Applied Digital Marketing

Course Code:

ETT 216

Course Type:

Elective

P:

3

Application:

0

Credits:

3

ECTS:

6

Course Language:

İngilizce

Course Objectives:

The objective of this course is to provide students, who have already
completed the Fundamentals of Digital Marketing, with a comprehensive
understanding of diverse digital marketing disciplines through various
channels. The course will adopt a “customer journey” approach and
apply relevant tools to facilitate effective learning.

Course Content:

This course entails an in-depth examination of the dynamic nature of
digital marketing channels, including a thorough analysis of which
channel is best suited for each specific purpose. Furthermore, it provides
students with a detailed understanding of competitor and brand analysis,
along with the development of short to medium-term marketing
strategies.

Course Methodology:

1: Lecture, 2: Question-Answer, 3: Discussion, 4: Simulation, 5: Case Study

Course Evaluation Methods:

A: Exam, B:Presentation, C: Homework, D: Project, E: Laboratory

Vertical Tabs

Course Learning Outcomes

Learning Outcomes	Teaching Methods	Assessment Methods
Teaches applications for digital marketing.	1,2,5	A,C
Explains search engine optimization.	1,2,5	A,C
Explains competitor analysis in digital environments and its importance.	1,2,5	A,C
Explains strategies to reach audiences on the website.	1,2,5	A,C
Explain digital content marketing.	1,2,5	A,C
Indicate how artificial intelligence can be applied in digital marketing.	1,2,5	A,C

Course Flow

COURSE CONTENT
Week	Topics	Study Materials
1	Why Competition Analysis is important? Which tools could we use to do better analysis? (Applied)
2	Introduction to Search Engine Optimization
3	Importance of keyword ration in SEO – Keyword.io practises.
4	Content Marketing
5	Using different channels for content marketing, introduction to big data for marketing (people asked tools)
6	Difference between Brand and Product optimization – Digital Footprints of a product/service
7	How should you plan a proper framework for a website? Planning a website for a specific objective.
8	Midterm
9	Feautures of Voice Search / Voice Search Support and Optimization
10	Local Optimization / Maps and Proper Tagging Services for your website.
11	Monitoring Social Media / Competitor Analysis for Social Media Account (applied)
12	Getting more traffic using Google trends. / Improving sales using trends for e-commerce
13	Using freelance services to gain benefit in terms of costs and time. Project work using free creativity tools.
14	Using Artifical Intelligence in Digital Marketing. AI Content Tools (Visual Tools, Sound Edit Tools, Texting Tools
15	Final Exam

Recommended Sources

RECOMMENDED SOURCES
Textbook
Additional Resources	Lecture notes

Material Sharing

MATERIAL SHARING
Documents	Photocopy shareable.
Assignments	Shareable
Exams	-

Assessment

ASSESSMENT
IN-TERM STUDIES	NUMBER	PERCENTAGE
Mid-Term	1	30
Project	1	20
Final Exam	1	50
Total		100
CONTRIBUTION OF FINAL EXAMINATION TO OVERALL GRADE		50
CONTRIBUTION OF IN-TERM STUDIES TO OVERALL GRADE		50
Total		100

Course’s Contribution to Program

COURSE'S CONTRIBUTION TO PROGRAMME
No	Program Learning Outcomes	Contribution
No	Program Learning Outcomes	1	2	3	4	5
1	E-Commerce and Management graduated, Describe contemporary e-Commerce environment		X
2	E-Commerce and Management graduated, Review concepts and terminology together with processes and management decisions involved		X
3	E-Commerce and Management graduated, Apply techniques of using of JavaScript, JScript, DHTML, CSS, ASP, XML documents to external resources					X
4	E-Commerce and Management graduated, Demonstrate an understanding of transforming and presentation languages					X
5	E-Commerce and Management graduated, Assess major e-Commerce opportunities, limitations, issues and risks		X
6	E-Commerce and Management 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 Management 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 Management graduated An ability to design, implement and evaluate an information system, component, process or program that meets specified requirements.					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/week)	15	3	45
Hours for off-the-classroom study (Pre-study, practice, review/week)	15	3	45
Homework/Presentation	1	25	25
Midterm	1	15	15
Final	1	20	20
Total Work Load			150
Total Work Load / 25 (h)			6.0
ECTS Credit of the Course			6

None

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