Examining the digital transformation in the understanding of marketing and the main factors that reveal digital marketing, teaching important terms and concepts in digital marketing, using digital marketing tools and applications; Gaining knowledge and skills for the development and implementation of strategies.
Prerequisite(s)
Course Code Course Name…
Corequisite(s)
Course Code Course Name…
Special Requisite(s)
The minimum qualifications that are expected from the students who want to attend the course.(Examples: Foreign language level, attendance, known theoretical pre-qualifications, etc.)
Instructor(s)
Lecturer Emine ANIK
Course Assistant(s)
Schedule
Wednesday, 09:00-10:45, İncirli Campus, 3B04
Office Hour(s)
Wednesday, İncirli Campus
Teaching Methods and Techniques
-lecture, presentation, case study analysis
Principle Sources
-Kingsnorth, Simon. 2017. Dijital Pazarlama Stratejisi.
-Ryan, Damian. 2017. Dijital Pazarlama. İstanbul: İş Bankası Kültür Yayınları.
PO 1. To have a basic knowledge in the field of Business Management
PO-2
PO 2. To know organizational structure in the way of planning, organization, leadership and control mechanisms
PO-3
PO 3. Recognizing human resources management and labor and social security legislations
PO-4
PO 4. To be master in the legislations related to the business and take legal responsibility by taking basic legislations which shapes the regulatory framework of the business into account
PO-5
PO 5. To take advantage of data collection techniques for problem solving and decision making
PO-6
PO 6. To have a knowledge about basic methods used in accounting and business practices of these methods
PO-7
PO 7. Identify the functions and implementations of marketing in business life, be able to conduct market research and use the marketing communication as required
PO-8
PO 8. To have the knowledge about computers and relevant programs needed
PO-9
PO 9. To be able to apply business processes and basic principles of project management techniques
PO-10
PO 10. To have the ability of effective communication skills both orally and written
PO-11
PO 11. To be able to make quality-oriented plans within business structure
PO-12
PO 12. To be able to develop business analysis for targeting appropriate investments and follow-up
PO-13
PO 13. To be able to take advantage of financial analysis techniques within business environment
PO-14
PO 14. To be able to benefit from major numerical analysis methods and their implementations in business
PO-15
PO 15. To follow the basic legislation related to the business and have a knowledge on basic law
PO-16
PO 16. To have knowledge about Ataturk's Principles and Revolution History
PO-17
PO 17. Recognize the basic principals and processes of production and sales management
PO-18
PO 18. To have vocational knowledge of English in Business and Management
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.
