| Course Name | Code | Semester | T+U Hours | Credit | ECTS |
|---|---|---|---|---|---|
| Mobile Marketing | ISL 425 | 7 | 2 + 0 | 2 | 5 |
| Precondition Courses | |
| Recommended Optional Courses | |
| Course Language | Turkish |
| Course Level | Bachelor's Degree |
| Course Type | Optional |
| Course Coordinator | Dr.Öğr.Üyesi SEMİH OKUTAN |
| Course Lecturers | Dr.Öğr.Üyesi SEMİH OKUTAN, |
| Course Assistants | Res. Asst. Merve TÜRKMEN |
| Course Category | |
| Course Objective | The purpose of this course is to help students learn about mobile marketing concept which is one of today´s most important marketing methods, and promote them to develop a proper mobile marketing strategy for the business. |
| Course Content | Introduction to mobility and mobile marketing concepts, mobile consumer behavior, segmentation and mobile marketing mix, social media, permission marketing in mobile platforms and developing a mobile marketing communication strategy. |
| # | Course Learning Outcomes | Teaching Methods | Assessment Methods |
|---|---|---|---|
| 1 | To define mobility and mobile marketing concepts. | Lecture, Question-Answer, Discussion, Group Study, Self Study, | Testing, Homework, Performance Task, |
| 2 | To identify mobile marketing tools and platforms, and analyze the elements of the mobile marketing environment. | Lecture, Question-Answer, Discussion, Group Study, Brain Storming, Self Study, | Testing, Homework, Performance Task, |
| 3 | To describe and interpret the causes of consumer behavior in mobile marketing environment and develop strategies for the proper market segments. | Lecture, Question-Answer, Discussion, Group Study, Self Study, | Testing, Homework, Performance Task, |
| 4 | To plan and manage mobile location-based marketing strategies. | Lecture, Question-Answer, Discussion, Group Study, Brain Storming, Self Study, | Testing, Homework, Performance Task, |
| 5 | To analyze advertising, communication and permission marketing applications in mobile platforms. | Lecture, Question-Answer, Discussion, Group Study, Brain Storming, Self Study, | Testing, Homework, Performance Task, |
| 6 | To develop a business strategy in accordance with a mobile marketing campaign. | Lecture, Question-Answer, Discussion, Group Study, Brain Storming, Self Study, | Testing, Homework, Project / Design, Performance Task, |
| Week | Course Topics | Preliminary Preparation |
|---|---|---|
| 1 | Introduction to mobility and mobile marketing concepts | Varnali K., A. Toker ve C. Yilmaz. Mobile marketing: Fundamentals and strategy. McGraw-Hill, 2011 |
| 2 | Mobile Marketing Tools and Platforms | Varnali K., A. Toker ve C. Yilmaz. Mobile marketing: Fundamentals and strategy. McGraw-Hill, 2011 |
| 3 | Mobile Markets and Marketing Environment | Varnali K., A. Toker ve C. Yilmaz. Mobile marketing: Fundamentals and strategy. McGraw-Hill, 2011 |
| 4 | Mobile Marketing Information System | Varnali K., A. Toker ve C. Yilmaz. Mobile marketing: Fundamentals and strategy. McGraw-Hill, 2011 |
| 5 | Consumer Behavior in Mobile Platforms | Varnali K., A. Toker ve C. Yilmaz. Mobile marketing: Fundamentals and strategy. McGraw-Hill, 2011 |
| 6 | Segmentation and Target Market Selection In Mobile Marketing | Varnali K., A. Toker ve C. Yilmaz. Mobile marketing: Fundamentals and strategy. McGraw-Hill, 2011 |
| 7 | Mobile Marketing Mix | Varnali K., A. Toker ve C. Yilmaz. Mobile marketing: Fundamentals and strategy. McGraw-Hill, 2011 |
| 8 | Mid-term Exam | |
| 9 | Location-Based Applications in Mobile Marketing | Varnali K., A. Toker ve C. Yilmaz. Mobile marketing: Fundamentals and strategy. McGraw-Hill, 2011 |
| 10 | Mobile Advertising and Communication Strategies | Varnali K., A. Toker ve C. Yilmaz. Mobile marketing: Fundamentals and strategy. McGraw-Hill, 2011 |
| 11 | Mobile Marketing and Social Media | Varnali K., A. Toker ve C. Yilmaz. Mobile marketing: Fundamentals and strategy. McGraw-Hill, 2011 |
| 12 | Permission Marketing Practices in Mobile Platforms | Varnali K., A. Toker ve C. Yilmaz. Mobile marketing: Fundamentals and strategy. McGraw-Hill, 2011 |
