Course Detail
Course Description
Course | Code | Semester | T+P (Hour) | Credit | ECTS |
---|
DIGITAL MARKETING | YBS4170810 | Fall Semester | 3+0 | 3 | 5 |
Prerequisites Courses | |
Recommended Elective Courses | |
Language of Course | Turkish |
Course Level | First Cycle (Bachelor's Degree) |
Course Type | Elective |
Course Coordinator | Assist.Prof. Fatih PINARBAŞI |
Name of Lecturer(s) | Assist.Prof. Fatih PINARBAŞI |
Assistant(s) | |
Aim | The purpose of the course is to familiarize students with digital marketing principles, digital marketing environment, and digital marketing tools. |
Course Content | This course contains; Introduction to Digital Marketing,Digital Marketing Fundamentals,Online marketplace analysis: micro-environment,The digital macro-environment,Digital marketing strategy,Digital branding and the marketing mix / I,Digital branding and the marketing mix / II,Data-driven relationship marketing using digital platforms,Delivering the digital customer experience,Campaign planning for digital media,Marketing communications using digital media channels / I,Marketing communications using digital media channels / II,Evaluation and improvement of digital channel performance / I,Evaluation and improvement of digital channel performance / II. |
Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
1. Identify and explain the important concepts in digital marketing. | 10, 12, 13, 16, 9 | A |
1.1. Explain the digital marketing concept. | 10, 12, 13, 16, 9 | A |
1.2. Classify the types of markets. | 10, 12, 13, 16, 9 | A |
1.3. Compare micro and macro markets. | 10, 12, 13, 16, 9 | A |
2. Develop managerial perspectives and analytical approaches to solve different digital marketing problems. | 10, 12, 13, 16, 9 | A |
2.1. Evaluate consumer digital buying behavior. | 10, 12, 13, 16, 9 | A |
2.2. Evaluate organizational digital buying behavior. | 10, 12, 13, 16, 9 | A |
2.3. Plan Market Segmentation. | 10, 12, 13, 16, 9 | A |
3. Explain components of digital marketing | 10, 12, 13, 16, 9 | A |
3.1. Use components of digital marketing. | 10, 12, 13, 16, 9 | A |
3.2. Plan promotion efforts. | 10, 12, 13, 16, 9 | A |
3.3. Compare distribution channels. | 10, 12, 13, 16, 9 | A |
4. Will be able to explain the components of digital customer experience. | 10, 12, 13, 16, 9 | A |
4.1. Explain the concept of digital customer experience. | 10, 12, 13, 16, 9 | A |
4.2. Define the components of the digital customer experience concept. | 10, 12, 13, 16, 9 | A |
4.3. Explain the relationship between digital customer experience and customer satisfaction. | 10, 12, 13, 16, 9 | A |
5. Will be able to explain digital channel performance evaluation. | 10, 12, 13, 16, 9 | A |
5.1. Explain digital channel performance metrics. | 10, 12, 13, 16, 9 | A |
5.2. Define platform-based performance metrics. | 10, 12, 13, 16, 9 | A |
5.3. Evaluate digital channel performance. | 10, 12, 13, 16, 9 | A |
Teaching Methods: | 10: Discussion Method, 12: Problem Solving Method, 13: Case Study Method, 16: Question - Answer Technique, 9: Lecture Method |
Assessment Methods: | A: Traditional Written Exam |
Course Outline
Order | Subjects | Preliminary Work |
---|
1 | Introduction to Digital Marketing | |
2 | Digital Marketing Fundamentals | |
3 | Online marketplace analysis: micro-environment | |
4 | The digital macro-environment | |
5 | Digital marketing strategy | |
6 | Digital branding and the marketing mix / I | |
7 | Digital branding and the marketing mix / II | |
8 | Data-driven relationship marketing using digital platforms | |
9 | Delivering the digital customer experience | |
10 | Campaign planning for digital media | |
11 | Marketing communications using digital media channels / I | |
12 | Marketing communications using digital media channels / II | |
13 | Evaluation and improvement of digital channel performance / I | |
14 | Evaluation and improvement of digital channel performance / II | |
Resources |
1. Dijital Pazarlama Strateji, Yürütme ve Uygulama, Gazi, 2018, Dave Chaffey ve Fiona Ellis |
2. Pazarlama 4.0: Gelenekselden Dijitale Geçiş, 2020, Optimist, Philip Kotler, Hermawan Kartajaya ve Iwan Setiawan
3. Dijital Pazarlama Stratejisi: Çevrimiçi (online) Pazarlamaya Bütünleşik Bir Yaklaşım, 2018, Nobel, Simon Kingsnorth |
Course Contribution to Program Qualifications
