Executive MBA
Master	TR-NQF-HE: Level 7	QF-EHEA: Second Cycle	EQF-LLL: Level 7

General course introduction information

Course Code:

E-MBA521

Course Name:

E-trade

Course Semester:

Spring

Course Credits:

Theoretical	Practical	Credit	ECTS
3	0	3	8

Language of instruction:

Course Requisites:

Does the Course Require Work Experience?:

Type of course:

Compulsory

Course Level:

Master

TR-NQF-HE:7. Master`s Degree

QF-EHEA:Second Cycle

EQF-LLL:7. Master`s Degree

Mode of Delivery:

E-Learning

Course Coordinator :

Dr.Öğr.Üyesi AYŞE NUR TOPÇUOĞLU

Course Lecturer(s):

Öğr.Gör. HAVVA KOÇ

Course Assistants:

Course Objective and Content

Course Objectives:	The purpose of this course is to study the structure and dynamics of international trade within an evolving world economy from the perspective of a developing country, especially Turkey. Students will analyze the essential characteristics of foreign trade structures of developing countries within recent periods of world economy.
Course Content:	In this course, introduction of digital world and e-commerce, causes of e-commerce, types of e-commerce, e-commerce planning and e-marketing will be discussed.

Learning Outcomes

The students who have succeeded in this course;

Learning Outcomes

1 - Knowledge
Theoretical - Conceptual
1) • Understand the bases of e-marketing in international marketing management • Understanding the changing marketing environment with online and mobile technologies
2 - Skills
Cognitive - Practical
1) • Understand the role of e-marketing in communication with the market • Strategic planning for the e-commerce initiative
3 - Competences
Communication and Social Competence
Learning Competence
1) • To gain knowledge and experience in e-marketing management
Field Specific Competence
Competence to Work Independently and Take Responsibility

Lesson Plan

Week	Subject	Related Preparation
1)	• Identification of key terms • Introducing the final project • Giving information about necessary reading books • Promote additional resources
2)	• Understanding sections of e-marketing Understanding the relationship with off-line communication channels • Define e-commerce and e-business separation • Identification of unique features of e-commerce technology, discussion of its impact on business • Recognize Web 2.0 applications • Learn about the most important types of e-commerce • Discussing fundamentals and growth of e-commerce • Preparation for final project
3)	• Segmentation, targeting and positioning in e-marketing • Understanding buyer behavior • Understand the markets • Choosing the right methods for purchasing behavior and market research
4)	• Identification of market research • Understand market research • Market research process • Marketing Intelligence and Information System (MIIS)
5)	• Learning of demand maturity • Learning content marketing • Understanding of demand creation strategies in the on-line environment • Persona and block importance
6)	• Understanding Search Engine Optimization (SEO) • The importance of on-page SEO in site design and updates • The importance of out-of-page SEO • Understand the bases of site availability
7)	• Establish and manage effective marketing and brand building websites • Understand digital marketing strategies • Understanding the planning process for setting up a website • Learning the points to be considered in content and design • Learning how to measure site traffic
8)	midterm exam
9)	• Important issues when choosing the best route for e-commerce site equipment • Identify additional tools to improve Web site performance • Important issues with developing mobile websites and applications	Presenting the first draft of the final project Reading chapters 9 and 11
10)	• E-commerce business models • Important b2c business models • Important b2b business models • How e-commerce changes business: strategy, structure and processes • Social, mobile and local marketing relationship	Continue working on the final project
11)	• Online retail sector Analyze the viability of online firms • E-tailing Business Models • How to be successful in e-commerce sites • Product page • Navigation • Facilitating the payment process • Important delivery issues • Legislation on Consumer Protection	Reading chapter 11 of the book
12)	• Increasing importance of B2B e-commerce • Trends in B2B e-commerce • Important B2B websites • Choosing the most suitable B2B epazares for Firms • Government subsidies applied to B2B websites	Due: delivery of the first draft of the Final Project for examination Reading chapter 10 of the book
13)	• The role of social media in e-marketing • Features of mobile marketing • formats that can be used in social media • Types of social media content • Social media periodic content planning • Use advertising and promotional methods on social networks	Return of Final Project drafts examined Read chapter 8 of the book
14)	• Presentations of semester projects are held
15)	Final Exam	Studying the final exam

Sources

Course Notes / Textbooks:	E-Ticaret Zeynep İyiler İSO Yayını, 2015
References:	E-Ticaret Zeynep İyiler İSO Yayını, 2015

Course-Program Learning Outcome Relationship

Learning Outcomes	1	2	3
Program Outcomes
1) To gain basic knowledge about the basic functions in the field of business administration and to apply them in real life
2) To use scientific research methods and technology in decision processes of business
3) Evaluating the effects of political, legal, geographical, economic and technological factors on the competitive structure of the business area with team work and finding the necessary solutions
4) to be aware of current issues in the field of business and to gain sensitivity to problems
5) Transmission of written documents such as reports, printouts, internal correspondence orally in an effective manner
6) defining and analyzing the problem by forming a team within the framework of professional expertise and conceptual knowledge and using leadership qualities
7) to be able to relate to other areas of business administration, to be aware of global and social ethical norms

Course - Learning Outcome Relationship

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

	Program Outcomes	Level of Contribution
1)	To gain basic knowledge about the basic functions in the field of business administration and to apply them in real life	4
2)	To use scientific research methods and technology in decision processes of business	3
3)	Evaluating the effects of political, legal, geographical, economic and technological factors on the competitive structure of the business area with team work and finding the necessary solutions	3
4)	to be aware of current issues in the field of business and to gain sensitivity to problems	4
5)	Transmission of written documents such as reports, printouts, internal correspondence orally in an effective manner	3
6)	defining and analyzing the problem by forming a team within the framework of professional expertise and conceptual knowledge and using leadership qualities	4
7)	to be able to relate to other areas of business administration, to be aware of global and social ethical norms	5

Learning Activity and Teaching Methods

Expression
Brainstorming/ Six tihnking hats
Individual study and homework
Group study and homework
Reading
Homework
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)
Oral Examination
Individual Project
Group project
Presentation
Case study presentation

Assessment & Grading

Semester Requirements	Number of Activities	Level of Contribution
Attendance	1	% 5
Homework Assignments	1	% 5
Presentation	1	% 10
Project	1	% 20
Midterms	1	% 20
Final	1	% 40
total		% 100
PERCENTAGE OF SEMESTER WORK		% 60
PERCENTAGE OF FINAL WORK		% 40
total		% 100