COURSE UNIT TITLE

: DIGITAL MARKETING

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
PAZ 4232 DIGITAL MARKETING COMPULSORY 3 0 0 3

Offered By

Marketing

Level of Course Unit

Short Cycle Programmes (Associate's Degree)

Course Coordinator

ASSOCIATE PROFESSOR ZEKI ATIL BULUT

Offered to

Marketing
Marketing

Course Objective

The aim of this course is to learn both marketing activities which implemented in digital area and the different aspects of electronic and classical marketing, to obtain information to manage marketing applications in electronic area.

Learning Outcomes of the Course Unit

1   Being able to define the concepts of digital marketing
2   Being able to analyse the consumer behaviour in digital area
3   Being able to convey the exchange in digital marketing environment
4   Being able to specify the marketing mix strategies in digital environment
5   Being able to build alternatives to solve the problems in digital marketing

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Changing in marketing concepts and e-business
2 The importance and position of internet in marketing
3 E-trade and digital marketing concepts Digital marketing concepts and markets on Internet
4 Digital marketing environment
5 Consumer behaviour in digital marketing and online customers.Marketing research in digital marketing and the use of electronic information systems.
6 Target market strategies in digital marketing
7 Mid-Term Exam
8 Mid-Term Exam
9 Product strategies in digital marketing
10 Pricing and placement strategies in digital marketing
11 Marketing communication strategies in digital marketing
12 Promotion in electronic marketing
13 Internet advertising and social media marketing
14 Student presentations

Recomended or Required Reading

Textbook(s):
Mehmet Marangoz, Internette Pazarlama, Beta Yayıncılık
Supplementary Book(s):
Şule Özmen, Ağ Ekonomisinde Yeni Ticaret Yolu E-ticaret, Istanbul Bilgi Üniversitesi Yayınları
Ibrahim Kırcova, Internette Pazarlama, Beta Yayınları
Erkan Akar, Sosyal Medya Pazarlaması Sosyal Webde Pazarlama Stratejileri, Efil Yayınevi

Planned Learning Activities and Teaching Methods

1. Lecturing
2. Question-answer
3. case studies

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 MTE MIDTERM EXAM
2 FN Final
3 FCG FINAL COURSE GRADE VZ*0.40 + FN* 0.60
4 RST RESIT
5 FCGR FINAL COURSE GRADE (RESIT) VZ*0.40 + BUT* 0.60


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

Further Notes About Assessment Methods

None

Assessment Criteria

The five learning outcomes will be assessed by midterm and final exams.

Language of Instruction

Turkish

Course Policies and Rules

It is mandatory to attend 70% of the course.

Contact Details for the Lecturer(s)

E-mail: atil.bulut@deu.edu.tr
Tel: 0.232.3012562

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 12 3 36
Tutorials 12 0 0
Preparations before/after weekly lectures 2 1 2
Preparation for midterm exam 1 4 4
Preparation for final exam 1 6 6
Preparing assignments 1 15 15
Midterm 1 1 1
Final 1 1 1
Project Assignment 1 1 1
TOTAL WORKLOAD (hours) 66

Contribution of Learning Outcomes to Programme Outcomes

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LO.21111
LO.31111
LO.4111
LO.511

CONTACT INFORMATION
Dokuz Eylül Üniversitesi Cumhuriyet Bulvarı No: 144 35210 Alsancak / İZMİR
Phone: +90(232) 412 12 12 - Fax: +90 (232) 464 81 35

Copyright 2015 DEÜ. BİD

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