PAÜ .:. Eğitim Öğretim Bilgi Sistemi

COURSE INFORMATION

Course Code	Course Title	L+P Hour	Semester	ECTS
ISLE 441	DIGITAL MARKETING	3 + 0	3rd Semester	3

COURSE DESCRIPTION

Course Level	Associate's Degree
Course Type	Compulsory
Course Objective	This course aims to evaluate newly developed marketing practices in online platforms as internet became dominant among industries, companies and consumers. Traditional marketing practices are discussed about which concepts are outdated and which are adaptable.
Course Content	Theoretical basics of digital marketing, online marketplace, digital marketing strategy development, online consumer experience, campaign planning for digital media, marketing communications using digital media channels, search engine optimization, social media marketing
Prerequisites	No the prerequisite of lesson.
Corequisite	No the corequisite of lesson.
Mode of Delivery	Face to Face

COURSE LEARNING OUTCOMES

2	Understanding online markets and consumer experience.
1	Connecting new Internet applications with traditional marketing practices.
3	Planning and Running digital media campaign for companies.
4	Understanding the importance of social media in marketing practices.
5	Understanding the search engine optimization mechanics.

COURSE'S CONTRIBUTION TO PROGRAM

ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION

Activities	Quantity	Duration (Hour)	Total Work Load (Hour)
Course Duration (14 weeks/theoric+practical)	14	3	42
Hours for off-the-classroom study (Pre-study, practice)	1	11	11
Mid-terms	1	10	10
Final examination	1	15	15
Total Work Load ECTS Credit of the Course			78 3

COURSE DETAILS

Select Year

	Course Term	No	Instructors
Details	2023-2024 Fall	1	MELTEM ÖZTÜRK URKAY

Course Details

Course Code	Course Title	L+P Hour	Course Code	Language Of Instruction	Course Semester
ISLE 441	DIGITAL MARKETING	3 + 0	1	Turkish	2023-2024 Fall

Course Coordinator	E-Mail	Phone Number	Course Location	Attendance
Asts. Prof. Dr. MELTEM ÖZTÜRK URKAY	mozturk@pau.edu.tr		HMYO A0201	%70

Goals		This course aims to evaluate newly developed marketing practices in online platforms as internet became dominant among industries, companies and consumers. Traditional marketing practices are discussed about which concepts are outdated and which are adaptable.
Content		Theoretical basics of digital marketing, online marketplace, digital marketing strategy development, online consumer experience, campaign planning for digital media, marketing communications using digital media channels, search engine optimization, social media marketing

Topics

Weeks	Topics
1	digital marketing concept and elements
2	Creating A Digital Marketing Strategy
3	Understanding of Inbound-outbound Marketing
4	Understanding of B2B-B2C Digital Marketing
5	Understand to E-Consumer
6	diigital Marketing Strategies and Digital Media Channels
7	Mobile Marketing
8	Social Media Marketing
9	Midterm Exam
10	E-Mail Marketing
11	Viral Marketing and E-WOMM
12	Content Marketing
13	Video Marketing
14	Blog Marketing

Materials

Materials are not specified.

Resources

Resources	Resources Language
Şengül, Olgu (2016), 2 Saatte A'dan Z'ye Dijital Pazarlama, Cinius Yayınları.	Türkçe
Penpece, Dilek, (2016), Dijital İçerik Pazarlaması, Karahan Kitabevi.	Türkçe
Ryan, Damian, (2016), Dijital Pazarlama, İş Bankası Kültür Yayınları,	Türkçe
Erich Schmidt, Jared Cohen (2014), Yeni Dijital Çağ, optimist Yayın	Türkçe
Dave Chaffey, Fiona Ellis-Chadwick (2015), Digital Marketing 6e, Pearson Education.	Türkçe

Course Assessment

Assesment Methods	Percentage (%)	Assesment Methods Title
Final Exam	50	Final Exam
Midterm Exam	50	Midterm Exam

L+P: Lecture and Practice
PQ: Program Learning Outcomes
LO: Course Learning Outcomes

Prospective Student