DIGITAL MARKETING AND TRADE PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
UIT211	DIGITAL MARKETING AND TRADE	3	3	3	6

GENERAL INFORMATION
Language of Instruction :	Turkish
Level of the Course Unit :	, TYY: + , EQF-LLL: , QF-EHEA:
Type of the Course :	Compulsory
Mode of Delivery of the Course Unit	-
Coordinator of the Course Unit
Instructor(s) of the Course Unit
Course Prerequisite	No

OBJECTIVES AND CONTENTS
Objectives of the Course Unit:	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.
Contents of the Course Unit:	The contents of the course include; digital strategy and planning, digital content, website marketing tools, e-commerce.

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)
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)

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY
Week	Preparatory	Topics(Subjects)	Method
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	-

SOURCE MATERIALS & RECOMMENDED READING
Kuş, O. (2016) İçerik Pazarlaması, İstanbul: Pales Yayınları
Ryan, Damian (2016) Dijital Pazarlama, İstanbul: İş Bankası Kültür Yayınları
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.

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	Define the theories, concepts and principles of the basic and sub-fields of international business and trade. (Bloom 1)				3
2	Explain business and trade functions and processes based on current scientific sources (Bloom 2).			2

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Relate internationally valid business and trade cases with the theories and concepts of other social sciences. (Bloom 2)			2

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Explain the current events and facts in his / her field analytically and systematically based on advanced knowledge and skills he / she has. (Bloom 2)				3

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Use the theoretical and factual knowledge in business and trade for occupational practices. (Bloom 3)				3
2	Solve individual and organizational problems in business life. (Bloom 3)				3
3	Use computer programs (SPSS, R, Excel, Stata) efficiently against the complex business problems. (Bloom 3)	0

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Organize the activities for organizational goals and purposes independently. (Bloom 3)			2

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Criticize advanced knowledge and skills in the field with a critical approach. (Bloom 4)				3
2	Develop the existing knowledge and skills with a critical point of view under the impact of scientific, technological and current developments. (Bloom 3)				3

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Express his/her knowledge, thoughts and solutions on international business and trade to related stakeholders in written and verbal ways. (Bloom 1)					4

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Designs the research process in the field of business. (design) (Bloom 6)				3
2	Conducts operations by considering the ethical values in business activities. (apply) (Bloom’s 3)			2
3	Relate the concepts of social rights, occupational safety, employee health, quality management and sustainability with the cases in business life. (Bloom 2)	0

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	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