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 : | 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 | - |
Coordinator of the Course Unit | Assist.Prof. NİSA GÜLENER YILDIRIM |
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 |
Define the basic concepts of economics, administrative and human sciences.
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2 |
Summarize the basic communication theories with information about the field of Radio Television and Cinema.
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3 |
Communicate and explain the current information about communication with communication theories.
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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 |
Relate the knowledge and facts in the field of communication with other areas of social sciences such as law, philosophy, economics, politics, and sociology.
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2 |
Explain the structure and operation of the radio, television and cinema industries and use this information in their professional life.
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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 |
Using the data sources published in his / her field effectively, he /she conduct research and use the results in his / her studies.
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2 |
Analyze the international media structures and choose the media structure that is appropriate for his/her community.
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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 |
Analyze and evaluate social events at national and international level through media practices.
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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 |
Apply his / her knowledge about media management and organization in his / her professional life.
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2 |
Propose individual or team solutions for any problems in professional applications and production.
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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 |
Follow the developments in the field of communication, the studies related to the field and the mass media tools, and critically discuss the acquired knowledge.
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2 |
Critically interpret the economic, political and sociological dimensions of the media.
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3 |
Recognize universal norms of law and evaluate existing structures in the field of communication in the context of communication law and communication ethics and apply these gains throughout life.
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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 |
Conduct literature research in a foreign language related to his/her field.
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2 |
Prepare presentations for the film festival in Turkey and abroad, media organizations and communication symposia by using the communication 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 |
Defend scientific, social and ethical values in his / her field studies.
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2 |
Create film history, script, fiction, audio and video techniques knowledge and designs short or feature film stages.
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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 |