The main objective of the course is to make students familiar with digital marketing principles, online consumer experience, digital marketing communications, and digital channel performance.
Course Content
This course contains; Introduction to Digital Marketing,Online Market Analysis: Microenvironment,Online Market Analysis: Macroenvironment,Digital Marketing Strategy,Digital Marketing Mix,Customer Relationship Marketing,Customer Experience,Campaign Planning,Digital Media Channels,Channel Performance Evaluation and Development,B2C Digital Marketing,B2B Digital Marketing,Ethics in Digital Marketing,Trends in Digital Marketing.
Dersin Öğrenme Kazanımları
Teaching Methods
Assessment Methods
1.Identifies and explain the important concepts in digital marketing.
10, 12, 13, 16, 37, 4, 9
A
1.1. Explain the digital marketing concept.
10, 12, 13, 37, 4, 9
A
1.2. Classify the types of markets.
10, 12, 13, 37, 4, 9
A
1.3. Compare micro and macro markets.
10, 12, 13, 37, 4, 9
A
2. Develops managerial perspectives and analytical approaches to solve different digital marketing problems
10, 12, 13, 37, 4, 9
A
2.1. Evaluate consumer buying behavior
10, 12, 13, 37, 4, 9
A
2.2. Evaluate organizational buying behavior.
10, 12, 13, 37, 4, 9
A
2.3. Plan Market Segmentation.
10, 12, 13, 37, 4, 9
A
3. Explains components of digital marketing
10, 12, 13, 37, 4, 9
A
3.1. Use components of digital marketing.
10, 12, 13, 37, 4, 9
A
3.2. Plan promotion efforts.
10, 12, 13, 37, 4, 9
A
3.3. Compare distribution channels.
10, 12, 13, 37, 4, 9
A
Teaching Methods:
10: Discussion Method, 12: Problem Solving Method, 13: Case Study Method, 16: Question - Answer Technique, 37: Computer-Internet Supported Instruction, 4: Inquiry-Based Learning, 9: Lecture Method
Assessment Methods:
A: Traditional Written Exam
Course Outline
Order
Subjects
Preliminary Work
1
Introduction to Digital Marketing
Reading the shared article or relevant chapter from the book
2
Online Market Analysis: Microenvironment
Reading the shared article or relevant chapter from the book
3
Online Market Analysis: Macroenvironment
Reading the shared article or relevant chapter from the book
4
Digital Marketing Strategy
Reading the shared article or relevant chapter from the book
5
Digital Marketing Mix
Reading the shared article or relevant chapter from the book
6
Customer Relationship Marketing
Reading the shared article or relevant chapter from the book
7
Customer Experience
Reading the shared article or relevant chapter from the book
8
Campaign Planning
Reading the shared article or relevant chapter from the book
9
Digital Media Channels
Reading the shared article or relevant chapter from the book
10
Channel Performance Evaluation and Development
Reading the shared article or relevant chapter from the book
11
B2C Digital Marketing
Reading the shared article or relevant chapter from the book
12
B2B Digital Marketing
Reading the shared article or relevant chapter from the book
13
Ethics in Digital Marketing
Reading the shared article or relevant chapter from the book
14
Trends in Digital Marketing
Reading the shared article or relevant chapter from the book
Resources
Dijital Pazarlama - Strateji, Yürütme ve Uygulama, Dave Cheffy, Fiona Ellis-Chadwick, Gazi
Course Contribution to Program Qualifications
Course Contribution to Program Qualifications
No
Program Qualification
Contribution Level
1
2
3
4
5
1
In light of the current developments in the field of business, have knowledge about the main sources, process and design which are related to the field.
X
2
With understanding relationships among concept, institution and method that related to disciplines of business management, establish a connection between them.
X
3
Reach scientific knowledge in the field of business; evaluate, and use this information to solve business problems.
X
4
Implement the idea about individual and social problems of business and in the light of current developments find resolutions.
X
5
Solve the problems encountered in management theory and practice by using research methods that specific to field.
X
6
Carry out an independent study which needs expertise in the field of management and its sub-disciplines.
X
7
Develop different perspectives and take responsibility to solve complex issues which require expertise and encountered in the field of business and its sub-disciplines.
X
8
Critically evaluate acquired knowledge and skills in the field of business and its sub-disciplines.
X
9
Develop a positive attitude towards lifelong learning and convert it to behavior.
X
10
Mean acquired knowledge in the field of business and current developments about management theory and practice to all groups systematically in written or oral form.
X
11
Critically question concepts and institutions of business, settled practice of management and norms and when necessary develop and attempt to change them.
X
12
Use software which in the level required by the field of business and information and communication technologies in the advanced level.
X
13
Take into consideration and internalize social, scientific and ethical values in the process of gathering, processing and evaluating information about field of management and its sub-disciplines.
X
14
With developing understanding of honesty, justice and ethics are required to be manager, teach around them.
X
Assessment Methods
Contribution Level
Absolute Evaluation
Rate of Midterm Exam to Success
50
Rate of Final Exam to Success
50
Total
100
ECTS / Workload Table
Activities
Number of
Duration(Hour)
Total Workload(Hour)
Course Hours
14
3
42
Guided Problem Solving
2
4
8
Resolution of Homework Problems and Submission as a Report
5
10
50
Term Project
1
3
3
Presentation of Project / Seminar
3
10
30
Quiz
2
3
6
Midterm Exam
1
10
10
General Exam
1
15
15
Performance Task, Maintenance Plan
1
5
5
Total Workload(Hour)
169
Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(169/30)
6
ECTS of the course: 30 hours of work is counted as 1 ECTS credit.
