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	-
Coordinator of the Course Unit	Prof. KAMİL KAYA
Instructor(s) of the Course Unit
Course Prerequisite	No

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

KNOWLEDGE
Theoretical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Students define the concepts they learned and match them with their corresponding phenomena in the social world.
2	Students interpret concepts and theories taking into account their historical-cultural contexts.
3	Students compare sociological theories with reference to social problems.
4	Students distinguish the significance of ecological, social and economical sustainability for world’s future.
5	Students develop their knowledge on sustainability by the use of information and communication technologies.

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Students evaluate qualitative and quantitative data of sociological research studies.
2	Students analyse the complicated interactions between the social, cultural, political, economical and demographical phenomena of the global world.

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Students design a research by their acquired knowledge and experience.

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Students research field study considering the principle of cultural relativity, scientific and ethical values.
2	Students efficiently apply the most suitable information and communication technologies in their studies.
3	Students use their knowledge on ecological, social and economical sustainability in all aspects of their lives.

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Students research on problems which reflect on their fields in the global world undergoing rapid and profound change.

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Students criticize their advanced knowledge and skills in an analytical manner.
2	Students develop their knowledge and skills within the frame of scientific, technological and current developments via adopting the principle of lifelong learning.
3	Students act ethically impartial in their research studies.

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Students criticize their advanced knowledge and skills in an analytical manner.

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Students apply the principle of cultural relativity, scientific and ethical values with reference to sustainability throughout their studies in their careers.

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