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Course Detail

Course Description

CourseCodeSemesterT+P (Hour)CreditECTS
DIGITAL MARKETINGBUS3112151Fall Semester3+035
Course Program
Prerequisites Courses
Recommended Elective Courses
Language of CourseEnglish
Course LevelFirst Cycle (Bachelor's Degree)
Course TypeElective
Course CoordinatorAssist.Prof. Fatih PINARBAŞI
Name of Lecturer(s)Assist.Prof. Fatih PINARBAŞI
Assistant(s)
AimThe purpose of the course is to familiarize students with digital marketing principles, digital marketing environment, and digital marketing tools.
Course ContentThis 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 KazanımlarıTeaching MethodsAssessment Methods
1. Will be able to explain the important concepts in digital marketing.10, 12, 13, 16, 9A
1.1. Explain the digital marketing concept. 10, 12, 13, 16, 9A
1.2. Classify the types of markets.10, 12, 13, 16, 9A
1.3. Compare micro and macro markets.10, 12, 13, 16, 9A
2. Will be able to solve the problems that Digital Marketing managers may encounter.10, 12, 13, 16, 9A
2.1. Evaluate consumer digital buying behavior.10, 12, 13, 16, 9A
2.2. Evaluate organizational digital buying behavior.10, 12, 13, 16, 9A
2.3. Plan Market Segmentation.10, 12, 13, 16, 9A
3. Will be able to explain components of digital marketing10, 12, 13, 16, 9A
3.1. Use components of digital marketing.10, 12, 13, 16, 9A
3.2. Plan promotion efforts.10, 12, 13, 16, 9A
3.3. Compare distribution channels.10, 12, 13, 16, 9A
4. Will be able to explain the components of digital customer experience.10, 12, 13, 16, 9A
4.1. Explain the concept of digital customer experience.10, 12, 13, 16, 9A
4.2. Define the components of the digital customer experience concept.10, 12, 13, 16, 9A
4.3. Explain the relationship between digital customer experience and customer satisfaction.10, 12, 13, 16, 9A
5. Will be able to explain digital channel performance evaluation.10, 12, 13, 16, 9A
5.1. Explain digital channel performance metrics.10, 12, 13, 16, 9A
5.2. Define platform-based performance metrics.10, 12, 13, 16, 9A
5.3. Evaluate digital channel performance.10, 12, 13, 16, 9A
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

OrderSubjectsPreliminary Work
1Introduction to Digital Marketing
2Digital Marketing Fundamentals
3Online marketplace analysis: micro-environment
4The digital macro-environment
5Digital marketing strategy
6Digital branding and the marketing mix / I
7Digital branding and the marketing mix / II
8Data-driven relationship marketing using digital platforms
9Delivering the digital customer experience
10Campaign planning for digital media
11Marketing communications using digital media channels / I
12Marketing communications using digital media channels / II
13Evaluation and improvement of digital channel performance / I
14Evaluation 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
NoProgram QualificationContribution Level
12345
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 LevelAbsolute Evaluation
Rate of Midterm Exam to Success 40
Rate of Final Exam to Success 60
Total 100
ECTS / Workload Table
ActivitiesNumber ofDuration(Hour)Total Workload(Hour)
Course Hours14342
Guided Problem Solving6530
Resolution of Homework Problems and Submission as a Report155
Term Project10110
Presentation of Project / Seminar2510
Quiz000
Midterm Exam12020
General Exam12020
Performance Task, Maintenance Plan2510
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

CourseCodeSemesterT+P (Hour)CreditECTS
DIGITAL MARKETINGBUS3112151Fall Semester3+035
Course Program
Prerequisites Courses
Recommended Elective Courses
Language of CourseEnglish
Course LevelFirst Cycle (Bachelor's Degree)
Course TypeElective
Course CoordinatorAssist.Prof. Fatih PINARBAŞI
Name of Lecturer(s)Assist.Prof. Fatih PINARBAŞI
Assistant(s)
AimThe purpose of the course is to familiarize students with digital marketing principles, digital marketing environment, and digital marketing tools.
Course ContentThis 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 KazanımlarıTeaching MethodsAssessment Methods
1. Will be able to explain the important concepts in digital marketing.10, 12, 13, 16, 9A
1.1. Explain the digital marketing concept. 10, 12, 13, 16, 9A
1.2. Classify the types of markets.10, 12, 13, 16, 9A
1.3. Compare micro and macro markets.10, 12, 13, 16, 9A
2. Will be able to solve the problems that Digital Marketing managers may encounter.10, 12, 13, 16, 9A
2.1. Evaluate consumer digital buying behavior.10, 12, 13, 16, 9A
2.2. Evaluate organizational digital buying behavior.10, 12, 13, 16, 9A
2.3. Plan Market Segmentation.10, 12, 13, 16, 9A
3. Will be able to explain components of digital marketing10, 12, 13, 16, 9A
3.1. Use components of digital marketing.10, 12, 13, 16, 9A
3.2. Plan promotion efforts.10, 12, 13, 16, 9A
3.3. Compare distribution channels.10, 12, 13, 16, 9A
4. Will be able to explain the components of digital customer experience.10, 12, 13, 16, 9A
4.1. Explain the concept of digital customer experience.10, 12, 13, 16, 9A
4.2. Define the components of the digital customer experience concept.10, 12, 13, 16, 9A
4.3. Explain the relationship between digital customer experience and customer satisfaction.10, 12, 13, 16, 9A
5. Will be able to explain digital channel performance evaluation.10, 12, 13, 16, 9A
5.1. Explain digital channel performance metrics.10, 12, 13, 16, 9A
5.2. Define platform-based performance metrics.10, 12, 13, 16, 9A
5.3. Evaluate digital channel performance.10, 12, 13, 16, 9A
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

OrderSubjectsPreliminary Work
1Introduction to Digital Marketing
2Digital Marketing Fundamentals
3Online marketplace analysis: micro-environment
4The digital macro-environment
5Digital marketing strategy
6Digital branding and the marketing mix / I
7Digital branding and the marketing mix / II
8Data-driven relationship marketing using digital platforms
9Delivering the digital customer experience
10Campaign planning for digital media
11Marketing communications using digital media channels / I
12Marketing communications using digital media channels / II
13Evaluation and improvement of digital channel performance / I
14Evaluation 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
NoProgram QualificationContribution Level
12345
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 LevelAbsolute Evaluation
Rate of Midterm Exam to Success 40
Rate of Final Exam to Success 60
Total 100

Numerical Data

Ekleme Tarihi: 09/10/2023 - 09:58Son Güncelleme Tarihi: 09/10/2023 - 10:00