| Course Type | Elective Course |
|---|
| Course Level | Master's Degree With Thesis |
|---|
| Year of Study | - |
|---|
| Semester | - |
|---|
| ECTS | 10 |
|---|
| Name of Lecturer(s) |
|
| Learning Outcomes |
At the end of this course, the students;
- Knows the basic concepts in digital marketing.
- Knows technological requirements in digital marketing.
- Knows parties of digital marketing.
|
| Mode of Delivery | Face to face |
|---|
| Prerequisites | No |
|---|
| Recommended Optional Programme Components | None |
|---|
| Course Description | In this course; basic concepts in digital marketing, parties of digital marketing, technological requirements in digital marketing, web based businesses and electronic business models will be discussed. |
|---|
| Course Contents |
| WEEK |
TOPICS |
|
1st Week |
Introduction to Digital Marketing |
|
2nd Week |
Online Marketplace Analysis |
|
3rd Week |
Digital Marketing Strategies |
|
4th Week |
Internet and the Marketing Mix |
|
5th Week |
Digital Marketing Mix |
|
6th Week |
Relationship Marketing Using Digital Platforms |
|
7th Week |
Analysis of E-CRM Applications |
|
8th Week |
Mid-term Exam |
|
9th Week |
Campaign Planning for Digital Media |
|
10th Week |
Marketing Communications Using Digital Media Channels |
|
11th Week |
Preparation of Digital Marketing Campaign |
|
12th Week |
Evaluations and Improvement of Digital Channel Performance |
|
13th Week |
Project Presentations |
|
14th Week |
Project Presentations |
|
15th Week |
General Review |
|
| Recommended or Required Reading | Chaffey, D. & Ellis-Chadwick, F. (2012). Digital Marketing: Strategy, Implementation and Practice, Prentice Hall. |
|---|
| Planned Learning Activities and Teaching Methods |
|
|---|
| Assessment Methods and Criteria |
|
Quantity |
Percentage (%) |
| Mid-term |
1 |
20 |
| Project |
1 |
20 |
| Presentation of Article |
1 |
20 |
| Total(%) |
|
60 |
| Contribution of In-term Studies to Overall Grade(%) |
|
60 |
| Contribution of Final Examination to Overall Grade(%) |
|
40 |
| Total(%) |
|
100 |
|
| ECTS Allocated Based on Student Workload |
| Activities |
Quantity |
Duration (Hour) |
Total Workload (Hour) |
| Midterm exam |
1 |
2 |
2 |
| Preparation for Quiz |
|
|
|
| Individual or group work |
14 |
7 |
98 |
| Preparation for Final exam |
1 |
50 |
50 |
| Course hours |
14 |
3 |
42 |
| Preparation for Midterm exam |
1 |
40 |
40 |
| Laboratory (including preparation) |
|
|
|
| Final exam |
1 |
2 |
2 |
| Homework |
|
|
|
| Project |
1 |
40 |
40 |
| Article Presentation |
5 |
3 |
15 |
| Total Work Load | 289 |
| Total Work Load / 30 (h) | 9.63 |
| ECTS Credit of the Course | 10 |
|
| Language of Instruction | Turkish |
|---|
| Work Placement(s) | No |
|---|
