TÜRKÇE
ENGLISH
Information
| Unit | INSTITUTE OF SOCIAL SCIENCES |
| MARKETING (MASTER) (WITHOUT THESIS) (EVENING EDUCATION) | |
| Code | MG43721 |
| Name | Digital Marketing |
| Term | 2018-2019 Academic Year |
| Term | Fall |
| Duration (T+A) | 3-0 (T-A) (17 Week) |
| ECTS | 6 ECTS |
| National Credit | 3 National Credit |
| Teaching Language | Türkçe |
| Level | Belirsiz |
| Type | Normal |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Prof. Dr. HATİCE DOĞAN SÜDAŞ |
| Course Instructor |
The current term course schedule has not been prepared yet.
|
Course Goal / Objective
Explain the relevance of different types of digital platforms and digital media to marketing Evaluate the advantages and challenges of digital media Identify the key differences between customer communications digital marketing and traditional marketing.
Course Content
Evaluate alternative strategic approaches for using digital platforms.
Course Precondition
Resources
Notes
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Identify the elements of an organisation's online marketplace |
| LO02 | Evaluate techniques for reviewing the importance of different actors in the microenvironment: customers, intermediaries, suppliers and competitors as part of the development of digital marketing strategy |
| LO03 | Review changes to business and revenue models enabled by digital markets. |
| LO04 | Relate digital marketing strategy to marketing and business strategy |
| LO05 | Identify opportunities and threats arising from digital media and technology platforms |
| LO06 | Evaluate alternative strategic approaches for using digital platforms |
| LO07 | Explain the relevance of different types of digital platforms and digital media to marketing |
| LO08 | Evaluate the advantages and challenges of digital media |
| LO09 | Identify the key differences between customer communications digital marketing and traditional marketing |
| LO10 | Identify how the macro-environment affects an organisation's digital marketing strategy, planning, implementation and performance |
| LO11 | Consider legal, moral and ethical constraints of digital marketing |
| LO12 | Identify aspects of each of the macro-environmental forces that are particularly relevant to digital marketing. |
| LO13 | Apply the elements of the marketing mix in an online context |
| LO14 | Evaluate the opportunities that the Internet makes available for varying the marketing mix |
| LO15 | Assess the opportunities for online brand-building |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | - | Have the ability and the knowledge to plan, practise and control stages of marketing function. | |
| PLO02 | - | Can understand marketing science as an interdisciplinary context and in a systematic way. | |
| PLO03 | - | Can analyze academic materials of marketing, recognize and evaluate different aspects in marketing area. | |
| PLO04 | - | Can explain how to create the basic theoretical models of marketing management in literature and how to implement numerical and statistics methods. | |
| PLO05 | - | Can determine the appropriate methods to solve the marketing problems faced by the company | |
| PLO06 | - | Can implement marketing management methods by following the fundamental steps. | |
| PLO07 | - | Can develop the capabilities of using database and statistical programmes to support the decision-making process. | |
| PLO08 | - | Can take responsibility as an individual and/or as part of a team, can lead and work effectively. | |
| PLO09 | - | Follows the latest developments in the field of marketing and continiously updates himself in recognition of the need for lifelong learning. | |
| PLO10 | - | Have the ability to benefit from different sources, synthesize the information obtained and present it effectively in the framework of academic rules. | |
| PLO11 | - | Have the abiliy to make appropriate speech and presentations for academic and business life on marketing issues by using visual materials in Turkish and at least one different language. | |
| PLO12 | - | Have the ability to inquire into the traditional approaches, practices and methods and, if considered necessary, to develop and implement new ways of working. | |
| PLO13 | - | Have the abiliity to research on the science of marketing to form the basis for the decision-making process. | |
| PLO14 | - | Have the ability to determine the marketing management approaches, applications and methods which are appropriate for the business’s sector, growth, resources, culture, goals and aims. |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Introduction to Digital Marketing | general introduction, sharing articles and case studies | |
| 2 | Online marketplace analysis:micro-environment | examination of articles and case studies | |
| 3 | Online marketplace analysis:macro-environment | examination of articles and case studies | |
| 4 | Devoloping digital marketing strategy | examination of articles and case studies | |
| 5 | Devoloping digital marketing strategy | examination of articles and case studies | |
| 6 | The impact of digital media and technology on the marketing mix | examination of articles and case studies | |
| 7 | The impact of digital media and technology on the marketing mix | examination of articles and case studies | |
| 8 | Mid-Term Exam | studying for exam | |
| 9 | Delivering the online customer experience | examination of articles and case studies | |
| 10 | Delivering the online customer experience | examination of articles and case studies | |
| 11 | Campaign planning for digital medis | examination of articles and case studies | |
| 12 | Campaign planning for digital medis | examination of articles and case studies | |
| 13 | Marketing communications using digital media channels | examination of articles and case studies | |
| 14 | Marketing communications using digital media channels | examination of articles and case studies | |
| 15 | Evaluation and improvement of digital channel performance | examination of articles and case studies | |
| 16 | Term Exams | studying for exam | |
| 17 | Term Exams | studying for exam |