STRATEGIC MARKETING AND BRAND MANAGEMENT (TURKISH, 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
ISL5074 E-Business Spring
Fall
 3 0 3 8
The course opens with the approval of the Department at the beginning of each semester

Basic information

Language of instruction: Tr
Type of course: Departmental Elective
Course Level:
Mode of Delivery: Face to face
Course Coordinator : Assist. Prof. SERKAN YEŞİLYURT
Course Lecturer(s): Assoc. Prof. ADNAN VEYSEL ERTEMEL
Assoc. Prof. İLKAY TURAN
Assist. Prof. ÖZGÜR ERKUT ŞAHİN
Course Objectives: This course has the aim of enabling the students to possess knowledge and understanding on the three main powers behind the e-commerce, that is, technological change, business development and social change.

Learning Outputs

The students who have succeeded in this course;
Identifying main reasons behind e-commerce, understanding the change factors that the organizations expect, telecommunication systems, web softwares, electronic data transmission, e-commerce business models, e-marketing, confidentiality and security, legal issues and the future of the e-commerce and e-commerce strategies.

Course Content

The course content will be a combination of classical lectures and case studies.

Weekly Detailed Course Contents

Week Subject Related Preparation
1) Developments in concepts related to marketing; relational marketing - customer relations management and related concepts.
2) Internet and marketing; concepts of e-commerce and e-marketing
3) Internet's impact on marketing strategies; marketing mix and e-marketing mix
4) E-marketing strategies; e-models and related concepts
5) E-marketing strategies; e-models and related concepts
6) E-models: processes, infrastructure and building an example e-commerce website, preparing a business plan.
7) Review
8) Evaluation of e-marketing models
9) E-marketing models: marketplaces, C2C
10) E-marketing models: Gatherers
11) Payment systems and security
12) Content providers and their relationship with e-marketing
13) Communities and internet groups
14) Mobil marketing, mobil commerce and new business models

Sources

Course Notes: Laudon, Kenneth C., and Carol Guercio Traver (2012), E-Commerce 2012, Pearson, 8th edition, ISBN-10: 0132146142
References: Laudon, Kenneth C., (2009), E-Commerce 2009: Business, Technology, Society, Pearson, 5th edition, ISBN-10: 0136007112, ISBN-13: 9780136007111

Evaluation System

Semester Requirements Number of Activities Level of Contribution
Attendance 14 % 10
Laboratory % 0
Application % 0
Field Work % 0
Special Course Internship (Work Placement) % 0
Quizzes % 0
Homework Assignments % 0
Presentation % 0
Project 1 % 20
Seminar % 0
Midterms 1 % 30
Preliminary Jury % 0
Final 1 % 40
Paper Submission % 0
Jury % 0
Bütünleme % 0
Total % 100
PERCENTAGE OF SEMESTER WORK % 40
PERCENTAGE OF FINAL WORK % 60
Total % 100

ECTS / Workload Table

Activities Number of Activities Duration (Hours) Workload
Course Hours 14 3 42
Laboratory 0 0 0
Application 0 0 0
Special Course Internship (Work Placement) 0 0 0
Field Work 0 0 0
Study Hours Out of Class 14 12 168
Presentations / Seminar 0 0 0
Project 1 8 8
Homework Assignments 0 0 0
Quizzes 0 0 0
Preliminary Jury 0 0 0
Midterms 1 2 2
Paper Submission 0 0 0
Jury 0 0 0
Final 1 2 2
Total Workload 222

Contribution of Learning Outcomes to Programme Outcomes

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 and branding.
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 branding and to produce solutions by taking responsibility.
4) To be able to critically evaluate the knowledge and skills acquired in the field of marketing and branding expertise and to direct their learning.
5) To be able to systematically convey the current developments in the field of marketing and branding 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 branidng and to evaluate the results obtained within the framework of quality processes.