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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
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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