Code | Name of the Course Unit | Semester | In-Class Hours (T+P) | Credit | ECTS Credit |
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UIT211 | DIGITAL MARKETING AND TRADE | 3 | 3 | 3 | 6 |
GENERAL INFORMATION |
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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 |
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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) |
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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 |
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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 |
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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 |
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Assessment & Grading of In-Term Activities | Number of Activities | Degree of Contribution (%) | Description |
Level of Contribution | |||||
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0 | 1 | 2 | 3 | 4 | 5 |
KNOWLEDGE |
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Theoretical |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Summarizing basic and advanced topics in International Trade and Business.
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3 | |||||
2 |
To define the theories, concepts and principles of International Trade and Business and its sub-fields.
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2 | |||||
3 |
Interpreting the relationship of International Trade and Business with other disciplines.
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3 | |||||
4 |
Using the theoretical knowledge gained in the field of International Trade and Business in professional practices and daily life.
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3 |
KNOWLEDGE |
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Factual |
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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.
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4 | |||||
2 |
Solving problems encountered in business life, at individual and organizational level.
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3 | |||||
3 |
Effective use of computer programs (such as SPSS, R, Excel, Stata) in the face of complex business problems.
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2 | |||||
4 |
Evaluating the developments in the world from an intellectual perspective in the light of the joint faculty courses taken.
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3 |
SKILLS |
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Cognitive |
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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.
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2 | |||||
2 |
Recognize the relevant literature effectively.
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3 | |||||
3 |
Independently organize activities towards organizational goals and objectives.
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3 |
SKILLS |
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Practical |
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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.
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4 |
OCCUPATIONAL |
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Autonomy & Responsibility |
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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.
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3 |
OCCUPATIONAL |
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Learning to Learn |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Adopting the philosophy of lifelong learning.
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3 |
OCCUPATIONAL |
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Communication & Social |
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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.
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4 | |||||
2 |
Using foreign language skills effectively in business and social life, explaining their demands in writing or verbally.
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4 | |||||
3 |
To design a healthy communication network in the business world by using social life skills.
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3 |
OCCUPATIONAL |
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Occupational and/or Vocational |
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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.
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4 | |||||
2 |
Continually improving their knowledge of the structure and characteristics of the variables of international trade and business.
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4 |
WORKLOAD & ECTS CREDITS OF THE COURSE UNIT |
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Workload for Learning & Teaching Activities |
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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 |