International Trade (English)
Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

General course introduction information

Course Code:

ITRD308

Course Name:

E-Commerce

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 ZEYNEP IYILER

Course Lecturer(s):

Assoc. Prof. OYA KENT BIRIK

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) • Manage different marketing communication tools
3) • Understand changing marketing environment with the support of online and mobile media
4) • Understand the role of e-business in the context of marketing communications
5) • Learn to manage and execute digital media tools
6) • Prepare strategic planning for e-business
2 - Skills
Cognitive - Practical
3 - Competences
Communication and Social Competence
Learning Competence
Field Specific Competence
Competence to Work Independently and Take Responsibility

Lesson Plan

Week	Subject	Related Preparation
1)	• Syllabus. • Describe the marketing communication. • Explain parts of marketing communication. • Describe e-business. • Explain parts of e-business. • 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.	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..	none.
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.	Home assignment: “Disney XD TV: Marketing to Boys”, pg. 370. Read the case and answer the questions to be discussed in the next class session.
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:	Marketing Communications: Integrating Offline and Online with Social Media P R Smith & Jonathan Taylor Kogan Page; 5 edition, 2011)
References:	E-Commerce 2014 (Business, technology, society), 10th ed. Kenneth C. Laudon, Carol Gurecio Traver Pearson, 2014

Course-Program Learning Outcome Relationship

Learning Outcomes	1	2	3	4	5	6
Program Outcomes
1) To have theoretical and practical knowledge at the basic level supported by textbooks, application tools and other resources with current knowledge in the field based on the qualifications gained at the secondary level.
2) - To gain the ability to use the theoretical and practical knowledge at the basic level at an advanced level or at the same level in the same field. - To be able to interpret and evaluate the data by using the basic knowledge and skills acquired in the field, to identify and analyze the problems, to develop solutions based on evidence.
3) - To be able to convey his / her thoughts on basic knowledge and skills at the level of written and verbal communication. - To share his / her thoughts and solutions to the problems related to his / her field with experts and non-experts. - To be able to follow information in the field and communicate with colleagues by using a foreign language at least at a level of European Language Portfolio A2 General Level. - To be able to use information and communication technologies together with computer software at the basic level of European Computer Driving License required by the field.
4) - To be able to evaluate the basic knowledge and skills acquired in the field with a critical approach, to determine and meet the learning needs. - To be able to direct his / her education to an advanced level of education in the same field or to a profession at the same level. - Not to have gained awareness of lifelong learning.
5) - To have social, scientific, cultural and ethical values in the stages of collecting, applying and announcing the data related to the field. - To have sufficient awareness of the universality of social rights, social justice, quality and cultural values, environmental protection, occupational health and safety.
6) - To be able to conduct a basic level study independently. - To be able to take responsibility as a team member to solve unforeseen complex problems encountered in the applications related to the field. - To be able to carry out activities for the development of employees working under their responsibility within the framework of a project.
7) - To have advanced theoretical and practical knowledge supported by textbooks containing current information in the field, application tools and other resources.
8) To be able to use the advanced theoretical and practical knowledge acquired in the field. - Interpret and evaluate data using the advanced knowledge and skills acquired in the field, identify problems, analyze, develop solutions based on research and evidence.
9) - To be able to inform the relevant persons and institutions about the related subjects; transfer ideas and solutions to problems in written and orally. - To share his / her thoughts and solutions to the problems related to the field with the experts and non-experts by supporting them with quantitative and qualitative data. -To be able to organize and implement projects and activities for the social environment in which he / she lives with a sense of social responsibility. - To follow the information in his / her field and to communicate with his / her colleagues by using a foreign language at least at the European Language Portfolio B1 General Level. - To be able to use information and communication technologies together with computer software at the Advanced Level of European Computer Driving License required by the field. - To act in accordance with social, scientific, cultural and ethical values in the stages of collecting, interpreting, applying and announcing the data related to the field. - To have sufficient awareness about the universality of social rights, social justice, quality culture and protection of cultural values, environmental protection, occupational health and safety.
10) - To be able to critically evaluate the advanced knowledge and skills acquired in the field, - Identify learning needs and direct learning. - To develop positive attitudes about lifelong learning.
11) To act in accordance with social, scientific, cultural and ethical values in the stages of collecting, interpreting, applying and announcing the data related to the field. - To have sufficient awareness about the universality of social rights, social justice, quality culture and protection of cultural values, environmental protection, occupational health and safety
12) - To be able to conduct an advanced study independently. - To be able to take responsibility as an individual and as a team member to solve unforeseen complex problems encountered in the applications related to the field. - To be able to plan and manage activities for the development of employees working under their responsibility.

