Code |
Name of the Course Unit |
Semester |
In-Class Hours (T+P) |
Credit |
ECTS Credit |
HIT409 |
DIGITAL MARKETING |
8 |
2 |
2 |
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 |
Assoc.Prof. TANER ATASOY |
Instructor(s) of the Course Unit |
|
Course Prerequisite |
No |
OBJECTIVES AND CONTENTS |
Objectives of the Course Unit: |
The aim of this course is to ensure that the target students have knowledge of digital marketing in the globalizing market. |
Contents of the Course Unit: |
In this course explores different issues that will enable students to master digital platforms and digital marketing campaign management. |
KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to) |
By the end of this course, students will be able to interpret innovative developments in the media, agency and advertising sectors. |
By the end of this course, students will be able to plan digital marketing campaigns which brands will need. |
By the end of this course, students will be able to create more effective marketing campaigns by learning digital platforms. |
WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY |
Week |
Preparatory |
Topics(Subjects) |
Method |
1 |
Reading related topics |
Overview of course subjects. |
Online distance learning |
2 |
Reading related topics |
Internet revolution: Changes in our lives, our relations and our consumption with the use of the Internet |
Online distance learning |
3 |
Reading related topics |
The development of the media and new trends. |
Online distance learning |
4 |
Reading related topics |
Basic information on using media in digital media: Rich media, advergaming, banner ads, etc., |
Online distance learning |
5 |
Reading related topics |
Social networks: Windows Live, Facebook, Twitter, Friendfeed and Youtube. |
Online distance learning |
6 |
Reading related topics |
Content creation and basic features of a website. |
Online distance learning |
7 |
Reading related topics |
Marking items and the formation of an interactive site. |
Online distance learning |
8 |
- |
MID-TERM EXAM |
- |
9 |
Reading related topics |
Email marketing and strategies. |
Online distance learning |
10 |
Reading related topics |
Digital marketing and branding: The key to online branding. |
Online distance learning |
11 |
Reading related topics |
Successful local and global campaigns. |
Online distance learning |
12 |
Reading related topics |
Search and search engine marketing. |
Online distance learning |
13 |
Reading related topics |
The dynamics and trends of mobile marketing. |
Online distance learning |
14 |
Reading related topics |
Social media dynamics: Blogs, viral, advertgaming, online seeding. |
Online distance learning |
15 |
Reading related topics |
Management of integrated marketing communications in digital medium |
Online distance learning |
16 |
- |
FINAL EXAM |
- |
17 |
- |
FINAL EXAM |
- |
SOURCE MATERIALS & RECOMMENDED READING |
Sule OZMEN, E-Commerce New Economy in the Network Economy, Istanbul: Istanbul Bilgi University Publications,2012. |
Recep Baki DENIZ- The Marketing of the Internet and the Dimensions in Turkey, Beta Publications. Istanbul, 2001 |
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 |
|
|
|
|
|
|
|
2 |
|
|
|
|
|
|
|
KNOWLEDGE |
Factual |
|
Programme Learning Outcomes |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
1 |
|
|
|
|
|
|
|
SKILLS |
Cognitive |
|
Programme Learning Outcomes |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
1 |
|
|
|
|
|
|
|
SKILLS |
Practical |
|
Programme Learning Outcomes |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
1 |
|
|
|
|
|
|
|
2 |
|
|
|
|
|
|
|
3 |
|
|
|
|
|
|
|
4 |
|
|
|
|
|
|
|
OCCUPATIONAL |
Autonomy & Responsibility |
|
Programme Learning Outcomes |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
1 |
|
|
|
|
|
|
|
OCCUPATIONAL |
Learning to Learn |
|
Programme Learning Outcomes |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
1 |
|
|
|
|
|
|
|
2 |
|
|
|
|
|
|
|
OCCUPATIONAL |
Communication & Social |
|
Programme Learning Outcomes |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
1 |
|
|
|
|
|
|
|
2 |
|
|
|
|
|
|
|
OCCUPATIONAL |
Occupational and/or Vocational |
|
Programme Learning Outcomes |
Level of Contribution |
0 |
1 |
2 |
3 |
4 |
5 |
1 |
|
|
|
|
|
|
|
2 |
|
|
|
|
|
|
|
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 |
0 |
0 |
0 |
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 |
13 |
3 |
39 |
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 |
15 |
15 |
Mid-Term Exam |
1 |
1 |
1 |
Preparation for the Mid-Term Exam |
1 |
10 |
10 |
Short Exam |
0 |
0 |
0 |
Preparation for the Short Exam |
0 |
0 |
0 |
TOTAL |
45 |
0 |
150 |
|
Total Workload of the Course Unit |
150 |
|
|
Workload (h) / 25.5 |
5,9 |
|
|
ECTS Credits allocated for the Course Unit |
6,0 |
|