Course Description
Course | Code | Semester | T+P (Hour) | Credit | ECTS |
---|
DIGITAL MARKETING STRATEGY | İŞYY1211148 | Spring Semester | 3+0 | 3 | 6 |
Prerequisites Courses | |
Recommended Elective Courses | |
Language of Course | Turkish |
Course Level | Second Cycle (Master's Degree) |
Course Type | Elective |
Course Coordinator | Assist.Prof. Fatih PINARBAŞI |
Name of Lecturer(s) | Assist.Prof. Fatih PINARBAŞI |
Assistant(s) | |
Aim | The main objective of the course is to make students familiar with digital marketing principles, online consumer experience, digital marketing communications, and digital channel performance. |
Course Content | This course contains; Introduction to Digital Marketing,Online Market Analysis: Microenvironment,Online Market Analysis: Macroenvironment,Digital Marketing Strategy,Digital Marketing Mix,Customer Relationship Marketing,Customer Experience,Campaign Planning,Digital Media Channels,Channel Performance Evaluation and Development,B2C Digital Marketing,B2B Digital Marketing,Ethics in Digital Marketing,Trends in Digital Marketing. |
Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
1.Identifies and explain the important concepts in digital marketing. | 10, 12, 13, 16, 37, 4, 9 | A |
1.1. Explain the digital marketing concept. | 10, 12, 13, 37, 4, 9 | A |
1.2. Classify the types of markets. | 10, 12, 13, 37, 4, 9 | A |
1.3. Compare micro and macro markets. | 10, 12, 13, 37, 4, 9 | A |
2. Develops managerial perspectives and analytical approaches to solve different digital marketing problems | 10, 12, 13, 37, 4, 9 | A |
2.1. Evaluate consumer buying behavior | 10, 12, 13, 37, 4, 9 | A |
2.2. Evaluate organizational buying behavior. | 10, 12, 13, 37, 4, 9 | A |
2.3. Plan Market Segmentation. | 10, 12, 13, 37, 4, 9 | A |
3. Explains components of digital marketing | 10, 12, 13, 37, 4, 9 | A |
3.1. Use components of digital marketing. | 10, 12, 13, 37, 4, 9 | A |
3.2. Plan promotion efforts. | 10, 12, 13, 37, 4, 9 | A |
3.3. Compare distribution channels. | 10, 12, 13, 37, 4, 9 | A |
Teaching Methods: | 10: Discussion Method, 12: Problem Solving Method, 13: Case Study Method, 16: Question - Answer Technique, 37: Computer-Internet Supported Instruction, 4: Inquiry-Based Learning, 9: Lecture Method |
Assessment Methods: | A: Traditional Written Exam |
Course Outline
Order | Subjects | Preliminary Work |
---|
1 | Introduction to Digital Marketing | Reading the shared article or relevant chapter from the book |
2 | Online Market Analysis: Microenvironment | Reading the shared article or relevant chapter from the book |
3 | Online Market Analysis: Macroenvironment | Reading the shared article or relevant chapter from the book |
4 | Digital Marketing Strategy | Reading the shared article or relevant chapter from the book |
5 | Digital Marketing Mix | Reading the shared article or relevant chapter from the book |
6 | Customer Relationship Marketing | Reading the shared article or relevant chapter from the book |
7 | Customer Experience | Reading the shared article or relevant chapter from the book |
8 | Campaign Planning | Reading the shared article or relevant chapter from the book |
9 | Digital Media Channels | Reading the shared article or relevant chapter from the book |
10 | Channel Performance Evaluation and Development | Reading the shared article or relevant chapter from the book |
11 | B2C Digital Marketing | Reading the shared article or relevant chapter from the book |
12 | B2B Digital Marketing | Reading the shared article or relevant chapter from the book |
13 | Ethics in Digital Marketing | Reading the shared article or relevant chapter from the book |
14 | Trends in Digital Marketing | Reading the shared article or relevant chapter from the book |
Resources |
Dijital Pazarlama - Strateji, Yürütme ve Uygulama, Dave Cheffy, Fiona Ellis-Chadwick, Gazi |
Course Contribution to Program Qualifications
Course Contribution to Program Qualifications |
No | Program Qualification | Contribution Level |
1 | 2 | 3 | 4 | 5 |
1 | Having advanced theoretical and practical knowledge supported by textbooks, application tools and other resources containing current information in the field | | | X | | |
2 | To have information about basic resources, current trends and approaches regarding Business Management in the light of current developments in the field of business. | | X | | | |
3 | Accessing and evaluating scientific knowledge in the field of Business Management and using this knowledge in solving high-level managerial problems of businesses. | X | | | | |
4 | Thinking about individual and social problems related to Business Management and producing solutions in the light of current developments | | X | | | |
