Dokuz Eylül University Information Package / Courses Catalog

Description of Individual Course Units

Course Unit Code	Course Unit Title	Type Of Course	D	U	L	ECTS
MRK 4233	DIGITAL MARKETING	ELECTIVE	3	0	0	5

Offered By

BUSINESS ADMINISTRATION

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

ASSOCIATE PROFESSOR SUMEYRA DUMAN

Offered to

BUSINESS ADMINISTRATION
International Business and Trade
International Trade and Business (English)

Course Objective

This course aims to understand trends that may shape the future of digital marketing. This course will provide an opportunity to develop knowledge as to how to apply digital media such as the web, email, mobile and interactive TV in order to effectively market a firm's products and services and explore the realities and implications of e-business from a marketer's perspective.

Learning Outcomes of the Course Unit

1	Students will be able to demonstrate knowledge about internet, information technology and usage of them in marketing by considering the ethical issues to explain how they offer benefits and challenges to consumers and marketers.
2	Students will be able to demonstrate and show appreciation of successful and unsuccessful web-sites from a marketer perspective
3	Students will be able to understand online consumer behavior to outline the characteristics and differences of consumers in online exchange
4	Work effectively as part of a team participating and interacting in the group in a productive manner for him/herself and for the group as a whole
5	Demonstrate high communication skills through presenting a written report

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

MRK 2001 - PRINCIPLES OF MARKETING

Recomended Optional Programme Components

None

Course Contents

Week	Subject	Description
1	Chapter 1: Introducing Digital Marketing
2	Chapter 2: Online Marketplace Analysis: Micro-Environment Chapter 3: The Internet Macroenvironment	Students will form groups and select a company for upcoming assignments
3	Assignment 1: Digital Micro and Macro Environment Analysis of Selected Companies
4	Chapter 4: Digital Marketing Strategy
5	Assignment 2: Evaluation of Selected Companies' Digital Marketing Strategies
6	Chapter 5: The Internet and the Marketing Mix
7	Assignment 3: Examination of Digital Marketing Mix Implications of the Selected Companies
8	Chapter 6: Relationship Marketing Using Digital Platforms
9	Assignment 4: Analysis of E-CRM Applications of Selected Companies
10	Chapter 8: Campaign Planning for Digital Media Chapter 9: Marketing Communications Using Digital Media Channels
11	Assignment 5: Preparation of Digital Marketing Campaign for Selected Companies
12	Chapter 10: Evaluations and Improvement of Digital Channel Performance

Recomended or Required Reading

Chaffey, D. & Ellis-Chadwick, F. (2019), Digital Marketing: Strategy, Implementation and Practice, Prentice Hall: Italy, 7th Edition.

Planned Learning Activities and Teaching Methods

1. Lecture
2. Discussion
3. Group Study

Assessment Methods

SORTING NUMBER	SHORT CODE	LONG CODE	FORMULA
1	ASS	Assignment
2	FN	Final
3	FCG	FINAL COURSE GRADE	ASS * 0.60 + FN * 0.40
4	RST	RESIT
5	FCGR	FINAL COURSE GRADE (RESIT)	ASS * 0.60 + RST * 0.40

*** Resit Exam is Not Administered in Institutions Where Resit is not Applicable.

Further Notes About Assessment Methods

1.Assignment (60%): Groups will choose a company which operates also through digital platforms and throughout the semester they will prepare projects related to the concepts discussed in the class considering the company they have chosen. They will prepare a written report and make a presentation. First four assignments are worth 10 % each, fifth assignment is worth 20%. The assignments that are not presented will not be graded.
2.Final Exam (40 %) = Students will be assessed on their knowledge of concepts and theories through essay-type questions.

Assessment Criteria

Late submissions of reports and the assignments that are not presented will not be graded.

Language of Instruction

English

Course Policies and Rules

1. Students will attend 70% of the course.
2. Students are expected to participate actively in class discussions.
3. Students are expected to attend to classes on time.
4. Students must obey the time limits of their presentation.

Contact Details for the Lecturer(s)

Assoc. Prof. Sumeyra Duman
Room: 131/B, e-mail: sumeyra.duman@deu.edu.tr

Office Hours

To be announced later

Work Placement(s)