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

General course introduction information

Course Code:

ISLT443

Course Name:

Digital Marketing

Course Semester:

Spring

Course Credits:

Theoretical	Practical	Credit	ECTS
3	0	3	6

Language of instruction:

Course Requisites:

Does the Course Require Work Experience?:

Type of course:

Common Pool

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 EMİNE BAŞAK TAVMAN

Course Lecturer(s):

Course Assistants:

Course Objective and Content

Course Objectives:

The aim of this course is to teach students the concept of digital marketing. This course covers the largest digital platforms: mobile, social media, search engine (paid and organic). Students will learn how to use email, SMS text, paid and organic search, mobile (QR code, apps, local, geographical), WordPress, YouTube, Pinterest, Linkedin, Facebook and Twitter more effectively. Students will learn how to create and manage a paid search advertising campaign using Google Adwords.

Course Content:

Channel planning; e-mail marketing; digital display; social media; organic search (SEO); paid search (SEM); content marketing; digital marketing analytics and return on investment (ROI); digital campaigns; lead generation; web presence; landing pages; mobile marketing; creating strategies in digital platforms.

Learning Outcomes

The students who have succeeded in this course;

Learning Outcomes

1 - Knowledge
Theoretical - Conceptual
1) • Learn the importance of bidding and creativity in the fundamentals of digital marketing and return rates
2 - Skills
Cognitive - Practical
1) • Learn how to use new media channels such as mobile, search and social networks
3 - Competences
Communication and Social Competence
Learning Competence
Field Specific Competence
1) • Learning the measurement techniques used in the evaluation of digital marketing activities
2) • Understanding the ethical rules and regulations affecting digital marketing
Competence to Work Independently and Take Responsibility

Lesson Plan

Week	Subject	Related Preparation
1)	• Introduction to course objectives. • Explain subscription to digital publications & blogging. • Explain special considerations in segmentation, consumer behavior in digital.	Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson.
2)	• Understand basics tenets of direct marketing: Target, List, Offer; Testing. • Explain the e-commerce.	Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson.
3)	• Explain search engine optimization (SEO) tools and techniques	Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson.
4)	• Explain search engine optimization (SEO) tools and techniques: need to maximize free vs. paid (Continued).	Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson.
5)	• Learn Google Adwords.	Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson.
6)	• Learn Google Adwords (Continued).	Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson.
7)	midterm exam	Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson.
8)	• Explain Social Media 101: how to develop a powerful content management strategy.	Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson.
9)	• Explain Social Media 101: how to develop a powerful content management strategy (Continued).	Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson.
10)	• Explain Facebook, Twitter and Pinterest, Google Plus.	Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson.
11)	• Explain behavioral targeting. • Learn about ads in LinkedIn, Facebook, Twitter.	Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson.
12)	• Explain mobile marketing.	Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson.
13)	• Explain mobile commerce. • Explain mobile marketing app creation and emulators.	Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson.
14)	• Case studies.	Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson.
15)	final exam	Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson.

Sources

Course Notes / Textbooks:	Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson.
References:	Bhatia Puneet, Singh (2021). Fundamentals of Digital Marketing. Pearson.

Course-Program Learning Outcome Relationship

Learning Outcomes	1	2	3	4
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.

Course - Learning Outcome Relationship

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.

Learning Activity and Teaching Methods

Field Study
Expression
Brainstorming/ Six tihnking hats
Reading
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)
Homework

Assessment & Grading

Semester Requirements	Number of Activities	Level of Contribution
Attendance	1	% 10
Midterms	1	% 40
Final	1	% 50
total		% 100
PERCENTAGE OF SEMESTER WORK		% 50
PERCENTAGE OF FINAL WORK		% 50
total		% 100

Workload and ECTS Credit Grading

Activities	Number of Activities	Workload
Course Hours	15	45
Study Hours Out of Class	13	95
Midterms	1	14
Final	1	14
Total Workload		168