Course Name | Digital Marketing |
Code | Semester | Theory (hour/week) | Application/Lab (hour/week) | Local Credits | ECTS |
---|---|---|---|---|---|
BA 338 | Fall/Spring | 3 | 0 | 3 | 5 |
Prerequisites | None | |||||
Course Language | English | |||||
Course Type | Elective | |||||
Course Level | First Cycle | |||||
Mode of Delivery | - | |||||
Teaching Methods and Techniques of the Course | DiscussionGroup WorkCase StudyQ&ALecture / Presentation | |||||
Course Coordinator | ||||||
Course Lecturer(s) | ||||||
Assistant(s) |
Course Objectives | This course aims at equipping students with advanced knowledge of digital marketing, and skills and knowledge necessary to develop and present digital marketing plan. |
Learning Outcomes | The students who succeeded in this course;
|
Course Description | This course explains fundamental concepts of digital marketing, discuss the importance of the main elements in the micro-environment in planning digital marketing strategy, summarizes the relevance and success factors of different digital communications channels, and explains stages involved in developing a digital marketing plan. In addition, within the scope of this course, students will develop and present a digital marketing plan for a real-life company. |
Related Sustainable Development Goals | |
| Core Courses | |
Major Area Courses | X | |
Supportive Courses | ||
Media and Managment Skills Courses | ||
Transferable Skill Courses |
Week | Subjects | Required Materials |
1 | Introduction to the Course and the Real Life Case Study Approach | |
2 | Fundamentals of Digital Marketing | Dave Chaffey and Fiona Ellis-Chadwick, “Digital Marketing”, 8th edition, ISBN-13: 9781292400969, Chapter 1 |
3 | Environmental Scanning | Dave Chaffey and Fiona Ellis-Chadwick, Chapter 2 |
4 | Digital Customer Persona | Dave Chaffey and Fiona Ellis-Chadwick, Chapter 2 and assigned readings |
5 | Digital Customer Journey Mapping | Dave Chaffey and Fiona Ellis-Chadwick, Chapter 2 and assigned readings |
6 | Digital Marketing Channels | Dave Chaffey and Fiona Ellis-Chadwick, Chapter 6 and 7 - Initial Meeting Between Students and the Client (see project guideline ) |
7 | Digital Marketing Channels (contd.) | Dave Chaffey and Fiona Ellis-Chadwick, Chapter 9 |
8 | National Holiday | |
9 | Campaign Planning | Dave Chaffey and Fiona Ellis-Chadwick, Chapter 8 |
10 | Midterm exam | |
11 | Design and Digital Media | Guest Lecturer |
12 | Digital Marketing Practices | |
13 | In-class Project Presentations | This applied project is designed to give students hands-on experience in developing an omnichannel digital marketing plan for a real non-governmental organization (NGO). Through student volunteering, this project, conducted in collaboration with an NGO, aims to support the United Nations' Sustainable Development Goals. |
14 | Jury Project Presentations | |
15 | Semester Review | |
16 | Semester Review |
Course Notes/Textbooks | Dave Chaffey ve Fiona Ellis-Chadwick (2022), “Digital Marketing”, ISBN-13: 9781292400969 |
Suggested Readings/Materials | Benjamin Sweeney (2022), “Digital Marketing QuickStart Guide”, ISBN-13: 978-1945051098 Simon Kingsnorth (2019), “Digital Marketing Strategy: An Integrated Approach to Online Marketing”, ISBN-13 : 978-1398605978 Kent Wertime and Ian Fenwick (2008), DigiMarketing : The Essential Guide to New Media and Digital Marketing, ISBN: 978047082231 |
Semester Activities | Number | Weigthing |
Participation | ||
Laboratory / Application | ||
Field Work | ||
Quizzes / Studio Critiques | ||
Portfolio | ||
Homework / Assignments | 1 | 30 |
Presentation / Jury | ||
Project | 1 | 50 |
Seminar / Workshop | ||
Oral Exam | ||
Midterm | 1 | 20 |
Final Exam | ||
Total |
Weighting of Semester Activities on the Final Grade | 3 | 100 |
Weighting of End-of-Semester Activities on the Final Grade | ||
Total |
Semester Activities | Number | Duration (Hours) | Workload |
---|---|---|---|
Course Hours (Including exam week: 16 x total hours) | 16 | 3 | 48 |
Laboratory / Application Hours (Including exam week: 16 x total hours) | 16 | ||
Study Hours Out of Class | 14 | 1 | 14 |
Field Work | |||
Quizzes / Studio Critiques | |||
Portfolio | |||
Homework / Assignments | 2 | 5 | |
Presentation / Jury | |||
Project | 1 | 60 | |
Seminar / Workshop | |||
Oral Exam | |||
Midterms | 1 | 8 | |
Final Exams | |||
Total | 140 |
# | Program Competencies/Outcomes | * Contribution Level | ||||
1 | 2 | 3 | 4 | 5 | ||
1 | To be able to solve problems with an analytical and holistic viewpoint in the field of business administration. | X | ||||
2 | To be able to present the findings and solutions to the business problems in written and oral formats. | X | ||||
3 | To be able to interpret the application of business and economic concepts, and philosophies at the national and international levels. | |||||
4 | To be able to use innovative and creative approach for real-life business situations. | X | ||||
5 | To be able to demonstrate leadership skills in different business situations. | |||||
6 | To be able to interpret the reflections of new technologies and softwares to business dynamics. | |||||
7 | To be able to integrate knowledge gained in the five areas of business administration (marketing, production, management, accounting, and finance) through a strategic perspective. | |||||
8 | To be able to act in accordance with the scientific and ethical values in studies related to business administration. | |||||
9 | To be able to work efficiently and effectively as a team member. | X | ||||
10 | To be able to have an ethical perspective and social responsiveness when making and evaluating business decisions. | |||||
11 | To be able to collect data in the area of business administration and communicate with colleagues in a foreign language ("European Language Portfolio Global Scale", Level B1). | |||||
12 | To be able to speak a second foreign at a medium level of fluency efficiently. | |||||
13 | To be able to relate the knowledge accumulated throughout the human history to their field of expertise. |
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest