| MARKETING (TURKISH, NONTHESIS) | |||||
| Master | TR-NQF-HE: Level 7 | QF-EHEA: Second Cycle | EQF-LLL: Level 7 | ||
| Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
| ISL5627 | Digital Marketing | Fall | 3 | 0 | 3 | 8 |
| This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester. |
| Language of instruction: | Turkish |
| Type of course: | Departmental Elective |
| Course Level: | |
| Mode of Delivery: | Face to face |
| Course Coordinator : | Dr. Öğr. Üyesi GÜLBERK GÜLTEKİN SALMAN |
| Course Lecturer(s): |
Instructor REHA TARTICI Dr. TANOL TÜRKOĞLU Dr. Öğr. Üyesi ADNAN VEYSEL ERTEMEL Dr. Öğr. Üyesi ÖZGÜR ERKUT ŞAHİN Assoc. Prof. FAZLI YILDIRIM |
| 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. |
|
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. |
| 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. |
| 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) |
| 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) |
| 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 | |
| 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 | |
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | Being able to develop and deepen their knowledge in the same or a different field at the level of expertise, based on undergraduate level qualifications. | |
| 2) | To be able to use the theoretical and applied knowledge at the level of expertise acquired in the field of marketing. | |
| 3) | To be able to develop new strategic approaches for the solution of complex and unpredictable problems encountered in applications related to the field of marketing and to produce solutions by taking responsibility. | |
| 4) | To be able to critically evaluate the knowledge and skills acquired in the field of marketing expertise and to direct their learning. | |
| 5) | To be able to systematically convey the current developments in the field of marketing and their own studies to groups in and outside the field, in written, verbal and visual forms, by supporting them with quantitative and qualitative data. | |
| 6) | To be able to develop strategy, policy and implementation plans in the field of marketing and to evaluate the results obtained within the framework of quality processes. |