The purpose of the course is to familiarize students with digital marketing principles, digital marketing environment, and digital marketing tools.
Course Content
This course contains; Introduction to Digital Marketing,Digital Marketing Fundamentals,Online marketplace analysis: micro-environment,The digital macro-environment,Digital marketing strategy,Digital branding and the marketing mix / I,Digital branding and the marketing mix / II,Data-driven relationship marketing using digital platforms,Delivering the digital customer experience,Campaign planning for digital media,Marketing communications using digital media channels / I,Marketing communications using digital media channels / II,Evaluation and improvement of digital channel performance / I,Evaluation and improvement of digital channel performance / II.
Dersin Öğrenme Kazanımları
Teaching Methods
Assessment Methods
1. Will be able to explain the important concepts in digital marketing.
10, 12, 13, 16, 9
A
1.1. Explain the digital marketing concept.
10, 12, 13, 16, 9
A
1.2. Classify the types of markets.
10, 12, 13, 16, 9
A
1.3. Compare micro and macro markets.
10, 12, 13, 16, 9
A
2. Will be able to solve the problems that Digital Marketing managers may encounter.
10, 12, 13, 16, 9
A
2.1. Evaluate consumer digital buying behavior.
10, 12, 13, 16, 9
A
2.2. Evaluate organizational digital buying behavior.
10, 12, 13, 16, 9
A
2.3. Plan Market Segmentation.
10, 12, 13, 16, 9
A
3. Will be able to explain components of digital marketing
10, 12, 13, 16, 9
A
3.1. Use components of digital marketing.
10, 12, 13, 16, 9
A
3.2. Plan promotion efforts.
10, 12, 13, 16, 9
A
3.3. Compare distribution channels.
10, 12, 13, 16, 9
A
4. Will be able to explain the components of digital customer experience.
10, 12, 13, 16, 9
A
4.1. Explain the concept of digital customer experience.
10, 12, 13, 16, 9
A
4.2. Define the components of the digital customer experience concept.
10, 12, 13, 16, 9
A
4.3. Explain the relationship between digital customer experience and customer satisfaction.
10, 12, 13, 16, 9
A
5. Will be able to explain digital channel performance evaluation.
10, 12, 13, 16, 9
A
5.1. Explain digital channel performance metrics.
10, 12, 13, 16, 9
A
5.2. Define platform-based performance metrics.
10, 12, 13, 16, 9
A
5.3. Evaluate digital channel performance.
10, 12, 13, 16, 9
A
Teaching Methods:
10: Discussion Method, 12: Problem Solving Method, 13: Case Study Method, 16: Question - Answer Technique, 9: Lecture Method
Assessment Methods:
A: Traditional Written Exam
Course Outline
Order
Subjects
Preliminary Work
1
Introduction to Digital Marketing
2
Digital Marketing Fundamentals
3
Online marketplace analysis: micro-environment
4
The digital macro-environment
5
Digital marketing strategy
6
Digital branding and the marketing mix / I
7
Digital branding and the marketing mix / II
8
Data-driven relationship marketing using digital platforms
9
Delivering the digital customer experience
10
Campaign planning for digital media
11
Marketing communications using digital media channels / I
12
Marketing communications using digital media channels / II
13
Evaluation and improvement of digital channel performance / I
14
Evaluation and improvement of digital channel performance / II
Resources
1. Digital Marketing, 8th Editon, Pearson, Dave Chaffey and Fiona Ellis-Chadwick, 2022
2. Marketing in the Round: How to Develop an Integrated Marketing Campaign in the Digital Era, Gini Dietrich & Geoff Livingston, Que Pub, 2012
3. Principles of Marketing, 18th edition, Pearson, 2021, Philip Kotler Northwestern & Gary Armstrong - 9780136713982
Course Contribution to Program Qualifications
Course Contribution to Program Qualifications
No
Program Qualification
Contribution Level
1
2
3
4
5
1
Defines the theoretical issues in the field of business administration
X
2
Describes the necessary qualitative and quantitative methods in the field of business and management.
X
3
Uses at least one computer program in the field of business and management
X
4
Sustains proficiency in a foreign language required for business and management.
X
5
Prepares managerial investment projects and work in a team.
X
6
Constantly renews himself / herself by following developments in business and management with an understanding of the importance of lifelong learning through critically evaluating the knowledge and skills that s/he has got.
X
7
Uses theoretical and practical expertise in the field of business administration
X
8
Follows up-to-date technology using a foreign language at least A1 level, holds verbal / written communication.
X
9
Adopts organizational / institutional and social ethical values.
X
10
Within the framework of service responsiveness, adopts social responsibility principles and takes initiative when necessary.
X
11
Uses and analyses basic facts and data in different disciplines (economics, finance, sociology, law, business) in order to conduct interdisciplinary studies.
X
12
Uses and Analyses the fundamental and advanced techniques in the field to enhance business performance, productivity, sustainability,innovation and research, efficiency and effectiveness.
