TÜRKÇE
ENGLISH
Information
| Code | BAC438 |
| Name | Digital Marketing |
| Term | 2023-2024 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 | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Prof. Dr. MURAT İSMET HASEKİ |
| Course Instructor |
İlker İbrahim AVŞAR
(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
No prerequisite
Resources
Digital Marketing; Damian Ryan, Translation:Mehmet Murat Kemaloğlu, İş Bankası Cultural Publications, 2016.
Notes
Marketing 4.0; Philip Kotler, Translation:Nadir Özata, Optimist Release and Distribution, 2017.
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Specifies the basic concepts of digital marketing and the theories explaining their development. |
| LO02 | It gives examples of innovative developments in the social media, agency and advertising sectors. |
| LO03 | Explains the digital marketing plans that brands will need. |
| LO04 | Implements more effective marketing campaigns through digital platforms. |
| LO05 | Discusses the current trends of digital marketing. |
| LO06 | Explains Digital Marketing strategies (Pull and Push strategy). |
| LO07 | Applies digital marketing strategies in the relevant marketing field. |
| LO08 | Discusses the topic of Search Engine Optimization and Search Engine Ads. |
| LO09 | Discusses Online Marketing and Interactive Comparison. |
| LO10 | It gives current examples of viral marketing and content production. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Explain all the basic functions of the business conceptually. | |
| PLO02 | Bilgi - Kuramsal, Olgusal | Explain the basic economic concepts and the relationship between basic economic concepts and business management concepts. | |
| PLO03 | Bilgi - Kuramsal, Olgusal | Define the basic information about the law discipline related to the field of business administration. | |
| PLO04 | Beceriler - Bilişsel, Uygulamalı | Transfer information about the field of business in the language of learning by using effective verbal, written and visual communication methods. | 4 |
| PLO05 | Beceriler - Bilişsel, Uygulamalı | Determine the most appropriate approaches, implementations and methods of business management considering sectors, their sizes, resources, cultures, goals and objectives. | |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | Determine appropriate methods to solve business problems. | |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | Research in the field of business and reports the results of the research for use in managerial decision-making processes. | |
| PLO08 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Effectively work as a team and takes the necessary responsibility within the team. | |
| PLO09 | Yetkinlikler - Öğrenme Yetkinliği | 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 |
| PLO10 | Yetkinlikler - Öğrenme Yetkinliği | Follow latest developments in the field, and sustain personal and professional development with the awareness of the necessity of life long learning. | 3 |
| PLO11 | Yetkinlikler - Öğrenme Yetkinliği | Use basic numerical and statistical analysis programs of business management. | |
| PLO12 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Monitor the external environment factors such as sector structure, competition, technology, economy, politics and culture that affect the activities of businesses and interpret their effects on businesses. | |
| PLO13 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Use/report/interpret Business Information Systems and sub-modules required by business management. | 3 |
| PLO14 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Use Turkish and at least one foreign language in accordance with the requirements in academic and business life. | 5 |
| PLO15 | Yetkinlikler - Alana Özgü Yetkinlik | Become aware of professional ethics, environmental awareness, sustainability, social responsibility, cultural, social and universal values. | 3 |
| PLO16 | Yetkinlikler - Alana Özgü Yetkinlik | Follow latest developments in the field, and sustain personal and professional development with the awareness of the necessity of life long learning | 3 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Overview of the course topics. | Reading Relating Textbook. | Öğretim Yöntemleri: Beyin Fırtınası |
| 2 | Internet transfer: Changes in our lives, relationships and consumption with the use of the Internet. | Reading Relating Textbook. | Öğretim Yöntemleri: Anlatım |
| 3 | Development of media and new trends. | Reading Relating Textbook. | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 4 | Basic information on the use of media in digital media: rich media, advergaming, banner ads, etc., | Reading Relating Textbook. | Öğretim Yöntemleri: Anlatım, Tartışma |
| 5 | Social networks: Windows Live, Facebook, Twitter, Friendfeed and Youtube. | Reading Relating Textbook. | Öğretim Yöntemleri: Tartışma, Soru-Cevap |
| 6 | Content creation and basic features of a website. | Reading Relating Textbook. | Öğretim Yöntemleri: Anlatım |
| 7 | Marking items and the formation of an interactive site. | Reading Relating Textbook. | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 8 | Mid-Term Exam | Ölçme Yöntemleri: Yazılı Sınav |
|
| 9 | Online marketing and strategies. | Reading Relating Textbook. | Öğretim Yöntemleri: Anlatım, Beyin Fırtınası |
| 10 | Digital marketing and branding: The importance of branding online. | Reading Relating Textbook. | Öğretim Yöntemleri: Anlatım, Beyin Fırtınası |
| 11 | Successful local and global campaigns. | Reading Relating Textbook. | Öğretim Yöntemleri: Anlatım |
| 12 | Search and search engine marketing. | Reading Relating Textbook. | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 13 | The dynamics and trends of mobile marketing. | Reading Relating Textbook. | Öğretim Yöntemleri: Anlatım |
| 14 | Social media dynamics: logos, viral, advert gaming, online seeding. | Reading Relating Textbook. | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 15 | Management of integrated marketing communication in digital environment | Reading Relating Textbook. | Öğretim Yöntemleri: Anlatım, Tartışma |
| 16 | Term Exams | Ölçme Yöntemleri: Yazılı Sınav |
|
| 17 | Term Exams | Ölçme Yöntemleri: Yazılı Sınav |
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 | ||