ISTINYE UNIVERSITY BİLGİ PAKETİ / DERS KATALOĞU
| E-Commerce and Marketing | |||||
| Associate | TR-NQF-HE: Level 5 | QF-EHEA: Short Cycle | EQF-LLL: Level 5 | ||
Course Introduction and Application Information
| Course Code: | ETP102 | ||||
| Course Name: | Digital Marketing | ||||
| Semester: | Spring | ||||
| Course Credits: |
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| Language of instruction: | Turkish | ||||
| Course Condition: | |||||
| Does the Course Require Work Experience?: | No | ||||
| Type of course: | Compulsory Courses | ||||
| Course Level: |
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| Mode of Delivery: | Face to face | ||||
| Course Coordinator: | Dr. Öğr. Üy. GÖZDE KANDEMİR ÇOMOĞLU | ||||
| Course Lecturer(s): | HİLAL ÇAKAR ÖZCAN | ||||
| Course Assistants: |
Course Objective and Content
| Course Objectives: | Knows digital marketing channels and digital technologies that change with the advancement of technology. Knows changing consumer behavior and competition conditions. It aims to learn how to adapt the changing technology and marketing to digital and how to successfully carry out marketing studies in this digital environment and to learn new developing applications. |
| Course Content: | It includes the infrastructure, development and scope of digital marketing, development of digital marketing strategies, communication with digital media tools, social media strategies, search engine optimization. |
Learning Outcomes
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The students who have succeeded in this course;
1) Knows the basic rules of digital marketing. 2) 2. Follows and knows the current developments in the digital world. 3) 3. Knows the strategies for digital marketing applications well. 4) 4. It closely follows the changing consumer demands and needs. 5) 5. Knows the power of social media in the digital world. |
Course Flow Plan
| Week | Subject | Related Preparation |
| 1) | Marketing definition and overview | - |
| 2) | Introduction to digital marketing concept, basic concepts | - |
| 3) | Digital marketing planning and strategies | - |
| 4) | Digital marketing mix | - |
| 5) | Digital marketing mix | - |
| 6) | Digital marketing channels | - |
| 7) | Search engine optimization | - |
| 8) | Midterm Exam Week | - |
| 9) | Social media marketing | - |
| 10) | Content marketing | - |
| 11) | E-mail marketing | - |
| 12) | Mobile marketing | - |
| 13) | Digital brands | - |
| 13) | Digital brands | - |
| 14) | Digital marketing campaigns case study | - |
| 15) | FINAL EXAM PERIOD | - |
Sources
| Course Notes / Textbooks: | Dijital Pazarlama Stratejisi (Çeviri Kitap, Orj. Adı: Digital Marketing Strategy), Simon Kingsnorth, Nobel, 2017, -Dijital Pazarlama (Çeviri Kitap, Orj. Adı: Understanding Digital Marketing), Damian Ryan, -Dijital Pazarlama Temelleri, Emre Gökşin, Abaküs, 2017 |
| References: | Bulunmamaktadır. |
Course - Program Learning Outcome Relationship
| Course Learning Outcomes | 1 |
2 |
3 |
4 |
5 |
|---|---|---|---|---|---|
| Program Outcomes | |||||
| 1) To have the ability to understand and apply basic concepts in the field of e-commerce and marketing | |||||
| 2) Having the ability to catch up with the speed of the digital age and keep their information up to date | |||||
| 3) Having detailed technical and professional application skills in subjects such as mobile marketing, digital media marketing, social media usage, digital analysis and measurement. | |||||
Course - Learning Outcome Relationship
| No Effect | 1 Lowest | 2 Average | 3 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | To have the ability to understand and apply basic concepts in the field of e-commerce and marketing | 2 |
| 2) | Having the ability to catch up with the speed of the digital age and keep their information up to date | 3 |
| 3) | Having detailed technical and professional application skills in subjects such as mobile marketing, digital media marketing, social media usage, digital analysis and measurement. | 2 |
Assessment & Grading
| Semester Requirements | Number of Activities | Level of Contribution |
| Homework Assignments | 1 | % 20 |
| Midterms | 1 | % 30 |
| Final | 1 | % 50 |
| total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 50 | |
| PERCENTAGE OF FINAL WORK | % 50 | |
| total | % 100 | |
Workload and ECTS Credit Calculation
| Activities | Number of Activities | Preparation for the Activity | Spent for the Activity Itself | Completing the Activity Requirements | Workload | ||
| Course Hours | 1 | 42 | 42 | ||||
| Presentations / Seminar | 1 | 20 | 20 | ||||
| Homework Assignments | 2 | 5 | 10 | ||||
| Midterms | 1 | 10 | 10 | ||||
| Final | 1 | 18 | 18 | ||||
| Total Workload | 100 | ||||||