ISLT443 Digital MarketingIstanbul Okan UniversityDegree Programs Civil Engineering (English)General Information For StudentsDiploma SupplementErasmus Policy StatementNational Qualifications
Civil Engineering (English)
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: TR
Course Requisites:
Does the Course Require Work Experience?: No
Type of course: University Elective
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
Competence to Work Independently and Take Responsibility
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
Learning Competence
Communication and Social Competence

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) 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 select and use modern techniques and tools needed for analyzing and solving complex problems encountered in engineering practice; ability to employ information technologies effectively.
5) Ability to design and conduct experiments, gather data, analyze and interpret results for investigating complex engineering problems or discipline specific research questions.
6) Ability to work efficiently in intra-disciplinary and multi-disciplinary teams; ability to work individually.
7) Ability to communicate effectively, both orally and in writing; knowledge of a minimum of one foreign language; ability to write effective reports and comprehend written reports, prepare design and production reports, make effective presentations, and give and receive clear and intelligible instructions.
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) Knowledge on behavior according ethical principles, professional and ethical responsibility and standards used in engineering practices.
10) Knowledge about business life practices such as project management, risk management, and change management; awareness in entrepreneurship, innovation; knowledge about 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 select and use modern techniques and tools needed for analyzing and solving complex problems encountered in engineering practice; ability to employ information technologies effectively.
5) Ability to design and conduct experiments, gather data, analyze and interpret results for investigating complex engineering problems or discipline specific research questions.
6) Ability to work efficiently in intra-disciplinary and multi-disciplinary teams; ability to work individually.
7) Ability to communicate effectively, both orally and in writing; knowledge of a minimum of one foreign language; ability to write effective reports and comprehend written reports, prepare design and production reports, make effective presentations, and give and receive clear and intelligible instructions.
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) Knowledge on behavior according ethical principles, professional and ethical responsibility and standards used in engineering practices.
10) Knowledge about business life practices such as project management, risk management, and change management; awareness in entrepreneurship, innovation; knowledge about 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
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