PAZ625 - DIGITAL MARKETING
| Course Name | Code | Semester | Theory (hours/week) |
Application (hours/week) |
Credit | ECTS |
|---|---|---|---|---|---|---|
| DIGITAL MARKETING | PAZ625 | 1st Semester | 3 | 0 | 3 | 6 |
| Prequisites | None | |||||
| Course language | Turkish | |||||
| Course type | Elective | |||||
| Mode of Delivery | Face-to-Face | |||||
| Learning and teaching strategies | Lecture Discussion Project Design/Management | |||||
| Instructor (s) | Faculty Members of the Department | |||||
| Course objective | The course aims to provide the students the ability to fully understand marketing in the digital age. | |||||
| Learning outcomes |
| |||||
| Course Content | Fundamentals of Digital Marketing, Digital Marketing Strategies and Tactics | |||||
| References | 1. Stokes, R., eMarketing: The Essential Guide To Digital Marketing, Quirk Education Pty (Ltd). 2. Ryan, D and Jones, C.: Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, 2nd Ed. 3. WSI, Digital Minds: 12 Things Every Business Needs to Know About Digital Marketing | |||||
Course outline weekly
| Weeks | Topics |
|---|---|
| Week 1 | Introduction to Digital Marketing |
| Week 2 | Digital Marketing and Key Concepts |
| Week 3 | Digital Assets and User Experience |
| Week 4 | Digital Analytics |
| Week 5 | Case Study |
| Week 6 | Content Marketing & Video Marketing |
| Week 7 | Midterm Exam |
| Week 8 | Search Engine Optimization (SEO) |
| Week 9 | Social Media Marketing |
| Week 10 | Online Advertising & Search Advertising |
| Week 11 | CRM & E-Mail Marketing |
| Week 12 | Case Study |
| Week 13 | Mobile Marketing |
| Week 14 | Gamification & Growth Hacking |
| Week 15 | Group Presentations |
| Week 16 | Final Exam |
Assesment methods
| Course activities | Number | Percentage |
|---|---|---|
| Attendance | 14 | 10 |
| Laboratory | 0 | 0 |
| Application | 0 | 0 |
| Field activities | 0 | 0 |
| Specific practical training | 0 | 0 |
| Assignments | 0 | 0 |
| Presentation | 0 | 0 |
| Project | 0 | 0 |
| Seminar | 0 | 0 |
| Midterms | 1 | 40 |
| Final exam | 1 | 50 |
| Total | 100 | |
| Percentage of semester activities contributing grade succes | 15 | 50 |
| Percentage of final exam contributing grade succes | 1 | 50 |
| Total | 100 | |
WORKLOAD AND ECTS CALCULATION
| Activities | Number | Duration (hour) | Total Work Load |
|---|---|---|---|
| Course Duration (x14) | 14 | 3 | 42 |
| Laboratory | 0 | 0 | 0 |
| Application | 0 | 0 | 0 |
| Specific practical training | 0 | 0 | 0 |
| Field activities | 0 | 0 | 0 |
| Study Hours Out of Class (Preliminary work, reinforcement, ect) | 12 | 4 | 48 |
| Presentation / Seminar Preparation | 0 | 0 | 0 |
| Project | 0 | 0 | 0 |
| Homework assignment | 0 | 0 | 0 |
| Midterms (Study duration) | 1 | 40 | 40 |
| Final Exam (Study duration) | 1 | 50 | 50 |
| Total Workload | 28 | 97 | 180 |
Matrix Of The Course Learning Outcomes Versus Program Outcomes
| D.9. Key Learning Outcomes | Contrubition level* | ||||
|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | |
| 1. Conducts novel and ethical research on business, reports outcomes in a critical manner. | X | ||||
| 2. Solves problems via appropriate softwares, adapts to new methods and software. | X | ||||
| 3. Has managerial and leadership skills to identify problems, objectives and strategic plans for organizational progress with a critical point of view. | X | ||||
| 4. Plays an active role in projects, analyses relationship between stakeholders accurately, motivates and manages all stakeholders through effective language skills. | X | ||||
| 5. Has necessary communication skills to manage verbal and written communication. | X | ||||
| 6. Analyses and uses contemporary and advanced knowledge in relation with information from different areas. | X | ||||
| 7. Progresses continuously and transfers the experience in both written and verbal ways. | X | ||||
| 8. Through anticipation and strategic thinking, plays an active role in organizational decision making process. | X | ||||
| 9. Uses knowledge in consistency with the ethical, social and international values in an unbiased manner. | X | ||||
| 10. Has expertise on the multi-disciplinary nature of management and related fields. | X | ||||
| 11. Approaches problems with a wide strategic perspective, self-develops continuously. | X | ||||
| 12. Shares novel studies, is up to date both in knowledge and personal network. | X | ||||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest