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Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS IPL 5026 DIGITAL MARKETING INTERNET APPLICATIONS ELECTIVE 3 0 0 3

Offered By

Marketing Management

Level of Course Unit

Second Cycle Programmes (Master's Degree)

Course Coordinator

PROFESSOR DOCTOR NIHAN ÖZGÜVEN TAYFUN

Offered to

Marketing Management

Course Objective

Aims to examine the effects of latest developments on the internet to marketing science and review the reflections of these developments to marketing implementations and methods

Learning Outcomes of the Course Unit

1   Following the changes related to marketing area on the digital and interpret 2   Planning marketing activities of businesses' on the digital in an effective and scientic way, coordinate and carry out 3   Evaluating the efficiency of marketing activities on the digital 4   To be able to put creative solutions forward related to marketing issues 5   To be able to understand new marketing tools and techiques and implement

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 A general view to digital marketing issue 3 The concept of digital marketing, features 4 Metrics in digital marketing 5 Digital Marketing Channels 6 Search Engine Optimization, Search Engine Marketing and Adwords 7 E-mail Marketing 8 Social Media 9 Affiliate 10 Content Marketing and Display ads 11 Mobile Marketing 12 Measurement and Reporting in Digital Marketing 13 Internet Applications of Businesses 14 Internet Applications of Businesses

Recomended or Required Reading

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

Planned Learning Activities and Teaching Methods

The course will be carried out heavily argumentation or interactive method

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA 1 MTE MIDTERM EXAM 2 STT TERM WORK (SEMESTER) 3 FCGR FINAL COURSE GRADE 4 FCGR FINAL COURSE GRADE (RESIT) MTE * 0.20 + STT * 0.20 + FN* 0.60 5 RST RESIT 6 FCGR FINAL COURSE GRADE (RESIT) MTE * 0.20 + STT * 0.20 + 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 during the semester

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours) Lectures 14 3 42 Preparations before/after weekly lectures 14 1 14 Preparation for midterm exam 1 5 5 Preparation for final exam 1 5 5 Preparing assignments 1 5 5 Midterm 1 1 1 Final 1 1 1 TOTAL WORKLOAD (hours) 73

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 LO.1 1 1 LO.2 LO.3 1 1 LO.4 1 1 LO.5 1 1