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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 : 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 Prof. MUSTAFA KÖKSAL
Instructor(s) of the Course Unit Assist.Prof. ÇAĞLA TUĞBERK ARIKER
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

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
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

Programme Learning Outcomes Level of Contribution
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

Programme Learning Outcomes Level of Contribution
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

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
To conduct qualitative and quantitative research on the subjects related to the field.
4

OCCUPATIONAL

Autonomy & Responsibility

Programme Learning Outcomes Level of Contribution
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

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Adopting the philosophy of lifelong learning.
3

OCCUPATIONAL

Communication & Social

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
To use Turkish in written and oral communication in accordance with the rules and effectively.
4
2
Using foreign language skills effectively in business and social life, explaining their demands in writing or verbally.
4
3
To design a healthy communication network in the business world by using social life skills.
3

OCCUPATIONAL

Occupational and/or Vocational

Programme Learning Outcomes Level of Contribution
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

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
Total Workload of the Course Unit 150
Workload (h) / 25.5 5,9
ECTS Credits allocated for the Course Unit 6,0