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Information
| Unit | KOZAN FACULTY OF BUSINESS MANAGEMENT |
| BUSINESS ADMINISTRATION PR. | |
| Code | BAC438 |
| Name | Digital Marketing |
| Term | 2020-2021 Academic Year |
| Semester | 8. Semester |
| Duration (T+A) | 3-0 (T-A) (17 Week) |
| ECTS | 4 ECTS |
| National Credit | 3 National Credit |
| Teaching Language | Türkçe |
| Level | Lisans Dersi |
| Type | Normal |
| Label | E Elective |
| Mode of study | Uzaktan Öğretim |
| Catalog Information Coordinator | Prof. Dr. MURAT İSMET HASEKİ |
| Course Instructor |
Prof. Dr. MURAT İSMET HASEKİ
(Bahar)
(A Group)
(Ins. in Charge)
|
Course Goal / Objective
The aim of the course; The aim of this course is to enable students to have knowledge about digital marketing in global market.
Course Content
Content of this course; different topics such as branding elements and an interactive site formation, the dynamics of mobile marketing and trends that will enable students to master digital platforms and digital marketing campaign management.
Course Precondition
Resources
Notes
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Explain the basic concepts about digital marketing and relate them to the theories that explain development. |
| LO02 | Interpret innovative developments in social media, agency and advertising sectors. |
| LO03 | Creates digital marketing plans required by brands. |
| LO04 | Learns digital platforms and conducts more effective marketing campaigns. |
| LO05 | Explaining the concepts of digital and marketing and discussing today's marketing trends. |
| LO06 | Have knowledge about Tensile and Push strategy from Digital Marketing strategies. |
| LO07 | Use digital marketing strategies in the relevant marketing field. |
| LO08 | Have knowledge about Search Engine Optimization and Search Engine Ads. |
| LO09 | Interpret the issues of Online Marketing and Interactive Comparison. |
| LO10 | Be able to provide information about the current examples of viral marketing and content production. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | - | List and define the concepts of business management, and explain their relations to each other | 5 |
| PLO02 | - | List and define the fundamental conceptual models, numerical and statistical techniques of business administartion and identify their advantages and disadvantages. | 4 |
| PLO03 | - | List and define the relationship between the basic concepts of economy and business management ; indicate the strong and weak sides of each method. | 4 |
| PLO04 | - | Explain how to create the fundamental conceptual models and how to apply numerical and statistical techniques that are used in business administration. | 4 |
| PLO05 | - | Explain how to interpret the results gathered through the application and/or implementation of conceptual models and/or numerical and statistical methods of business management. | 4 |
| PLO06 | - | Determine appropriate methods to solve business problems | 4 |
| PLO07 | - | Evaluate the results that are obtained from applications of business management methods | 5 |
| PLO08 | - | Use the basic numerical and statistical softwares | 5 |
| PLO09 | - | Use the basic enterprise resource planning (ERP) softwares | 5 |
| PLO10 | - | Take initiative individually or/and as a member of a team, lead and work effectively | 5 |
| PLO11 | - | As well as professional development, improve him-/herself continuously in scientific, social, cultural and artistic fields according to his/her interests and abilities, identifying needs of learning. | 5 |
| PLO12 | - | Follow latest developments in the field, and sustain personal and professional development with the awareness of the necessity of life long learning | 5 |
| PLO13 | - | Use different resources in accordance with academic principles, synthesize the data gathered, and present them effectively in an unfamiliar field. | 5 |
| PLO14 | - | Use Turkish and at least one foreign language in accordance with the requirements in academic and business context | 5 |
| PLO15 | - | Perceive and interpret the feelings, ideas and behaviours of people appropriately, and express himself/herself accurately in written or oral format | 5 |
| PLO16 | - | Question traditional approaches, methods and implementations; develop and implement alternative methods when required | 5 |
| PLO17 | - | Recognize and apply social, scientific and professional ethical values. | 5 |
| PLO18 | - | Determine the most appropriate approaches, implementations and methods of business management considering sectors, their sizes, resources, cultures, goals and objectives | 5 |
| PLO19 | - | Monitor external factors such as industrial structures, competition, technologies, economics, politics, cultures that affects the activities of businesses and interpret their impact on businesses | 5 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Overview of the course topics. | Reading Relating Textbook. | |
| 2 | Internet transfer: Changes in our lives, relationships and consumption with the use of the Internet. | Reading Relating Textbook. | |
| 3 | Development of media and new trends. | Reading Relating Textbook. | |
| 4 | Basic information on the use of media in digital media: rich media, advergaming, banner ads, etc., | Reading Relating Textbook. | |
| 5 | Social networks: Windows Live, Facebook, Twitter, Friendfeed and Youtube. | Reading Relating Textbook. | |
| 6 | Content creation and basic features of a website. | Reading Relating Textbook. | |
| 7 | Marking items and the formation of an interactive site. | Reading Relating Textbook. | |
| 8 | Mid-Term Exam | ||
| 9 | Online marketing and strategies. | Reading Relating Textbook. | |
| 10 | Digital marketing and branding: The importance of branding online. | Reading Relating Textbook. | |
| 11 | Successful local and global campaigns. | Reading Relating Textbook. | |
| 12 | Search and search engine marketing. | Reading Relating Textbook. | |
| 13 | The dynamics and trends of mobile marketing. | Reading Relating Textbook. | |
| 14 | Social media dynamics: logos, viral, advert gaming, online seeding. | Reading Relating Textbook. | |
| 15 | Management of integrated marketing communication in digital environment | Reading Relating Textbook. | |
| 16 | Term Exams | ||
| 17 | Term Exams |
Assessment (Exam) Methods and Criteria
| Assessment Type | Midterm / Year Impact | End of Term / End of Year Impact |
|---|---|---|
| 1. Midterm Exam | 100 | 40 |
| General Assessment | ||
| Midterm / Year Total | 100 | 40 |
| 1. Final Exam | - | 60 |
| Grand Total | - | 100 |
Student Workload - ECTS
| Works | Number | Time (Hour) | Workload (Hour) |
|---|---|---|---|
| Course Related Works | |||
| Class Time (Exam weeks are excluded) | 14 | 3 | 42 |
| Out of Class Study (Preliminary Work, Practice) | 14 | 3 | 42 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 0 | 0 | 0 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 7 | 7 |
| Final Exam | 1 | 18 | 18 |
| Total Workload (Hour) | 109 | ||
| Total Workload / 25 (h) | 4,36 | ||
| ECTS | 4 ECTS | ||