| TYPE OF COURSE UNIT | Elective Course |
| LEVEL OF COURSE UNIT | Bachelor's Degree |
| YEAR OF STUDY | - |
| SEMESTER | - |
| NUMBER OF ECTS CREDITS ALLOCATED | 5 |
| NAME OF LECTURER(S) | -
|
| LEARNING OUTCOMES OF THE COURSE UNIT |
At the end of this course, the students;
1) Understanding how technology empowers marketing
2) To be able to manage digital assets and tools of businesses by developing Digital Marketing strategies and tactics
3) To be able to analyze and interpret real-life Digital Marketing examples
|
| MODE OF DELIVERY | Face to face |
| PRE-REQUISITES OF THE COURSE | No |
| RECOMMENDED OPTIONAL PROGRAMME COMPONENT | ULT222 INTERNATIONAL MARKETING |
| COURSE DEFINITION | This course focuses on the fundamentals of digital marketing, digital marketing strategies and tactics to learn the place of marketing in the digital age. |
| COURSE CONTENTS | | WEEK | TOPICS |
|---|
| 1st Week | Course Introduction | | 2nd Week | Digital Marketing and Basic Concepts | | 3rd Week | Digital Assets and User Experience | | 4th Week | Measurement in Digital Marketing | | 5th Week | Content Marketing & Video Marketing | | 6th Week | Search Engine Optimization | | 7th Week | Search Engine Advertising | | 8th Week | MID-TERM EXAM (NO COURSE) | | 9th Week | Internet Advertising & Social Media Marketing | | 10th Week | Customer Relationship Management & Email Marketing | | 11th Week | Mobile Marketing | | 12th Week | Gamification & Growth Strategies | | 13th Week | Presentation | | 14th Week | Presentation |
|
| RECOMENDED OR REQUIRED READING | Ryan, D. (2014). Understanding Digital Marketing Marketing strategies for engaging the digital generation, 3rd Ed., Kogan Page.
Stokes, R. (2011). eMarketing: The essential guide to digital marketing, 4rth Ed., Quirk.
Lecture Notes |
| PLANNED LEARNING ACTIVITIES AND TEACHING METHODS | Lecture,Questions/Answers,Discussion |
| ASSESSMENT METHODS AND CRITERIA | | | Quantity | Percentage(%) |
|---|
| Mid-term | 1 | 40 | | Presentation of Case Study | 1 | 10 | | Total(%) | | 50 | | Contribution of In-term Studies to Overall Grade(%) | | 50 | | Contribution of Final Examination to Overall Grade(%) | | 50 | | Total(%) | | 100 |
|
| ECTS WORKLOAD |
| Activities |
Number |
Hours |
Workload |
| Midterm exam | 1 | 1 | 1 | | Preparation for Quiz | | | | | Individual or group work | | | | | Preparation for Final exam | 1 | 50 | 50 | | Course hours | 13 | 3 | 39 | | Preparation for Midterm exam | 1 | 25 | 25 | | Laboratory (including preparation) | | | | | Final exam | 1 | 1 | 1 | | Homework | 1 | 10 | 10 | | Presentation (including preperation) | 13 | 1 | 13 | | Total Workload | | | 139 |
|---|
| Total Workload / 30 | | | 4,63 |
|---|
| ECTS Credits of the Course | | | 5 |
|---|
|
| LANGUAGE OF INSTRUCTION | Turkish |
| WORK PLACEMENT(S) | No |
| | |
