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	Assoc.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

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