5 | Solving the problems encountered in business theory and practice by using research methods specific to the field of Business. | X | | | | |
6 | Independently carry out a study that requires expertise in the field of Business Management and its sub-disciplines. | X | | | | |
7 | Developing different perspectives and producing solutions by taking responsibility for the solution of complex problems that require expertise and are encountered in the field of Business Management and its sub-disciplines. | | X | | | |
8 | Critically evaluate the expert knowledge and skills acquired in the field of Business Management and its sub-disciplines. | X | | | | |
9 | Developing positive attitudes towards lifelong learning and turning them into behavior | | X | | | |
10 | To systematically convey the expert knowledge gained in the field of business administration and its sub-disciplines and the current developments in management theory and practice, both verbally and in writing, to groups in the field and outside the field. | X | | | | |
11 | Critically questioning business concepts and institutions, established management practices and rules, and taking initiative to develop and change them when necessary. | | X | | | |
12 | Advanced use of information and communication technologies along with computer software at the level required by the Business Management field. | | X | | | |
13 | Internalizing information regarding Business Management fields and sub-disciplines by considering social, scientific and ethical values in the processes of acquiring, processing and evaluating. | X | | | | |
14 | Developing and teaching others the honesty, justice and ethics required to be a Senior Manager. | | X | | | |
Assessment Methods
Contribution Level | Absolute Evaluation |
Rate of Midterm Exam to Success | | 50 |
Rate of Final Exam to Success | | 50 |
Total | | 100 |
ECTS / Workload Table |
Activities | Number of | Duration(Hour) | Total Workload(Hour) |
Course Hours | 14 | 3 | 42 |
Guided Problem Solving | 2 | 4 | 8 |
Resolution of Homework Problems and Submission as a Report | 5 | 10 | 50 |
Term Project | 1 | 3 | 3 |
Presentation of Project / Seminar | 3 | 10 | 30 |
Quiz | 2 | 3 | 6 |
Midterm Exam | 1 | 10 | 10 |
General Exam | 1 | 15 | 15 |
Performance Task, Maintenance Plan | 1 | 5 | 5 |
Total Workload(Hour) | 169 |
Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(169/30) | 6 |
ECTS of the course: 30 hours of work is counted as 1 ECTS credit. |
Detail Informations of the Course
Course Description
Course | Code | Semester | T+P (Hour) | Credit | ECTS |
---|
DIGITAL MARKETING STRATEGY | İŞYY1211148 | Spring Semester | 3+0 | 3 | 6 |
Prerequisites Courses | |
Recommended Elective Courses | |
Language of Course | Turkish |
Course Level | Second Cycle (Master's Degree) |
Course Type | Elective |
Course Coordinator | Assist.Prof. Fatih PINARBAŞI |
Name of Lecturer(s) | Assist.Prof. Fatih PINARBAŞI |
Assistant(s) | |
Aim | The main objective of the course is to make students familiar with digital marketing principles, online consumer experience, digital marketing communications, and digital channel performance. |
Course Content | This course contains; Introduction to Digital Marketing,Online Market Analysis: Microenvironment,Online Market Analysis: Macroenvironment,Digital Marketing Strategy,Digital Marketing Mix,Customer Relationship Marketing,Customer Experience,Campaign Planning,Digital Media Channels,Channel Performance Evaluation and Development,B2C Digital Marketing,B2B Digital Marketing,Ethics in Digital Marketing,Trends in Digital Marketing. |
Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
1.Identifies and explain the important concepts in digital marketing. | 10, 12, 13, 16, 37, 4, 9 | A |
1.1. Explain the digital marketing concept. | 10, 12, 13, 37, 4, 9 | A |
1.2. Classify the types of markets. | 10, 12, 13, 37, 4, 9 | A |
1.3. Compare micro and macro markets. | 10, 12, 13, 37, 4, 9 | A |
2. Develops managerial perspectives and analytical approaches to solve different digital marketing problems | 10, 12, 13, 37, 4, 9 | A |
2.1. Evaluate consumer buying behavior | 10, 12, 13, 37, 4, 9 | A |
2.2. Evaluate organizational buying behavior. | 10, 12, 13, 37, 4, 9 | A |
2.3. Plan Market Segmentation. | 10, 12, 13, 37, 4, 9 | A |
3. Explains components of digital marketing | 10, 12, 13, 37, 4, 9 | A |
3.1. Use components of digital marketing. | 10, 12, 13, 37, 4, 9 | A |
3.2. Plan promotion efforts. | 10, 12, 13, 37, 4, 9 | A |
3.3. Compare distribution channels. | 10, 12, 13, 37, 4, 9 | A |
