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Course Code: 
ETT 215
Course Period: 
Spring
Course Type: 
Core
P: 
3
Application: 
0
Credits: 
3
ECTS: 
6
Course Language: 
İngilizce
Courses given by: 
Serkan Soyak
Course Objectives: 

This course mainly aims to sense the digital marketing over quickly developing fields, which utilizes advertising technologies, including web tools and social network sites to conduct e- commerce, e-marketing, and other e-business activities.

Course Content: 

The course covers the areas of buyer behavior, media marketing, digitalenterprise, customer journey, sostac framework as well asadvertising strategy, market research and analytics, and several other critical topics. The course is managerially oriented, and includes many digital media visuals, simulations and assignments over marketing phenomena space.

Course Methodology: 
1: Lecture, 2: Question-Answer, 3: Discussion, 4: Simulation, 5: Case Study
Course Evaluation Methods: 
A: Testing, B:Presentation, C: Homework, D: Project, E: Laboratory

Vertical Tabs

Course Learning Outcomes

Learning Outcomes

Teaching Methods

Assessment Methods

Defines digital marketing and explains importance of it.

1,2,3

A

Explains the properties of strategic approaches in digital marketing and digital media .

1,2,3

A,C

Provides good and bad digital media examples and explains whay they are good or bad.

1,3,12

A,C

Knows the factors that can make Digital marketing ineffective.

1,3,12

C

Explains how to become a product brand in the promotion of digital marketing

1,2,3

A,C
 
 

Course Flow

COURSE CONTENT

Week

Topics

Study Materials

1

INTRODUCTION TO DIGITAL MARKETING

Lecture notes, books, case studies

2

DIGITAL MARKETING AND SOSTAC FRAMEWORK

Lecture notes , books, case studies

3

EVERGREEN TOPIC

Lecture notes

4

BRAND MANAGEMENT IN THE DIGITAL ENVIRONMENT

Lecture notes

5

ADVERTISING TECHNOLOGIES

Lecture notes

6

CUSTOMER JOURNEY

Lecture notes

7

MIDTERM EXAM

 

8

BRAND AWARENESS

Lecture notes, case studies

9

IMPORTANCE OF ENGAGEMENT

Lecture notes , books, case studies

10

E-MAIL MARKETING

Lecture notes

11

VIDEO ADVERTISING

Lecture notes , books, case studies

12

SOCIAL MEDIA 

Lecture notes

13

POSTING TECHNIQUES

Lecture notes

14

PRESENTATION

Lecture notes , books, case studies

15

FINAL EXAM

 
 
 

 

Recommended Sources

RECOMMENDED SOURCES

Textbook

Digital Marketing: Strategy, Implementation and Practice

Dave Chaffey & PR Smith, 5th Edition, Elsevier Butterworth-Heinemann, 2012

Additional Resources

Course website , lecture notes, computer in standard textbooks, case studies ; and analysis of online articles related to contemporary issues , reference books , resources for the term paper

 
 
 

 

Material Sharing

MATERIAL SHARING

Documents

Lecture notes

Assignments

Homeworks and term paper

Exams Midterm, final exam

Exams Midterm, final exam
 
 

 

Assessment

ASSESSMENT

IN-TERM STUDIES

NUMBER

PERCENTAGE

Mid-terms

1

70

Term Video

2

10

Assignment

5

20

Total

 

100

CONTRIBUTION OF FINAL EXAMINATION TO OVERALL GRADE

 

50

CONTRIBUTION OF IN-TERM STUDIES TO OVERALL GRADE

 

50

Total

 

100
 
 

COURSE CATEGORY

Expertise/Field Courses
 

 

 

 

Course’s Contribution to Program

No

Program Learning Outcomes

Contribution

1

2

3

4

5

1

E-Commerce and Technology   graduated, Describe contemporary e-Commerce environment

 

 

X

 

 

2

E-Commerce and Technology   graduated, Review concepts and terminology together with processes and management decisions involved

 

 

 

X

 

3

E-Commerce and Technology   graduated, Apply techniques of using of JavaScript, JScript, DHTML, CSS, ASP, XML documents to external resources

 

 

 

 

X

4

E-Commerce and Technology   graduated, Demonstrate an understanding of transforming and presentation languages

 

 

 

X

 

5

E-Commerce and Technology   graduated, Assess major e-Commerce opportunities, limitations, issues and risks

 

 

 

X

 

6

E-Commerce and Technology   graduated, Skills in project and risk management, awareness about importance of entrepreneurship, innovation and long-term development, and recognition of international standards and methodologies. 

 

 

 

 

X

7

E-Commerce and Technology   graduated, Recognition of the need for, and the ability to access information, to follow recent developments in science and technology, and to engage in life-long learning.

 

 

X

 

 

8

E-Commerce and Technology   graduated An ability to design, implement and evaluate an information system, component, process or program that meets specified requirements.

 

 

 

X

 

9

E-Commerce and Technology   graduated, Describe contemporary e-Commerce environment

 

 

X

 

 

10

E-Commerce and Technology   graduated, Review concepts and terminology together with processes and management decisions involved

 

 

X

 

 
 

ECTS

ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION

Activities

Quantity

Duration
(Hour)

Total
Workload
(Hour)

Course Duration (Including the exam week: 15x Total course hours)

15

3

45

Hours for off-the-classroom study (Pre-study, practice)

10

3

30

Mid-terms

1

10

10

Study for Mid-term Exam

1

8

8

Homework

30

1.5

45

Study for Final Exam

1

20

20

Total Work Load

 

 

128

Total Work Load / 30 (h)

 

 

5.12

ECTS Credit of the Course

 

 

6
 
 
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