TÜRKÇE
ENGLISH
Information
| Unit | FACULTY OF ECONOMICS AND ADMINISTRATIVE SCIENCES |
| BUSINESS ADMINISTRATION PR. (ENGLISH) | |
| Code | BUSS417 |
| Name | Digital Marketing |
| Term | 2026-2027 Academic Year |
| Semester | 7. Semester |
| Duration (T+A) | 3-0 (T-A) (17 Week) |
| ECTS | 6 ECTS |
| National Credit | 3 National Credit |
| Teaching Language | İngilizce |
| Level | Belirsiz |
| Type | Normal |
| Label | E Elective |
| 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
The aim of this course is to enable students to understand digital marketing processes from a strategic and analytical perspective and apply them in real-life contexts.
Course Content
This course covers the fundamental concepts, strategies, and applications of digital marketing. Students will learn digital consumer behavior, content marketing, social media management, SEO, performance marketing, analytics, and customer journey. The course includes both theoretical knowledge and practical applications using real data and platforms.
Course Precondition
None
Resources
Digital Marketing Strategy Marketing 6.0
Notes
Google Analytics Google Trends Meta Ads HubSpot McKinsey, Deloitte, HBR raporları
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Explains the fundamental concepts of digital marketing. |
| LO02 | Analyzes digital consumer behavior. |
| LO03 | Develops social media and content strategies. |
| LO04 | Utilizes SEO and performance marketing tools. |
| LO05 | Makes marketing decisions based on data analytics. |
| LO06 | Designs and optimizes the customer journey. |
| LO07 | Measures the performance of digital marketing campaigns. |
| LO08 | Applies digital marketing strategies across different industries. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Explaining business concepts and their interrelationships | 4 |
| PLO02 | Bilgi - Kuramsal, Olgusal | Explaining the basic theoretical models, numerical and statistical methods of business management | 3 |
| PLO03 | Bilgi - Kuramsal, Olgusal | Explaining the relationship between basic economics concepts and business management concepts | |
| PLO04 | Bilgi - Kuramsal, Olgusal | Explaining how to apply theoretical, numerical and statistical methods used in business management | |
| PLO05 | Bilgi - Kuramsal, Olgusal | Explaining how to interpret the results obtained as a result of the creation/application of theoretical, numerical and statistical methods used in business management | |
| PLO06 | Bilgi - Kuramsal, Olgusal | Applying business management methods by following the basic steps | |
| PLO07 | Bilgi - Kuramsal, Olgusal | Determine appropriate methods to solve business problems | 5 |
| PLO08 | Beceriler - Bilişsel, Uygulamalı | Evaluate the results that are obtained from applications of business management methods. | 4 |
| PLO09 | Beceriler - Bilişsel, Uygulamalı | Use basic numerical and statistical softwares. | |
| PLO10 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Use basic enterprise resource planning (ERP) softwares | |
| PLO11 | Yetkinlikler - Öğrenme Yetkinliği | Working effectively individually and/or in a team | 4 |
| PLO12 | Yetkinlikler - Öğrenme Yetkinliği | Being aware of the necessity of lifelong learning, constantly renewing itself by following the current developments in the field. | 5 |
| PLO13 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Presenting information effectively in an unfamiliar field by using different sources within the framework of academic rules. | |
| PLO14 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Use Turkish and at least one foreign language in accordance with the prerequisities of academic and business context | |
| PLO15 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Accurately express the obtained information and comments verbally and in writing | 4 |
| PLO16 | Yetkinlikler - Alana Özgü Yetkinlik | Applying new working methods when deemed necessary by questioning traditional approaches, practices and methods | |
| PLO17 | Yetkinlikler - Alana Özgü Yetkinlik | Acting in accordance with social, scientific and professional ethical values from an entrepreneurial perspective | 4 |
| PLO18 | Yetkinlikler - Alana Özgü Yetkinlik | Determining the most appropriate business management approaches, practices and methods by considering the sector, size, resources, culture, goals and objectives of the enterprises. | 4 |
| PLO19 | Yetkinlikler - Alana Özgü Yetkinlik | Interpreting the effects of external environmental factors such as sector structure, competition, technology, economy, politics, culture, which affect the activities of businesses, on businesses. | 5 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | pazarlamaya giriş ve dönüşüm Introduction to digital marketing and transformation | Research what digital marketing is | Öğretim Yöntemleri: Anlatım |
| 2 | Digital consumer behavior | Review examples of online consumer behavior | Öğretim Yöntemleri: Anlatım, Tartışma |
| 3 | Customer journey and experience design | Analyze a brand’s customer journey | Öğretim Yöntemleri: Örnek Olay |
| 4 | Content marketing and storytelling | Review successful content examples | Öğretim Yöntemleri: Alıştırma ve Uygulama |
| 5 | Social media strategies | Analyze a brand’s social media accounts | Öğretim Yöntemleri: Örnek Olay, Tartışma |
| 6 | Search Engine Optimization (SEO) | Conduct keyword research on Google | Öğretim Yöntemleri: Alıştırma ve Uygulama, Soru-Cevap |
| 7 | Performance marketing and sales funnel | Research funnel examples | Öğretim Yöntemleri: Alıştırma ve Uygulama, Anlatım |
| 8 | Mid-Term Exam | Review of the topics covered in the first seven weeks and exam preparation | Ölçme Yöntemleri: Yazılı Sınav |
| 9 | Data analytics and KPIs | Review KPI examples | Öğretim Yöntemleri: Anlatım |
| 10 | Google Analytics practice | Explore Google Analytics interface | Öğretim Yöntemleri: Alıştırma ve Uygulama, Anlatım, Soru-Cevap |
| 11 | CRM and customer relationship management | Research CRM examples | Öğretim Yöntemleri: Anlatım, Alıştırma ve Uygulama |
| 12 | A/B testing and optimization | Review A/B test examples | Öğretim Yöntemleri: Soru-Cevap, Örnek Olay |
| 13 | Digital advertising (Meta & Google Ads) | Analyze ad examples | Öğretim Yöntemleri: Alıştırma ve Uygulama, Tartışma |
| 14 | Digital marketing strategy development | Prepare a strategy draft for a brand | Öğretim Yöntemleri: Alıştırma ve Uygulama |
| 15 | Project presentations | Prepare presentation | Öğretim Yöntemleri: Grup Çalışması |
| 16 | Term Exams | Review of course topics covered so far | Ölçme Yöntemleri: Yazılı Sınav |
| 17 | Term Exams | Review of course topics covered so far | 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 | 2 | 15 | 30 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 10 | 10 |
| Final Exam | 1 | 15 | 15 |
| Total Workload (Hour) | 139 | ||
| Total Workload / 25 (h) | 5,56 | ||
| ECTS | 6 ECTS | ||