Fashion Design | |||||
Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 |
Course Code: | UTIC308 | ||||||||
Course Name: | E-Ticaret | ||||||||
Course Semester: |
Fall |
||||||||
Course Credits: |
|
||||||||
Language of instruction: | TR | ||||||||
Course Requisites: | |||||||||
Does the Course Require Work Experience?: | No | ||||||||
Type of course: | Common Pool | ||||||||
Course Level: |
|
||||||||
Mode of Delivery: | Face to face | ||||||||
Course Coordinator : | Dr.Öğr.Üyesi AYŞE NUR TOPÇUOĞLU | ||||||||
Course Lecturer(s): |
Assoc. Prof. DİDEM DEMİR Dr.Öğr.Üyesi AYŞE NUR TOPÇUOĞLU |
||||||||
Course Assistants: |
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 |
The students who have succeeded in this course;
|
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 |
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 |
Learning Outcomes | 1 |
2 |
3 |
4 |
5 |
---|---|---|---|---|---|
Program Outcomes | |||||
1) Having knowledge about the evolution of fashion discipline and current fashion system. | |||||
2) Having knowledge about textile technology and production methods. | |||||
3) Developing advanced speaking skills and presentation skills in front of the community. | |||||
4) Being able to take responsibility in the working environment and application processes, to be able to produce solutions to the problems encountered and to be able to work in teams. | |||||
5) To work properly with team members who are working together and with employees under their responsibility; Having the ability to direct and manage the team. | |||||
6) Ability to work on time management and action plans |
No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
Program Outcomes | Level of Contribution | |
1) | Having knowledge about the evolution of fashion discipline and current fashion system. | |
2) | Having knowledge about textile technology and production methods. | 4 |
3) | Developing advanced speaking skills and presentation skills in front of the community. | 3 |
4) | Being able to take responsibility in the working environment and application processes, to be able to produce solutions to the problems encountered and to be able to work in teams. | 3 |
5) | To work properly with team members who are working together and with employees under their responsibility; Having the ability to direct and manage the team. | |
6) | Ability to work on time management and action plans | 4 |
Expression | |
Brainstorming/ Six tihnking hats | |
Individual study and homework | |
Lesson | |
Homework |
Written Exam (Open-ended questions, multiple choice, true-false, matching, fill in the blanks, sequencing) | |
Homework | |
Individual Project |
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 |
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 |