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Information
| Code | MG3823 |
| Name | Digital Marketing |
| Term | 2023-2024 Academic Year |
| Term | Fall and Spring |
| Duration (T+A) | 4-0 (T-A) (17 Week) |
| ECTS | 8 ECTS |
| National Credit | 4 National Credit |
| Teaching Language | Türkçe |
| Level | Doktora Dersi |
| Type | Normal |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | |
| Course Instructor |
1 |
Course Goal / Objective
The aim of the course is to explain in detail the adaptation of the marketing concept to the digital environment with the advancement of technology and how marketing activities are carried out in the digital environment.
Course Content
This course includes theoretical basics of digital marketing, online marketplace, digital marketing strategy development, online consumer experience, campaign planning for digital media, marketing communications using digital media channels, search engine optimization, social media marketing.
Course Precondition
There are no prerequisites for the course.
Resources
Lecture notes are provided by the instructor of the course.
Notes
Current and essential academic articles, best practice examples.
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Can compare recent marketing activities with traditional marketing practices. |
| LO02 | Can intrepret online markets and consumer experience. |
| LO03 | Finds out the planning and running processes of digital media campaign for companies. |
| LO04 | Finds out the importance of social media in marketing practices. |
| LO05 | Finds out the search engine optimization mechanics. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Explains the classical, modern and postmodern theories of marketing science. | 3 |
| PLO02 | Bilgi - Kuramsal, Olgusal | Defines scientific methods and tools used in marketing. | |
| PLO03 | Beceriler - Bilişsel, Uygulamalı | Develops research models by determining the variables related to the subjects of marketing science. | |
| PLO04 | Beceriler - Bilişsel, Uygulamalı | Can interpret the results obtained by applying the research models based on the marketing theories. | |
| PLO05 | Beceriler - Bilişsel, Uygulamalı | Can produce solutions to the problems faced by today's marketing profession groups with appropriate methods. | 4 |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | Can implement the basic steps of the methods used in the field of marketing. | 4 |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | Can develop solutions by using the knowledge gained in the field of marketing. | 5 |
| PLO08 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Can work effectively by taking responsibility in individual and/or team work. | 5 |
| PLO09 | Yetkinlikler - Öğrenme Yetkinliği | Keeps track of the latest developments in the field as a recognition of the need for lifelong learning and constant renewal. | 5 |
| PLO10 | Yetkinlikler - Öğrenme Yetkinliği | Utilizes scientific sources in the field, collect the data, synthesizes the obtained information and presents the outcomes effectively. | 5 |
| PLO11 | Yetkinlikler - Öğrenme Yetkinliği | Can use information and communication technologies to access, analyze and interpret information in the field of marketing. | |
| PLO12 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Can present information, comments and suggestions related to the field of study in written and orally in accordance with the requirements of academic and business life. | 5 |
| PLO13 | Yetkinlikler - Alana Özgü Yetkinlik | Can develop and apply original research methods and tools that will contribute to the development of the field of marketing. | |
| PLO14 | Yetkinlikler - Alana Özgü Yetkinlik | Acts in accordance with the ethical and legal issues encountered in the field of marketing science and marketing profession. | 3 |
| PLO15 | Yetkinlikler - Alana Özgü Yetkinlik | Gains awareness of social, cultural and environmental issues. | |
| PLO16 | Yetkinlikler - Alana Özgü Yetkinlik | Forms the basis for the decision-making process of organizations and practitioners. | 4 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | What is Digital Marketing | Reading related sources | Öğretim Yöntemleri: Tartışma, Anlatım |
| 2 | Aligning with Your Business Strategy | Reading related sources | Öğretim Yöntemleri: Tartışma, Anlatım |
| 3 | Barriers and Considerations | Reading related sources | Öğretim Yöntemleri: Tartışma, Anlatım, Örnek Olay |
| 4 | Planning | Reading related sources | Öğretim Yöntemleri: Tartışma, Anlatım |
| 5 | Search Engine Optimization | Reading related sources | Öğretim Yöntemleri: Tartışma, Anlatım |
| 6 | Paid Search | Reading related sources | Öğretim Yöntemleri: Tartışma, Anlatım |
| 7 | Display | Reading related sources | Öğretim Yöntemleri: Tartışma, Anlatım |
| 8 | Mid-Term Exam | Preparing for the exam | Ölçme Yöntemleri: Ödev |
| 9 | Social media | Reading related sources | Öğretim Yöntemleri: Anlatım, Tartışma |
| 10 | User Experience and Transformation | Reading related sources | Öğretim Yöntemleri: Anlatım, Tartışma, Örnek Olay |
| 11 | CRM and Retention | Reading related sources | Öğretim Yöntemleri: Tartışma, Anlatım |
| 12 | True Personalization | Reading related sources | Öğretim Yöntemleri: Tartışma, Anlatım, Örnek Olay |
| 13 | Customer Service | Reading related sources | Öğretim Yöntemleri: Tartışma, Anlatım |
| 14 | Content Strategy | Reading related sources | Öğretim Yöntemleri: Tartışma, Anlatım |
| 15 | Analytics and Reporting | Reading related sources | Öğretim Yöntemleri: Anlatım, Tartışma |
| 16 | Term Exams | Preparing for the exam | Ölçme Yöntemleri: Yazılı Sınav |
| 17 | Term Exams | Preparing for the exam | Ölçme Yöntemleri: Yazılı Sınav |
Student Workload - ECTS
| Works | Number | Time (Hour) | Workload (Hour) |
|---|---|---|---|
| Course Related Works | |||
| Class Time (Exam weeks are excluded) | 14 | 4 | 56 |
| Out of Class Study (Preliminary Work, Practice) | 14 | 8 | 112 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 2 | 4 | 8 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 12 | 12 |
| Final Exam | 1 | 24 | 24 |
| Total Workload (Hour) | 212 | ||
| Total Workload / 25 (h) | 8,48 | ||
| ECTS | 8 ECTS | ||