BA 338 | Course Introduction and Application Information - Department of Business Administration

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	Discussion Group Work Case Study Q&A Lecture / Presentation
National Occupation Classification	-
Course Coordinator	Prof. Dr. Tuğba TUĞRUL
Course Lecturer(s)	Prof. Dr. Tuğba TUĞRUL
Assistant(s)	Araş. Gör. Damlasu UYUĞ ŞENGÜN

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; Explain the importance of environmental scanning for digital marketing. Develop a digital customer journey map. Discuss different digital marketing channels. Develop digital marketing plan for a real-life company. Present digital marketing plan
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.
Related Sustainable Development Goals

Course Category	Core Courses
	Major Area Courses	X
	Supportive Courses
	Media and Management Skills Courses
	Transferable Skill Courses

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

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

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

#	Program Competencies/Outcomes	* Contribution Level
#	Program Competencies/Outcomes	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 language 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.	-	-	-	-	-