BUSINESS ADMINISTRATION | |||||
Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 |
Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
COP3426 | PepsiCo-Digital Marketing in Global World | Fall | 3 | 0 | 3 | 6 |
This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester. |
Language of instruction: | English |
Type of course: | Departmental Elective |
Course Level: | Bachelor’s Degree (First Cycle) |
Mode of Delivery: | Hybrid |
Course Coordinator : | Prof. Dr. ELİF OKAN |
Recommended Optional Program Components: | None |
Course Objectives: | This course is designed in such a way that the students will not only understand the increasing necessity of digital marketing but also experience FMCG industry first hand by relevant examples. |
The students who have succeeded in this course; By the end of this course, the student will have basic comprehension on: 1.What is digital marketing? 2.The importance of digital marketing 3.Digital marketing, transformation and trends in FMCG 4.Digital media and budget management |
Content will include; evolution of the digital realm, digital asset management, digital consumer insights, digital strategy building, digital media, digital measurement, digital content strategy, digital channel strategy, social media strategy, digital storytelling, e-commerce, digital products, best in class digital marketing cases, future technologies. |
Week | Subject | Related Preparation |
1) | Introduction to the course and discussing syllabus. Introduction to the Digital Realm | Review the course schedule You'll be asked about your expectations form the course, so pls pre-think |
2) | • Understanding the Digital Ecosystem • Digital Assets: -Web Site Management: Corporate site, Brand sites, Micro Sites, etc. -Content Management Systems -Social Media Channels -Mobile Applications -Web & Mobile User Experience | |
3) | Digital Business Case Briefing Understanding the Digital Consumer •Who is a digital consumer? -What is a consumer insight? -How do we understand our digital consumers? •Building Digital Strategy -Digital Communication planning -Briefing process | Digital Business Case will be shared before the W3 course as pre-read. Pls prepare your questions, if any |
4) | Digital Content Marketing •Content Strategy •Digital Channel Strategy •The power of creativity •Social media strategy •User Generated Content Best in Class Digital Marketing Campaigns from PepsiCo | |
5) | Digital Media -Consumer Media Consumption -Digital Advertising types • Digital Measurement | |
6) | Next Generation CRM -Consumer footprints -Digital Targeting: Who, Where, How -Big Data -Omni-Channel Approach -Consumer Journey Mapping | |
7) | Midterm | |
8) | Digitilization Cases from PepsiCo: - Kazandirio Promo Mobile Application - Dükkan Senin Customer Loyalty Platform | |
9) | eCommerce | Search for the PepsiCo products in Migros Sanal, Getir, Banabi and İstegelsin. Give at least one real PepsiCo products order from these platforms |
10) | Future Technologies in Digital World | You're expected to watch the film named below before the course. "Her" - a Spike Jones film, 2013. |
11) | Digital Business Case - Student Presentations & Discussions | |
12) | Digital Business Case - Student Presentations & Discussions | |
13) | Digital Business Case - Student Presentations & Discussions | |
14) | Digital Business Case - Student Presentations & Discussions |
Course Notes / Textbooks: | Book: By Hermanwan Kartajaya, Iwan Setiawan, and Philip Kotler Marketing 4.0: Moving from Traditional to Digital Reports: (to be shared on Its Learning) 10_Key_Digital_Trends_for_2021_eMarketer Deloitte_Global_Marketing_Trends_2021 WARC_2020_Innovation_Report_Insights 2021_Media_Trends_and_Predictions___Report_EN |
References: | Lecturer's additonal resources |
Semester Requirements | Number of Activities | Level of Contribution |
Attendance | 14 | % 5 |
Presentation | 1 | % 30 |
Midterms | 1 | % 25 |
Final | 1 | % 40 |
Total | % 100 | |
PERCENTAGE OF SEMESTER WORK | % 60 | |
PERCENTAGE OF FINAL WORK | % 40 | |
Total | % 100 |
Activities | Number of Activities | Duration (Hours) | Workload |
Course Hours | 14 | 3 | 42 |
Study Hours Out of Class | 14 | 7 | 98 |
Presentations / Seminar | 1 | 2 | 2 |
Midterms | 1 | 2 | 2 |
Final | 1 | 2 | 2 |
Total Workload | 146 |
No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
Program Outcomes | Level of Contribution | |
1) | Being able to identify problems and ask right questions | 2 |
2) | Having problem solving skills and developing necessary analytical attitude | 2 |
3) | Comprehending theoretical arguments along with counter arguments in detail | 2 |
4) | Gaining awareness of lifelong learning and being qualified for pursuing graduate education | 2 |
5) | Applying theoretical concepts in project planning | 3 |
6) | Communicating efficiently by accepting differences and carrying out compatible teamwork | 3 |
7) | Increasing efficiency rate in business environment | 4 |
8) | Developing innovative and creative solutions in face of uncertainty | 4 |
9) | Researching to gather information for understanding current threats and opportunities in business | 4 |
10) | Being aware of the effects of globalization on society and business while deciding | 5 |
11) | Possessing digital competence and utilizing necessary technology | 5 |
12) | Communicating in at least one foreign language in academic and daily life | 3 |
13) | Possessing managing skills and competence | 4 |
14) | Deciding with the awareness of the legal and ethical consequences of business operations | 4 |
15) | Expressing opinions that are built through critical thinking process in business and academic environment | 3 |