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)
Attendance, participation in class exercises
Instructor(s)
Lecturer Dr. Meri Taksi Deveciyan
Course Assistant(s)
Schedule
The course will not be held this semester.
Office Hour(s)
Teaching Methods and Techniques
Verbal lecture, presentation, examples, class discussion
Principle Sources
(1) Kaufman, Ira, and Chris Horton. 2015. Digital Marketing: Integrating Strategy And Tactics With Values [Kindle 1.25.0 Version]. Taylor & Francis.
(2) Kingsnorth, Simon. 2017. Dijital Pazarlama Stratejisi. Ankara: Nobel. Ryan, Damian. 2017. Dijital Pazarlama. İstanbul : İş Bankası Kültür Yayınları.
(3) Stokes, Rob. 2009. eMarketing: The Essential Guide to Online Marketing, Second Edition. Quirk EMarketing (Pty) Ltd. Strauss,
(4) Judy, and Raymond Frost. 2014. E-Marketing, Seventh Edition. Essex: Pearsın Education Limited.
Other Sources
(1) Kotler, Philip, and Kevin Lane Keller. 2012. Marketing Management, 14th Edition. Pearson Education.
(2) Kotler, Philip, Hermawan Kartajava, and Iwan Setiawan. 2017. Pazarlama 4.0, Gelenekselden Dijitale Geçiş. İstanbul: Optimist.
(3) Kotler, Philip, Hermawan Kartajaya, and Iwan Setiwan. 2010. Pazarlama 3.0. İstanbul: Optimist.
(4) Marangoz, Mehmet. 2018. İnternette Pazarlama. İstanbul : Beta Yayınları
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(%)
Homework / Term Projects / Presentations
1
25
Project(s)
1
25
Final Exam
1
50
Program Outcomes
PO-1
OP-1. Comprehends both theoretical and applied subjects in international trade at the advanced level, and uses his/her knowledge when necessary.
PO-2
OP-2. Analyses basic concepts and data related to International Trade and Economics by scientific methods, interprets those with analytically, and evaluates those with regard to economic issues.
PO-3
OP-3. Express his/her thoughts, comments and evaluations related to International Trade discipline both in written and oral forms.
PO-4
OP-4. Defines current problems, and proposes solutions which are supported by evidence and research based quantitative and qualitative data.
PO-5
OP-5. Inspects how public and private sector enterprises engaged in trade activities operates in practice, and evaluates the continuities and the dynamism in these sectors.
PO-6
OP-6. Defines and tracks local, regional (such as European Union or Middle East) and global issues from the point of political economics, and relates these issues to each other.
PO-7
OP-7. Possesses sufficient knowledge in other disciplines related to International Trade (such as Economics, Finance, International Business and Law), and reports this information.
PO-8
OP-8. Follows publications and research in International Trade, Globalisation and Financial Systems in the English language, and communicates with his/her colleagues internationally.
PO-9
OP-9. Uses a second language (Russian, Chinese, etc.) at the intermediate level.
PO-10
OP-10. Possesses ethical principles and scientific values in collection, interpretation and release of data.
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.
