| Week |
Subject |
Related Preparation |
| 1) |
Course introduction, Curriculum description, Introduction to e-commerce. |
|
| 2) |
Introduction to e-commerce, definition, scope and basic statistics of e-commerce, E-commerce and Traditional Commerce, History of E-Commerce, Importance of EDI, features and benefits, Effects, Challenges and Limitations of E-Commerce, Supply chain management & E-Commerce, E-Commerce infrastructure. |
|
| 3) |
Basic concepts and business models in e-commerce: Business to Business, Business to Customers, Customers to Customers, Business to Government, Business to Employee, E-Commerce strategy, Factors affecting successful e-commerce. |
Deadline to form the groups and inform the instructor. |
| 4) |
Marketing strategies and E-Commerce: Website - Website components, Concept and Design website for E–Commerce,
Corporate Website – Portal – Search Engine – Internet Advertising, the emergence of the Internet as a competitive advertising media, Internet advertising models , Mobile Commerce.
|
|
| 5) |
E-Commerce Security and Payment Systems Prepaid and Postpaid payment systems, e– cash, e check, Smart Card, Credit Card |
|
| 6) |
Digital marketing, Digital transformation framework: Digital transformation pyramid: Business model/business strategy Corporate execution/business model, operations, enabling technologies, Artificial intelligence, Industry 5.0 |
|
| 7) |
Quiz |
Topics covered between the 1st and 6th weeks should be studied. |
| 8) |
Internet marketing, purpose of Internet marketing. Purposes of internet marketing communication. Internet marketing, purpose of Internet marketing. Purposes of internet marketing communication |
|
| 9) |
Digital Marketing Channels in E-Commerce , Mobile Marketing |
|
| 10) |
Effect of Social Media on E-Commerce, Influencer Marketing |
|
| 11) |
Consumer Behavior Market Research and Advertising |
|
| 12) |
Permission Marketing and Customer Relationship Management in E-Commerce |
|
| 13) |
Presentation |
|
| 14) |
Presentation |
|
| Course Notes / Textbooks: |
Kalakota, Ravi, “Frontiers of Electronic Commerce”, 2004, Addison – Wesley, Delhi.
Rayport, Jeffrey F. and Jaworksi, Bernard J, “Introduction to E–Commerce”, 2003,
E-Ticaret: Kavramlar, Gelişim ve Uygulamalar, Prof. Dr. Gonca Telli Yamamoto, 2020, ISBN: 978-6054613-64-9, sf. 110-117
|
| References: |
Lecturer's Slides |
| |
Program Outcomes |
Level of Contribution |
| 1) |
To be able to apply theoretical concepts related to mass communication, consumer behavior, psychology, persuasion,sociology, marketing, and other related fields to understand how advertising and brand communication works in a free-market economy.
|
2 |
| 2) |
To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of advertising.
|
2 |
| 3) |
To be able to research, create, design, write, and present an advertising campaign and brand strategies of their own creation and compete for an account as they would at an advertising agency.
|
2 |
| 4) |
To be able to analyze primary and secondary research data for a variety of products and services.
|
2 |
| 5) |
To be able to develop an understanding of the history of advertising as it relates to the emergence of mass media outlets and the importance of advertising in the marketplace.
|
2 |
| 6) |
To be able to follow developments, techniques, methods, as well as research in advertising field; and to be able to communicate with international colleagues in a foreign language. (“European Language Portfolio Global Scale”, Level B1)
|
2 |
| 7) |
To be able to take responsibility in an individual capacity or as a team in generating solutions to unexpected problems that arise during implementation process in the Advertising field.
|
3 |
| 8) |
To be able to understand how advertising works in a global economy, taking into account cultural, societal, political, and economic differences that exist across countries and cultures.
|
2 |
| 9) |
To be able to approach the dynamics of the field with an integrated perspective, with creative and critical thinking, develop original and creative strategies.
|
2 |
| 10) |
To be able to to create strategic advertisements for print, broadcast, online and other media, as well as how to integrate a campaign idea across several media categories in a culturally diverse marketplace.
|
2 |
| 11) |
To be able to use computer software required by the discipline and to possess advanced-level computing and IT skills. (“European Computer Driving Licence”, Advanced Level)
|
2 |
| 12) |
To be able to identify and meet the demands of learning requirements.
|
2 |
| 13) |
To be able to develop an understanding and appreciation of the core ethical principles of the advertising profession.
|
2 |
BAHÇEŞEHİR UNIVERSITY BİLGİ PAKETİ / DERS KATALOĞU