Teaching Methods: | 10: Discussion Method, 12: Problem Solving Method, 13: Case Study Method, 16: Question - Answer Technique, 37: Computer-Internet Supported Instruction, 4: Inquiry-Based Learning, 9: Lecture Method |
Assessment Methods: | A: Traditional Written Exam |
Course Outline
Order | Subjects | Preliminary Work |
---|
1 | Introduction to Digital Marketing | Reading the shared article or relevant chapter from the book |
2 | Online Market Analysis: Microenvironment | Reading the shared article or relevant chapter from the book |
3 | Online Market Analysis: Macroenvironment | Reading the shared article or relevant chapter from the book |
4 | Digital Marketing Strategy | Reading the shared article or relevant chapter from the book |
5 | Digital Marketing Mix | Reading the shared article or relevant chapter from the book |
6 | Customer Relationship Marketing | Reading the shared article or relevant chapter from the book |
7 | Customer Experience | Reading the shared article or relevant chapter from the book |
8 | Campaign Planning | Reading the shared article or relevant chapter from the book |
9 | Digital Media Channels | Reading the shared article or relevant chapter from the book |
10 | Channel Performance Evaluation and Development | Reading the shared article or relevant chapter from the book |
11 | B2C Digital Marketing | Reading the shared article or relevant chapter from the book |
12 | B2B Digital Marketing | Reading the shared article or relevant chapter from the book |
13 | Ethics in Digital Marketing | Reading the shared article or relevant chapter from the book |
14 | Trends in Digital Marketing | Reading the shared article or relevant chapter from the book |
Resources |
Dijital Pazarlama - Strateji, Yürütme ve Uygulama, Dave Cheffy, Fiona Ellis-Chadwick, Gazi |
Course Contribution to Program Qualifications
Course Contribution to Program Qualifications |
No | Program Qualification | Contribution Level |
1 | 2 | 3 | 4 | 5 |
1 | Having advanced theoretical and practical knowledge supported by textbooks, application tools and other resources containing current information in the field | | | X | | |
2 | To have information about basic resources, current trends and approaches regarding Business Management in the light of current developments in the field of business. | | X | | | |
3 | Accessing and evaluating scientific knowledge in the field of Business Management and using this knowledge in solving high-level managerial problems of businesses. | X | | | | |
4 | Thinking about individual and social problems related to Business Management and producing solutions in the light of current developments | | X | | | |
5 | Solving the problems encountered in business theory and practice by using research methods specific to the field of Business. | X | | | | |
6 | Independently carry out a study that requires expertise in the field of Business Management and its sub-disciplines. | X | | | | |
7 | Developing different perspectives and producing solutions by taking responsibility for the solution of complex problems that require expertise and are encountered in the field of Business Management and its sub-disciplines. | | X | | | |
8 | Critically evaluate the expert knowledge and skills acquired in the field of Business Management and its sub-disciplines. | X | | | | |
9 | Developing positive attitudes towards lifelong learning and turning them into behavior | | X | | | |
10 | To systematically convey the expert knowledge gained in the field of business administration and its sub-disciplines and the current developments in management theory and practice, both verbally and in writing, to groups in the field and outside the field. | X | | | | |
11 | Critically questioning business concepts and institutions, established management practices and rules, and taking initiative to develop and change them when necessary. | | X | | | |
12 | Advanced use of information and communication technologies along with computer software at the level required by the Business Management field. | | X | | | |
13 | Internalizing information regarding Business Management fields and sub-disciplines by considering social, scientific and ethical values in the processes of acquiring, processing and evaluating. | X | | | | |
14 | Developing and teaching others the honesty, justice and ethics required to be a Senior Manager. | | X | | | |
Assessment Methods
Contribution Level | Absolute Evaluation |
Rate of Midterm Exam to Success | | 50 |
Rate of Final Exam to Success | | 50 |
Total | | 100 |
Numerical Data
Ekleme Tarihi: 28/11/2023 - 01:13Son Güncelleme Tarihi: 28/11/2023 - 01:14
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