Course Contribution to Program Qualifications |
No | Program Qualification | Contribution Level |
1 | 2 | 3 | 4 | 5 |
1 | Defines the theoretical issues in the field of information and management. | | | X | | |
2 | Describes the necessary mathematical and statistical methods in the field of information and management. | X | | | | |
3 | Uses at least one computer program in the field of information and management. | X | | | | |
4 | Sustains proficiency in a foreign language requiredor information and management studies. | | | | | |
5 | Prepares informatics/software projects and work in a team. | | | | | |
6 | Constantly updates himself / herself by following developments in science and technology with an understanding of the importance of lifelong learning through critically evaluating the knowledge and skills that s/he has got.7. Uses theoretical and practical expertise in the field of information and management | | X | | | |
7 | Follows up-to-date technology using a foreign language at least A1 level, holds verbal / written communication skills. | | | X | | |
8 | Follows up-to-date technology using a foreign language at least A1 level, holds verbal / written communication. | | | | | |
9 | Adopts organizational / institutional and social ethical values. | | | | | |
10 | Within the framework of community involvement adopts social responsibility principles and takes initiative when necessary. | | | | | |
11 | Uses and analyses basic facts and data in various disciplines (economics, finance, sociology, law, business) in order to conduct interdisciplinary studies. | | | X | | |
12 | Writes software in different platforms such as desktop, mobile, web on its own and / or in a team. | | | | | |
Assessment Methods
Contribution Level | Absolute Evaluation |
Rate of Midterm Exam to Success | | 40 |
Rate of Final Exam to Success | | 60 |
Total | | 100 |
ECTS / Workload Table |
Activities | Number of | Duration(Hour) | Total Workload(Hour) |
Course Hours | 14 | 3 | 42 |
Guided Problem Solving | 6 | 5 | 30 |
Resolution of Homework Problems and Submission as a Report | 1 | 5 | 5 |
Term Project | 10 | 1 | 10 |
Presentation of Project / Seminar | 2 | 5 | 10 |
Quiz | 0 | 0 | 0 |
Midterm Exam | 1 | 20 | 20 |
General Exam | 1 | 20 | 20 |
Performance Task, Maintenance Plan | 2 | 5 | 10 |
Total Workload(Hour) | 147 |
Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(147/30) | 5 |
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 | YBS4170810 | Fall Semester | 3+0 | 3 | 5 |
Prerequisites Courses | |
Recommended Elective Courses | |
Language of Course | Turkish |
Course Level | First Cycle (Bachelor's Degree) |
Course Type | Elective |
Course Coordinator | Assist.Prof. Fatih PINARBAŞI |
Name of Lecturer(s) | Assist.Prof. Fatih PINARBAŞI |
Assistant(s) | |
Aim | The purpose of the course is to familiarize students with digital marketing principles, digital marketing environment, and digital marketing tools. |
Course Content | This course contains; Introduction to Digital Marketing,Digital Marketing Fundamentals,Online marketplace analysis: micro-environment,The digital macro-environment,Digital marketing strategy,Digital branding and the marketing mix / I,Digital branding and the marketing mix / II,Data-driven relationship marketing using digital platforms,Delivering the digital customer experience,Campaign planning for digital media,Marketing communications using digital media channels / I,Marketing communications using digital media channels / II,Evaluation and improvement of digital channel performance / I,Evaluation and improvement of digital channel performance / II. |
Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
1. Identify and explain the important concepts in digital marketing. | 10, 12, 13, 16, 9 | A |
1.1. Explain the digital marketing concept. | 10, 12, 13, 16, 9 | A |
1.2. Classify the types of markets. | 10, 12, 13, 16, 9 | A |
1.3. Compare micro and macro markets. | 10, 12, 13, 16, 9 | A |
2. Develop managerial perspectives and analytical approaches to solve different digital marketing problems. | 10, 12, 13, 16, 9 | A |
2.1. Evaluate consumer digital buying behavior. | 10, 12, 13, 16, 9 | A |
2.2. Evaluate organizational digital buying behavior. | 10, 12, 13, 16, 9 | A |
2.3. Plan Market Segmentation. | 10, 12, 13, 16, 9 | A |
3. Explain components of digital marketing | 10, 12, 13, 16, 9 | A |
