Master of Arts in Marketing Communication with thesis
Master	TR-NQF-HE: Level 7	QF-EHEA: Second Cycle	EQF-LLL: Level 7

General course introduction information

Course Code:

TMBA589

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:

Department Elective

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

Course - Learning Outcome Relationship

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

Program Outcomes

Level of Contribution

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