International Trade and Business (English)
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
5
Language of instruction: English
Course Condition:
Does the Course Require Work Experience?: No
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: Face to face
Course Coordinator: Dr. Öğr. Üy. NAİM ÇETİNTÜRK
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
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.
15) Final Week

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) Has a broad and interdisciplinary perspective on international business and trade by the use of social sciences and mathematics, 2 2 1 2 2 2
2) Possess the knowledge and skills related to different functions and interactions of international business and trade. 1 1 2 2 1 1
3) Possess the knowledge and skills to interpret the data, concepts and ideas in the field of international business and trade with scientific and technological methods. 1 1 1 2 2 1
4) Use different theoretical approaches to understanding and solving various business and trade problems. 1 1 1 1 2 1
5) Explains the competitiveness of the countries with the requirements of international competition and interprets the functioning of the actors and regulatory structures in the international environment. 1 2 1 1 1 1
6) Understands the value of developing new trade projects and generating strategies within international market needs. 1 2 2 1 1 1
7) Solves complex business and global trade problems by using various statistical techniques and numerical methods and makes analyzes by using statistical programs effectively. 1 1 1 1 1 1
8) Uses a foreign language at the B1 General Level in terms of European Language Portfolio criteria according to the level of education. 2 1 1 1 1 1
9) Develops teamwork, negotiation, leadership and entrepreneurship skills. 1 1 1 1 2 2
10) Possess the knowledge of universal ethical values, social responsibility and sufficient legal and regulatory knowledge. 2 2 2 2 1 2
11) Develops positive attitudes related to lifelong learning and identifies individual learning needs and carries out studies to correct them. 2 2 2 2 2 2
12) Students will be able to communicate their ideas and solutions both written and orally, and present and publish them on both national and international platforms. 2 2 2 2 2 2
13) Uses information and communication technologies together with computer software at the advanced level of European Computer Using License required by the field. 2 2 2 2 2 2

Course - Learning Outcome Relationship

No Effect 1 Lowest 2 Average 3 Highest
       
Program Outcomes Level of Contribution
1) Has a broad and interdisciplinary perspective on international business and trade by the use of social sciences and mathematics, 3
2) Possess the knowledge and skills related to different functions and interactions of international business and trade. 2
3) Possess the knowledge and skills to interpret the data, concepts and ideas in the field of international business and trade with scientific and technological methods. 2
4) Use different theoretical approaches to understanding and solving various business and trade problems. 1
5) Explains the competitiveness of the countries with the requirements of international competition and interprets the functioning of the actors and regulatory structures in the international environment. 1
6) Understands the value of developing new trade projects and generating strategies within international market needs. 2
7) Solves complex business and global trade problems by using various statistical techniques and numerical methods and makes analyzes by using statistical programs effectively. 2
8) Uses a foreign language at the B1 General Level in terms of European Language Portfolio criteria according to the level of education. 1
9) Develops teamwork, negotiation, leadership and entrepreneurship skills. 1
10) Possess the knowledge of universal ethical values, social responsibility and sufficient legal and regulatory knowledge. 1
11) Develops positive attitudes related to lifelong learning and identifies individual learning needs and carries out studies to correct them. 1
12) Students will be able to communicate their ideas and solutions both written and orally, and present and publish them on both national and international platforms. 1
13) Uses information and communication technologies together with computer software at the advanced level of European Computer Using License required by the field. 3

Assessment & Grading

Semester Requirements Number of Activities Level of Contribution
Midterms 1 % 40
Final 1 % 60
total % 100
PERCENTAGE OF SEMESTER WORK % 40
PERCENTAGE OF FINAL WORK % 60
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 14 0 3 42
Study Hours Out of Class 14 0 1 14
Midterms 14 0 2 28
Final 14 0 3 42
Total Workload 126