Code | Name of the Course Unit | Semester | In-Class Hours (T+P) | Credit | ECTS Credit |
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HIT430 | DIGITAL MARKETING | 5 | 3 | 3 | 5 |
GENERAL INFORMATION |
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Language of Instruction : | Turkish |
Level of the Course Unit : | BACHELOR'S DEGREE, TYY: + 6.Level, EQF-LLL: 6.Level, QF-EHEA: First Cycle |
Type of the Course : | Elective |
Mode of Delivery of the Course Unit | - |
Coordinator of the Course Unit | Assoc.Prof. BÜLENT İLHAN |
Instructor(s) of the Course Unit | |
Course Prerequisite | No |
OBJECTIVES AND CONTENTS |
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Objectives of the Course Unit: | This course aims to introduce the concept of digital marketing strategy in the globalization market and to introduce the digital platforms and to evaluate the current practices by learning the implementation steps. |
Contents of the Course Unit: | Contents of the course include the subjects such as the introduction to digital platforms, explanation of digital marketing concept, interactive website concept, summarizing the dynamics of mobile marketing analysis of sample digital marketing practices, assessment of brands within the framework of brand personality approach. |
KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to) |
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List the elements to consider when creating a digital marketing strategy |
List at least 3 of the channels on which digital marketing can be carried out |
Explain at least 3 of digital marketing principles |
Explain which audience can be reached by which digital channel according to target audience classification |
Select the digital marketing plans required by the brands within the framework of brand personality approach |
Evaluate innovative developments in media, agency and advertising sectors in terms of digital marketing principles |
WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY |
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Week | Preparatory | Topics(Subjects) | Method |
1 | Reading the related subject in the coursebook | Internet Era: Changes in our life, relationships and consuming styles of us after Internet | Lecture & Question and Answer |
2 | Reading the related subject in the coursebook | Development of Media and New Tendencies | Lecture & Question and Answer |
3 | Reading the related subject in the coursebook | Basic Information in the usage of Media in Digital Media: Rich Media, Advergaming, Banner Ads, etc. | Lecture & Question and Answer |
4 | Reading the related subject in the coursebook | Social Networks: Windows Live, Facebook, Twitter, Friend feed ve YouTube. | Lecture & Question and Answer |
5 | Reading the related subject in the coursebook | Creating Content and Basic Features of a Web Site | Lecture & Question and Answer |
6 | Reading the related subject in the coursebook | Branding Elements and Creating an Interactive Site | Lecture & Question and Answer |
7 | Reading the related subject in the coursebook | E-mail Marketing and Strategies | Lecture & Question and Answer |
8 | - | MID-TERM EXAM | - |
9 | Reading the related subject in the coursebook | Digital Marketing and Branding: Importance of Online Brand | Lecture & Question and Answer |
10 | Reading the related subject in the coursebook | Digital Marketing and Branding: Importance of Online Brand | Lecture & Question and Answer |
11 | Reading the related subject in the coursebook | Successful Local and Global Campaigns | Lecture & Question and Answer |
12 | Reading the related subject in the coursebook | Search and Search Engine Marketing. | Lecture & Question and Answer |
13 | Reading the related subject in the coursebook | Dynamic and Tendencies in Social Marketing. | Lecture & Question and Answer |
14 | Reading the related subject in the coursebook | Social Media Dynamics: Blogs, viral, advert gaming, online seeding. | Lecture & Question and Answer |
15 | Reading the related subject in the coursebook | Integrated Marketing Communication Method in Digital Marketing | Lecture & Question and Answer |
16 | - | FINAL EXAM | - |
17 | - | FINAL EXAM | - |
SOURCE MATERIALS & RECOMMENDED READING |
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Ozmen, S. (2009). E- Ticaret Ag Ekonomisinde Yeni Ticaret Yolu. Istanbul: Istanbul Bilgi Universitesi Publications |
Deniz, R.B. (2001). Isletmeden Tuketiciye Internette Pazarlama ve Turkiye'deki Boyutlari. Istanbul: Beta Publications |
Chaffey, D. ve Ellis-Chadwick, F. (2012). Digital marketing: strategy, implementation and practice (Vol. 5). Harlow: Pearson. |
Wind, Y. J. ve Mahajan, V. (2002). Digital marketing: global strategies from the world's leading experts. John Wiley & Sons. |
Urban, G. (2003). Digital marketing strategy: text and cases. Prentice-Hall, Inc.. |
ASSESSMENT |
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Assessment & Grading of In-Term Activities | Number of Activities | Degree of Contribution (%) | Description |
Level of Contribution | |||||
