X | |||||
ECTS
| ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION | |||
| Activities | Quantity |
Duration (Hour) |
Total Workload (Hour) |
| Course Duration (Including the exam week: 15x Total course hours) | 15 | 3 | 45 |
| Hours for off-the-classroom study (Pre-study, practice) | 10 | 3 | 30 |
| Mid-terms | 1 | 10 | 10 |
| Study for Mid-term Exam | 1 | 8 | 8 |
| Homework | 30 | 1.5 | 45 |
| Study for Final Exam | 1 | 20 | 20 |
| Total Work Load | 128 | ||
| Total Work Load / 30 (h) | 5.12 | ||
| ECTS Credit of the Course | 6 | ||
None