International Logistics and Transportation
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:

Faculty 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
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) Discloses basic knowledge of international logistics, including development process, new and determinative concepts, scientific methodology, theory and models of logistics discipline.
2) Uses appropriate tools and analytical techniques to collect and analyze quantitative and qualitative data in relevant areas, interpret the results and suggest solutions.
3) Designs a logistics system that will support the business mission and objectives.
4) Identifies uncertainties in the logistics and supply chain processes and takes measures to mitigate risks.
5) Can discover and create entrepreneurial opportunities and experience to successfully build and develop self-employment.
6) Analyzes the complex and rapidly changing conditions, the dynamics of the national / international business world, the relevant international logistics and supply chain environment
7) Can translate and explain the contents of documents written in English related to the field.
8) Communicates in written and spoken English with people of different social backgrounds, has global competence in tracking and interpreting global dynamics in logistics and supply chain fields.
9) Can demonstrate personal, professional, social and work ethic standards, assesses the ethical dimensions of the various applications in relevant fields, and becomes aware of the importance of ethical behavior in the process of collecting value added.

Course - Learning Outcome Relationship

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

	Program Outcomes	Level of Contribution
1)	Discloses basic knowledge of international logistics, including development process, new and determinative concepts, scientific methodology, theory and models of logistics discipline.
2)	Uses appropriate tools and analytical techniques to collect and analyze quantitative and qualitative data in relevant areas, interpret the results and suggest solutions.
3)	Designs a logistics system that will support the business mission and objectives.
4)	Identifies uncertainties in the logistics and supply chain processes and takes measures to mitigate risks.
5)	Can discover and create entrepreneurial opportunities and experience to successfully build and develop self-employment.
6)	Analyzes the complex and rapidly changing conditions, the dynamics of the national / international business world, the relevant international logistics and supply chain environment
7)	Can translate and explain the contents of documents written in English related to the field.
8)	Communicates in written and spoken English with people of different social backgrounds, has global competence in tracking and interpreting global dynamics in logistics and supply chain fields.
9)	Can demonstrate personal, professional, social and work ethic standards, assesses the ethical dimensions of the various applications in relevant fields, and becomes aware of the importance of ethical behavior in the process of collecting value added.

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