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DIGITAL MARKETING PROGRAMME COURSE DESCRIPTION

Code Name of the Course Unit Semester In-Class Hours (T+P) Credit ECTS Credit
HIT430 DIGITAL MARKETING 5 3 3 5

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 : Elective
Mode of Delivery of the Course Unit -
Coordinator of the Course Unit Prof. NEZİHA MUSAOĞLU
Instructor(s) of the Course Unit
Course Prerequisite No

OBJECTIVES AND CONTENTS

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)

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

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

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

Assessment & Grading of In-Term Activities Number of Activities Degree of Contribution (%) Description
Level of Contribution
0 1 2 3 4 5

CONTRIBUTION OF THE COURSE UNIT TO THE PROGRAMME LEARNING OUTCOMES

KNOWLEDGE

Theoretical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Define the basic theoretical, political, economic and administrative theories used in the field of Political Science and International Relations.
2
Explain the political history, political ideas, intellectual accumulation of understanding international relations and the way that the history of diplomacy has passed from past to present.
3
List the norms of universal law and human rights, the principles of the modern legal system, the names of modern bureaucratic and administrative structures.

KNOWLEDGE

Factual

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Explain the Turkish state tradition, the influence of Islam, the accumulation of political thought and its historical background, and compare this accumulation with the current approaches.
2
Evaluate the chronological development of relations between political and diplomatic developments and political / diplomatic facts / events / ideas / actors from past to present.
3
Analyze the structure and functioning of actors, organizations and organizations that determine international relations.

SKILLS

Cognitive

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
In the light of current theoretical debates, apply relevant concepts to current political and international developments.
2
Evaluate the Turkish political tradition, developments with the Turkic community.
3
Use information on the field when comparing the administrative structures of different countries and their diplomatic traditions.

SKILLS

Practical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Formulate the current political developments, developments and arrangements in international relations in the historical and theoretical accumulation.
2
Analyze the functioning of modern political regimes in the light of political and public bureaucratic structures, regulations and developments.
3
Examine and analyze current political developments in the Balkans, the Middle East, Central Asia, North Africa and the Caucasus in terms of both Turkish political history and international relations discipline.

OCCUPATIONAL

Autonomy & Responsibility

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
To conduct a field-specific study individually and to complete it with discipline and responsibility.
2
To assume duties and responsibilities in a team work as leader or team member and to fulfil them flawlessly.

OCCUPATIONAL

Learning to Learn

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Follow the political and administrative developments in the international political system and the bureaucratic organizations operating in this system.
2
Examine the international problems and conflicts, and the problems in the field of administration and politics in detail.

OCCUPATIONAL

Communication & Social

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Follow the current developments in the field of Political Science and International Relations and collaborate with leading names in the field.
2
Examine and analyze academic resources and the written and oral studies on the political developments in the region and the world, especially in the Middle East.
3
Debate in the field of political science and public administration with different target groups in multicultural environments.

OCCUPATIONAL

Occupational and/or Vocational

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
With the current historical and theoretical knowledge of the field, suggest sustainable, organizational and administrative arrangements aimed at meeting specific goals and solving certain problems.
2
Using the theoretical, economic, political and managerial knowledge, and produce reports on current developments, conflicts and agreements in geography related to world politics and especially in the Middle East.
3
Construct arguments on the current developments in Turkish politics in the light of the laws, regulations, and the important changes in the constitution and administrative law that determine Turkish political life and foreign relations.

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 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