Code | Name of the Course Unit | Semester | In-Class Hours (T+P) | Credit | ECTS Credit |
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HIT430 | DIGITAL MARKETING | 5 | 3 | 3 | 5 |
GENERAL INFORMATION |
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Language of Instruction : | Turkish |
Level of the Course Unit : | , TYY: + , EQF-LLL: , QF-EHEA: |
Type of the Course : | Elective |
Mode of Delivery of the Course Unit | - |
Coordinator of the Course Unit | |
Instructor(s) of the Course Unit | |
Course Prerequisite | No |
OBJECTIVES AND CONTENTS |
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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) |
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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 |
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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 |
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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 |
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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 |
Describe basic theories of microeconomics and macroeconomics by benefiting from assumptions and axioms.
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2 |
Recognize the entries in the book and financial balance sheet of the business organization.
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3 |
Define concepts, theories and principles of basic and subfields of international trade by adhering to the background knowledge.
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KNOWLEDGE |
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Factual |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Summarize historical development of the international trade theories by adhering to the chronological order.
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2 |
Use theoretical knowledge gained in the field of international trade in occupational practices and daily life.
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3 |
Solve financial and legal problems confronted in international trade practices.
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SKILLS |
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Cognitive |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Relate statistical raw data by benefiting from computer programs and relate data with one another in consideration of theoretical knowledge.
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2 |
Evaluate developments in the world in consideration of common courses in the faculty with an intellectual perspective.
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SKILLS |
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Practical |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Interpret current events and facts in international trade based on advanced knowledge and skills from an analytical and systematic holistic view.
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OCCUPATIONAL |
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Autonomy & Responsibility |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Relate knowledge about economic globalization and internationalization with current knowledge in the field.
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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 |
Examine current economic policies applied over the gained advanced knowledge and skills by a critical approach.
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OCCUPATIONAL |
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Communication & Social |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Explain demands in written or verbally by using the foreign language skill in business and social life effectively.
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2 |
Tell knowledge, thoughts and solution offers regarding subjects in international trade to relevant stakeholders demands in written or verbally.
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3 |
Design a healthy communication network for themselves in the business world by using social life skills.
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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 |
Analyze current issues, events and problems by benefiting from theoretical and historical knowledge of international trade and economics.
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2 |
Develop suggestions for international trade policies by determining economic problems in the macro level.
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3 |
Apply commercial applications in consideration of knowledge gained in financing and management of international trade by being inclusive of international market
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4 |
Discuss the effects of commercial and financial globalization processes on the income distribution, by benefiting from data.
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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 | 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 |