| TYPE OF COURSE UNIT | Elective Course |
| LEVEL OF COURSE UNIT | Master's Degree With Thesis |
| YEAR OF STUDY | - |
| SEMESTER | - |
| NUMBER OF ECTS CREDITS ALLOCATED | 10 |
| NAME OF LECTURER(S) | Associate Professor Selay Ilgaz Sümer
|
| LEARNING OUTCOMES OF THE COURSE UNIT |
At the end of this course, the students;
1) Knows the basic concepts in digital marketing.
2) Knows technological requirements in digital marketing.
3) Knows parties of digital marketing.
|
| MODE OF DELIVERY | Face to face |
| PRE-REQUISITES OF THE COURSE | No |
| RECOMMENDED OPTIONAL PROGRAMME COMPONENT | None |
| COURSE DEFINITION | In this course; basic concepts in digital marketing, parties of digital marketing, technological requirements in digital marketing, web based businesses and electronic business models will be discussed. |
| COURSE CONTENTS | | WEEK | TOPICS |
|---|
| 1st Week | Introduction to Digital Marketing | | 2nd Week | Online Marketplace Analysis | | 3rd Week | Digital Marketing Strategies | | 4th Week | Internet and the Marketing Mix | | 5th Week | Digital Marketing Mix | | 6th Week | Relationship Marketing Using Digital Platforms | | 7th Week | Analysis of E-CRM Applications | | 8th Week | Mid-term Exam | | 9th Week | Campaign Planning for Digital Media | | 10th Week | Marketing Communications Using Digital Media Channels | | 11th Week | Preparation of Digital Marketing Campaign | | 12th Week | Evaluations and Improvement of Digital Channel Performance | | 13th Week | Project Presentations | | 14th Week | Project Presentations |
|
| RECOMENDED OR REQUIRED READING | Chaffey, D. & Ellis-Chadwick, F. (2012). Digital Marketing: Strategy, Implementation and Practice, Prentice Hall. |
| PLANNED LEARNING ACTIVITIES AND TEACHING METHODS | Lecture,Discussion |
| ASSESSMENT METHODS AND CRITERIA | | | Quantity | Percentage(%) |
|---|
| Mid-term | 1 | 20 | | Project | 1 | 20 | | Presentation of Article | 1 | 20 | | Total(%) | | 60 | | Contribution of In-term Studies to Overall Grade(%) | | 60 | | Contribution of Final Examination to Overall Grade(%) | | 40 | | Total(%) | | 100 |
|
| ECTS WORKLOAD |
| Activities |
Number |
Hours |
Workload |
| Midterm exam | 1 | 2 | 2 | | Preparation for Quiz | | | | | Individual or group work | 14 | 7 | 98 | | Preparation for Final exam | 1 | 50 | 50 | | Course hours | 14 | 3 | 42 | | Preparation for Midterm exam | 1 | 40 | 40 | | Laboratory (including preparation) | | | | | Final exam | 1 | 2 | 2 | | Homework | | | | | Project | 1 | 40 | 40 | | Article Presentation | 5 | 3 | 15 | | Total Workload | | | 289 |
|---|
| Total Workload / 30 | | | 9,63 |
|---|
| ECTS Credits of the Course | | | 10 |
|---|
|
| LANGUAGE OF INSTRUCTION | Turkish |
| WORK PLACEMENT(S) | No |
| | |
