Sociology | |||||
Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 |
Course Code: | YMD212 | ||||||||
Course Name: | Digital Marketing | ||||||||
Course Semester: |
Spring |
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Course Credits: |
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Language of instruction: | TR | ||||||||
Course Requisites: | |||||||||
Does the Course Require Work Experience?: | No | ||||||||
Type of course: | Common Pool | ||||||||
Course Level: |
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Mode of Delivery: | Face to face | ||||||||
Course Coordinator : | Dr.Öğr.Üyesi SEMRA GEÇKİN ONAT | ||||||||
Course Lecturer(s): |
Assoc. Prof. ZEYNEP GENEL Dr.Öğr.Üyesi SEMRA GEÇKİN ONAT |
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Course Assistants: |
Course Objectives: | The aim of this course is to understand the trends that can shape the future of digital marketing. In this course, a company will provide the opportunity to develop information on how digital media such as internet, e-mail, mobile and interactive TV is applied in order to effectively present its goods and services to the market and to investigate e-business reality and applications. |
Course Content: | Digital platforms, online and mobile marketing, e-commerce, e-mail concepts, campaign planning, effective web site building, active web content writing, mobile marketing rules and trends. |
The students who have succeeded in this course;
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Week | Subject | Related Preparation |
1) | Introduction: A general introduction to marketing. | |
2) | Marketing Strategy: Marketing and Communication Strategy, Porter's 5 Power Analysis, Segmentation, Targeting, Positioning and marketing mix. | |
3) | Digital Ad Text and Images: Ad Title, Texts, Special Characters, Call to Action, Graphic Design. | |
4) | Understanding E-mail Marketing: New direct mail, What is email marketing ?, planning a campaign, measuring success, case study (Help For Heroes) | |
5) | Understanding Mobile Marketing: Mobile-Web 2.0, Mobile Marketing, Case study (Accor Hotels), Mobile Games, Mobile measure, Mobile Privacy, Mobile Data, Case study (Dubizzle.com) | |
6) | Digital Marketing Activities: Search Engine Ads, Social Media Marketing, Search Engine Optimization (SEO), Display Ads, Standard Banner Ads, Affiliate marketing | |
7) | Midterm exam. | |
8) | E-Commerce and Website Management: E-commerce overview, E-retail trends, Website management, content management system (CMS), Mobile commerce (m-commerce), Social commerce (s-commerce) | |
9) | Understanding Content Marketing: why content? Content strategy, content generation, the future of online content, case study (East Coast, Littlewoods, Makino) | |
10) | Digital Measurement and Conversion Optimization. | |
11) | Understanding Social Media: Forms of social media, social media boards, inclusion of social media in your site, case study (Bennetts Bike Social) | |
12) | Can customers find you? Dark side of search, mobile search, expectations, case study (the entertainer) | |
13) | Dijital Marketing - Case Studies | |
14) | General evaluation |
Course Notes / Textbooks: | Olgu Şengül (2018), Dijital Pazarlama: 2 saatte A’dan Z ‘ye, Ceres Yayınları 3. Baskı Damian Ryan ( 2016), Dijital Pazarlama, çev. Mehmet Murat Kemaloğlu, Kültür yayınları, |
References: | Philip Kotler (2017 ) , Pazarlama 4.0: Gelenekselden Dijitale Geçiş, optimist yayınları. |
Learning Outcomes | 1 |
2 |
3 |
4 |
5 |
6 |
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Program Outcomes | |||||||||
1) Gains the ability to interpret social developments with the theoretical knowledge that is acquired and a critical perspective. | |||||||||
2) Has knowledge about other disciplines and is open to lifelong learning to be able to success interdisciplinary work. | |||||||||
3) Has the ability to observe social, scientific and ethical values in the stages of data collection, interpretation and announcement while conducting research in the field. | |||||||||
4) Graduates with a good knowledge of at least one foreign language and one foreign language at the entry level. | |||||||||
5) Gains a professional perspective with good observation ability and empathy. | |||||||||
6) Gains the ability to collect local, national and international data and conduct research in the field of social science. | |||||||||
7) Can make explanations to expert or non-expert audiences about their field or social issues, inform them and convey their thoughts, problems and solutions clearly in written and oral form. | |||||||||
8) Adopts various internship programs and applied studies. | |||||||||
9) Gains knowledge to work as a researcher, consultant or expert in the public or private sector. | |||||||||
10) Complies with the ethical rules accepted and encouraged by TÜBİTAK, YÖK and TÜBA and universal science within the context of research, and education. |
No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
Program Outcomes | Level of Contribution | |
1) | Gains the ability to interpret social developments with the theoretical knowledge that is acquired and a critical perspective. | |
2) | Has knowledge about other disciplines and is open to lifelong learning to be able to success interdisciplinary work. | 5 |
3) | Has the ability to observe social, scientific and ethical values in the stages of data collection, interpretation and announcement while conducting research in the field. | |
4) | Graduates with a good knowledge of at least one foreign language and one foreign language at the entry level. | |
5) | Gains a professional perspective with good observation ability and empathy. | |
6) | Gains the ability to collect local, national and international data and conduct research in the field of social science. | |
7) | Can make explanations to expert or non-expert audiences about their field or social issues, inform them and convey their thoughts, problems and solutions clearly in written and oral form. | |
8) | Adopts various internship programs and applied studies. | |
9) | Gains knowledge to work as a researcher, consultant or expert in the public or private sector. | |
10) | Complies with the ethical rules accepted and encouraged by TÜBİTAK, YÖK and TÜBA and universal science within the context of research, and education. |
Expression | |
Brainstorming/ Six tihnking hats | |
Lesson | |
Reading | |
Homework | |
Report Writing | |
Q&A / Discussion |
Written Exam (Open-ended questions, multiple choice, true-false, matching, fill in the blanks, sequencing) | |
Homework | |
Application | |
Group project | |
Presentation | |
Reporting |
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 |
Activities | Number of Activities | Workload |
Course Hours | 14 | 42 |
Study Hours Out of Class | 16 | 128 |
Midterms | 1 | 3 |
Final | 1 | 3 |
Total Workload | 176 |