Energy Systems Engineering (English)
Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

General course introduction information

Course Code:

UTIC308

Course Name:

E-Commerce

Course Semester:

Fall

Course Credits:

Theoretical	Practical	Credit	ECTS
3	0	3	6

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 AYŞE NUR TOPÇUOĞLU

Course Lecturer(s):

Dr.Öğr.Üyesi DİDEM DEMİR

Course Assistants:

Course Objective and Content

Course Objectives:

Marketing management; definition of communication with market and e-commerce; segmenting and positioning and understanding buyers characteristics; understanding different media types; corporate identity; sales literature; brand; web site; sales staff; international fairs; product and packaging; parts of digital marketing; online market and customer research; B2B markets; digital marketing; use of social media; developing and managing B2C sales web site; success stories of some B2B and B2C sites; payment methods and rules; producing a business modal book and making a web site.

Course Content:

At the end of the course the student will be able to:

• Learn fundamentals of marketing communication in the context of international marketing management
• Manage different marketing communication tools
• Understand changing marketing environment with the support of online and mobile media
• Understand the role of e-business in the context of marketing communications
• Learn to manage and execute digital media tools
• Prepare strategic planning for e-business

Learning Outcomes

The students who have succeeded in this course;

Learning Outcomes

1 - Knowledge
Theoretical - Conceptual
1) • Learn fundamentals of marketing communication in the context of international marketing management
2 - Skills
Cognitive - Practical
1) • Manage different marketing communication tools
3 - Competences
Communication and Social Competence
1) • Understand the role of e-business in the context of marketing communications
Learning Competence
1) • Understand changing marketing environment with the support of online and mobile media
Field Specific Competence
1) • Prepare strategic planning for e-business
Competence to Work Independently and Take Responsibility

