BAC438 Digital Marketing

4 ECTS - 3-0 Duration (T+A)- 8. Semester- 3 National Credit

Information

Code BAC438
Name Digital Marketing
Term 2023-2024 Academic Year
Semester 8. Semester
Duration (T+A) 3-0 (T-A) (17 Week)
ECTS 4 ECTS
National Credit 3 National Credit
Teaching Language Türkçe
Level Lisans Dersi
Type Normal
Mode of study Yüz Yüze Öğretim
Catalog Information Coordinator Prof. Dr. MURAT İSMET HASEKİ
Course Instructor İlker İbrahim AVŞAR (A Group) (Ins. in Charge)


Course Goal / Objective

The aim of the course; The aim of this course is to enable students to have knowledge about digital marketing in global market.

Course Content

Content of this course; different topics such as branding elements and an interactive site formation, the dynamics of mobile marketing and trends that will enable students to master digital platforms and digital marketing campaign management.

Course Precondition

No prerequisite

Resources

Digital Marketing; Damian Ryan, Translation:Mehmet Murat Kemaloğlu, İş Bankası Cultural Publications, 2016.

Notes

Marketing 4.0; Philip Kotler, Translation:Nadir Özata, Optimist Release and Distribution, 2017.


Course Learning Outcomes

Order Course Learning Outcomes
LO01 Specifies the basic concepts of digital marketing and the theories explaining their development.
LO02 It gives examples of innovative developments in the social media, agency and advertising sectors.
LO03 Explains the digital marketing plans that brands will need.
LO04 Implements more effective marketing campaigns through digital platforms.
LO05 Discusses the current trends of digital marketing.
LO06 Explains Digital Marketing strategies (Pull and Push strategy).
LO07 Applies digital marketing strategies in the relevant marketing field.
LO08 Discusses the topic of Search Engine Optimization and Search Engine Ads.
LO09 Discusses Online Marketing and Interactive Comparison.
LO10 It gives current examples of viral marketing and content production.


Relation with Program Learning Outcome

Order Type Program Learning Outcomes Level
PLO01 Bilgi - Kuramsal, Olgusal Explain all the basic functions of the business conceptually.
PLO02 Bilgi - Kuramsal, Olgusal Explain the basic economic concepts and the relationship between basic economic concepts and business management concepts.
PLO03 Bilgi - Kuramsal, Olgusal Define the basic information about the law discipline related to the field of business administration.
PLO04 Beceriler - Bilişsel, Uygulamalı Transfer information about the field of business in the language of learning by using effective verbal, written and visual communication methods. 4
PLO05 Beceriler - Bilişsel, Uygulamalı Determine the most appropriate approaches, implementations and methods of business management considering sectors, their sizes, resources, cultures, goals and objectives.
PLO06 Beceriler - Bilişsel, Uygulamalı Determine appropriate methods to solve business problems.
PLO07 Beceriler - Bilişsel, Uygulamalı Research in the field of business and reports the results of the research for use in managerial decision-making processes.
PLO08 Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği Effectively work as a team and takes the necessary responsibility within the team.
PLO09 Yetkinlikler - Öğrenme Yetkinliği As well as professional development, improve him-/herself continuously in scientific, social, cultural and artistic fields according to his/her interests and abilities, identifying needs of learning. 5
PLO10 Yetkinlikler - Öğrenme Yetkinliği Follow latest developments in the field, and sustain personal and professional development with the awareness of the necessity of life long learning. 3
PLO11 Yetkinlikler - Öğrenme Yetkinliği Use basic numerical and statistical analysis programs of business management.
PLO12 Yetkinlikler - İletişim ve Sosyal Yetkinlik Monitor the external environment factors such as sector structure, competition, technology, economy, politics and culture that affect the activities of businesses and interpret their effects on businesses.
PLO13 Yetkinlikler - İletişim ve Sosyal Yetkinlik Use/report/interpret Business Information Systems and sub-modules required by business management. 3
PLO14 Yetkinlikler - İletişim ve Sosyal Yetkinlik Use Turkish and at least one foreign language in accordance with the requirements in academic and business life. 5
PLO15 Yetkinlikler - Alana Özgü Yetkinlik Become aware of professional ethics, environmental awareness, sustainability, social responsibility, cultural, social and universal values. 3
PLO16 Yetkinlikler - Alana Özgü Yetkinlik Follow latest developments in the field, and sustain personal and professional development with the awareness of the necessity of life long learning 3


Week Plan

Week Topic Preparation Methods
1 Overview of the course topics. Reading Relating Textbook. Öğretim Yöntemleri:
Beyin Fırtınası
2 Internet transfer: Changes in our lives, relationships and consumption with the use of the Internet. Reading Relating Textbook. Öğretim Yöntemleri:
Anlatım
3 Development of media and new trends. Reading Relating Textbook. Öğretim Yöntemleri:
Anlatım, Soru-Cevap
4 Basic information on the use of media in digital media: rich media, advergaming, banner ads, etc., Reading Relating Textbook. Öğretim Yöntemleri:
Anlatım, Tartışma
5 Social networks: Windows Live, Facebook, Twitter, Friendfeed and Youtube. Reading Relating Textbook. Öğretim Yöntemleri:
Tartışma, Soru-Cevap
6 Content creation and basic features of a website. Reading Relating Textbook. Öğretim Yöntemleri:
Anlatım
7 Marking items and the formation of an interactive site. Reading Relating Textbook. Öğretim Yöntemleri:
Anlatım, Soru-Cevap
8 Mid-Term Exam Ölçme Yöntemleri:
Yazılı Sınav
9 Online marketing and strategies. Reading Relating Textbook. Öğretim Yöntemleri:
Anlatım, Beyin Fırtınası
10 Digital marketing and branding: The importance of branding online. Reading Relating Textbook. Öğretim Yöntemleri:
Anlatım, Beyin Fırtınası
11 Successful local and global campaigns. Reading Relating Textbook. Öğretim Yöntemleri:
Anlatım
12 Search and search engine marketing. Reading Relating Textbook. Öğretim Yöntemleri:
Anlatım, Soru-Cevap
13 The dynamics and trends of mobile marketing. Reading Relating Textbook. Öğretim Yöntemleri:
Anlatım
14 Social media dynamics: logos, viral, advert gaming, online seeding. Reading Relating Textbook. Öğretim Yöntemleri:
Anlatım, Soru-Cevap
15 Management of integrated marketing communication in digital environment Reading Relating Textbook. Öğretim Yöntemleri:
Anlatım, Tartışma
16 Term Exams Ölçme Yöntemleri:
Yazılı Sınav
17 Term Exams Ölçme Yöntemleri:
Yazılı Sınav


Student Workload - ECTS

Works Number Time (Hour) Workload (Hour)
Course Related Works
Class Time (Exam weeks are excluded) 14 3 42
Out of Class Study (Preliminary Work, Practice) 14 3 42
Assesment Related Works
Homeworks, Projects, Others 0 0 0
Mid-term Exams (Written, Oral, etc.) 1 7 7
Final Exam 1 18 18
Total Workload (Hour) 109
Total Workload / 25 (h) 4,36
ECTS 4 ECTS

Update Time: 02.05.2023 09:43