| 13 | Case Study of Mobile Marketing Campaign | Varnali K., A. Toker ve C. Yilmaz. Mobile marketing: Fundamentals and strategy. McGraw-Hill, 2011 |
| 14 | Mobile Marketing Campaign Development | Varnali K., A. Toker ve C. Yilmaz. Mobile marketing: Fundamentals and strategy. McGraw-Hill, 2011 |
| Resources | |
|---|---|
| Course Notes | Özgüven N., Mobil Pazarlama ve Mobil Reklam, Dora Yayınları, Bursa, 2013, |
| Course Resources | J. Hopkins ve J. Turner, Mobil Pazarlama Hakkında Her Şey, Optimist Yayınları, 2013 Varnali K., A. Toker ve C. Yilmaz. Mobile marketing: Fundamentals and strategy. McGraw-Hill, 2011. AKBIYIK A., S. Okutan, R. Altunışık, “Mobil Pazarlama Platformlarında İzinli Pazarlama Uygulamalarına Yönelik Tüketici Tutum ve Algıları Üzerine Bir Araştırma”, Tüketim ve Tüketici Araştırmaları Dergisi, cilt 1, Sayı 2, Aralık 2009, Beta Yayınları http://betadergi.com/uploads/pdf/mobil-pazarlama-platformlarinda-izinli-pazarlama-uygulamalarina-yonelik-tuketici-tutum-ve-algilari-uzerine-bir-arastirma-2.pdf |
| Order | Program Outcomes | Level of Contribution | |||||
|---|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Gains the required knowledge in production, marketing, management , accounting and finance. | X | |||||
| 2 | Can work in teams and share information with team members in tasks of production, marketing, management, accounting and finance. | X | |||||
| 3 | Identifies and analyzes problems also offers solutions in tasks of production, marketing, management, accounting and finance. | X | |||||
| 4 | Contributes to projects, takes responsibility and conduct researches in tasks of production, marketing, management, accounting and finance. | X | |||||
| 5 | Can define goals and objectives of organization in tasks of production, marketing, management, accounting and finance. | X | |||||
| 6 | Questions the acquired knowledge in tasks of production, marketing, management, accounting and finance. | X | |||||
| 7 | Believes to adapting new situations and meets the requirements of new tasks of production, marketing, management, accounting and finance. | X | |||||
| 8 | Can transfer knowledge and recommendations in tasks of production, marketing, management, accounting and finance via using necessery communication tools and a foreign language effectively . | X | |||||
| 9 | Open to occupational cooperation and sharing in tasks of production, marketing, management, accounting and finance. | X | |||||
| 10 | Can use necessary information systems in tasks of production, marketing, management, accounting and finance. | X | |||||
| 11 | Behaves in accordance with social and occupational ethic values in tasks of production, marketing, management, accounting and finance. | X | |||||
| 12 | Analyses and carries out relations with stake holders in tasks of production, marketing, management, accounting and finance. | X | |||||
| 13 | Follows the innovations and encourages team members in tasks of production, marketing, management, accounting and finance. | X | |||||
| 14 | Questions the position of the organization and offers suggestions in tasks of production, marketing, management, accounting and finance. | X | |||||
| 16 | X | ||||||
| Evaluation System | |
|---|---|
| Semester Studies | Contribution Rate |
| 1. Ara Sınav | 50 |
| 1. Kısa Sınav | 10 |
| 2. Kısa Sınav | 10 |
| 1. Ödev | 30 |
| Total | 100 |
| 1. Yıl İçinin Başarıya | 50 |
| 1. Final | 50 |
| Total | 100 |
| ECTS - Workload Activity | Quantity | Time (Hours) | Total Workload (Hours) |
|---|---|---|---|
| Course Duration (Including the exam week: 16x Total course hours) | 16 | 3 | 48 |
| Hours for off-the-classroom study (Pre-study, practice) | 16 | 1 | 16 |
| Mid-terms | 1 | 20 | 20 |
| Performance Task (Application) | 1 | 10 | 10 |
| Final examination | 1 | 20 | 20 |
| Performance Task (Seminar) | 1 | 5 | 5 |
| Quiz | 2 | 5 | 10 |
| Total Workload | 129 | ||
| Total Workload / 25 (Hours) | 5.16 | ||
| dersAKTSKredisi | 5 | ||