Lesson Plan

Week	Subject	Related Preparation
1)	• Analyze the differences between business and not-for-profit organizations. • Identify and describe the factors of production. • Explain how today’s business workforce and the nature of work itself is changing. • Syllabus. • Describe the marketing communication. • Explain parts of marketing communication. • Describe e-business. • Explain parts of e-business.	Review the Syllabus. Read the chapter 1 and 2. Read the case study at the end of the chapters and be prepared to discuss in class.
2)	• Explain the content of marketing communication mix. • Identify marketing communication plan. • Identify communication theory. • Discuss Final Class Project and Presentation. • Explain marketing communication mix. • Explain marketing communication plan. • Identify SOSTAC. (situation, objectives, strategy, actions, control) • Identify 3Ms.(men, money, minutes/time) • Explain communication theory. • Explain one, two and multi-step communication theories. • Identify adoption model. • Define template to be used for final project (a strategic business plan developed by Republic of Turkey, Small and Medium Enterprises Development Organization-KOSGEB).	Homework: Select a product and a company to present at the final exam. Review the strategic business plan.
3)	• Identify buying behavior. • Explain markets. • Explain market research. • Explain agencies. • Analyze right strategy for buying behavior and market research. • Analyze the target market and their buying behaviour. • Classify the types of buying situation. • Discuss industrial and consumer buyers. • Explain roles at the buying process. • Explain buying process. • Discuss motivation and Maslow’s hierarchy of needs. • Identify market research. • List the types of research. (primary, secondary, quantitative, qualitative) • Explain the market research process. • Identify marketing Intelligence and Information System (MIIS). • Identify agencies. • Analyze agency selection process.	Continue final project.
4)	• Classify media types. • Explain changing communication environment. • Explain the aspects of international marketing communications. • Discuss to manage media types • Discuss to manage international marketing communications. • List the media types. • Describe media vocabulary. • Explain choosing media. • Classify stages of media planning. • Analyze changing communication environment. • Describe PESTLE analysis. • Describe globalization of markets. • Explain global difficulties. • List strategic global options.	Continue research and work on final project.
5)	• Explain the role and importance of corporate identity. • Discuss different applications of corporate identity. • Explain selling and sales management. • Explain the role of advertising. • Define corporate identity. • Define corporate image. • Define corporate identity mix. • Explain selling. • List types of sales people and organization. • Define management of salesforce. • Analyze developing sales skills. • Explain managing an ad campaign. • Discuss the strategy of an ad campaign.	Visit the company.
6)	• EXAM I. • Explain sales promotion. • Explain direct marketing. • Describe publicity and public relations. • Describe sales promotions. • Classify categories of sales promotions. • List factors driving the use of promotions. • Analyze sales promotions objectives. • Explain direct marketing. • Explain database marketing. • Illustrate planning a direct mail campaign..	Study for the Midterm Exam.
7)	• Identify the role and importance of sponsorship. • Explain how to manage trade fairs/exhibitions. • Explain the role and importance of exhibitions. • Explain the role and importance of packaging in marketing communications. • Illustrate final project preparations. • Explain sponsorship. • Discuss range and types of sponsorship. • List advantages of sponsorship. • Explain how to run a sponsorship program. • Identify how to plan an exhibition. • List exhibition objectives. • Illustrate checklist of exhibitions. • Identify measurable criteria. • Explain the importance of packaging. • List the functions of a pack. • Explain communication functions of packaging.	Continue research and work on final project.
8)	• Explain merchandising. • Identify word of mouth. • Explain e-marketing. • Explain the importance of using these tools in the most appropriate ways. • Explain merchandising. • List merchandising tools. • Classify merchandising techniques. • Discuss devices that drive word of mouth. • Analyze 10 stages of developing a customer-care programme.	Submit first drafts of final project.
9)	• Explain e-commerce and describe how it differs from e-business. • Identify and describe the unique features of e-commerce technology and discuss their business significance. • Explain Web 2.0 applications. • List the major types of e-commerce. • Discuss the origins and growth of e-commerce. • Explain the evolution of e-commerce from its early years to today. • Identify the factors that will define the future of e-commerce. • Discuss the major themes underlying the study of e-commerce. • Classify the major academic disciplines contributing to e-commerce.	Search internet and find an export company, evaluate web site and submit thoughts.
10)	• Discuss the questions must be asked and answered, and the steps should be taken, in developing an e-commerce presence. • Explain the process that should be followed in building an e-commerce presence. • List the major issues surrounding the decision to outsource site development and/or hosting. • Identify and express the major considerations in choosing Web server and e-commerce merchant server software. • Explain the issues involved in choosing the most appropriate hardware for an e-commerce site. • Discuss additional tools that can improve Web site performance. • Explain the important considerations involved in developing a mobile Web site and building mobile applications.	Continue research and work on final project.
11)	• Explain the features of traditional payment systems. • Identify the major e-commerce payment systems in use today. • Describe the features and functionality of electronic billing presentment and payment systems. • Identify the key components of e-commerce business models. • Describe the major B2C business models. • Describe the major B2B business models. • Explain the key business concepts and strategies applicable to e-commerce. • Analyze the difference between traditional online marketing and the new social-mobile-local marketing platforms. • Describe the size and growth of social, local, and mobile marketing. • Discuss the relationships between social, mobile, and local marketing. • Explain E-commerce Business Models. • List major Business-to-Consumer (B2C) Business Models. • List major Business-to-Business (B2B) Business Models. • Analyze how E-commerce Changes Business: Strategy, Structure, and Process. • Discuss the difference between traditional online marketing and the new social-mobile-local marketing platforms. • Explain the relationships between social, mobile, and local marketing. • Discuss the marketing capabilities of social marketing platforms such as Facebook, Twitter, and Pinterest. • Identify the key elements of a mobile marketing campaign including app and in-app marketing.	Due: Second Draft of Final Project.
12)	• Describe the environment in which the online retail sector operates today. • Analyze the economic viability of an online firm. • Identify the challenges faced by the different types of online retailers. • Describe the major features of the online service sector. • Discuss the trends taking place in the online financial services industry. • Describe the major trends in the online travel services industry today. • Identify current trends in the online career services industry. • Explain the Online Retail Sector. • Analyze the Viability of Online Firms. • Classify E-tailing Business Models. • Define B2B commerce and explain its scope and history. • Explain the procurement process, the supply chain, and collaborative commerce. • Identify the main types of B2B commerce: Net marketplaces and private industrial networks. • Explain E-commerce and Supply Chain Management.	none
13)	• Explain e-mail marketing. • Identify how to use internet to find potential business partners in international trade. • Explain how to search internet to find buyer/seller information. • Explain how to write effective business e-mails. • Identify e-mail marketing. • List components of effective e-mail marketing. • Analyze design and content. • Explain writing. • Explain how to prepare landing pages.	Search international trade web sites and submit next week.
14)	• Explain search Engine Marketing. • Explain Search Engine Optimization. • Identify web site design and content for SEO. • Identify how to create effective links. • Explain the role and importance of search engines in marketing (SEM). • Identify Search Engine Optimization. • Identify Search Engine Marketing. • Explain Web site design for SEO and SEM.	Editing & Revision of Final Project.
15)	• Final Project. • Final Presentation. • Explain how to develop a web site for a real or fictional company.	none

Sources

Course Notes / Textbooks:	Pazarla İletişim Zeynep İyiler İGEME yayını, 2009 E-ticaret Zeynep İyiler İSO Yayını, 2015 Lecturer Zeynep İyiler e-mail: Zeynep.iyiler@okan.edu.tr Phone: +90 216 6771630
References:	E-ticaret Zeynep İyiler İSO Yayını, 2015

Course-Program Learning Outcome Relationship

Learning Outcomes	1	2	3	4	5
Program Outcomes
1) Closed Department

Course - Learning Outcome Relationship

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

	Program Outcomes	Level of Contribution
1)	Closed Department

Learning Activity and Teaching Methods

Expression
Brainstorming/ Six tihnking hats
Individual study and homework
Lesson
Homework

Assessment & Grading Methods and Criteria

Written Exam (Open-ended questions, multiple choice, true-false, matching, fill in the blanks, sequencing)
Homework
Individual Project

Assessment & Grading

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

Workload and ECTS Credit Grading

Activities	Number of Activities	Workload
Course Hours	15	45
Study Hours Out of Class	15	90
Homework Assignments	6	12
Midterms	1	15
Final	1	20
Total Workload		182