| Ders Adı | Kodu | Yarıyıl | T+U Saat | Kredi | AKTS |
|---|---|---|---|---|---|
| Dıgıtal Marketıng | GBA 509 | 0 | 3 + 0 | 3 | 6 |
| Ön Koşul Dersleri | |
| Önerilen Seçmeli Dersler | |
| Dersin Dili | Türkçe |
| Dersin Seviyesi | YUKSEK_LISANS |
| Dersin Türü | Seçmeli |
| Dersin Koordinatörü | Dr.Öğr.Üyesi MERVE TÜRKMEN BARUTÇU |
| Dersi Verenler | |
| Dersin Yardımcıları | |
| Dersin Kategorisi | Alanına Uygun Öğretim |
| Dersin Amacı | The target is for graduate students to have knowledge about digital marketing tools and strategies used in digital marketing, which is one of the most important marketing methods of today, through digital technologies, digital measurement, digital consumer behavior, and to reach a level where they can develop a digital marketing strategy. |
| Dersin İçeriği | This course includes stages such as introducing digital platforms and digital marketing concepts, developing new marketing strategies such as social media marketing, influencer marketing, search engine marketing, digital content marketing, affiliate marketing. |
| # | Ders Öğrenme Çıktıları | Öğretim Yöntemleri | Ölçme Yöntemleri |
|---|---|---|---|
| 1 | Lecture, Question-Answer, Discussion, | Testing, Homework, | |
| 2 | Lecture, Question-Answer, Discussion, Drilland Practice, Group Study, | Testing, Project / Design, | |
| 3 | Drilland Practice, Motivations to Show, Group Study, Brain Storming, | Homework, Project / Design, | |
| 4 | Lecture, Question-Answer, Drilland Practice, Case Study, Problem Solving, | Testing, Homework, Project / Design, |
| Hafta | Ders Konuları | Ön Hazırlık |
|---|---|---|
| 1 | Digital communication technologies and marketing | |
| 2 | Consumption and consumer behavior in the digital age | |
| 3 | Segmentation, target audience selection and positioning in digital marketing | |
| 4 | Digital marketing mix development | |
| 5 | Mobile marketing and mobile advertising | |
| 6 | Marketing with mobile apps, games, QR and AR | |
| 7 | Search engine marketing (SEM) and Search engine optimization (SEO) | |
| 8 | Digital content marketing | |
| 9 | Social media marketing/Influencer marketing | |
| 10 | Marketing by e-mail, SMS, MMS and IVR | |
| 11 | Affiliate marketing | |
| 12 | Measuring digital marketing effectiveness | |
| 13 | Digital marketing campaign development application | |
| 14 | Digital marketing campaign development application |
| Kaynaklar | |
|---|---|
| Ders Notu | |
| Ders Kaynakları | |
| Sıra | Program Çıktıları | Katkı Düzeyi | |||||
|---|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Demonstrate understanding of the business fundamentals and the business functions including economics, finance, marketing, accounting and management. | X | |||||
| 2 | Evaluate an organization’s strategic direction and organizational integration. | X | |||||
| 3 | Identify and evaluate the logic, validity, and relevance of data and/or information. | X | |||||
| 4 | Make informed and feasible conclusions and recommendations. | X | |||||
| 5 | Write business documents that are clear, concise and logical. | X | |||||
| 6 | Developing effective and understandable verbal communication skills | X | |||||
| 7 | To develop suggestions for the sustainability of organizations and social responsibility studies. | X | |||||
| 8 | Analyzing ethical conflicts and producing effective solutions. | X | |||||
| 9 | Formulate strong approaches to lead others according to their individual leadership styles | X | |||||
| 10 | To be able to interact effectively in teams. | X | |||||
| Değerlendirme Sistemi | |
|---|---|
| Yarıyıl Çalışmaları | Katkı Oranı |
| 1. Ara Sınav | 100 |
| Toplam | 100 |
| 1. Final | 50 |
| 1. Yıl İçinin Başarıya | 50 |
| Toplam | 100 |
| AKTS - İş Yükü Etkinlik | Sayı | Süre (Saat) | Toplam İş Yükü (Saat) |
|---|---|---|---|
| Course Duration (Including the exam week: 16x Total course hours) | 16 | 3 | 48 |
| Hours for off-the-classroom study (Pre-study, practice) | 16 | 3 | 48 |
| Mid-terms | 1 | 30 | 30 |
| Final examination | 1 | 30 | 30 |
| Toplam İş Yükü | 156 | ||
| Toplam İş Yükü / 25 (Saat) | 6,24 | ||
| Dersin AKTS Kredisi | 6 | ||