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Information
| Unit | INSTITUTE OF SOCIAL SCIENCES |
| MARKETING (MASTER) (WITHOUT THESIS) (DISTANCE EDUCATION) | |
| Code | EMG43703 |
| Name | Digital Marketing |
| Term | 2026-2027 Academic Year |
| Term | Fall and Spring |
| 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
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 5.0
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 | Describes the basic functions of marketing and explains their relations with each other. | 4 |
| PLO02 | Bilgi - Kuramsal, Olgusal | Defines the basic theories and models of marketing management, numerical and statistical methods. | 3 |
| PLO03 | Beceriler - Bilişsel, Uygulamalı | Gathers and analyzes marketing information needed by businesses according to scientific research principles. | |
| PLO04 | Beceriler - Bilişsel, Uygulamalı | Can evaluate the results of the models applied in marketing management in terms of different sectors. | |
| PLO05 | Beceriler - Bilişsel, Uygulamalı | Defines marketing problems arising from internal and external environmental conditions and changes. | 5 |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | Can solve basic marketing problems with analytical thinking skills. | 4 |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | Explains all the basic functions of marketing conceptually. | |
| PLO08 | Beceriler - Bilişsel, Uygulamalı | Can reach the most appropriate result by using numerical and statistical analysis programs in the solution of marketing problems. | |
| PLO09 | Beceriler - Bilişsel, Uygulamalı | Reports the results of marketing researches to be used in managerial decision making processes. | 4 |
| PLO10 | Beceriler - Bilişsel, Uygulamalı | Follows and comments on developments in the field of marketing. | 5 |
| PLO11 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Works effectively as a team member and takes the necessary responsibility within the team. | |
| PLO12 | Yetkinlikler - Öğrenme Yetkinliği | Explains the basic marketing concepts and the relationship between basic economic concepts and business management concepts. | 4 |
| PLO13 | Yetkinlikler - Öğrenme Yetkinliği | Can synthesize the information obtained by using different sources within the framework of academic rules. | 5 |
| PLO14 | Yetkinlikler - Öğrenme Yetkinliği | Can relate the knowledge gained in the field of marketing with the knowledge in different fields. | 4 |
| PLO15 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Can effectively present the information and comments obtained by using different sources within the framework of academic rules, verbally and in writing. | |
| PLO16 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Effectively uses terms and concepts in marketing terminology in written and oral presentations. | |
| PLO17 | Yetkinlikler - Alana Özgü Yetkinlik | Can make decisions to meet customer needs in a competitive environment. | 5 |
| PLO18 | Yetkinlikler - Alana Özgü Yetkinlik | Gains awareness of professional ethics, environmental awareness, sustainability, social responsibility, cultural, social and universal values. | 4 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | 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 |
| 6 | Search Engine Optimization (SEO) | Conduct keyword research on Google | Öğretim Yöntemleri: Alıştırma ve Uygulama |
| 7 | Performance marketing and sales funnel | Research funnel examples | Öğretim Yöntemleri: Anlatım, Alıştırma ve Uygulama |
| 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, Soru-Cevap |
| 10 | Google Analytics practice | Explore Google Analytics interface | Öğretim Yöntemleri: Tartışma, Alıştırma ve Uygulama |
| 11 | CRM and customer relationship management | Research CRM examples | Öğretim Yöntemleri: Soru-Cevap, Tartışma, Alıştırma ve Uygulama |
| 12 | A/B testing and optimization | Review A/B test examples | Öğretim Yöntemleri: Tartışma, Alıştırma ve Uygulama |
| 13 | Digital advertising (Meta & Google Ads) | Analyze ad examples | Öğretim Yöntemleri: Örnek Olay |
| 14 | Digital marketing strategy development | Prepare a strategy draft for a brand | Öğretim Yöntemleri: Soru-Cevap, Tartışma |
| 15 | Project presentations | Prepare presentation | Öğretim Yöntemleri: Alıştırma ve Uygulama |
| 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 | ||