Course Detail
Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| DIGITAL MARKETING | YMİ4211619 | Spring Semester | 3+0 | 3 | 5 |
| Course Program | Salı 14:30-15:15 Salı 15:30-16:15 Salı 16:30-17:15 |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Required |
| Course Coordinator | Prof.Dr. Ayşen AKYÜZ |
| Name of Lecturer(s) | Prof.Dr. Ayşen AKYÜZ |
| Assistant(s) | PROF.DR.AYŞEN AKYÜZ |
| Aim | The aim of this course is to ensure that students learn the basic concepts of Digital marketing and the road map of successful Digital marketing strategies and to have knowledge about issues such as digital marketing metrics, information security, SEO, mobile marketing. |
| Course Content | This course contains; Digital Marketing-an Introduction,Digital Micro and Macro Environment,Metrics and Channels,Information Safety,Search Engine Optimization,Social Media,Digital branding and marketing mix,Digital branding and marketing mix,User Experience and Transformation,Campaign Planning,Digital Marketing Communicatiıns,Mobile Marketing,Content Strategy,Artificial Intelligence, Big Data. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| Explain the importance of digital marketing within the business world. | 10, 16, 9 | A |
| Design e-marketing plans | 10, 16, 9 | A |
| Describe customer relationships across all digital channels | 10, 16, 9 | A |
| Illustrate the use of search engine marketing, online advertising and online marketing strategies | 10, 16, 9 | A |
| Explain the key tools and techniques of digital marketing | 10, 16, 9 | A |
| Describe the key metrics in web and social media analytics | 10, 16, 9 | A |
| Teaching Methods: | 10: Discussion Method, 16: Question - Answer Technique, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Digital Marketing-an Introduction | |
| 2 | Digital Micro and Macro Environment | Reading the section requested by the lecturer from the textbook. |
| 3 | Metrics and Channels | |
| 4 | Information Safety | |
| 5 | Search Engine Optimization | Reading of the related white paper |
| 6 | Social Media | Reading of the related white paper |
| 7 | Digital branding and marketing mix | Reading the section requested by the lecturer from the relevant chapter |
| 8 | Digital branding and marketing mix | Reading the section requested by the lecturer from the relevant chapter |
| 9 | User Experience and Transformation | Reading the section requested by the lecturer from the relevant chapter |
| 10 | Campaign Planning | |
| 11 | Digital Marketing Communicatiıns | Reading the section requested by the lecturer from the relevant chapter |
| 12 | Mobile Marketing | Reading of the related white paper |
| 13 | Content Strategy | Reading the section requested by the lecturer from the relevant chapter |
| 14 | Artificial Intelligence, Big Data | Reading of the related white paper |
| Resources |
| Simon Kingsnorth, Dijital Pazarlama Stratejisi, Nobel Yayınevi. |
| Powe point slides and related readings |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Knows the basic concepts and theoretical grounds related to the field. | X | |||||
| 2 | Determines the facts related to New Media and Communication Systems and analyzes these facts with various dimensions. | X | |||||
| 3 | Analyzes the needs of the media organizations and plans and applies strategies accordingly. | X | |||||
| 4 | Plans new media projects and implements them. | X | |||||
| 5 | Takes responsibility when necessary in the field related projects and proposes solutions to emerging problems. | X | |||||
| 6 | Takes place as a member in a project-based teamwork; leads projects and plans events. | X | |||||
| 6 | Takes place as a member in a project-based teamwork; leads projects and plans events. | X | |||||
| 7 | Observes the theoretical and factual problems with scientific methods related to new media and communication systems disciplines and sub-disciplines; analyzes the findings and presents them in scientific publications. | X | |||||
| 8 | Has a high awareness towards lifelong learning. Follows the developments, innovations, opinions, methods and techniques regularly and uses them efficiently. | X | |||||
| 9 | To be able to communicate orally and in writing in a foreign language at least at the B1 level of the European Language Portfolio. | X | |||||
| 10 | Utilizes new communication technologies efficiently in professional and scientific works and follows the developments in new communication technologies regularly. | X | |||||
| 11 | Plans social responsibility events and takes a role in implementation process. | X | |||||
| 12 | Acts in accordance with ethical codes in professional and scientific works. | X | |||||
| 13 | Uses tools related to new media and communications, efficiently. | X | |||||
| 14 | Develops and implement new media projects specifically developed for media organizations. | X | |||||
| 15 | Sensitive to the environment, the universality of social rights and the protection of cultural values. | ||||||
| 16 | Knowledgeable about occupational health and safety and can use this information when necessary. | ||||||
| 17 | Uses Turkish language fluently and accurately in scientific and professional works. | ||||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |
| ECTS / Workload Table | ||||||
| Activities | Number of | Duration(Hour) | Total Workload(Hour) | |||
| Course Hours | 14 | 3 | 42 | |||
| Guided Problem Solving | 1 | 30 | 30 | |||
| Resolution of Homework Problems and Submission as a Report | 0 | 0 | 0 | |||
