| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits | | UT408B.1 | Digital marketing | Elective | 4 | 8 | 5 |
|
| Level of Course Unit |
| First Cycle |
| Objectives of the Course |
| The aim of the course is to provide the students with a thorough examination of the issues related to the adaptation of the marketing concept to the digital environment and how the marketing activities are carried out in digital environment with the advancement of technology. |
| Name of Lecturer(s) |
| Doç. Dr. Adnan KARA |
| Learning Outcomes |
| 1 | Define the concept of digital marketing and related concepts. | | 2 | Explain the types of digital marketing in detail. | | 3 | Have knowledge about social media marketing. | | 4 | Have knowledge about search engine optimization. | | 5 | Learns how to use mobile applications as a digital marketing tool. |
|
| Mode of Delivery |
| Normal Education |
| Prerequisites and co-requisities |
| none |
| Recommended Optional Programme Components |
|
| Course Contents |
| Fundamentals of Digital Marketing, Digital Marketing Strategies and Tactics, Current applications in Digital Marketing will be explained. |
| Weekly Detailed Course Contents |
|
| 1 | Introduction to the course and the concept of marketing | | | | 2 | Definition of Digital Marketing and related concepts | | | | 3 | Web 1.0. Web 2.0. and Web 3.0 comparison and marketing effects | | | | 4 | Search Engine Marketing | | | | 5 | Search Engine Optimization | | | | 6 | Social Media Marketing | | | | 7 | Social Media Marketing | | | | 8 | Midterm exam | | | | 9 | Social Media Marketing | | | | 10 | Content Marketing | | | | 11 | Content Marketing | | | | 12 | E-Mail Marketing | | | | 13 | Mobile Marketing | | | | 14 | Affiliate Marketing | | | | 15 | Video Marketing | | | | 16 | Final exam | | |
|
| Recommended or Required Reading |
| Ryan, D ve Calvin, J. (2009). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, London:KoganPage.
Dietrich, G. ve Livingston, G. (2012). Marketing in the Round: How to Develop an Integrated Marketing Campaign in the Digital Era, USA: QUE. |
| Planned Learning Activities and Teaching Methods |
|
| Assessment Methods and Criteria | |
| Midterm Examination | 1 | 100 | | SUM | 100 | |
| Final Examination | 1 | 100 | | SUM | 100 | | Term (or Year) Learning Activities | 40 | | End Of Term (or Year) Learning Activities | 60 | | SUM | 100 |
| | Language of Instruction | | Turkish | | Work Placement(s) | | none |
|
| Workload Calculation |
|
| Midterm Examination | 1 | 1 | 1 |
| Final Examination | 1 | 1 | 1 |
| Attending Lectures | 14 | 3 | 42 |
| Self Study | 14 | 1 | 14 |
| Individual Study for Mid term Examination | 1 | 30 | 30 |
| Individual Study for Final Examination | 1 | 62 | 62 |
|
| Contribution of Learning Outcomes to Programme Outcomes |
| LO1 | 5 | 5 | 5 | 5 | 5 | 4 | 4 | 2 | 4 | 5 | | LO2 | 3 | 4 | 4 | 4 | 4 | 5 | 5 | 5 | 3 | 5 | | LO3 | 3 | 3 | 2 | 2 | 2 | 2 | 3 | 2 | 3 | 2 | | LO4 | 2 | 2 | 3 | 3 | 2 | 3 | 2 | 2 | 3 | 3 | | LO5 | 2 | 2 | 3 | 3 | 2 | 2 | 3 | 3 | 2 | 2 |
|
| * Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
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