| 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>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 | ||