Course - Learning Outcome Relationship

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

	Program Outcomes	Level of Contribution
1)	To have theoretical and practical knowledge at the basic level supported by textbooks, application tools and other resources with current knowledge in the field based on the qualifications gained at the secondary level.
2)	- To gain the ability to use the theoretical and practical knowledge at the basic level at an advanced level or at the same level in the same field. - To be able to interpret and evaluate the data by using the basic knowledge and skills acquired in the field, to identify and analyze the problems, to develop solutions based on evidence.
3)	- To be able to convey his / her thoughts on basic knowledge and skills at the level of written and verbal communication. - To share his / her thoughts and solutions to the problems related to his / her field with experts and non-experts. - To be able to follow information in the field and communicate with colleagues by using a foreign language at least at a level of European Language Portfolio A2 General Level. - To be able to use information and communication technologies together with computer software at the basic level of European Computer Driving License required by the field.
4)	- To be able to evaluate the basic knowledge and skills acquired in the field with a critical approach, to determine and meet the learning needs. - To be able to direct his / her education to an advanced level of education in the same field or to a profession at the same level. - Not to have gained awareness of lifelong learning.
5)	- To have social, scientific, cultural and ethical values in the stages of collecting, applying and announcing the data related to the field. - To have sufficient awareness of the universality of social rights, social justice, quality and cultural values, environmental protection, occupational health and safety.
6)	- To be able to conduct a basic level study independently. - To be able to take responsibility as a team member to solve unforeseen complex problems encountered in the applications related to the field. - To be able to carry out activities for the development of employees working under their responsibility within the framework of a project.
7)	- To have advanced theoretical and practical knowledge supported by textbooks containing current information in the field, application tools and other resources.
8)	To be able to use the advanced theoretical and practical knowledge acquired in the field. - Interpret and evaluate data using the advanced knowledge and skills acquired in the field, identify problems, analyze, develop solutions based on research and evidence.
9)	- To be able to inform the relevant persons and institutions about the related subjects; transfer ideas and solutions to problems in written and orally. - To share his / her thoughts and solutions to the problems related to the field with the experts and non-experts by supporting them with quantitative and qualitative data. -To be able to organize and implement projects and activities for the social environment in which he / she lives with a sense of social responsibility. - To follow the information in his / her field and to communicate with his / her colleagues by using a foreign language at least at the European Language Portfolio B1 General Level. - To be able to use information and communication technologies together with computer software at the Advanced Level of European Computer Driving License required by the field. - To act in accordance with social, scientific, cultural and ethical values in the stages of collecting, interpreting, applying and announcing the data related to the field. - To have sufficient awareness about the universality of social rights, social justice, quality culture and protection of cultural values, environmental protection, occupational health and safety.
10)	- To be able to critically evaluate the advanced knowledge and skills acquired in the field, - Identify learning needs and direct learning. - To develop positive attitudes about lifelong learning.
11)	To act in accordance with social, scientific, cultural and ethical values in the stages of collecting, interpreting, applying and announcing the data related to the field. - To have sufficient awareness about the universality of social rights, social justice, quality culture and protection of cultural values, environmental protection, occupational health and safety
12)	- To be able to conduct an advanced study independently. - To be able to take responsibility as an individual and as a team member to solve unforeseen complex problems encountered in the applications related to the field. - To be able to plan and manage activities for the development of employees working under their responsibility.

Learning Activity and Teaching Methods

Field Study
Individual study and homework
Lesson
Group study and homework
Lab
Homework
Problem Solving
Project preparation
Q&A / Discussion
Technical Tour
Application (Modelling, Design, Model, Simulation, Experiment etc.)
Case Study
Web Based Learning

Assessment & Grading Methods and Criteria

Written Exam (Open-ended questions, multiple choice, true-false, matching, fill in the blanks, sequencing)
Homework
Application
Individual Project
Group project
Presentation
Bilgisayar Destekli Sunum
Uzman / Jüri Değerlendirmesi
Case study presentation

Assessment & Grading

Semester Requirements	Number of Activities	Level of Contribution
Homework Assignments	6	% 0
Midterms	1	% 40
Final	1	% 60
total		% 100
PERCENTAGE OF SEMESTER WORK		% 40
PERCENTAGE OF FINAL WORK		% 60
total		% 100

Workload and ECTS Credit Grading

Activities	Number of Activities	Workload
Course Hours	16	48
Application	16	16
Midterms	16	64
Final	16	64
Total Workload		192