Introduction to Digital Marketing

Course Code:

ETT 115

Course Period:

Autumn

Course Type:

Core

P:

3

Application:

0

Credits:

3

ECTS:

4

Course Language:

İngilizce

Courses given by:

Altan Kar

Serkan Soyak

Course Objectives:

The aim of the course is to teach students the basic concepts and strategies of marketing and to explain the transformative impact of digital technologies on marketing.

Course Content:

The course content comprehensively covers marketing concepts, strategies and digital marketing channels. It also touches on topics such as new trends in marketing and digital transformation.

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	Outcomes	Teaching Methods	Assessment Methods
1) Provides information about traditional marketing and digital marketing	1, 2, 5	1,2	A
2) Understanding the differences between digital marketing and traditional marketing	1, 2, 5	1,2,3	A
3) A theoretical look at the areas where digital marketing is applied	1, 2, 5	1,2,3	A, C
4) Comparing the pros and cons of traditional and digital marketing	1, 2, 5	1,2,3	A
5) Evaluating and managing digital marketing on an institutional basis	1, 2, 5	1,2,3	A, C
6) Comprehensive knowledge of digital marketing principles	1, 2, 5	1,2,3	A

Course Flow

COURSE CONTENT
Week	Week	Week
1	Fundamentals of Marketing
2	The Market Research
3	Consumer Behaviour
4	Brand Management
5	Marketing Mix Elements: Product and Service Marketing and Pricing Strategies
6	Marketing Mix Elements: Distribution Channels and Promotion Strategies
7	Changing Values in Marketing with Digital Transformation
8	Midterm
9	Changing Marketing Mix Elements with Digital Technologies
10	What is Digital Marketing? What are Digital Channels?
11	What are Digital Marketing Channels?
12	Digital Campaign Management
13	Digital Marketing Strategy
14	New Trends in Marketing
15	Final

Assessment

ASSESSMENT
IN-TERM STUDIES	NUMBER	PERCENTAGE
Midterm	1	40
Final	1	60
Total		100
CONTRIBUTION OF FINAL EXAMINATION TO OVERALL GRADE		60
CONTRIBUTION OF IN-TERM STUDIES TO OVERALL GRADE		40
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	14	3	42
Hours for off-the-classroom study	14	4	56
Midterm	1	2	2
Final	1	2	2
Total Work Load			102
Total Work Load / 25 (h)			4,08
ECTS Credit of the Course			4

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