3.1. Use components of digital marketing. | 10, 12, 13, 16, 9 | A |
3.2. Plan promotion efforts. | 10, 12, 13, 16, 9 | A |
3.3. Compare distribution channels. | 10, 12, 13, 16, 9 | A |
4. Will be able to explain the components of digital customer experience. | 10, 12, 13, 16, 9 | A |
4.1. Explain the concept of digital customer experience. | 10, 12, 13, 16, 9 | A |
4.2. Define the components of the digital customer experience concept. | 10, 12, 13, 16, 9 | A |
4.3. Explain the relationship between digital customer experience and customer satisfaction. | 10, 12, 13, 16, 9 | A |
5. Will be able to explain digital channel performance evaluation. | 10, 12, 13, 16, 9 | A |
5.1. Explain digital channel performance metrics. | 10, 12, 13, 16, 9 | A |
5.2. Define platform-based performance metrics. | 10, 12, 13, 16, 9 | A |
5.3. Evaluate digital channel performance. | 10, 12, 13, 16, 9 | A |
Teaching Methods: | 10: Discussion Method, 12: Problem Solving Method, 13: Case Study Method, 16: Question - Answer Technique, 9: Lecture Method |
Assessment Methods: | A: Traditional Written Exam |
Course Outline
Order | Subjects | Preliminary Work |
---|
1 | Introduction to Digital Marketing | |
2 | Digital Marketing Fundamentals | |
3 | Online marketplace analysis: micro-environment | |
4 | The digital macro-environment | |
5 | Digital marketing strategy | |
6 | Digital branding and the marketing mix / I | |
7 | Digital branding and the marketing mix / II | |
8 | Data-driven relationship marketing using digital platforms | |
9 | Delivering the digital customer experience | |
10 | Campaign planning for digital media | |
11 | Marketing communications using digital media channels / I | |
12 | Marketing communications using digital media channels / II | |
13 | Evaluation and improvement of digital channel performance / I | |
14 | Evaluation and improvement of digital channel performance / II | |
Resources |
1. Dijital Pazarlama Strateji, Yürütme ve Uygulama, Gazi, 2018, Dave Chaffey ve Fiona Ellis |
2. Pazarlama 4.0: Gelenekselden Dijitale Geçiş, 2020, Optimist, Philip Kotler, Hermawan Kartajaya ve Iwan Setiawan
3. Dijital Pazarlama Stratejisi: Çevrimiçi (online) Pazarlamaya Bütünleşik Bir Yaklaşım, 2018, Nobel, Simon Kingsnorth |
Course Contribution to Program Qualifications
Course Contribution to Program Qualifications |
No | Program Qualification | Contribution Level |
1 | 2 | 3 | 4 | 5 |
1 | Defines the theoretical issues in the field of information and management. | | | X | | |
2 | Describes the necessary mathematical and statistical methods in the field of information and management. | X | | | | |
3 | Uses at least one computer program in the field of information and management. | X | | | | |
4 | Sustains proficiency in a foreign language requiredor information and management studies. | | | | | |
5 | Prepares informatics/software projects and work in a team. | | | | | |
6 | Constantly updates himself / herself by following developments in science and technology with an understanding of the importance of lifelong learning through critically evaluating the knowledge and skills that s/he has got.7. Uses theoretical and practical expertise in the field of information and management | | X | | | |
7 | Follows up-to-date technology using a foreign language at least A1 level, holds verbal / written communication skills. | | | X | | |
8 | Follows up-to-date technology using a foreign language at least A1 level, holds verbal / written communication. | | | | | |
9 | Adopts organizational / institutional and social ethical values. | | | | | |
10 | Within the framework of community involvement adopts social responsibility principles and takes initiative when necessary. | | | | | |
11 | Uses and analyses basic facts and data in various disciplines (economics, finance, sociology, law, business) in order to conduct interdisciplinary studies. | | | X | | |
12 | Writes software in different platforms such as desktop, mobile, web on its own and / or in a team. | | | | | |
Assessment Methods
Contribution Level | Absolute Evaluation |
Rate of Midterm Exam to Success | | 40 |
Rate of Final Exam to Success | | 60 |
Total | | 100 |
Numerical Data
Ekleme Tarihi: 09/10/2023 - 10:32Son Güncelleme Tarihi: 09/10/2023 - 10:33
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