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| YBS2012 | Digital marketing | 3+0+0 | ECTS:4 | | Year / Semester | Spring Semester | | Level of Course | First Cycle | | Status | Elective | | Department | DEPARTMENT of MANAGEMENT INFORMATION SYSTEMS | | Prerequisites and co-requisites | None | | Mode of Delivery | | | Contact Hours | 14 weeks - 3 hours of lectures per week | | Lecturer | Prof. Dr. Hüseyin Sabri KURTULDU | | Co-Lecturer | None | | Language of instruction | Turkish | | Professional practise ( internship ) | None | | | | The aim of the course: | | To teach the digital-oriented applications of marketing in a modern style and to give detailed information on this subject. |
| Learning Outcomes | CTPO | TOA | | Upon successful completion of the course, the students will be able to : | | | | LO - 1 : | They will be able to distinguish between digital marketing and traditional marketing. | 1,3,5,8 | 1, | | LO - 2 : | They will be able to master the metrics used in digital marketing. | 1,3,5,8 | 1, | | LO - 3 : | They will have a broad knowledge of search engine optimization and search engine marketing. | 1,3,5,8 | 1, | | LO - 4 : | They will be able to internalize concepts such as remarketing, email marketing, social media advertising and content marketing. | 1,3,5,8 | 1, | | LO - 5 : | They will learn how to measure and report in digital marketing. | 1,3,5,8 | 1, | | CTPO : Contribution to programme outcomes, TOA :Type of assessment (1: written exam, 2: Oral exam, 3: Homework assignment, 4: Laboratory exercise/exam, 5: Seminar / presentation, 6: Term paper), LO : Learning Outcome | | |
| It is to examine the marketing actions that can be done with digital tools in the marketing world and to bring digital marketing practices to the agenda, especially through e-mail, social media marketing, brokerage, content marketing and display advertisements. |
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| Course Syllabus | | Week | Subject | Related Notes / Files | | Week 1 | Definition of Digital Marketing and Differences from Traditional Marketing | | | Week 2 | Metrics in digital marketing | | | Week 3 | Digital marketing channels, funnel, market segmentation, targeting and positioning | | | Week 4 | Search engine optimization | | | Week 5 | Search engine marketing | | | Week 6 | Remarketing | | | Week 7 | Email marketing | | | Week 8 | Social media ads | | | Week 9 | Midterm exam | | | Week 10 | Affiliate | | | Week 11 | Content marketing | | | Week 12 | Display ads | | | Week 13 | Video ads | | | Week 14 | Mobile marketing | | | Week 15 | Measurement and reporting | | | Week 16 | Final exam | | | |
| 1 | Gökşin, Emre. 2018; Dijital Pazarlama Temelleri, Abaküs Yayınları, İstanbul | | | |
| Method of Assessment | | Type of assessment | Week No | Date | Duration (hours) | Weight (%) | | Mid-term exam | 9 | 13/04/2022 | 0.5 | 50 | | End-of-term exam | 16 | 29/05/2022 | 0.5 | 50 | | |
| Student Work Load and its Distribution | | Type of work | Duration (hours pw) | No of weeks / Number of activity | Hours in total per term | | | | | |
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