| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits | | İŞL213.8B2 | Digital marketing | Elective | 2 | 3 | 3 |
|
| Level of Course Unit |
| First Cycle |
| Objectives of the Course |
| The course aims to provide the students the ability to fully understand marketing in the digital age. |
| Name of Lecturer(s) |
| Doç. Dr. Adnan KARA |
| Learning Outcomes |
| 1 | Understand how technology empowers marketer | | 2 | Develop Digital Marketing strategies and tactics | | 3 | Manage digital assets & tools of a company | | 4 | Analyze and interpret real-world digital marketing case examples |
|
| Mode of Delivery |
| Normal Education |
| Prerequisites and co-requisities |
| None |
| Recommended Optional Programme Components |
| None |
| Course Contents |
| Fundamentals of Digital Marketing, Digital Marketing Strategies and Tactics |
| Weekly Detailed Course Contents |
|
| 1 | Introduction to Digital Marketing | | | | 2 | Digital Marketing and Key Concepts | | | | 3 | Digital Assets and User Experience | | | | 4 | Digital Analytics | | | | 5 | Case Study | | | | 6 | Content Marketing & Video Marketing | | | | 7 | Search Engine Optimization (SEO) | | | | 8 | Mid-term exam | | | | 9 | Social Media Marketing | | | | 10 | Online Advertising & Search Advertising | | | | 11 | CRM & E-Mail Marketing | | | | 12 | Case Study | | | | 13 | Mobile Marketing | | | | 14 | Gamification & Growth Hacking | | | | 15 | Group Presentations | | | | 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 | 30 | 30 |
| Final Examination | 1 | 30 | 30 |
| Makeup Examination | 1 | 30 | 30 |
| Attending Lectures | 1 | 1 | 1 |
|
| Contribution of Learning Outcomes to Programme Outcomes |
| LO1 | 3 | 3 | 3 | 3 | 4 | 4 | 4 | 4 | 3 | 3 | | LO2 | 3 | 3 | 3 | 3 | 4 | 4 | 5 | 5 | 4 | 5 | | LO3 | 3 | 3 | 3 | 4 | 4 | 5 | 3 | 4 | 4 | 3 | | LO4 | 4 | 4 | 2 | 2 | 3 | 3 | 2 | 3 | 1 | 2 |
|
| * Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
 |
| |