The aim of the course is to examine in detail the adaptation of the marketing concept to the digital environment with the advancement of technology and how marketing activities are carried out in the digital environment and to convey them to the students.
Prerequisite(s)
None
Corequisite(s)
None
Special Requisite(s)
None
Instructor(s)
Assist. Prof. Dr. Özge Özkök Şişman
Course Assistant(s)
Schedule
Tuesday, 11:00-12:45, Ataköy Campus, 3B-01
Office Hour(s)
Thursday, 10:00-11:00, Ataköy Campus, 1D-13
Teaching Methods and Techniques
Lectures, Case Studies, Classroom Discussion
Principle Sources
-Ryan, D ve Calvin, J. (2009). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, London:KoganPage.
- Dietrich, G. ve Livingston, G. (2012). Marketing in the Round: How to Develop an Integrated Marketing Campaign in the Digital Era, USA: QUE.
Introduction to the course and overview of the marketing concept
Lectures, case studies, internal class discussion
2. Week
Digital Marketing definition and related concepts
Verbal lecture
3. Week
Web 1.0. Web 2.0. Comparison of Web 3.0 and Web 4.0 and their effects on marketing
Verbal lecture
4. Week
Digitalization, Consumer Behavior and Marketing Metrics
Verbal lecture
5. Week
Consumer Segmentation and Targeting
Verbal lecture
6. Week
Social Media Marketing
Verbal lecture
7. Week
Midterm Exam
Midterm Exam
8. Week
Content Marketing
Verbal lecture
9. Week
Mobile Marketing
Verbal lecture
10. Week
Affiliate Marketing
Verbal lecture
11. Week
Video Marketing
Verbal lecture
12. Week
Podcast Marketing
Verbal lecture
13. Week
Artificial Intelligence Based Digital Marketing
Evaluation
14. Week
Sustainable Marketing
Verbal lecture, Practise
15. Week
Digital Marketing Plan Development and Implementation
Project Presentations
16. Week
Digital Marketing Plan Development and Implementation
Project Presentations
17. Week
Evaluation
Evaluation
Assessments
Evaluation tools
Quantity
Weight(%)
Midterm(s)
1
40
Final Exam
1
60
Program Outcomes
PO-1
Students will be able to define the concepts of communication, art, culture and others on the field and to associate the acquired theoretical information with the practices in the sector.
PO-2
To gain the success on the field they will acquire the must theoretical acquisitions and they will be able to make creative designs by learning the quantitative and qualitative methods of the field.
PO-3
By understanding developments of the subjects like communication, media, culture and art in their historical processes students will be able to evaluate the changes and results in the field related to cultural, social and technological improvements.
PO-4
They will observe the technological, cultural and social improvements and will be able to practice these changes in the field.
PO-5
They will be able to analysis the subjects they read, perceived and understand.
PO-6
Students will embrace contemporary academic and professional approaches on communication and design and will be able to adapt them to their works.
PO-7
By improving their research skills, students will be able to bring together different information sources and communication channels, thus developing creative communication strategies.
PO-8
By improving their skills on management and leadership they will be able organize their time and sources effectively.
PO-9
They will develop detailed and must knowledge in the main professional fields like advertisement writership, customer representative, brand manager, communication strategist and communication consultancy.
PO-10
Students will generate communication strategy in certain subjects and realize every related works.
PO-11
They will work creatively, freely and flexibly in their personal lines.
PO-12
Students will be able to provide and amass the necessary ideas and knowledge to give their projects a more effective and convincing formation in written, verbal or other ways.
PO-13
During a relation with target group in a work they will be promoters who are encouraging the team work.
PO-14
Students will be able to use necessary items and equipments of their profession in exact time and place and will practice their projects on time.
PO-15
They will improve solutions to problems in the communication process and able to use their initiatives.
