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