Information Package / Course Catalogue
| Business Administration | |||||
| Bachelor | Length of the Programme: 4 | Number of Credits: 240 | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF: Level 6 |
Ders Genel Tanıtım Bilgileri
| School/Faculty/Institute | Faculty of Econ., Admin. and Social Sciences | |||||
| Course Code | MKTG 333 | |||||
| Course Title in English | Digital Marketing | |||||
| Course Title in Turkish | Dijital Pazarlama | |||||
| Language of Instruction | EN | |||||
| Type of Course | Flipped Classroom | |||||
| Level of Course | Intermediate | |||||
| Semester | Spring | |||||
| Contact Hours per Week |
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| Estimated Student Workload | 130 hours per semester | |||||
| Number of Credits | 5 ECTS | |||||
| Grading Mode | Standard Letter Grade | |||||
| Pre-requisites |
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| Expected Prior Knowledge | Basic concepts of marketing. | |||||
| Co-requisites |
MKTG 201 - Marketing |
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| Registration Restrictions | Only Undergraduate Students | |||||
| Overall Educational Objective | To learn to understand digital marketing, and how to turn it into a benefit for brands. | |||||
| Course Description | The aim of the Digital Marketing course is to provide students with the knowledge about business advantages of the digital marketing and its importance for marketing success. | |||||
| Course Description in Turkish | Dijital Pazarlama dersinin amacı, öğrencilere dijital pazarlamanın iş avantajları ve pazarlama başarısı için önemi hakkında bilgi vermektir. |
Course Learning Outcomes and CompetencesUpon successful completion of the course, the learner is expected to be able to:1) develop, evaluate, and execute comprehensive digital marketing strategies and plans 2) understand how to measure digital marketing efforts and calculate ROI 3) appreciate the latest digital ad technologies 4) understand how and why to use digital marketing for multiple goals within a larger marketing and/or media strategy 5) identify the major digital marketing channels - online advertising: Digital display, video, mobile, search engine, and social media 6) comprehend the key elements of a digital marketing strategy. |
| Program Learning Outcomes/Course Learning Outcomes | 1 | 2 | 3 | 4 | 5 | 6 |
|---|---|---|---|---|---|---|
| 1) Has a broad foundation and intellectual awareness with exposure to mathematics, history, economics, and social sciences | ||||||
| 2) Demonstrates knowledge and skills in different functional areas of business (accounting, finance, operations, marketing, strategy, and organization) and an understanding of their interactions within various industry sectors | ||||||
| 3) Applies theoretical knowledge as well as creative, analytical, and critical thinking to manage complex technical or professional activities or projects | ||||||
| 4) Exhibits an understanding of global, environmental, economic, legal, and regulatory contexts for business sustainability | ||||||
| 5) Demonstrates individual and professional ethical behavior and social responsibility | ||||||
| 6) Demonstrates responsiveness to ethnic, cultural, and gender diversity values and issues | ||||||
| 7) Uses written and spoken English effectively (at least CEFR B2 level) to communicate information, ideas, problems, and solutions | ||||||
| 8) Demonstrates skills in data and information acquisition, analysis, interpretation, and reporting | ||||||
| 9) Displays computer proficiency to support problem solving and decision-making | ||||||
| 10) Demonstrates teamwork, leadership, and entrepreneurial skills | ||||||
| 11) Displays learning skills necessary for further study with a high degree of autonomy |
Relation to Program Outcomes and Competences
| N None | S Supportive | H Highly Related |
| Program Outcomes and Competences | Level | Assessed by | |
| 1) | Has a broad foundation and intellectual awareness with exposure to mathematics, history, economics, and social sciences | S | |
| 2) | Demonstrates knowledge and skills in different functional areas of business (accounting, finance, operations, marketing, strategy, and organization) and an understanding of their interactions within various industry sectors | S | Project |
| 3) | Applies theoretical knowledge as well as creative, analytical, and critical thinking to manage complex technical or professional activities or projects | H | Project |
| 4) | Exhibits an understanding of global, environmental, economic, legal, and regulatory contexts for business sustainability | H | Project |
| 5) | Demonstrates individual and professional ethical behavior and social responsibility | S | Project |
| 6) | Demonstrates responsiveness to ethnic, cultural, and gender diversity values and issues | S | Project |
| 7) | Uses written and spoken English effectively (at least CEFR B2 level) to communicate information, ideas, problems, and solutions | H | Project |
| 8) | Demonstrates skills in data and information acquisition, analysis, interpretation, and reporting | S | Project |
| 9) | Displays computer proficiency to support problem solving and decision-making | N | |
| 10) | Demonstrates teamwork, leadership, and entrepreneurial skills | H | Project |
| 11) | Displays learning skills necessary for further study with a high degree of autonomy | S | Project |
| Prepared by and Date | , January 2019 |
| Course Coordinator | CEYHAN MUTLU |
| Semester | Spring |
| Name of Instructor | Asst. Prof. Dr. RÜYA YÜKSEL |
Course Contents
| Week | Subject |
| 1) | Introduction |
| 2) | Digital Marketing and key concepts |
| 3) | Digital Marketing and Communications Strategy |
| 4) | Media Planning in the Digital world |
| 5) | User Experience |
| 6) | Content Marketing & Video Marketing |
| 7) | Midterm assessment |
| 8) | Search Engine Optimisation (SEO) |
| 9) | Social Network and Media Marketing |
| 10) | E-Commerce & Digital Marketing |
| 11) | Display Advertising |
| 12) | AI & Big Data |
| 13) | Final Assessment Workshop |
| 14) | Final Assessment Workshop |
| Required/Recommended Readings | Digital Marketing: Strategy, Implementation and Practice 5th Edition, Chaffey, D., Ellis-Chadwick, F., Pearson. | |||||||||||||||
| Teaching Methods | Videos, PowerPoint presentations for each session, cases and group projects. The students are expected to come each session having read and watched the course material. The course involves cases and projects, students are expected to engage in the class discussion and apply the knowledge acquired in a team setting. | |||||||||||||||
| Homework and Projects | The students will be making one presentation as a group at the end of the course. The groups will be formed and the details of the projects will be announced later by the instructor. Each group will have maximum 5 members and each team member will present their part individually. Before the presentations, the group projects have to be submitted as a PPT file within a deadline provided by the instructor. Late assignments will not get full points. | |||||||||||||||
| Laboratory Work | None | |||||||||||||||
| Computer Use | Each session requires use of Blackboard; therefore, use of computer is a must. | |||||||||||||||
| Other Activities | Guest speakers will be invited for giving practical aspects of related theoretical concepts. | |||||||||||||||
| Assessment Methods |
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| Course Administration |
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ECTS Student Workload Estimation
| Activity | No/Weeks | Hours | Calculation | ||||
| No/Weeks per Semester | Preparing for the Activity | Spent in the Activity Itself | Completing the Activity Requirements | ||||
| Course Hours | 14 | 2 | 3 | 2 | 98 | ||
| Project | 1 | 12 | 2 | 14 | |||
| Midterm(s) | 2 | 7 | 2 | 18 | |||
| Total Workload | 130 | ||||||
| Total Workload/25 | 5.2 | ||||||
| ECTS | 5 | ||||||