DIGITAL MARKETING AND TRADE DERS TANITIM VE UYGULAMA BİLGİLERİ

Kodu	Dersin Adı	Yarıyıl	Süresi(T+U)	Kredisi	AKTS Kredisi
IBT211	DIGITAL MARKETING AND TRADE	3	3	3	6

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

AMAÇ VE İÇERİK
Amaç:	The main objective of this course is to help students understand the role and importance of digital marketing in the rapidly changing business environment and to adapt marketing into work.
İçerik:	The contents of the course include; digital strategy and planning, digital content, website marketing tools, e-commerce.

DERSİN ÖĞRENME ÇIKTILARI (Öğrenciler, bu dersi başarı ile tamamladıklarında aşağıda belirtilen bilgi, beceri ve/veya yetkinlikleri gösterirler.)
Explain the role and importance of digital marketing in a rapidly changing business environment (Bloom 2)
Define the basic aspects of digital marketing strategy (Bloom's 1).
Illustrate how the effectiveness of a digital marketing campaign can be measured. (Bloom's 3)
Demonstrate the marketing transactions in social media and other digital marketing tools. (Bloom 3)

HAFTALIK DERS KONULARI VE ÖNGÖRÜLEN HAZIRLIK ÇALIŞMALARI
Hafta	Ön Hazırlık	Konular	Yöntem
1	Reading and literature review	Introduction to digital marketing	Narration, discussion
2	Reading and literature review	Digital Strategy and Planning	Narration, discussion
3	Reading and literature review	Website marketing tools	Narration, discussion
4	Reading and literature review	Digital content - websites, blogs, email, webinars, videos, podcasts, e-zines, PPC Advertisement	Narration, discussion
5	Reading and literature review	Social Media and Social Bookmarking - Facebook, Twitter, Pinterest, Instagram, YouTube and YouTube channels and emerging social media	Narration, discussion
6	Reading and literature review	Search Engine Marketing - What is it and how it works?	Narration, discussion
7	Reading and literature review	Measuring digital media performance	Narration, discussion
8	-	MID-TERM EXAM	-
9	Reading and literature review	E-commerce, T-commerce and M-commerce	Narration, discussion
10	Reading and literature review	Implementation of digital marketing plan	Narration, discussion
11	Reading and literature review	Web site design / development for digital marketing	Narration, discussion
12	Reading and literature review	Mastering Google - AdWords Advertising, Analytics and Applications	Narration, discussion
13	Reading and literature review	Digital Marketing Planning SOSTAC (Situation Analysis; Objectives; Strategy; Tactics; Action; Control)	Narration, discussion
14	Reading and literature review	Marketing and Internet Practice Session	Narration, discussion
15	Reading and literature review	General review	Narration, discussion
16	-	FINAL EXAM	-
17	-	FINAL EXAM	-

KAYNAKLAR
Chaffey, D. & Ellis-Chadwick, F. (2012) Digital Marketing: Strategy, Implementation and Practice, (5th E.), London:Pearson
Tapp, A., Whitten, I., & Housden, M. (2013) Principles of Direct, Database and Digital Marketing.(5th E. ) London: Pearson.
Ryan, Damian (2016) Dijital Pazarlama, İstanbul: İş Bankası Kültür Yayınları
Kuş, O. (2016) İçerik Pazarlaması, İstanbul: Pales Yayınları

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	Summarizing basic and advanced topics in International Trade and Business.				3
2	To define the theories, concepts and principles of International Trade and Business and its sub-fields.			2
3	Interpreting the relationship of International Trade and Business with other disciplines.				3
4	Using the theoretical knowledge gained in the field of International Trade and Business in professional practices and daily life.				3

KNOWLEDGE
Factual
	Program Yeterlilikleri/Çıktıları	Katkı Düzeyi
		0	1	2	3	4	5
1	Explaining current events and phenomena in the field with a holistic perspective analytically and systematically based on advanced knowledge and skills.					4
2	Solving problems encountered in business life, at individual and organizational level.				3
3	Effective use of computer programs (such as SPSS, R, Excel, Stata) in the face of complex business problems.			2
4	Evaluating the developments in the world from an intellectual perspective in the light of the joint faculty courses taken.				3

SKILLS
Cognitive
	Program Yeterlilikleri/Çıktıları	Katkı Düzeyi
		0	1	2	3	4	5
1	Recognizing new theoretical and practical approaches in the field of International Trade and Business.			2
2	Recognize the relevant literature effectively.				3
3	Independently organize activities towards organizational goals and objectives.				3

SKILLS
Practical
	Program Yeterlilikleri/Çıktıları	Katkı Düzeyi
		0	1	2	3	4	5
1	To conduct qualitative and quantitative research on the subjects related to the field.					4

OCCUPATIONAL
Autonomy & Responsibility
	Program Yeterlilikleri/Çıktıları	Katkı Düzeyi
		0	1	2	3	4	5
1	To be able to work independently in the light of the knowledge gained in the field of International Trade and Business and to take responsibility for the work done.				3

OCCUPATIONAL
Learning to Learn
	Program Yeterlilikleri/Çıktıları	Katkı Düzeyi
		0	1	2	3	4	5
1	Adopting the philosophy of lifelong learning.				3

OCCUPATIONAL
Communication & Social
	Program Yeterlilikleri/Çıktıları	Katkı Düzeyi
		0	1	2	3	4	5
1	Using foreign language skills effectively in business and social life, explaining their demands in writing or verbally.					4
2	To design a healthy communication network in the business world by using social life skills.				3

OCCUPATIONAL
Occupational and/or Vocational
	Program Yeterlilikleri/Çıktıları	Katkı Düzeyi
		0	1	2	3	4	5
1	Benefiting from the theoretical and historical knowledge of international trade and business; analyzes current issues, events and problems.					4
2	Continually improving their knowledge of the structure and characteristics of the variables of international trade and business.					4

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	12	4	48
Land Surveying	0	0	0
Group Work	0	0	0
Laboratory	0	0	0
Reading	0	0	0
Assignment (Homework)	1	8	8
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	6	5	30
Mid-Term Exam	1	1	1
Preparation for the Mid-Term Exam	4	5	20
Short Exam	0	0	0
Preparation for the Short Exam	0	0	0
TOTAL	39	0	150