The aim of this course is to enable students to understand the fundamental concepts of digital marketing, the digital marketing ecosystem, and contemporary digital marketing tools; and to develop the skills required to plan and manage digital marketing processes through digital marketing planning, content strategy development, website and user experience evaluation, social media advertising, search engine optimization (SEO), search engine marketing (SEM), campaign performance measurement, and AI-assisted digital marketing applications.

This course covers the fundamental concepts of digital marketing, the digital marketing ecosystem, digital consumer behavior, content marketing, website and user experience (UX), digital marketing analysis techniques, the digital marketing planning process, social media advertising, target audience strategies, search engine optimization (SEO), search engine marketing (SEM), supporting tools and AI-assisted digital marketing applications, campaign performance measurement, digital marketing integrations, and current trends in digital marketing. Throughout the course, students analyze digital marketing processes through real-world case studies and develop practical digital marketing skills.