| Term Project | 0 | 0 | 0 | |||
| Presentation of Project / Seminar | 0 | 0 | 0 | |||
| Quiz | 0 | 0 | 0 | |||
| Midterm Exam | 1 | 30 | 30 | |||
| General Exam | 1 | 40 | 40 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 142 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(142/30) | 5 | |||||
| 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 | YMİ4211619 | Spring Semester | 3+0 | 3 | 5 |
| Course Program | Salı 14:30-15:15 Salı 15:30-16:15 Salı 16:30-17:15 |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Required |
| Course Coordinator | Prof.Dr. Ayşen AKYÜZ |
| Name of Lecturer(s) | Prof.Dr. Ayşen AKYÜZ |
| Assistant(s) | PROF.DR.AYŞEN AKYÜZ |
| Aim | The aim of this course is to ensure that students learn the basic concepts of Digital marketing and the road map of successful Digital marketing strategies and to have knowledge about issues such as digital marketing metrics, information security, SEO, mobile marketing. |
| Course Content | This course contains; Digital Marketing-an Introduction,Digital Micro and Macro Environment,Metrics and Channels,Information Safety,Search Engine Optimization,Social Media,Digital branding and marketing mix,Digital branding and marketing mix,User Experience and Transformation,Campaign Planning,Digital Marketing Communicatiıns,Mobile Marketing,Content Strategy,Artificial Intelligence, Big Data. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| Explain the importance of digital marketing within the business world. | 10, 16, 9 | A |
| Design e-marketing plans | 10, 16, 9 | A |
| Describe customer relationships across all digital channels | 10, 16, 9 | A |
| Illustrate the use of search engine marketing, online advertising and online marketing strategies | 10, 16, 9 | A |
| Explain the key tools and techniques of digital marketing | 10, 16, 9 | A |
| Describe the key metrics in web and social media analytics | 10, 16, 9 | A |
| Teaching Methods: | 10: Discussion Method, 16: Question - Answer Technique, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Digital Marketing-an Introduction | |
| 2 | Digital Micro and Macro Environment | Reading the section requested by the lecturer from the textbook. |
| 3 | Metrics and Channels | |
| 4 | Information Safety | |
| 5 | Search Engine Optimization | Reading of the related white paper |
| 6 | Social Media | Reading of the related white paper |
| 7 | Digital branding and marketing mix | Reading the section requested by the lecturer from the relevant chapter |
| 8 | Digital branding and marketing mix | Reading the section requested by the lecturer from the relevant chapter |
| 9 | User Experience and Transformation | Reading the section requested by the lecturer from the relevant chapter |
| 10 | Campaign Planning | |
| 11 | Digital Marketing Communicatiıns | Reading the section requested by the lecturer from the relevant chapter |
| 12 | Mobile Marketing | Reading of the related white paper |
| 13 | Content Strategy | Reading the section requested by the lecturer from the relevant chapter |
| 14 | Artificial Intelligence, Big Data | Reading of the related white paper |
| Resources |
| Simon Kingsnorth, Dijital Pazarlama Stratejisi, Nobel Yayınevi. |
| Powe point slides and related readings |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Knows the basic concepts and theoretical grounds related to the field. | X | |||||
| 2 | Determines the facts related to New Media and Communication Systems and analyzes these facts with various dimensions. | X | |||||
| 3 | Analyzes the needs of the media organizations and plans and applies strategies accordingly. | X | |||||
| 4 | Plans new media projects and implements them. | X | |||||
| 5 | Takes responsibility when necessary in the field related projects and proposes solutions to emerging problems. | X | |||||
| 6 | Takes place as a member in a project-based teamwork; leads projects and plans events. | X | |||||
| 6 | Takes place as a member in a project-based teamwork; leads projects and plans events. | X | |||||
| 7 | Observes the theoretical and factual problems with scientific methods related to new media and communication systems disciplines and sub-disciplines; analyzes the findings and presents them in scientific publications. | X | |||||
| 8 | Has a high awareness towards lifelong learning. Follows the developments, innovations, opinions, methods and techniques regularly and uses them efficiently. | X | |||||
| 9 | To be able to communicate orally and in writing in a foreign language at least at the B1 level of the European Language Portfolio. | X | |||||
| 10 | Utilizes new communication technologies efficiently in professional and scientific works and follows the developments in new communication technologies regularly. | X | |||||
| 11 | Plans social responsibility events and takes a role in implementation process. | X | |||||
| 12 | Acts in accordance with ethical codes in professional and scientific works. | X | |||||
| 13 | Uses tools related to new media and communications, efficiently. | X | |||||
| 14 | Develops and implement new media projects specifically developed for media organizations. | X | |||||
| 15 | Sensitive to the environment, the universality of social rights and the protection of cultural values. | ||||||
| 16 | Knowledgeable about occupational health and safety and can use this information when necessary. | ||||||
| 17 | Uses Turkish language fluently and accurately in scientific and professional works. | ||||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |