Faculty of Business and Management Sciences · International Trade and Finance (English) · Undergraduate
ECTS: 5 T+P+L: 3+0+0 University Elective
Coordinator: Dr. Öğr. Gör. Mehmet Zahid POYRAZ
Course Objective
This course provides an introduction to digital marketing. The course covers all major digital platforms such as mobile, social media and search engines. We will learn how to effectively use different vehicles such as email, SMS text, search engines, mobile, YouTube, Pinterest, Linkedin, Facebook and Twitter.
Course Content
Strategic E-Marketing and Performance Metrics, The E-Marketing Plan, Ethical and Legal Issues
Required Resources
· Digital Marketing, Dave Chaffey, Fiona Ellis-Chadwick Pearson, 2022 8th edition
Recommended Resources
· Journal of Consumer Psychology
· Journal of Consumer Marketing
Course Learning Outcomes
- explore the future development of digital marketing
- understand the major tools of digital marketing
- learn to develop, implement, and evaluate digital marketing plan
- understand how digital marketing strategies fit with companies’ overall marketing strategy
Core Area Distribution
(22) Humanities%60 (31) Social and Behavioural Science%40
Teaching Methods
ExpressionQuestion-AnswerDiscussionGroup StudyCase Study
Assessment & Evaluation
HomeworkTesting (Essay / Tests: True-Falls, multiple-choice, short answer, matching)
ECTS / Workload
| Activity | Quantity | Duration (h) | Total Workload |
|---|---|---|---|
| Course Duration (Including Exam Week) | 14 | 3 | 42 |
| Out of Class Study Period | 14 | 3 | 42 |
| Midterm | 1 | 8 | 8 |
| Quiz | 2 | 4 | 8 |
| Assignment | 2 | 4 | 8 |
| Practice | 1 | 7 | 7 |
| Final | 1 | 10 | 10 |
Course Schedule
| Week | Subject | Preparation |
|---|---|---|
| 1 | Strategic E-Marketing and Performance Metrics | Related Chapter |
| 2 | The E-Marketing Plan | Related Chapter |
| 3 | Global E-Marketing 3.0* | Related Chapter |
| 4 | Ethical and Legal Issues | Related Chapter |
| 5 | E-Marketing Research | Related Chapter |
| 6 | Consumer Behavior Online | Related Chapter |
| 7 | Segmentation, Targeting, Differentiation, and Positioning Strategies | Related Chapter |
| 8 | Midterm Exam | Ara Sınav |
| 9 | Understanding social media and e-mail marketing | Related Chapter |
| 10 | Understanding mobile marketing | Related Chapter |
| 11 | Understanding content marketing | Related Chapter |
| 12 | Price: The Online Value | Related Chapter |
| 13 | The Internet for Distribution | Related Chapter |
| 14 | Customer Relationship Management | Related Chapter |
| 15 | Presentations | Related Chapter |
| 16 | Final Exam | Final Sınavı |