Information Package / Course Catalogue
| Course Code | : YBS404 |
| Course Type | : Area Elective |
| Couse Group | : First Cycle (Bachelor's Degree) |
| Education Language | : Turkish |
| Work Placement | : N/A |
| Theory | : 3 |
| Prt. | : 0 |
| Credit | : 3 |
| Lab | : 0 |
| ECTS | : 6 |
The main purpose of this course is to evaluate existing marketing practices in the Internet environment, discuss their validity, adapt classical marketing processes and evaluate newly developed marketing practices as the industry, consumers and businesses transition to online platforms.
The focus is on the theoretical background of digital marketing, online markets, development of digital marketing strategy, online consumer experience, digital media campaign, communication through digital media channels, search engine optimization, social media marketing.
| Assoc. Prof. Büşra KUTLU KARABIYIK |
| 1. | Can understand and interpret the basic issues related to digital marketing. |
| 2. | Can make comparisons between marketing and digital marketing. |
| 3. | Can evaluate how digital technologies and new economic conditions may affect consumers. |
| 4. | Discusses current trends in digital marketing. |
| 5. | Can create a digital marketing plan to be used to promote a business. |
| 1. | Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson uk. |
| 2. | Aksoy, R. (2018). E-pazarlama geleneksel ve dijital pazarlama bakış açısı birlikte. Ankara: Seçkin Yayıncılık. |
| 3. | Cetinturk, N. (2019). Temel dijital pazarlama kavramları ve remarketing reklam modeli. Seçkin Yayıncılık. |
| Type of Assessment | Count | Percent |
|---|---|---|
| Midterm Examination | 1 | %40 |
| Final Examination | 1 | %60 |
| Activities | Count | Preparation | Time | Total Work Load (hours) |
|---|---|---|---|---|
| Lecture - Theory | 14 | 5 | 3 | 112 |
| Reading | 10 | 1 | 0 | 10 |
| Individual Work | 6 | 1 | 0 | 6 |
| Midterm Examination | 1 | 10 | 1 | 11 |
| Final Examination | 1 | 10 | 1 | 11 |
| TOTAL WORKLOAD (hours) | 150 | |||
PÇ-1 | PÇ-2 | PÇ-3 | PÇ-4 | PÇ-5 | PÇ-6 | PÇ-7 | PÇ-8 | PÇ-9 | PÇ-10 | PÇ-11 | PÇ-12 | PÇ-13 | PÇ-14 | PÇ-15 | |
OÇ-1 | 4 | 4 | 4 | 4 | 4 | 5 | 4 | 4 | 4 | 4 | 4 | 4 | 4 | 3 | 4 |
OÇ-2 | 3 | 4 | 4 | 4 | 4 | 4 | 4 | 3 | 4 | 4 | 4 | 4 | 4 | 4 | 4 |
OÇ-3 | 4 | 4 | 4 | 4 | 4 | 4 | 4 | 4 | 4 | 4 | 4 | 4 | 4 | 4 | 4 |
OÇ-4 | 4 | 4 | 4 | 4 | 4 | 4 | 4 | 4 | 4 | 4 | 4 | 4 | 4 | 4 | 4 |
OÇ-5 | 4 | 5 | 5 | 4 | 4 | 4 | 4 | 5 | 4 | 4 | 4 | 4 | 4 | 4 | 4 |