Rapor Tarihi: 11.04.2026 22:11
| Course Title | Code | Language | Type | Semester | L+U Hour | Credits | ECTS |
|---|---|---|---|---|---|---|---|
| - | ETP2301 | Turkish | Compulsory | 3. Semester | 2 + 1 | 4.0 | 4.0 |
| Prerequisite Courses | |
| Course Level | Associate |
| Mode of delivery | Face to Face |
| Course Coordinator | Prof. Dr. Yeliz BAŞ |
| Instructor(s) | Prof. Dr. Yeliz BAŞ (Bahar), Prof. Dr. Yeliz BAŞ (Güz) |
| 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 |
| # | Öğrenme Kazanımı |
| 1 | Effective use of digital media tools |
| 2 | Strategy formulation through digital performance analytics. |
| 3 | Target audience identification and personalization decisions. |
| 4 | Ability to plan digital marketing. |
| Week | Topics/Applications | Method |
|---|---|---|
| 1. Week | Introduction to Digital Marketing: Definition of Digital Marketing, Digital Marketing vs Traditional Marketing, Digital Development of Marketing | Interview |
| 2. Week | Digital Marketing Strategy: Scope of Strategy, Strategy Development Process Steps (Situation Analysis, Determination of Goals and Goals, Strategy Formation, Strategy Implementation) | Interview |
| 3. Week | Digital Marketing Channels: Search Engine Optimization, Search Engine Marketing, Email Marketing | Interview |
| 4. Week | Digital Marketing Channels: Remarketing and Websites, Affiliate Marketing, Content Marketing | Interview |
| 5. Week | Digital Marketing Channels: Social Media Marketing | Interview |
| 6. Week | Digital Marketing Channels: Mobile Marketing, Augmented Reality Technology in Marketing Applications | Interview |
| 7. Week | User Experience in Digital Marketing | Interview |
| 8. Week | Pay Per Click in Digital Marketing | Interview |
| 9. Week | Display Ads in Digital Marketing | Interview |
| 10. Week | Customisation in Digital Marketing | Interview |
| 11. Week | Dijital Kanal Performansını Ölçme ve Değerlendirme: Performans Yönetim Sistemi, Dijital Pazarlama Metrikleri | Interview |
| 12. Week | Case Studies | Preparation, After Class Study |
| 13. Week | Case Studies | Preparation, After Class Study |
| 14. Week | Case Studies | Preparation, After Class Study |
| 15. Week | Case analysis | Presentation (Preparation) |
| No | Program Requirements | Level of Contribution | |||||
|---|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | |||
| 5 | They possess the ability to collect and analyze market data, and to critically evaluate and solve professional problems. | ✔ | |||||
| 7 | As a team member, they take responsibility for solving complex problems encountered in industry applications. | ✔ | |||||
| 11 | Manages e-commerce related processes; develops SEO and digital strategies in line with corporate goals. | ✔ | |||||
| Program Requirements | DK1 | DK2 | DK3 | DK4 |
|---|---|---|---|---|
| PY5 | 5 | 5 | 5 | 5 |
| PY7 | 4 | 4 | 4 | 4 |
| PY11 | 5 | 5 | 5 | 5 |
| Ders Kitabı veya Notu | Ders Kitabı veya Ders Notu bulunmamaktadır. |
|---|---|
| Diğer Kaynaklar |
|
| Güz Dönemi | |||
| Responsible Personnel | Grup | Evaluation Method | Percentage |
|---|---|---|---|
| Prof. Dr. Yeliz BAŞ | Ödev | 30.00 | |
| Prof. Dr. Yeliz BAŞ | Sunum | 30.00 | |
| Prof. Dr. Yeliz BAŞ | Sunum | 40.00 | |
| Toplam | 100.00 | ||
| ECTS credits and course workload | Quantity | Duration (Hour) | Total Workload (Hour) | |
|---|---|---|---|---|
|
Ders İçi |
Class Hours | 14 | 3 | 42 |
|
Ders Dışı |
Homework | 1 | 14 | 14 |
| Research | 14 | 2 | 28 | |
| Presentation (Preparation) | 1 | 8 | 8 | |
|
Sınavlar |
Midterm | 1 | 1 | 1 |
| Homework | 1 | 14 | 14 | |
| Final | 1 | 1 | 1 | |
| Total Workload | 108 | |||
| *AKTS = (Total Workload) / 25,5 | ECTS Credit of the Course | 4.0 | ||
