| Course Title | Code | Semester | L+U Hour | Credits | ECTS |
|---|---|---|---|---|---|
| Digital Marketing | DEP 502 | 3 + 0 | 3.0 | 6.0 |
| Prerequisites | None |
| Language of Instruction | Turkish |
| Course Level | Graduate |
| Course Type | |
| Mode of delivery | Face to Face |
| Course Coordinator |
Prof. Dr. Yeliz BAŞ |
| Instructors |
Yeliz BAŞ |
| Assistants | |
| Goals | To inform students about the concept of digital marketing, digital marketing strategies and important digital marketing channels, the impact of digital media on the marketing mix and ways to evaluate digital marketing performance |
| Course Content | Introduction to Digital Marketing, Digital Marketing Strategy, Marketing Matrices, Digital Marketing Channels, AMO/SEM, User Experience, Tag Management, Social Media, Content Marketing, Digital Advertising, Pay Per Click, Digital Customer Service |
| Learning Outcomes |
- Effective use of digital media tools - Strategy determination with digital performance analysis - Identifying target audience and making personalization decisions - Capable to do digital marketing planning |
| Week | Topics | Learning Methods |
|---|---|---|
| 1. Week | Introduction to Digital Marketing: Definition of Digital Marketing, Digital Marketing vs Traditional Marketing, Digital Development of Marketing | Verbal Expression |
| 2. Week | Digital Marketing Strategy: Scope of Strategy, Strategy Development Process Steps (Situation Analysis, Determination of Goals and Goals, Strategy Formation, Strategy Implementation) | Verbal Expression |
| 3. Week | Digital Marketing Channels: Search Engine Optimization, Search Engine Marketing, Email Marketing | Verbal Expression |
| 4. Week | Digital Marketing Channels: Remarketing and Websites, Affiliate Marketing, Content Marketing | Verbal Expression |
| 5. Week | Digital Marketing Channels: Social Media Marketing | Verbal Expression |
| 6. Week | Digital Marketing Channels: Mobile Marketing, Augmented Reality Technology in Marketing Applications | Verbal Expression |
| 7. Week | User Experience in Digital Marketing | Verbal Expression |
| 8. Week | Pay Per Click in Digital Marketing | Verbal Expression |
| 9. Week | Display Ads in Digital Marketing | Verbal Expression |
| 10. Week | Customisation in Digital Marketing | Verbal Expression |
| 11. Week | Dijital Kanal Performansını Ölçme ve Değerlendirme: Performans Yönetim Sistemi, Dijital Pazarlama Metrikleri | Verbal Expression |
| 12. Week | Case Studies | Preparation, After Class Study |
| 13. Week | Case Studies | Preparation, After Class Study |
| 14. Week | Case Studies | Preparation, After Class Study |
| Search Engine Marketing, Andreas Ramos,Stephanie Ann Cota |
| Understanding Digital Marketing,DAMIAN RYAN & CALVIN JONES |
| Pay Per Click Search Engine Marketing For Dummies, Peter Kent |
| Dijital Pazarlama Stratejisi,Simon Kingsnorth |
| Program Requirements | Contribution Level | DK1 | DK2 | DK3 | DK4 | Measurement Method |
|---|---|---|---|---|---|---|
| PY1 | 5 | 0 | 0 | 0 | 0 | 40,60 |
| PY2 | 5 | 0 | 0 | 0 | 0 | 40,60 |
| PY3 | 5 | 0 | 0 | 0 | 0 | 40,60 |
| PY6 | 4 | 0 | 0 | 0 | 0 | - |
| PY9 | 4 | 0 | 0 | 0 | 0 | 40,60 |
| 0 | 1 | 2 | 3 | 4 | 5 | |
|---|---|---|---|---|---|---|
| Course's Level of contribution | None | Very Low | Low | Fair | High | Very High |
| Method of assessment/evaluation | Written exam | Oral Exams | Assignment/Project | Laboratory work | Presentation/Seminar |
| Event | Quantity | Duration (Hour) | Total Workload (Hour) |
|---|---|---|---|
| Research | 14 | 3 | 42 |
| Verbal Expression | 14 | 2 | 28 |
| Visual Presentation | 14 | 2 | 28 |
| Preparation, After Class Study | 14 | 1 | 14 |
| Course Hours | 14 | 3 | 42 |
| Homework 1 | 1 | 2 | 2 |
| Homework 2 | 1 | 2 | 2 |
| Final | 1 | 1 | 1 |
| Total Workload | 159 | ||
| ECTS Credit of the Course | 6.0 | ||
