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
Course Category Teaching Suitable For Field
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, Performance Task, Testing, Homework,
2 To identify mobile marketing tools and platforms, and analyze the elements of the mobile marketing environment. Brain Storming, Self Study, Lecture, Question-Answer, Discussion, Group 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 <p>&Ouml;zg&uuml;ven N., Mobil Pazarlama ve Mobil Reklam, Dora Yayınları, Bursa, 2013,</p>
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 Our students will have fundamental knowledge in business administration. X
2 Our students will be able to work in teams, and share information with team members in tasks of business administration X
3 Our students will identify and analyse problems to offer solutions in tasks of business administration. X
4 Our students will participate in projects about business administration process and tasks. X
5 Our students will accept responsibility in order to conclude tasks of business administration. X
6 Our students will define ethical problems in work environment and generate solutions. X
7 Our students can transfer their knowledge and suggestions with technology supported tools and written communication skills. X
8 Our students can transfer their knowledge and suggestions by written and verbal communication skills. 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