X
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
6
5
30
Resolution of Homework Problems and Submission as a Report
1
5
5
Term Project
10
1
10
Presentation of Project / Seminar
2
5
10
Quiz
0
0
0
Midterm Exam
1
20
20
General Exam
1
20
20
Performance Task, Maintenance Plan
2
5
10
Total Workload(Hour)
147
Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(147/30)
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
-
Fall Semester
3+0
3
5
Course Program
Prerequisites Courses
Recommended Elective Courses
Language of Course
English
Course Level
First Cycle (Bachelor's Degree)
Course Type
Elective
Course Coordinator
Assist.Prof. Fatih PINARBAŞI
Name of Lecturer(s)
Assist.Prof. Fatih PINARBAŞI
Assistant(s)
Aim
The purpose of the course is to familiarize students with digital marketing principles, digital marketing environment, and digital marketing tools.
Course Content
This course contains; Introduction to Digital Marketing,Digital Marketing Fundamentals,Online marketplace analysis: micro-environment,The digital macro-environment,Digital marketing strategy,Digital branding and the marketing mix / I,Digital branding and the marketing mix / II,Data-driven relationship marketing using digital platforms,Delivering the digital customer experience,Campaign planning for digital media,Marketing communications using digital media channels / I,Marketing communications using digital media channels / II,Evaluation and improvement of digital channel performance / I,Evaluation and improvement of digital channel performance / II.
Dersin Öğrenme Kazanımları
Teaching Methods
Assessment Methods
1. Will be able to explain the important concepts in digital marketing.
10, 12, 13, 16, 9
A
1.1. Explain the digital marketing concept.
10, 12, 13, 16, 9
A
1.2. Classify the types of markets.
10, 12, 13, 16, 9
A
1.3. Compare micro and macro markets.
10, 12, 13, 16, 9
A
2. Will be able to solve the problems that Digital Marketing managers may encounter.
10, 12, 13, 16, 9
A
2.1. Evaluate consumer digital buying behavior.
10, 12, 13, 16, 9
A
2.2. Evaluate organizational digital buying behavior.
10, 12, 13, 16, 9
A
2.3. Plan Market Segmentation.
10, 12, 13, 16, 9
A
3. Will be able to explain components of digital marketing
10, 12, 13, 16, 9
A
3.1. Use components of digital marketing.
10, 12, 13, 16, 9
A
3.2. Plan promotion efforts.
10, 12, 13, 16, 9
A
3.3. Compare distribution channels.
10, 12, 13, 16, 9
A
4. Will be able to explain the components of digital customer experience.
10, 12, 13, 16, 9
A
4.1. Explain the concept of digital customer experience.
10, 12, 13, 16, 9
A
4.2. Define the components of the digital customer experience concept.
10, 12, 13, 16, 9
A
4.3. Explain the relationship between digital customer experience and customer satisfaction.
10, 12, 13, 16, 9
A
5. Will be able to explain digital channel performance evaluation.
10, 12, 13, 16, 9
A
5.1. Explain digital channel performance metrics.
10, 12, 13, 16, 9
A
5.2. Define platform-based performance metrics.
10, 12, 13, 16, 9
A
5.3. Evaluate digital channel performance.
10, 12, 13, 16, 9
A
Teaching Methods:
10: Discussion Method, 12: Problem Solving Method, 13: Case Study Method, 16: Question - Answer Technique, 9: Lecture Method
Assessment Methods:
A: Traditional Written Exam
Course Outline
Order
Subjects
Preliminary Work
1
Introduction to Digital Marketing
2
Digital Marketing Fundamentals
3
Online marketplace analysis: micro-environment
4
The digital macro-environment
5
Digital marketing strategy
6
Digital branding and the marketing mix / I
7
Digital branding and the marketing mix / II
8
Data-driven relationship marketing using digital platforms
9
Delivering the digital customer experience
10
Campaign planning for digital media
11
Marketing communications using digital media channels / I
12
Marketing communications using digital media channels / II
13
Evaluation and improvement of digital channel performance / I
14
Evaluation and improvement of digital channel performance / II
Resources
1. Digital Marketing, 8th Editon, Pearson, Dave Chaffey and Fiona Ellis-Chadwick, 2022
2. Marketing in the Round: How to Develop an Integrated Marketing Campaign in the Digital Era, Gini Dietrich & Geoff Livingston, Que Pub, 2012
3. Principles of Marketing, 18th edition, Pearson, 2021, Philip Kotler Northwestern & Gary Armstrong - 9780136713982
Course Contribution to Program Qualifications
Course Contribution to Program Qualifications
No
Program Qualification
Contribution Level
1
2
3
4
5
1
Defines the theoretical issues in the field of business administration
X
2
Describes the necessary qualitative and quantitative methods in the field of business and management.
X
3
Uses at least one computer program in the field of business and management
X
4
Sustains proficiency in a foreign language required for business and management.
X
5
Prepares managerial investment projects and work in a team.
X
6
Constantly renews himself / herself by following developments in business and management with an understanding of the importance of lifelong learning through critically evaluating the knowledge and skills that s/he has got.
X
7
Uses theoretical and practical expertise in the field of business administration
X
8
Follows up-to-date technology using a foreign language at least A1 level, holds verbal / written communication.
X
9
Adopts organizational / institutional and social ethical values.
X
10
Within the framework of service responsiveness, adopts social responsibility principles and takes initiative when necessary.
X
11
Uses and analyses basic facts and data in different disciplines (economics, finance, sociology, law, business) in order to conduct interdisciplinary studies.
X
12
Uses and Analyses the fundamental and advanced techniques in the field to enhance business performance, productivity, sustainability,innovation and research, efficiency and effectiveness.
