BUSINESS ADMINISTRATION
Bachelor TR-NQF-HE: Level 6 QF-EHEA: First Cycle EQF-LLL: Level 6

Course Introduction and Application Information

Course Code Course Name Semester Theoretical Practical Credit ECTS
COP3426 PepsiCo-Digital Marketing in Global World Spring 3 0 3 6
The course opens with the approval of the Department at the beginning of each semester

Basic information

Language of instruction: En
Type of course: Departmental Elective
Course Level: Bachelor
Mode of Delivery: Hybrid
Course Coordinator : Prof. Dr. ELİF OKAN
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.

Learning Outputs

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

Course Content

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.

Weekly Detailed Course Contents

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

Sources

Course Notes: 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

Evaluation System

Semester Requirements Number of Activities Level of Contribution
Attendance 14 % 5
Laboratory % 0
Application % 0
Field Work % 0
Special Course Internship (Work Placement) % 0
Quizzes % 0
Homework Assignments % 0
Presentation 1 % 30
Project % 0
Seminar % 0
Midterms 1 % 25
Preliminary Jury % 0
Final 1 % 40
Paper Submission % 0
Jury % 0
Bütünleme % 0
Total % 100
PERCENTAGE OF SEMESTER WORK % 60
PERCENTAGE OF FINAL WORK % 40
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 7 98
Presentations / Seminar 1 2 2
Project 0 0 0
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 146

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 identify problems and ask right questions
2) Having problem solving skills and developing necessary analytical attitude
3) Comprehending theoretical arguments along with counter arguments in detail
4) Gaining awareness of lifelong learning and being qualified for pursuing graduate education
5) Applying theoretical concepts in project planning
6) Communicating efficiently by accepting differences and carrying out compatible teamwork
7) Increasing efficiency rate in business environment
8) Developing innovative and creative solutions in face of uncertainty
9) Researching to gather information for understanding current threats and opportunities in business
10) Being aware of the effects of globalization on society and business while deciding
11) Possessing digital competence and utilizing necessary technology
12) Communicating in at least one foreign language in academic and daily life
13) Possessing managing skills and competence
14) Deciding with the awareness of the legal and ethical consequences of business operations
15) Expressing opinions that are built through critical thinking process in business and academic environment