Industrial Engineering
Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

General course introduction information

Course Code:

YMD206

Course Name:

Digital Tactics and Strategies For Brands

Course Semester:

Fall

Course Credits:

Theoretical	Practical	Credit	ECTS
3	0	3	5

Language of instruction:

Course Requisites:

Does the Course Require Work Experience?:

Type of course:

Compulsory

Course Level:

Bachelor

TR-NQF-HE:6. Master`s Degree

QF-EHEA:First Cycle

EQF-LLL:6. Master`s Degree

Mode of Delivery:

Face to face

Course Coordinator :

Dr.Öğr.Üyesi FATMA YONCA TUNÇ

Course Lecturer(s):

Dr.Öğr.Üyesi FATMA YONCA TUNÇ

Course Assistants:

Course Objective and Content

Course Objectives:	Within the scope of marketing communications, theoretically transferring every phase of the digital communication campaign development process to the students. To understand the differences of digital marketing communications from traditional marketing communications through the medium.
Course Content:	Integrated marketing communication, digital communication and marketing, digital campaign development process, brand communications and new media, dissimilar digital marketing approaches compared to traditional media.

Learning Outcomes

The students who have succeeded in this course;

Learning Outcomes

1 - Knowledge
Theoretical - Conceptual
1) Defining digital / interactive communication strategies and conventional advertising practices and complementary strategies.
2 - Skills
Cognitive - Practical
1) Ability to design an advertising campaign using digital / interactive communication strategy.
3 - Competences
Communication and Social Competence
1) To be able to organize and implement brand communication campaigns that take social responsibility awareness and social benefit into account.
Learning Competence
1) Comparison of interactive tools to each others. To be able to distinguish the advertising approaches and applications that are active in the interactive platform.
Field Specific Competence
1) Identification of interactive tools and foresight on the future of digital marketing.
Competence to Work Independently and Take Responsibility
1) Be able to evaluate the applicability of the creative idea of the designed campaign and writing an interactive campaign evaluation report.

Lesson Plan

Week	Subject	Related Preparation
1)	Brand Concept, the historical development of the brand and the developments that created the concept of Digital Marketing.
2)	The development of the internet, the redesign of our needs on the axis of internet marketing and transformation in our daily lives, new targets of marketing.
3)	E-Commerce concept and applications.
4)	Mobile marketing, mobile marketing principles and elements, email marketing.
5)	CRM (Customer Relationship Management) concept, features and digital media applications.
6)	CRM (Customer Relationship Management) concept, features and digital media applications.
7)	Midterm
8)	Search engine marketing, concepts and strategies.
9)	The growing importance of social networks in marketing management and brand management in social networks.
10)	Concept of Digital Campaign, Strategies and Application Examples.
11)	New concepts on the digital marketing.
12)	The future of digital marketing, new approaches to marketing dynamics.
13)	The future of digital marketing, new approaches to marketing dynamics.
14)	Overview.

Sources

Course Notes / Textbooks:	Batı, U. (2013). Marka Yönetimi. Alfa Yayınları, İstanbul. (Ulusal Yayınevinde Basılan Tek Yazarlı Kitap)
References:	Batı, U. (2015). Tüketici Davranışları. Alfa Yayınları, İstanbul. (Ulusal Yayınevinde Basılan Tek Yazarlı Kitap) Batı, U. (2011). Markethink ya da Farkethink. RYD/İyi Yayınları, İstanbul. (Ulusal Yayınevinde Basılan Tek Yazarlı Kitap)

Course-Program Learning Outcome Relationship

Learning Outcomes	1	2	3	4	5	6
Program Outcomes
1) Adequate knowledge in mathematics, science and engineering subjects pertaining to the relevant discipline; ability to use theoretical and applied information in these areas to model and solve engineering problems.
2) Ability to identify, formulate, and solve complex engineering problems; ability to select and apply proper analysis and modelling methods for this purpose.
3) Ability to design a complex system, process, device or product under realistic constraints and conditions, in such a way so as to meet the desired result; ability to apply modern design methods for this purpose. (Realistic constraints and conditions may include factors such as economic and environmental issues, sustainability, manufacturability, ethics, health, safety issues, and social and political issues according to the nature of the design.)
4) Ability to devise, select, and use modern techniques and tools needed for engineering practice; ability to employ information technologies effectively.
5) Ability to design and conduct experiments, gather data, analyse and interpret results for investigating engineering problems.
6) Ability to work efficiently in intra-disciplinary and multi-disciplinary teams; ability to work individually.
7) Ability to communicate effectively i Turkish, both orally and in writing; knowledge of a minimum of one foreign language.
8) Recognition of the need for lifelong learning; ability to access information, to follow developments in science and technology, and to continue to educate him/herself.
9) Awareness of professional and ethical responsibility.
10) Information about business life practices such as project management, risk management, and change management; awareness of entrepreneurship, innovation, and sustainable development.
11) Knowledge about contemporary issues and the global and societal effects of engineering practices on health, environment, and safety; awareness of the legal consequences of engineering solutions.

Course - Learning Outcome Relationship

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Program Outcomes	Level of Contribution
1)	Adequate knowledge in mathematics, science and engineering subjects pertaining to the relevant discipline; ability to use theoretical and applied information in these areas to model and solve engineering problems.
2)	Ability to identify, formulate, and solve complex engineering problems; ability to select and apply proper analysis and modelling methods for this purpose.
3)	Ability to design a complex system, process, device or product under realistic constraints and conditions, in such a way so as to meet the desired result; ability to apply modern design methods for this purpose. (Realistic constraints and conditions may include factors such as economic and environmental issues, sustainability, manufacturability, ethics, health, safety issues, and social and political issues according to the nature of the design.)
4)	Ability to devise, select, and use modern techniques and tools needed for engineering practice; ability to employ information technologies effectively.
5)	Ability to design and conduct experiments, gather data, analyse and interpret results for investigating engineering problems.
6)	Ability to work efficiently in intra-disciplinary and multi-disciplinary teams; ability to work individually.
7)	Ability to communicate effectively i Turkish, both orally and in writing; knowledge of a minimum of one foreign language.
8)	Recognition of the need for lifelong learning; ability to access information, to follow developments in science and technology, and to continue to educate him/herself.
9)	Awareness of professional and ethical responsibility.
10)	Information about business life practices such as project management, risk management, and change management; awareness of entrepreneurship, innovation, and sustainable development.
11)	Knowledge about contemporary issues and the global and societal effects of engineering practices on health, environment, and safety; awareness of the legal consequences of engineering solutions.

Learning Activity and Teaching Methods

Field Study
Expression
Brainstorming/ Six tihnking hats
Individual study and homework
Lesson
Group study and homework
Reading
Homework
Report Writing
Q&A / Discussion
Case Study

Assessment & Grading Methods and Criteria

Written Exam (Open-ended questions, multiple choice, true-false, matching, fill in the blanks, sequencing)
Oral Examination
Homework
Application
Individual Project
Presentation
Bilgisayar Destekli Sunum
Case study presentation

Assessment & Grading

Semester Requirements	Number of Activities	Level of Contribution
Midterms	1	% 40
Final	1	% 60
total		% 100
PERCENTAGE OF SEMESTER WORK		% 40
PERCENTAGE OF FINAL WORK		% 60
total		% 100

Workload and ECTS Credit Grading

Activities	Number of Activities	Workload
Course Hours	16	48
Study Hours Out of Class	16	96
Midterms	1	3
Final	1	3
Total Workload		150