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
Having advanced theoretical and practical knowledge supported by textbooks, application tools and other resources containing current information in the field
X
2
To have information about basic resources, current trends and approaches regarding Business Management in the light of current developments in the field of business.
X
3
Accessing and evaluating scientific knowledge in the field of Business Management and using this knowledge in solving high-level managerial problems of businesses.
X
4
Thinking about individual and social problems related to Business Management and producing solutions in the light of current developments
X
5
Solving the problems encountered in business theory and practice by using research methods specific to the field of Business.
X
6
Independently carry out a study that requires expertise in the field of Business Management and its sub-disciplines.
X
7
Developing different perspectives and producing solutions by taking responsibility for the solution of complex problems that require expertise and are encountered in the field of Business Management and its sub-disciplines.
X
8
Critically evaluate the expert knowledge and skills acquired in the field of Business Management and its sub-disciplines.
X
9
Developing positive attitudes towards lifelong learning and turning them into behavior
X
10
To systematically convey the expert knowledge gained in the field of business administration and its sub-disciplines and the current developments in management theory and practice, both verbally and in writing, to groups in the field and outside the field.
X
11
Critically questioning business concepts and institutions, established management practices and rules, and taking initiative to develop and change them when necessary.
X
12
Advanced use of information and communication technologies along with computer software at the level required by the Business Management field.
X
13
Internalizing information regarding Business Management fields and sub-disciplines by considering social, scientific and ethical values in the processes of acquiring, processing and evaluating.
X
14
Developing and teaching others the honesty, justice and ethics required to be a Senior Manager.
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)
Lect. Hülya SOYTÜRK
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
Having advanced theoretical and practical knowledge supported by textbooks, application tools and other resources containing current information in the field
X
2
To have information about basic resources, current trends and approaches regarding Business Management in the light of current developments in the field of business.
X
3
Accessing and evaluating scientific knowledge in the field of Business Management and using this knowledge in solving high-level managerial problems of businesses.
X
4
Thinking about individual and social problems related to Business Management and producing solutions in the light of current developments
X
5
Solving the problems encountered in business theory and practice by using research methods specific to the field of Business.
X
6
Independently carry out a study that requires expertise in the field of Business Management and its sub-disciplines.
X
7
Developing different perspectives and producing solutions by taking responsibility for the solution of complex problems that require expertise and are encountered in the field of Business Management and its sub-disciplines.
X
8
Critically evaluate the expert knowledge and skills acquired in the field of Business Management and its sub-disciplines.
X
9
Developing positive attitudes towards lifelong learning and turning them into behavior
X
10
To systematically convey the expert knowledge gained in the field of business administration and its sub-disciplines and the current developments in management theory and practice, both verbally and in writing, to groups in the field and outside the field.
X
11
Critically questioning business concepts and institutions, established management practices and rules, and taking initiative to develop and change them when necessary.
X
12
Advanced use of information and communication technologies along with computer software at the level required by the Business Management field.
X
13
Internalizing information regarding Business Management fields and sub-disciplines by considering social, scientific and ethical values in the processes of acquiring, processing and evaluating.
X
14
Developing and teaching others the honesty, justice and ethics required to be a Senior Manager.
