DİJİTAL MARKA STRATEJİLERİ VE YÖNETİMİ DERS TANITIM VE UYGULAMA BİLGİLERİ

Kodu	Dersin Adı	Yarıyıl	Süresi(T+U)	Kredisi	AKTS Kredisi
ELT317	DİJİTAL MARKA STRATEJİLERİ VE YÖNETİMİ	5	3	3	5

DERS BİLGİLERİ
Dersin Öğretim Dili :	Türkçe
Dersin Düzeyi	BACHELOR'S DEGREE, TYY: + 6.Level, EQF-LLL: 6.Level, QF-EHEA: First Cycle
Dersin Türü	Zorunlu
Dersin Veriliş Şekli	-
Dersin Koordinatörü	Assoc.Prof. MUSTAFA ÇANAKÇIOĞLU
Dersi Veren Öğretim Üyesi/Öğretim Görevlisi	Dr.Öğr.Üyesi PINAR BACAKSIZ
Ders Ön Koşulu	Yok

AMAÇ VE İÇERİK
Amaç:	The main purpose of the course is to provide information that can be applied in business life by explaining digital brand concepts and digital brand management strategies in detail.
İçerik:	Basic brand concepts, brand positioning, digital brand concept and brand strategies applied on digital platforms

DERSİN ÖĞRENME ÇIKTILARI (Öğrenciler, bu dersi başarı ile tamamladıklarında aşağıda belirtilen bilgi, beceri ve/veya yetkinlikleri gösterirler.)
Understand the importance of the brand concept in terms of business and marketing management
Gaining brand management skills on digital platforms

HAFTALIK DERS KONULARI VE ÖNGÖRÜLEN HAZIRLIK ÇALIŞMALARI
Hafta	Ön Hazırlık	Konular	Yöntem
1	Lesson Preparation	General introduction of the course, syllabus analysis and an overview of the basic concepts of marketing communication.	: Relevant topics are covered with slides in a face-to-face and interactive course environment.
2	Reading lecture notes and researching relevant sources	Brand Concept and Historical Development	: Relevant topics are covered with slides in a face-to-face and interactive course environment.
3	Reading lecture notes and researching relevant sources	Brand mission, vision and SWOT analysis	: Relevant topics are covered with slides in a face-to-face and interactive course environment.
4	Reading lecture notes and researching relevant sources	Brand identity and image	: Relevant topics are covered with slides in a face-to-face and interactive course environment.
5	Reading lecture notes and researching relevant sources	Brand equity, brand awareness and brand loyalty	: Relevant topics are covered with slides in a face-to-face and interactive course environment.
6	Reading lecture notes and researching relevant sources	Brand planning and Target audience analysis	: Relevant topics are covered with slides in a face-to-face and interactive course environment.
7	Reading lecture notes and researching relevant sources	Consumer purchasing behavior	: Relevant topics are covered with slides in a face-to-face and interactive course environment.
8	-	MID-TERM EXAM	-
9	Reading lecture notes and researching relevant sources	Brand concept and its importance on Digital Platforms	: Relevant topics are covered with slides in a face-to-face and interactive course environment.
10	Reading lecture notes and researching relevant sources	Digital brand planning	: Relevant topics are covered with slides in a face-to-face and interactive course environment.
11	Reading lecture notes and researching relevant sources	Digital brand positioning	: Relevant topics are covered with slides in a face-to-face and interactive course environment.
12	Reading lecture notes and researching relevant sources	Digital brand strategies	: Relevant topics are covered with slides in a face-to-face and interactive course environment.
13	Reading lecture notes and researching relevant sources	Brand strategies on social media	: Relevant topics are covered with slides in a face-to-face and interactive course environment.
14	Reading lecture notes and researching relevant sources	Content creation and digital brand image	: Relevant topics are covered with slides in a face-to-face and interactive course environment.
15	Reading lecture notes and researching relevant sources	General Review and Case Analysis	: Relevant topics are covered with slides in a face-to-face and interactive course environment.
16	-	FINAL EXAM	-
17	-	FINAL EXAM	-

KAYNAKLAR
Dijital yönetim, pazarlama, medya = Digital management, marketing, media yazar: Gökcek, Hande Ayhan [editör.].

ÖLÇME VE DEĞERLENDİRME
Yarıyıl İçi Yapılan Çalışmaların Ölçme ve Değerlendirmesi	Etkinlik Sayısı	Katkı Yüzdesi	Açıklama

(0) Etkisiz	(1) En Düşük	(2) Düşük	(3) Orta	(4) İyi	(5) Çok İyi
0	1	2	3	4	5

KNOWLEDGE
Theoretical
	Program Yeterlilikleri/Çıktıları	Katkı Düzeyi
		0	1	2	3	4	5
1	Learns the basic information about electronic commerce.						5
2	Gains awareness about project and risk management skills and the importance of entrepreneurship, innovation and sustainable development.						5

KNOWLEDGE
Factual
	Program Yeterlilikleri/Çıktıları	Katkı Düzeyi
		0	1	2	3	4	5
1	Follows new generation marketing strategies by learning digital marketing.						5

SKILLS
Cognitive
	Program Yeterlilikleri/Çıktıları	Katkı Düzeyi
		0	1	2	3	4	5
1	Correctly relates the relationship between electronic commerce and information and communication technologies.						5

SKILLS
Practical
	Program Yeterlilikleri/Çıktıları	Katkı Düzeyi
		0	1	2	3	4	5
1	Applies the knowledge and skills related to the field, taking into account its social and ethical responsibilities.						5

OCCUPATIONAL
Autonomy & Responsibility
	Program Yeterlilikleri/Çıktıları	Katkı Düzeyi
		0	1	2	3	4	5
1	Researches developments in science and technology and understands the importance of constantly renewing themselves adopting lifelong learning as a principle.					4

OCCUPATIONAL
Learning to Learn
	Program Yeterlilikleri/Çıktıları	Katkı Düzeyi
		0	1	2	3	4	5
1	Gains skills in web and graphic design.		1
2	Has the ability to produce innovative works by learning to use digital tools effectively.					4

OCCUPATIONAL
Communication & Social
	Program Yeterlilikleri/Çıktıları	Katkı Düzeyi
		0	1	2	3	4	5
1	Evaluates the developments in the world from an intellectual perspective in the light of the joint faculty courses taken.					4

OCCUPATIONAL
Occupational and/or Vocational
	Program Yeterlilikleri/Çıktıları	Katkı Düzeyi
		0	1	2	3	4	5
1	Analyzes the current e-commerce environment.						5

DERSİN İŞ YÜKÜ VE AKTS KREDİSİ
Öğrenme-Öğretme Etkinlikleri İş Yükü
Öğrenme-Öğretme Etkinlikleri	Etkinlik(hafta sayısı)	Süresi(saat sayısı)	Toplam İş Yükü
Lecture & In-Class Activities	14	3	42
Preliminary & Further Study	11	2	22
Land Surveying	0	0	0
Group Work	5	2	10
Laboratory	0	0	0
Reading	7	2	14
Assignment (Homework)	12	1	12
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	15	15
Mid-Term Exam	1	1	1
Preparation for the Mid-Term Exam	1	11	11
Short Exam	0	0	0
Preparation for the Short Exam	0	0	0
TOTAL	53	0	128