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
COP3423 Marketing with New Generation Technologies at DigitalAge Fall 3 0 3 4
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: To ensure that new generation technologies that have caused distruptive changes in every field with the digital age are learned by the students of the Faculty of Economics, Administrative and Social Sciences, and preparation of student for their future career lives by experiencing the values ​​they can create in the field of marketing with new generation technologies.

Learning Outputs

The students who have succeeded in this course;
1) To increase the learning of new generation technologies (IoT, AI, Cloud, BlockChain, etc.) by the students of the Faculty of Economics, Administrative and Social Sciences and to increase their awareness in business life.
2) To learn the direction in which traditional marketing methods have evolved in the digital age
3) To contribute to building a bridge between theory and reality with success stories made with selective companies in marketing technologies.
4) To learn marketing technologies and and to experience technology and marketing on a common platform by experiencing them on a software platform
5) To encourage the use of technology in all kinds of projects and studies productively

Course Content

1) Introduction of new generation technologies in the digital age, ensuring the comprehension of their impacts on the future of the business world
2) To ensure the adaptation of the students of the Faculty of Social Sciences to business life in the digital age by learning the technologies used in Marketing Science
3) To ensure that the information learned in theory is experienced in a simulation environment in the ""Marketing Platform"" specially written for marketing professionals. Thus, preparing for the post-graduationg period by contributing to the consolidation of marketing technologies learned in theory by using them in practice"

Weekly Detailed Course Contents

Week Subject Related Preparation
1) Introduction, Syllabus Review and Evaluation of the Plan, Pre-Test for Students It will be held with the participation of Soner Ergen, Co-Founder and CEO of MarketersTech , and all the instructors that will give lectures in the relevant period
2) Introduction to the New Generation Technologies (AI/ML, Cloud, CyberSecurity, IoT, BlockChain, etc.) - The introduction of new generation technologies to our lives - Changes in daily life and business life with new generation technologies - A future designed with new generation technologies" By Cigdem Turan, Artificial Intelligence Technology Infrastructure Consultant in MarketersTech and PostDoc in Technical University of Darmstadt, Germany, and Soner Ergen
3) "A deeper perspective on AI technologies - A brief introduction to AI; past, today and future - Understanding AI capabilities and dangers - Real world scenerios of AI technologies - AI in Marketing" "Guest Company1 (with Marketing Manager from Pınar group Export Team)"
4) """The Correspondence of Classical Marketing Methods in the Digital Age - Basic Concepts of Marketing and the transformation experienced by Digitalization - New Generation Technologies Used in the Marketing World - The Required Qualifications In New Marketing Teams ""Technology Literacy"" - Sample Case Study and Experience Sharing with Corporate Guest Company """ "Guest Company1 (with Marketing Manager from Pınar group Export Team)"
5) 1) Strategic Marketing Activities and Technologies Used - Strategic Marketing definition and its relation to technology - Formulating marketing strategies with technology in the digital age - Presentation on marketing strategies with the Guest Company 2) Notification on MarketersTech Platform Simulation Access Authorization 3) Sharing a Sample Marketing Activity Scenario to be Used in Simulation " 1) Guest Company1 2) Simulation Access for all atendees"
6) 1) Planning Components of Marketing (4P-4C-4E) with Technology - Transformation in Product and Service Marketing - Explanation of 4P, 4C, 4E Concepts with New Generation Technologies 2) Using MarketersTech Platform, Establishing Teams and Assigning Projects" Online access for platform (Noteboks or Computer Lab )
7) 1) Simulation and scenario case studies on the platform 2) Midterm MidTerm
8) 1) Product and Service Management Using Technology Tools in Marketing - Where can Technology be Accessed? - Choosing the Right Technology for the Job - Tracking Technology Processes in Marketing 2) Sample Case Study and Experience Sharing with Corporate Guest Company 3) Preparation of data sets to be loaded into simulation" Guest Company2
9) "1) Digital Marketing Management Using Technology Tools -New Perception of Today's Big Data -The Impact of Big Data on Marketing -Personalization and Effective Use of Digital Marketing Tools 2) Sample Scenario and Experience Sharing with Guest Company 3) Matching field analysis with data sets to be loaded into simulation" Guest Company2
10) "1) Use of Technology Tools in 360 Degree Marketing Communication Methods -Presentation of Tools with Marketing Communication and Corporate Communication Focused Examples 2) Sample Scenario and Experience Sharing with Guest Company 3) Matching field analysis with data sets to be loaded into simulation" Guest Company3
11) "1) Use of Technology Tools in Marketing and Processing of Personal Data - Authorized Marketing Activities and Technology - Maintaining Ethical Marketing Activities in the Digital Age 2) Sample Scenario and Experience Sharing with Guest Company 3) Completing product strategies in Simulation and transitioning to interpreting the results of data sets" Guest Company3
12) "1) Use of Technology Tools and Differentiation in Global Marketing Strategies - Shaping Macro and Micro Environments with New Generation Technology - The Role of Technology in Being a Global Market Player 2) Q&A in simulation about the graduation project with MarketersTech Platform"
13) Completing the Simulation and Project Presentations
14) Overall Evaluation, Feedback and Outputs

Sources

Course Notes: 1)J.Paul Peter & James H. Donnelly, Jr. Marketing Management Knowledge and Skills. 11th Ed. McGraw Hill 2)Marketing 4.0 Philip Kotler 3)Microsoft, Oracle, McKinsey, Deloitte, PWC articles about New Age Technologies 4)Big Data Marketing: Engage Your Customers More Effectively and Drive Value, by Lisa Arthur 5)AI in Marketing, IDC Report 6)AI in Marketing, by Katei King
References: 1) MarketersTech Platform Simulation Access 2) Weekly Lecture Presentations

Evaluation System

Semester Requirements Number of Activities Level of Contribution
Attendance % 0
Laboratory % 0
Application 1 % 30
Field Work % 0
Special Course Internship (Work Placement) % 0
Quizzes % 0
Homework Assignments % 0
Presentation % 0
Project % 0
Seminar % 0
Midterms 1 % 30
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 1 2 2
Special Course Internship (Work Placement) 0 0 0
Field Work 0 0 0
Study Hours Out of Class 14 6 84
Presentations / Seminar 0 0 0
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 132

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