The aim of the course is to examine the digital transformation in marketing concept and the basic factors that reveal the electronic marketing, to teach the important terms and concepts in electronic marketing, to introduce the electronic marketing tools and applications, to gain the knowledge and skills to develop and implement electronic marketing strategies
Prerequisite(s)
-
Corequisite(s)
-
Special Requisite(s)
The course will be taught online.
Instructor(s)
Assist. Prof. Dr. Tuğçe Ezgi Soyaltın
Course Assistant(s)
Schedule
Monday, 13.00-14.50, Basın Ekspres Campus, A-403
Office Hour(s)
By appointment with the Instructor
Teaching Methods and Techniques
Verbal lecture, presentation, examples, class discussion
Principle Sources
- Çakırer, Mehmet Akif (Editör). 2021. Dijital Pazarlama. Kollektif Kitap. Ankara: Nobel.
- Kaufman, Ira ve Chris Horton. 2015. Digital Marketing: Integrating Strategy and Tactics With Values [Kindle 1.25.0 Version]. Taylor & Francis.
- Kingsnorth, Simon. 2017. Dijital Pazarlama Stratejisi. Ankara: Nobel
- Ryan, Damian. 2017. Dijital Pazarlama. İstanbul: İş Bankası Kültür Yayınları.
- Stokes, Rob. 2009. EMarketing: The Essential Guide to Online Marketing. Second Edition. Quirk EMarketing Ltd.
- Strauss, Judy ve Raymond Frost. 2014. E-Marketing, Seventh Edition. Essex: Pearson Education Limited.
Other Sources
- Iansiti, Marco & Lakhani, Karim R. 2020. Yapay Zekâ Çağında Rekabet. AirAct Yayınları.
- Academic Scientific Researches.
Course Schedules
Week
Contents
Learning Methods
1. Week
Development of the Internet, Digital Transformation, Dating
Verbal lecture, presentation, exampels, class discussion
2. Week
Digital Marketing,Differences between electronic marketing and traditional marketing
Verbal lecture, presentation, exampels, class discussion
3. Week
data-based marketing, value-creating marketing, relationship marketing, direct marketing
Verbal lecture, presentation, exampels, class discussion
4. Week
strategic drivers of internet marketing, competition
Verbal lecture, presentation, exampels, class discussion
Verbal lecture, presentation, exampels, class discussion
6. Week
consumer purchase decision process
Verbal lecture, presentation, exampels, class discussion
7. Week
e-product
Exam
8. Week
midterm exam
Verbal lecture, presentation, exampels, class discussion, case study
9. Week
midterm exam
Verbal lecture, presentation, exampels, class discussion
10. Week
e-price
Verbal lecture, presentation, exampels, class discussion
11. Week
e-promotion
Verbal lecture, presentation, exampels, class discussion, case study
12. Week
e-distribution
Verbal lecture, presentation, exampels, class discussion, case study
13. Week
Project Presentation
Verbal lecture, presentation, exampels, class discussion
14. Week
Project Presentation
Verbal lecture, presentation, exampels, class discussion, case study
15. Week
Final Exam
Exam
16. Week
Final Exam
17. Week
Final Exam
Assessments
Evaluation tools
Quantity
Weight(%)
Midterm(s)
1
25
Homework / Term Projects / Presentations
1
25
Attendance / Participation
1
10
Final Exam
1
40
Program Outcomes
PO-1
Demonstrates a basic level of understanding in related disciplines (such as economics, sociology, psychology, quantitative sciences, etc.) that form a foundation for business administration, and makes use of and applies them to the field of business.
PO-2
Applies mathematical, scientific and social knowledge to business problems.
PO-3
Demonstrates a basic level of understanding in business functions and management (such as management, production, marketing, accounting, finance, human resources, behavioural sciences, etc.) and interprets the theoretical arguments focusing on interactions between the actors and the cultures in the field.
PO-4
Determines how to use acquired theoretical and practical knowledge and skills related to business in application and field analysis and applies them.
PO-5
Identifies and evaluates the relations in the field of business; describes the problems and presents analytical solutions through modelling and interpreting (critical thinking).
PO-6
Designs a business process in any functional stage that complies with identified objectives.
PO-7
Develops effective business communication skills (written-verbal/formal-informal).
PO-8
Owns effective working skills individually or on a team in business and multidisciplinary fields.
PO-9
Acts with a sense of professional and ethical responsibility.
PO-10
Improves effective verbal and written communication skills in Turkish, and acquires competence in minimum one foreign language.
Learning Outcomes
LO-1
Learning the concepts of digital transformation and digital culture by examining the developments in internet and information technologies. Understanding the factors affecting electronic marketing and their effects on business and marketing strategies.
LO-2
Learning, e-business, strategic e-marketing concepts, to plan electronic marketing strategies, to implement electronic marketing strategies and to gain competencies to ensure compliance with the general strategies of the business.
LO-3
Learn the concepts and elements of paid media, earned media and owned media in electronic marketing communication. Gaining competencies in understanding and managing the importance of integration of electronic and traditional media strategies; understanding the contributions of online reputation management to the business.
LO-4
Learning knowledge and skills about electronic marketing applications such as electronic mail marketing, mobile marketing, social media marketing, viral marketing, search engine marketing and optimization. Learning implementation and development of knowledge and skills to gain and to understand the contribution to the business of these concepts.
LO-5
Learning the ethical and legal aspects of electronic marketing as a whole; learning about the concepts of privacy, privacy and digital property. Learning the measures that can be taken individually and in the business.
LO-6
Acquiring the competencies towards understanding the online consumer behaviors and creating integrated marketing strategies; understanding of customer relationship management and social customer relationship management, understanding the importance of business-wide adoption.
