DIGITAL MARKETING COMMUNICATION PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
ELT212	DIGITAL MARKETING COMMUNICATION	4	3	3	6

GENERAL INFORMATION
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 :	Compulsory
Mode of Delivery of the Course Unit	-
Coordinator of the Course Unit	Assoc.Prof. MUSTAFA ÇANAKÇIOĞLU
Instructor(s) of the Course Unit	Assist.Prof. PINAR BACAKSIZ
Course Prerequisite	No

OBJECTIVES AND CONTENTS
Objectives of the Course Unit:	The aim of this course is to understand communication strategies such as search engine optimization, digital advertising and social media used in digital marketing strategies and to develop the ability to apply them after graduation.
Contents of the Course Unit:	Digital marketing communication concept and strategies, search engine optimization, digital advertising, social media marketing, inbound-outbound marketing, content marketing

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)
To be able to adapt to electronic commerce by mastering new trends in marketing
Understanding the basic knowledge of digital marketing and applying it in practice
Creating new digital marketing strategies

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY
Week	Preparatory	Topics(Subjects)	Method
1	Reading the course notes for the relevant week and reading sample articles	Marketing Communication Concept And Mix (Advertising, Personal Selling)	The course flow is provided interactively with slides in the classroom, using the question and answer method.
2	Reading the course notes for the relevant week and reading sample articles	Marketing Communication Concept And Mix (Sales Promotion, Public Relations)	The course flow is provided interactively with slides in the classroom, using the question and answer method.
3	Reading the course notes for the relevant week and reading sample articles	Digital Marketing Communication Concept	The course flow is provided interactively with slides in the classroom, using the question and answer method.
4	Reading the course notes for the relevant week and reading sample articles	Digital Advertising Strategies	The course flow is provided interactively with slides in the classroom, using the question and answer method.
5	Reading the course notes for the relevant week and reading sample articles	The Role Of Websites İn Digital Marketing Communication	The course flow is provided interactively with slides in the classroom, using the question and answer method.
6	Reading the course notes for the relevant week and reading sample articles	Search Engine Optimization (SEO)	The course flow is provided interactively with slides in the classroom, using the question and answer method.
7	Reading the course notes for the relevant week and reading sample articles	Search Engine Marketing (SEM)	The course flow is provided interactively with slides in the classroom, using the question and answer method.
8	-	MID-TERM EXAM	-
9	Reading the course notes for the relevant week and reading sample articles	Social Media Marketing	The course flow is provided interactively with slides in the classroom, using the question and answer method.
10	Reading the course notes for the relevant week and reading sample articles	Social Media And Brand Reputation Management	The course flow is provided interactively with slides in the classroom, using the question and answer method.
11	Reading the course notes for the relevant week and reading sample articles	Content Marketing	The course flow is provided interactively with slides in the classroom, using the question and answer method.
12	Reading the course notes for the relevant week and reading sample articles	Mobile Marketing	The course flow is provided interactively with slides in the classroom, using the question and answer method.
13	Reading the course notes for the relevant week and reading sample articles	Inbound Marketing-Influencer Marketing	The course flow is provided interactively with slides in the classroom, using the question and answer method.
14	Reading the course notes for the relevant week and reading sample articles	E-mail Marketing	The course flow is provided interactively with slides in the classroom, using the question and answer method.
15	Reading the course notes for the relevant week and reading sample articles	An Overview	The course flow is provided interactively with slides in the classroom, using the question and answer method.
16	-	FINAL EXAM	-
17	-	FINAL EXAM	-

SOURCE MATERIALS & RECOMMENDED READING
Dijital tutulma : pazarlama iletişimi ve insan / Kaan Varnalı

ASSESSMENT
Assessment & Grading of In-Term Activities	Number of Activities	Degree of Contribution (%)	Description

Level of Contribution
0	1	2	3	4	5

KNOWLEDGE
Theoretical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Learns the basic information about electronic commerce.				3
2	Gains awareness about project and risk management skills and the importance of entrepreneurship, innovation and sustainable development.			2

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Follows new generation marketing strategies by learning digital marketing.						5

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Correctly relates the relationship between electronic commerce and information and communication technologies.				3

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Applies the knowledge and skills related to the field, taking into account its social and ethical responsibilities.			2

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		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.			2

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Gains skills in web and graphic design.	0
2	Has the ability to produce innovative works by learning to use digital tools effectively.		1

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		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.				3

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Analyzes the current e-commerce environment.					4

WORKLOAD & ECTS CREDITS OF THE COURSE UNIT
Workload for Learning & Teaching Activities
Type of the Learning Activites	Learning Activities (# of week)	Duration (hours, h)	Workload (h)
Lecture & In-Class Activities	14	3	42
Preliminary & Further Study	12	2	24
Land Surveying	0	0	0
Group Work	5	2	10
Laboratory	0	0	0
Reading	6	2	12
Assignment (Homework)	11	2	22
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	23	23
Mid-Term Exam	1	1	1
Preparation for the Mid-Term Exam	1	15	15
Short Exam	0	0	0
Preparation for the Short Exam	0	0	0
TOTAL	52	0	150