This course focuses on:
i) The impact of digitalization and digital travel on business in general,
ii) The role of digital media in the behavioral changes of consumers,
iii) The importance of implementing digital marketing tools together with traditional marketing tools,
iv) The impact of interactive communication platforms on companies and customers,
v) Impact of new tools and concepts such as social media, search engines, online brand communities, mobile and content marketing on customer habits
Prerequisite(s)
Basic knowledge about Marketing and Consumer Behavior
Corequisite(s)
-
Special Requisite(s)
-
Instructor(s)
Assist. Prof. Dr. Didem Kayalıdereden
Course Assistant(s)
-
Schedule
On Mondays - 12.00-13.50
Office Hour(s)
pls. send an introductory email for appointment.
d.kayalidereden@iku.edu.tr
Teaching Methods and Techniques
-Verbal Lecturing
-Case Analysis
Principle Sources
PALFREY,John and GASSER, Urs; Born Digital, Basic Books, 352, 2016.ISBN:9780465053926
SCHMIDTH,Eric and COHEN,Jared; The New Digital Age Reshaping the Future of People, Nations and Business;John Murray Publishers Ltd,2014 ISBN: 9781848546226.
Other Sources
1. A documentary film "Great Hack-Cambridge Analytica Case"
2. A report by World Economic Forum "The Future of Jobs/2018"
3. A report by Harvard Business Review "CX- Real Time Analytics"
4. A report by World Economic Forum "The Digital Enterprise Moving from experimentation to transformation/2018"
5. A report by World Economic Forum "A New Paradigm for Business of Data BRIEFING PAPER JULY 2020"
Course Schedules
Week
Contents
Learning Methods
1. Week
Introduction and definition of digitalisation. Basic concepts of digitalisation: - digital innovation, digitalization trends, customer experience, Big data, Internet of Things, Machine Learning.
Verbal lecturing
2. Week
Brief overview about future challenges of Digitalisation in terms of Innovation and Transformation. Review of the report by World Economic Forum "The Future of Jobs/2020"
Verbal Lecturing and case analysis
3. Week
Ongoing review of the report "The Future of Jobs / 2018"
Verbal lecturing
4. Week
Introducing Digital Customer. Definition of the Born Digitals and comparison with other generations in terms of digitalisation.
Verbal lecturing
5. Week
Introducing Customer Experience.
Verbal Lecturing
6. Week
Basics of Multichannel to Omnichannel BusinessModel
Verbal Lecturing
7. Week
Latest customer experience applications.
Verbal Lecturing and case analysis
8. Week
Mid-Term
Testing and evaluation
9. Week
What is Big Data? Is the big data new petroleum?
Verbal Lecturing
10. Week
In-Depth analysis of Harvard Business Review Real-Time Analytics Customer Experience Report
Verbal Lecturing
11. Week
Analysis of social media as the source of big data. What are the future possible implications of digital identities?
Verbal Lecturing
12. Week
Managing Digital Media. What are the new media principles? Questioning Click Metrics.
Verbal Lecturing
13. Week
Explaining the Behaviour of Fake News Consumption.
Verbal Lecturing
14. Week
Explaining the documentary film "Great Hack-Cambridge Analytica Case ".
Verbal Lecturing and case analysis
15. Week
Wrap-up all the subject matters.
Verbal Lecturing and Q&A
16. Week
Final
Testing and evaluation
17. Week
Assessments
Evaluation tools
Quantity
Weight(%)
Midterm(s)
1
20
Quizzes
4
20
Final Exam
1
60
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 English, and acquires competence in minimum one foreign language.
Learning Outcomes
LO-1
Students will be able to define how digitalisation and digital journey of customers affect the business life in general,
LO-2
Students will be able to interpret the effects of technological evolution in management,
LO-3
Students will be able to recognise some popular concepts, such as, artificial intelligence, machine learning, and what are the impacts of them on organisations and society,
LO-4
Students will have basic competence on critically, independently, and creatively analyse digitalisation and CX,
LO-5
Students will be able to plan and execute the given tasks within given time frames through "Pomodoro Technique"
LO-6
Students will be able to evaluate both orally and in writing, to clearly present and discuss the subject matters