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0 | 1 | 2 | 3 | 4 | 5 |
KNOWLEDGE |
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Theoretical |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Define the basic concepts of economics, administrative and human sciences. (Bloom 1)
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2 |
Evaluate the economic environment and overall sustainability of firms. (Bloom 4)
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KNOWLEDGE |
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Factual |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Relate principles and concepts of economics and finance with other disciplines. (Bloom 4)
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2 |
Define principles, concepts, methods and theories related with economics and finance. (Bloom 1)
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SKILLS |
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Cognitive |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Interpret the charts and tables related to the field. (Bloom 2)
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SKILLS |
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Practical |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Evaluate the theoretical models of economic policies which have direct or indirect effects by using the facts and dynamics of the economic system.(Bloom 4)
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2 |
Analyze economic and financial reports. ((bloom 4)
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3 |
Use basic mathematics, statistics and econometric methods and tools to solve economic and financial problems. (Bloom 3)
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4 |
Interpret the operation of current economic, political and social events by using institutional information related with Economics and Finance.(Bloom 2)
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OCCUPATIONAL |
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Autonomy & Responsibility |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Organize economic and financial activities in humanitarian and social terms with adherence to ethics. (Bloom 4).
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OCCUPATIONAL |
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Learning to Learn |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Develop a critical perspective on national and international economic, political, social, financial and development problems. (bloom 6)
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OCCUPATIONAL |
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Communication & Social |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Follow the agenda on economics, politics and social issues and improve himself/ herself. (bloom 6)
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OCCUPATIONAL |
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Occupational and/or Vocational |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Analyze current issues and problems by using the structure and properties of Macro and Microeconomics and variables. (Bloom 4)
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2 |
Evaluate the effectiveness of the general economic system and public policies and their effects on markets and basic economic variables.(Bloom 4)
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3 |
Analyze the cause and effect relationships between the relevant economic variables. (Bloom 4)
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4 |
Evaluate the expected trends and portfolio analyzes in interest and exchange rates within the framework of the general financial system. (Bloom 4)
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WORKLOAD & ECTS CREDITS OF THE COURSE UNIT |
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Workload for Learning & Teaching Activities |
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Type of the Learning Activites | Learning Activities (# of week) | Duration (hours, h) | Workload (h) |
Lecture & In-Class Activities | 14 | 3 | 42 |
Preliminary & Further Study | 14 | 3 | 42 |
Land Surveying | 0 | 0 | 0 |
Group Work | 0 | 0 | 0 |
Laboratory | 0 | 0 | 0 |
Reading | 14 | 2 | 28 |
Assignment (Homework) | 0 | 0 | 0 |
Project Work | 0 | 0 | 0 |
Seminar | 0 | 0 | 0 |
Internship | 0 | 0 | 0 |
Technical Visit | 0 | 0 | 0 |
Web Based Learning | 0 | 0 | 0 |
Implementation/Application/Practice | 0 | 0 | 0 |
Practice at a workplace | 0 | 0 | 0 |
Occupational Activity | 0 | 0 | 0 |
Social Activity | 0 | 0 | 0 |
Thesis Work | 0 | 0 | 0 |
Field Study | 0 | 0 | 0 |
Report Writing | 0 | 0 | 0 |
Final Exam | 1 | 1 | 1 |
Preparation for the Final Exam | 1 | 7 | 7 |
Mid-Term Exam | 1 | 1 | 1 |
Preparation for the Mid-Term Exam | 1 | 6 | 6 |
Short Exam | 0 | 0 | 0 |
Preparation for the Short Exam | 0 | 0 | 0 |
TOTAL | 46 | 0 | 127 |
Total Workload of the Course Unit | 127 | ||
Workload (h) / 25.5 | 5 | ||
ECTS Credits allocated for the Course Unit | 5,0 |