MBA (ENGLISH, NON-THESIS)
Master TR-NQF-HE: Level 7 QF-EHEA: Second Cycle EQF-LLL: Level 7

Course Introduction and Application Information

Course Code Course Name Semester Theoretical Practical Credit ECTS
BUS5075 Digital Marketing Spring 3 0 3 8
This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester.

Basic information

Language of instruction: English
Type of course: Departmental Elective
Course Level:
Mode of Delivery: Face to face
Course Coordinator : Prof. Dr. ELA ÜNLER
Course Lecturer(s): Dr. Öğr. Üyesi ADNAN VEYSEL ERTEMEL
Dr. AYŞEGÜL SAĞKAYA GÜNGÖR
Recommended Optional Program Components: None
Course Objectives: The objective of this course is to provide a foundation to prepare students, as future E-Business, Project or Marketing Managers, to play leading roles in the strategic management and management of the company.

Learning Outcomes

The students who have succeeded in this course;
Students will study various issues and risks that exist in the rapidly changing world of e-business.

Course Content

The major characteristics, opportunities and limitations of this form of business will be explored. The strategy, organization, types and practical design of e-Business cases will be covered with the best practice of brand experiences.

Weekly Detailed Course Contents

Week Subject Related Preparation
1) Introduction to E-Business and Digital Marketing
2) Strategic Management of E-Business and Digital Marketing
3) Market Research and Digital Consumers
4) Web sites (Design, Usability, Corporate Identity)
5) Microsites & Advergames
6) Digital Marketing, Internet media planning & Purchasing
7) Midterm Exam
8) Search Engine Optimization (SEO) & Search Engine Marketing (SEM)
9) (B2B), (B2E) & (B2C) Markets
10) Affiliate marketing, Marketplaces,Auction & Club Concepts
11) Mobile Marketing
12) Online Customer Relationship Management & Customer database
13) Social Media 1 - YouTube, Facebook & Twitter Social Media 2 – Management of social media (easy?)
14) Data collection, Reporting, Analytics (Business Intelligence)

Sources

Course Notes / Textbooks: • E-Ticaret Ağ Ekonomisinde Yeni Ticaret Yolu - Şule Özmen
• E-Business and E-Commerce Management by Dave Chaffey, Financial Times/ Prentice Hall; 5 edition (14 July 2011)
References: • E-Ticaret Ağ Ekonomisinde Yeni Ticaret Yolu - Şule Özmen
• E-Business and E-Commerce Management by Dave Chaffey, Financial Times/ Prentice Hall; 5 edition (14 July 2011)

Evaluation System

Semester Requirements Number of Activities Level of Contribution
Attendance 14 % 10
Project 1 % 20
Midterms 1 % 30
Final 1 % 40
Total % 100
PERCENTAGE OF SEMESTER WORK % 40
PERCENTAGE OF FINAL WORK % 60
Total % 100

ECTS / Workload Table

Activities Number of Activities Workload
Course Hours 14 42
Application 13 48
Study Hours Out of Class 14 81
Midterms 1 2
Final 1 2
Total Workload 175

Contribution of Learning Outcomes to Programme Outcomes

No Effect 1 Lowest 2 Low 3 Average 4 High 5 Highest
           
Program Outcomes Level of Contribution
0) Developing strategies, policies and implementation plans to address the issues in the fields of business administration and management, and evaluating the consequences according to the processes of quality, 4
1) Broadening and deepening the knowledge about business administration at the master’s level based on the undergraduate level qualifications, 4
1) 1) Developing strategies, policies and implementation plans to address the issues in the fields of business administration and management, and evaluating the consequences according to the processes of quality, 2) Broadening and deepening the knowledge about business administration at the master’s level based on the undergraduate level qualifications, 3) Comprehending the interaction across various disciplines related to the field of business administration, and evaluating the knowledge and skills gained on an interdisciplinary dimension, 4) Using theoretical and practical information and skills gained at the expertise level in the field business administration, 5) Analyzing problems requiring expertise in the field business administration by using scientific research methods, 6) Evaluating a problem in the business administration field independently, developing a way for solution, solving the problem and evaluating the results, 7) Developing new strategic approaches to solve unforeseen complex issues in the business administration field through integrative and creative elaboration, 8) Evaluating the knowledge related to the field of business administration through critical perspective, 9) Communicating systematically the recent developments and one’s individual studies in the field of business administration to the groups within and outside the field via written, oral and visual presentations, 10) Analyzing the social relations and the norms through critical perspective, developing effective relations, training leaders who are capable of sustaining these social relations, applying teamwork and managing risk and change in the field of business administration.
2) Comprehending the interaction across various disciplines related to the field of business administration, and evaluating the knowledge and skills gained on an interdisciplinary dimension, 5
3) Using theoretical and practical information and skills gained at the expertise level in the field business administration, 4
4) Analyzing problems requiring expertise in the field business administration by using scientific research methods, 5
5) Evaluating a problem in the business administration field independently, developing a way for solution, solving the problem and evaluating the results, 3
6) Developing new strategic approaches to solve unforeseen complex issues in the business administration field through integrative and creative elaboration, 4
7) Evaluating the knowledge related to the field of business administration through critical perspective, 5
8) Communicating systematically the recent developments and one’s individual studies in the field of business administration to the groups within and outside the field via written, oral and visual presentations, 5
9) Analyzing the social relations and the norms through critical perspective, developing effective relations, training leaders who are capable of sustaining these social relations, applying teamwork and managing risk and change in the field of business administration. 5