FACULTY OF BUSINESS
Department of Business Administration
BA 338 | Course Introduction and Application Information
| Course Name |
Digital Marketing
|
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
|
BA 338
|
Fall/Spring
|
3
|
0
|
3
|
5
|
| Prerequisites |
None
|
|||||
| Course Language |
English
|
|||||
| Course Type |
Elective
|
|||||
| Course Level |
First Cycle
|
|||||
| Mode of Delivery | - | |||||
| Teaching Methods and Techniques of the Course | DiscussionGroup WorkCase StudyQ&ALecture / Presentation | |||||
| Course Coordinator | ||||||
| Course Lecturer(s) | ||||||
| Assistant(s) | ||||||
| Course Objectives | This course aims at equipping students with advanced knowledge of digital marketing, and skills and knowledge necessary to develop and present digital marketing plan. |
| Learning Outcomes |
The students who succeeded in this course;
|
| Course Description | This course explains fundamental concepts of digital marketing, discuss the importance of the main elements in the micro-environment in planning digital marketing strategy, summarizes the relevance and success factors of different digital communications channels, and explains stages involved in developing a digital marketing plan. In addition, within the scope of this course, students will develop and present a digital marketing plan for a real-life company. |
|
|
Core Courses | |
| Major Area Courses |
X
|
|
| Supportive Courses | ||
| Media and Management Skills Courses | ||
| Transferable Skill Courses |
WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES
| Week | Subjects | Related Preparation |
| 1 | Introduction to the Course and the Real Life Case Study Approach | |
| 2 | Fundamentals of Digital Marketing | Dave Chaffey and Fiona Ellis-Chadwick, “Digital Marketing”, 8th edition, ISBN-13: 9781292400969, Chapter 1 |
| 3 | Environmental Scanning | Dave Chaffey and Fiona Ellis-Chadwick, Chapter 2 |
| 4 | Digital Customer Persona | Dave Chaffey and Fiona Ellis-Chadwick, Chapter 2 and assigned readings |
| 5 | Digital Customer Journey Mapping | Dave Chaffey and Fiona Ellis-Chadwick, Chapter 2 and assigned readings |
| 6 | Digital Marketing Channels | Dave Chaffey and Fiona Ellis-Chadwick, Chapter 6 and 7 - Initial Meeting Between Students and the Client (see project guideline ) |
| 7 | Digital Marketing Channels (contd.) | Dave Chaffey and Fiona Ellis-Chadwick, Chapter 9 |
| 8 | National Holiday | |
| 9 | Campaign Planning | Dave Chaffey and Fiona Ellis-Chadwick, Chapter 8 |
| 10 | Midterm exam | |
| 11 | Design and Digital Media | Guest Lecturer |
| 12 | Digital Marketing Practices | |
| 13 | In-class Project Presentations | This applied project is designed to give students hands-on experience in developing an omnichannel digital marketing plan for a real non-governmental organization (NGO). Through student volunteering, this project, conducted in collaboration with an NGO, aims to support the United Nations' Sustainable Development Goals. |
| 14 | Jury Project Presentations | |
| 15 | Semester Review | |
| 16 | Semester Review |
| Course Notes/Textbooks | Dave Chaffey ve Fiona Ellis-Chadwick (2022), “Digital Marketing”, ISBN-13: 9781292400969 |
| Suggested Readings/Materials | Benjamin Sweeney (2022), “Digital Marketing QuickStart Guide”, ISBN-13: 978-1945051098 Simon Kingsnorth (2019), “Digital Marketing Strategy: An Integrated Approach to Online Marketing”, ISBN-13 : 978-1398605978 Kent Wertime and Ian Fenwick (2008), DigiMarketing : The Essential Guide to New Media and Digital Marketing, ISBN: 978047082231 |
EVALUATION SYSTEM
| Semester Activities | Number | Weigthing |
| Participation | ||
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments |
1
|
30
|
| Presentation / Jury | ||
| Project |
1
|
50
|
| Seminar / Workshop | ||
| Oral Exams | ||
| Midterm |
1
|
20
|
| Final Exam | ||
| Total |
| Weighting of Semester Activities on the Final Grade |
3
|
100
|
| Weighting of End-of-Semester Activities on the Final Grade | ||
| Total |
ECTS / WORKLOAD TABLE
| Semester Activities | Number | Duration (Hours) | Workload |
|---|---|---|---|
| Theoretical Course Hours (Including exam week: 16 x total hours) |
16
|
3
|
48
|
| Laboratory / Application Hours (Including exam week: '.16.' x total hours) |
16
|
0
|
|
| Study Hours Out of Class |
14
|
1
|
14
|
| Field Work |
0
|
||
| Quizzes / Studio Critiques |
0
|
||
| Portfolio |
0
|
||
| Homework / Assignments |
2
|
5
|
10
|
| Presentation / Jury |
0
|
||
| Project |
1
|
60
|
60
|
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
1
|
8
|
8
|
| Final Exam |
0
|
||
| Total |
140
|
COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP
|
#
|
Program Competencies/Outcomes |
* Contribution Level
|
||||
|
1
|
2
|
3
|
4
|
5
|
||
| 1 | To be able to solve problems with an analytical and holistic viewpoint in the field of business administration. |
X | ||||
| 2 | To be able to present the findings and solutions to the business problems in written and oral formats. |
X | ||||
| 3 | To be able to interpret the application of business and economic concepts, and philosophies at the national and international levels. |
|||||
| 4 | To be able to use innovative and creative approach for real-life business situations. |
X | ||||
| 5 | To be able to demonstrate leadership skills in different business situations. |
|||||
| 6 | To be able to interpret the reflections of new technologies and softwares to business dynamics. |
|||||
| 7 | To be able to integrate knowledge gained in the five areas of business administration (marketing, production, management, accounting, and finance) through a strategic perspective. |
|||||
| 8 | To be able to act in accordance with the scientific and ethical values in studies related to business administration. |
|||||
| 9 | To be able to work efficiently and effectively as a team member. |
X | ||||
| 10 | To be able to have an ethical perspective and social responsiveness when making and evaluating business decisions. |
|||||
| 11 | To be able to collect data in the area of business administration and communicate with colleagues in a foreign language ("European Language Portfolio Global Scale", Level B1). |
|||||
| 12 | To be able to speak a second foreign at a medium level of fluency efficiently. |
|||||
| 13 | To be able to relate the knowledge accumulated throughout the human history to their field of expertise. |
|||||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
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