| Course Type | Elective Course |
|---|
| Course Level | Bachelor's Degree |
|---|
| Year of Study | - |
|---|
| Semester | - |
|---|
| ECTS | 5 |
|---|
| Name of Lecturer(s) |
|
| Learning Outcomes |
At the end of this course, the students;
- Understand how technology strengthens marketing.
- Develop digital marketing strategies and tactics to effectively manage the digital assets and tools of businesses.
- Analyze and interpret real-life examples of digital marketing.
|
| Mode of Delivery | Face to face |
|---|
| Prerequisites | No |
|---|
| Recommended Optional Programme Components | ULT222 International Marketing |
|---|
| Course Description | This course focuses on the fundamentals, strategies, and tactics of digital marketing to help students understand the significance of marketing in today's digital age. |
|---|
| Course Contents |
| WEEK |
TOPICS |
|
1st Week |
Course Introduction |
|
2nd Week |
What Is Digital Marketing? |
|
3rd Week |
Developing a Digital Marketing Strategy |
|
4th Week |
Digital Well-Being |
|
5th Week |
Cybersecurity |
|
6th Week |
Creating an Online Consumer Experience |
|
7th Week |
Case Study |
|
8th Week |
Midterm Examination |
|
9th Week |
Social Media Marketing |
|
10th Week |
Engagement Marketing |
|
11th Week |
Content Marketing |
|
12th Week |
Case Study |
|
13th Week |
Search Engine Optimization |
|
14th Week |
Case Study |
|
15th Week |
General Review |
|
| Recommended or Required Reading | Lecture Notes
Ryan, D. (2016). Understanding digital marketing: Marketing strategies for engaging the digital generation (4th ed.). Kogan Page Publishers.
Stokes, R. (2011). eMarketing: The essential guide to digital marketing (4th ed.). Quirk eMarketing Ltd.
|
|---|
| Planned Learning Activities and Teaching Methods |
- Lecture
- Questions/Answers
- Discussion
|
|---|
| Assessment Methods and Criteria |
|
Quantity |
Percentage (%) |
| Mid-term |
1 |
40 |
| Assignment |
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 |
1 |
1 |
| Preparation for Quiz |
|
|
|
| Individual or group work |
14 |
1 |
14 |
| Preparation for Final exam |
1 |
40 |
40 |
| Course hours |
14 |
3 |
42 |
| Preparation for Midterm exam |
1 |
20 |
20 |
| Laboratory (including preparation) |
|
|
|
| Final exam |
1 |
1 |
1 |
| Homework |
|
|
|
| Presentation (including preperation) |
1 |
30 |
30 |
| Total Work Load | 148 |
| Total Work Load / 30 (h) | 4.93 |
| ECTS Credit of the Course | 5 |
|
| Language of Instruction | Turkish |
|---|
| Work Placement(s) | No |
|---|
