MATHEMATICS (TURKISH, PHD) | |||||
PhD | TR-NQF-HE: Level 8 | QF-EHEA: Third Cycle | EQF-LLL: Level 8 |
Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
COP3426 | PepsiCo-Digital Marketing in Global World | Fall | 3 | 0 | 3 | 6 |
The course opens with the approval of the Department at the beginning of each semester |
Language of instruction: | En |
Type of course: | Departmental Elective |
Course Level: | |
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. |
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: | 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 |
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 |
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 |
No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
Program Outcomes | Level of Contribution |