Aviation Management
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:

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:

Common Pool

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) He/she has in-depth information required by the legal, social and environmental framework in which all transportation operations, especially aviation, are involved.
2) He/she has advanced theoretical and practical knowledge, supported by books, equipment and other sources containing up-to-date information on air transportation / logistics.
3) He/she has sufficient knowledge for the technical aspects of air transportation and logistics.
4) He/she has sufficient legal knowledge on basic issues related to international trade and business.
5) He/she uses theoretical and practical knowledge in aviation business management, logistics, transportation and business management solutions together.
6) He/she uses theoretical and applied knowledge in mathematics, science and transportation together to solve operational problems.
7) He/she identifies, defines, formulates and solves basic problems related to the field of air transportation / logistics. For this purpose, he/she selects and applies appropriate analytical methods and modeling techniques.
8) He/she analyzes a system, system component or process and designs it under realistic constraints to meet desired requirements; applies modern design methods accordingly.
9) He/she selects and uses modern and technical tools required for basic applications in air transportation / logistics.
10) He/she independently conducts a comprehensive advanced level study in air transportation / logistics.
11) He/she accesses information by doing research, uses databases and other information resources.
12) He/she works effectively in multidisciplinary teams and takes responsibility.
13) He/she plans project development studies in the field and manages related activities.
14) He/she organizes, plans and directs teamwork in air transportation / logistics related comprehensive projects.
15) With the awareness of the necessity of life-long learning, he/she follows science and technology developments in aviation management, logistics and transportation and renews himself/herself constantly. He/she also evaluates the knowledge / skills acquired in the field with a critical thinking.
16) He/she works individually and in multi-disciplinary teams in aviation management, national and international transportation and logistics environments both in theoretical and applied fields.
17) He/she selects and uses modern and technical tools necessary for air transport / logistics applications.
18) He/she communicates effectively with relevant people and institutions, being aware of the universal and social effects of applications and solutions in the aviation field.
19) He/she develops solutions to problems and shares his ideas in writing and verbally, supporting them with quantitative and qualitative data.
20) He/she has a comprehensive understanding about management of aviation companies, safety and security issues in aviation, air law, airport operations and technical aspects of aviation specific applications.
21) He/she is aware of the aviation principles and values. He/she has professional and ethical responsibility.

Course - Learning Outcome Relationship

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

	Program Outcomes	Level of Contribution
1)	He/she has in-depth information required by the legal, social and environmental framework in which all transportation operations, especially aviation, are involved.
2)	He/she has advanced theoretical and practical knowledge, supported by books, equipment and other sources containing up-to-date information on air transportation / logistics.
3)	He/she has sufficient knowledge for the technical aspects of air transportation and logistics.
4)	He/she has sufficient legal knowledge on basic issues related to international trade and business.
5)	He/she uses theoretical and practical knowledge in aviation business management, logistics, transportation and business management solutions together.
6)	He/she uses theoretical and applied knowledge in mathematics, science and transportation together to solve operational problems.
7)	He/she identifies, defines, formulates and solves basic problems related to the field of air transportation / logistics. For this purpose, he/she selects and applies appropriate analytical methods and modeling techniques.
8)	He/she analyzes a system, system component or process and designs it under realistic constraints to meet desired requirements; applies modern design methods accordingly.
9)	He/she selects and uses modern and technical tools required for basic applications in air transportation / logistics.
10)	He/she independently conducts a comprehensive advanced level study in air transportation / logistics.
11)	He/she accesses information by doing research, uses databases and other information resources.
12)	He/she works effectively in multidisciplinary teams and takes responsibility.
13)	He/she plans project development studies in the field and manages related activities.
14)	He/she organizes, plans and directs teamwork in air transportation / logistics related comprehensive projects.
15)	With the awareness of the necessity of life-long learning, he/she follows science and technology developments in aviation management, logistics and transportation and renews himself/herself constantly. He/she also evaluates the knowledge / skills acquired in the field with a critical thinking.
16)	He/she works individually and in multi-disciplinary teams in aviation management, national and international transportation and logistics environments both in theoretical and applied fields.
17)	He/she selects and uses modern and technical tools necessary for air transport / logistics applications.
18)	He/she communicates effectively with relevant people and institutions, being aware of the universal and social effects of applications and solutions in the aviation field.
19)	He/she develops solutions to problems and shares his ideas in writing and verbally, supporting them with quantitative and qualitative data.
20)	He/she has a comprehensive understanding about management of aviation companies, safety and security issues in aviation, air law, airport operations and technical aspects of aviation specific applications.
21)	He/she is aware of the aviation principles and values. He/she has professional and ethical responsibility.

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