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

Course Introduction and Application Information

Course Code:

ITB025

Course Name:

Digital Marketing & Social Media Management

Semester:

Spring

Course Credits:

ECTS

Language of instruction:

Turkish

Course Condition:

Does the Course Require Work Experience?:

Type of course:

Departmental Elective

Course Level:

Bachelor

TR-NQF-HE:6. Master`s Degree

QF-EHEA:First Cycle

EQF-LLL:6. Master`s Degree

Mode of Delivery:

E-Learning

Course Coordinator:

Doç. Dr. ALPASLAN KELLECİ

Course Lecturer(s):

Dr. Naim Çetintürk

Course Assistants:

Course Objective and Content

Course Objectives:

The general aim of the course is to examine and learn all the phases, characteristics, dynamics, elements and application forms of the concept of marketing in cyber environments as a result of developing technological and communication opportunities. The general objectives of the course are to examine and learn marketing models, advertising and public relations practices, new concepts and developing marketing strategies, digital marketing campaigns, positioning of brands in the digital environment, e-commerce and mobile marketing applications in digital environments.

Course Content:

The content of this course includes Search Engine Ads, Search Engine Optimization, Web concept, Social Media and changing e-commerce trends in the digital environment. Data and applications for the digitalization of the 4P approach defined as the marketing mix are presented. In addition, digital brand and digital marketing trends are discussed in a world where social media has transformed from content to e-commerce environment.

Learning Outcomes

The students who have succeeded in this course;
1) To examine the concepts related to cyber environment and to have the knowledge of evaluating the processes within the framework of historical development
2) To learn the qualities of marketing strategies and practices in the digital environment
3) To examine Digital Campaign applications and gain the competence to actively apply them
4) To follow the developments of digital marketing dynamics, to design future designs and to gain the ability to evaluate the digital world with a marketing perspective on the axis of trade
5) To be able to use the basic aspects of digital marketing tools with the applications to be made, to be able to read and analyze performance and campaign metrics
6) To be aware of the concept of S-Trade, the trend of commerce in the near future, before anyone else

Course Flow Plan

Week	Subject	Related Preparation
1)	Definition, elements and development of Digital Marketing. Similarities and differences, advantages and disadvantages of conventional and digital marketing
2)	Digital marketing advertising models - Banner, Search, Video & In-Stream, Email etc.
3)	Consumer targeting models in digital marketing APPLICATION: Create a new campaign and set a targeting method via Google Ads dashboard
4)	Performance measurement parameters - Volume, Impression, Click, Conversion, Action. PRACTICE: Interpreting data from a real campaign.
5)	Pricing and performance conversion metrics - CPM, CPC, CPA etc. PRACTICE: Analyzing and interpreting the performance metrics of a real campaign.
6)	Supportive digital marketing applications (SMS, Mailing, WebPush, App Push)
7)	SEO - Search engine optimization: Definition of the concept, key components
8)	Midterm Exam
9)	(SERP) - Elements required to be listed in search engines (Title, Meta-Description, h1-h2-h3 headings, etc.)
10)	SEO Analysis Tools - Supporting applications (backlink, Domain Rating etc.)
11)	Social media as a digital marketing channel. Influencer Marketing - Social Marketing and S-Commerce concepts. Performance measurement metrics such as engagement, likes and shares.
12)	Facebook and Instagram Ads. Steps to create a social media campaign. PRACTICE: Interpreting data from a real campaign
13)	Influencer marketing. S-Commerce Concept and Content Management in Social Media (Content Marketing)
14)	Site Analytics Tools - Introduction to Google Analytics PRACTICE: Interpreting site performance metrics of a real website.

Sources

Course Notes / Textbooks:	Naim Çetintürk, Temel Dijital Pazarlama Kavramları ve Remarketing Reklam Modeli, Seçkin Yayıncılık, 2019.
References:	Social Media Strategies for Small Businesses, Phole Media, 2010. Damien Ryan, The Best Digital Marketing Campaigns in theWorld II, Kogan Page. Haftalık ders sunumları

Course - Program Learning Outcome Relationship

Course Learning Outcomes	1	2	3	4	5	6
Program Outcomes
1) Associates facts and concepts related to international business and trade with other social sciences and mathematics.	1	1	1	1	1	1
2) Possesses knowledge about the different functions and interactions of international business and trade in light of fundamental business principles.	2	1	1	1	2	2
3) Explains competitive requirements and countries’ comparative advantages in light of international economics, and knows applicable strategies.	1	1	1	1	1	2
4) Expresses ideas and solution proposals related to the field both in written and oral form, and presents/publishes them when necessary on national and international platforms.
5) Communicates learned knowledge systematically and effectively using quantitative and qualitative data, and written, oral, and visual communication tools.	1	1	1	1	1	1
6) Uses English at a minimum of B2 General Level according to the European Language Portfolio criteria through undergraduate education.
7) Improves teamwork, negotiation, leadership, and entrepreneurship skills.
8) Uses advanced-level computer software and information and communication technologies as required by the field (at least European Computer Using License level).
9) Follows the dynamic structure of international trade and changes in global markets, and relates the need for continuous learning to professional development.
10) Makes decisions and develops behaviors in line with universal principles such as fair competition, corporate ethics, sustainability, and the environmental impact of trade.
11) Develops trade approaches that are sensitive to cultural differences in international economic relations and that prioritize social benefit and inclusiveness.	1	1	2	1	3	1
12) Works effectively in multicultural and interdisciplinary teams; assumes leadership roles when international collaboration is required.	1	1	2	1	1	1
13) Effectively fulfills duties and responsibilities in complex foreign trade operations by adapting to changing global conditions.

Course - Learning Outcome Relationship

No Effect	1 Lowest	2 Average	3 Highest

	Program Outcomes	Level of Contribution
1)	Associates facts and concepts related to international business and trade with other social sciences and mathematics.	1
2)	Possesses knowledge about the different functions and interactions of international business and trade in light of fundamental business principles.
3)	Explains competitive requirements and countries’ comparative advantages in light of international economics, and knows applicable strategies.	2
4)	Expresses ideas and solution proposals related to the field both in written and oral form, and presents/publishes them when necessary on national and international platforms.
5)	Communicates learned knowledge systematically and effectively using quantitative and qualitative data, and written, oral, and visual communication tools.	1
6)	Uses English at a minimum of B2 General Level according to the European Language Portfolio criteria through undergraduate education.
7)	Improves teamwork, negotiation, leadership, and entrepreneurship skills.
8)	Uses advanced-level computer software and information and communication technologies as required by the field (at least European Computer Using License level).	1
9)	Follows the dynamic structure of international trade and changes in global markets, and relates the need for continuous learning to professional development.	1
10)	Makes decisions and develops behaviors in line with universal principles such as fair competition, corporate ethics, sustainability, and the environmental impact of trade.	1
11)	Develops trade approaches that are sensitive to cultural differences in international economic relations and that prioritize social benefit and inclusiveness.	1
12)	Works effectively in multicultural and interdisciplinary teams; assumes leadership roles when international collaboration is required.	1
13)	Effectively fulfills duties and responsibilities in complex foreign trade operations by adapting to changing global conditions.	1

Assessment & Grading

Değerlendirme Yöntemleri ve Kriterleri	Number of Activities	Level of Contribution
Homework Assignments	4	% 40
Midterms	1	% 10
Final	1	% 50
total		% 100