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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 Face to face
Coordinator of the Course Unit Assoc.Prof.Dr. ŞÜKRAN GÜZİN ILICAK AYDINALP
Instructor(s) of the Course Unit

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
Describe basic communication theories with the knowledge gained in public relations and publicity.
1
2
List the main features of communication in items.
3
3
Interpret the basic characteristics of communication and create a creative solution to ensure reconciliation in an existing communication problem.
2

KNOWLEDGE

Factual

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Use the basic information in the field of Public Relations and Publicity in interdisciplinary studies.
1
2
Evaluate the knowledge related to social and natural sciences and produce projects in professional life.
0
3
Tell the basic concepts of public relations and advertising in detail.
3

SKILLS

Cognitive

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Analyze and evaluate social events at national and international level in the light of current debates.
1
2
Use the leadership, communication and presentation skills in occupational events.
1

SKILLS

Practical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Follow the innovations in the field of communication and important written and oral communication tools related to the field.
4
2
Write press releases for the purpose of introducing the institution he/she works at or owns.
3
3
Create communication programs within the public relations and advertising campaign.
4

OCCUPATIONAL

Autonomy & Responsibility

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Use published domestic and foreign data sources related to public relations and advertising in the field of communication and communication area in his / her own works such as articles and projects.
5

OCCUPATIONAL

Learning to Learn

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Evaluate the planning processes of past communication programs, public relations and advertising practices.
3

OCCUPATIONAL

Communication & Social

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Use communication techniques in the right place, environment and time.
2

OCCUPATIONAL

Occupational and/or Vocational

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Plan communication programs in the awareness of ethical values in the professional work.
1

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