Detail Informations of the Course
Course Description
Course
Code
Semester
T+P (Hour)
Credit
ECTS
DIGITAL MARKETING STRATEGY
-
Spring Semester
3+0
3
6
Course Program
Prerequisites Courses
Recommended Elective Courses
Language of Course
Turkish
Course Level
Second Cycle (Master's Degree)
Course Type
Elective
Course Coordinator
Assist.Prof. Fatih PINARBAŞI
Name of Lecturer(s)
Assistant(s)
Aim
The main objective of the course is to make students familiar with digital marketing principles, online consumer experience, digital marketing communications, and digital channel performance.
Course Content
This course contains; Introduction to Digital Marketing,Online Market Analysis: Microenvironment,Online Market Analysis: Macroenvironment,Digital Marketing Strategy,Digital Marketing Mix,Customer Relationship Marketing,Customer Experience,Campaign Planning,Digital Media Channels,Channel Performance Evaluation and Development,B2C Digital Marketing,B2B Digital Marketing,Ethics in Digital Marketing,Trends in Digital Marketing.
Dersin Öğrenme Kazanımları
Teaching Methods
Assessment Methods
1.Identifies and explain the important concepts in digital marketing.
10, 12, 13, 16, 37, 4, 9
A
1.1. Explain the digital marketing concept.
10, 12, 13, 37, 4, 9
A
1.2. Classify the types of markets.
10, 12, 13, 37, 4, 9
A
1.3. Compare micro and macro markets.
10, 12, 13, 37, 4, 9
A
2. Develops managerial perspectives and analytical approaches to solve different digital marketing problems
10, 12, 13, 37, 4, 9
A
2.1. Evaluate consumer buying behavior
10, 12, 13, 37, 4, 9
A
2.2. Evaluate organizational buying behavior.
10, 12, 13, 37, 4, 9
A
2.3. Plan Market Segmentation.
10, 12, 13, 37, 4, 9
A
3. Explains components of digital marketing
10, 12, 13, 37, 4, 9
A
3.1. Use components of digital marketing.
10, 12, 13, 37, 4, 9
A
3.2. Plan promotion efforts.
10, 12, 13, 37, 4, 9
A
3.3. Compare distribution channels.
10, 12, 13, 37, 4, 9
A
Teaching Methods:
10: Discussion Method, 12: Problem Solving Method, 13: Case Study Method, 16: Question - Answer Technique, 37: Computer-Internet Supported Instruction, 4: Inquiry-Based Learning, 9: Lecture Method
Assessment Methods:
A: Traditional Written Exam
Course Outline
Order
Subjects
Preliminary Work
1
Introduction to Digital Marketing
Reading the shared article or relevant chapter from the book
2
Online Market Analysis: Microenvironment
Reading the shared article or relevant chapter from the book
3
Online Market Analysis: Macroenvironment
Reading the shared article or relevant chapter from the book
4
Digital Marketing Strategy
Reading the shared article or relevant chapter from the book
5
Digital Marketing Mix
Reading the shared article or relevant chapter from the book
6
Customer Relationship Marketing
Reading the shared article or relevant chapter from the book
7
Customer Experience
Reading the shared article or relevant chapter from the book
8
Campaign Planning
Reading the shared article or relevant chapter from the book
9
Digital Media Channels
Reading the shared article or relevant chapter from the book
10
Channel Performance Evaluation and Development
Reading the shared article or relevant chapter from the book
11
B2C Digital Marketing
Reading the shared article or relevant chapter from the book
12
B2B Digital Marketing
Reading the shared article or relevant chapter from the book
13
Ethics in Digital Marketing
Reading the shared article or relevant chapter from the book
14
Trends in Digital Marketing
Reading the shared article or relevant chapter from the book
Resources
Dijital Pazarlama - Strateji, Yürütme ve Uygulama, Dave Cheffy, Fiona Ellis-Chadwick, Gazi
Course Contribution to Program Qualifications
Course Contribution to Program Qualifications
No
Program Qualification
Contribution Level
1
2
3
4
5
1
In light of the current developments in the field of business, have knowledge about the main sources, process and design which are related to the field.
X
2
With understanding relationships among concept, institution and method that related to disciplines of business management, establish a connection between them.
X
3
Reach scientific knowledge in the field of business; evaluate, and use this information to solve business problems.
X
4
Implement the idea about individual and social problems of business and in the light of current developments find resolutions.
X
5
Solve the problems encountered in management theory and practice by using research methods that specific to field.
X
6
Carry out an independent study which needs expertise in the field of management and its sub-disciplines.
X
7
Develop different perspectives and take responsibility to solve complex issues which require expertise and encountered in the field of business and its sub-disciplines.
X
8
Critically evaluate acquired knowledge and skills in the field of business and its sub-disciplines.
X
9
Develop a positive attitude towards lifelong learning and convert it to behavior.
X
10
Mean acquired knowledge in the field of business and current developments about management theory and practice to all groups systematically in written or oral form.
X
11
Critically question concepts and institutions of business, settled practice of management and norms and when necessary develop and attempt to change them.
X
12
Use software which in the level required by the field of business and information and communication technologies in the advanced level.
X
13
Take into consideration and internalize social, scientific and ethical values in the process of gathering, processing and evaluating information about field of management and its sub-disciplines.
X
14
With developing understanding of honesty, justice and ethics are required to be manager, teach around them.
