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 | |
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Course Notes | <p>Özgüven 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 |
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 |