Digital Marketing Management

Course Code:

ETT 215

Course Type:

Area Elective

P:

3

Application:

0

Credits:

3

ECTS:

6

Course Language:

İngilizce

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, digital enterprise, customer journey, sostac framework as well as advertising 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’s Contribution to Program

COURSE'S CONTRIBUTION TO PROGRAM
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)	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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