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Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS ISL 4060 DIGITAL MARKETING ELECTIVE 3 0 0 4

Offered By

Business Administration

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

PROFESSOR DOCTOR NIHAN ÖZGÜVEN TAYFUN

Offered to

Business Administration Business Administration (Evening)

Course Objective

To know the digital environment and digital technologies created by the developments on the Internet, to have information about digital marketing, to understand the changing consumer behavior and competition conditions, to have information about the effective use of digital marketing elements and the applications necessary for businesses to be in these environments.

Learning Outcomes of the Course Unit

1   Understanding the importance of digital marketing and the necessity of digital transformation of businesses 2   Understanding the principles of digital marketing rules and methods 3   Recognizing and understanding existing and emerging digital techniques 4   Understanding the digital tools and strategies that businesses can use in their marketing decisions and evaluating the effectiveness of digital marketing activities

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description 1 Introduction and Course Description 2 Overview of Digital Marketing 3 Digital Marketing Concept, Features 4 Metrics in Digital Marketing 5 Digital Marketing Channels 6 Search Engine Optimization, Search Engine Marketing and Adwords 7 Email Marketing and Social Media Marketing 8 Case Study 9 Case Study 10 Content Marketing and Display Ads 11 Affiliate and Mobile Marketing 12 Digital marketing and Branding 13 Measurement and Reporting in Digital Marketing 14 Digital Marketing Applications

Recomended or Required Reading

Emre Gökşin, Dijital Pazarlama Temelleri Damian Ryan, Çeviren: Mehmet Murat Kemaloğlu, Dijital Pazarlama

Planned Learning Activities and Teaching Methods

Topics of the course will be carried out in the form of power point supported lecture and in-class discussion method.

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA 1 MTE MIDTERM EXAM 2 MTEG MIDTERM GRADE MTEG * 1 3 FIN FINAL EXAM 4 FCGR FINAL COURSE GRADE MTEG * 0.40 + FIN * 0.60 5 RST RESIT 6 FCGR FINAL COURSE GRADE (RESIT) MTEG * 0.40 + RST * 0.60

Further Notes About Assessment Methods

None

Assessment Criteria

To be announced.

Language of Instruction

Turkish

Course Policies and Rules

To be announced.

Contact Details for the Lecturer(s)

nihan.ozguven@deu.edu.tr

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours) Lectures 14 3 42 Preparations before/after weekly lectures 14 2 28 Preparation for midterm exam 1 14 14 Preparation for final exam 1 14 14 Midterm 1 1 1 Final 1 1 1 TOTAL WORKLOAD (hours) 100

Contribution of Learning Outcomes to Programme Outcomes

PO/LO PO.1 PO.2 PO.3 PO.4 PO.5 PO.6 PO.7 PO.8 PO.9 PO.10 PO.11 PO.12 PO.13 PO.14 PO.15 LO.1 1 LO.2 1 LO.3 1 LO.4 1