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Department of Foreign Trade (Turkish)
DT 290 | Course Introduction and Application Information
| Course Name |
Digital Marketing
|
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
|
DT 290
|
Fall/Spring
|
1
|
2
|
2
|
5
|
| Prerequisites |
None
|
|||||
| Course Language |
Turkish
|
|||||
| Course Type |
Elective
|
|||||
| Course Level |
Short Cycle
|
|||||
| Mode of Delivery | face to face | |||||
| Teaching Methods and Techniques of the Course | Group WorkProblem SolvingQ&AApplication: Experiment / Laboratory / WorkshopGuest SpeakerLecture / Presentation | |||||
| National Occupation Classification | - | |||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | The purpose of this course is to equip students with the knowledge and skills necessary for managing a product or brand in the digital environment. The digital marketing course offers students a broad perspective on sales strategies, content and community management, and image building. Additionally, it develops students' abilities to interact with target audiences effectively, increase brand awareness, ensure customer loyalty, and boost sales by using digital marketing platforms efficiently. |
| Learning Outcomes |
The students who succeeded in this course;
|
| Course Description | The digital marketing course teaches strategies for managing brands' communication, sales, and image processes using the internet and digital technologies. This course covers topics such as advertising on digital platforms, public relations, e-commerce, social media marketing, search engine optimization (SEO), content marketing, and email marketing. Students are taught, through practical applications, the skills to create, implement, and analyze digital marketing strategies. |
| Related Sustainable Development Goals |
|
|
|
Core Courses | |
| Major Area Courses |
X
|
|
| Supportive Courses | ||
| Media and Management Skills Courses | ||
| Transferable Skill Courses |
WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES
| Week | Subjects | Related Preparation |
| 1 | Introduction to marketing: Transition from traditional to digital | |
| 2 | The concept of digital marketing, its history, and current importance | Odabaşı, Y. (2015). Satışta ve pazarlamada müşteri ilişkileri yönetimi (CRM) (9th. ed., s. 12-32). Aura Kitapları. ISBN: 9786051032795 |
| 3 | Search Engine Optimization (SEO) | Odabaşı, Y. (2015). Satışta ve pazarlamada müşteri ilişkileri yönetimi (CRM) (9th. ed., s. 21-32). Aura Kitapları. ISBN: 9786051032795 |
| 4 | Social media marketing | Kulaklı, A., & Birgün, S. (2005). Müşteri merkezli operasyonel bilgi yönetimi için veri yönetiminin Ölçülmesi. İTÜ Dergisi, 2(1), 37-48. |
| 5 | Content marketing | Odabaşı, Y. (2015). Satışta ve pazarlamada müşteri ilişkileri yönetimi (CRM) (9th. ed., s. 36-53). Aura Kitapları. ISBN: 9786051032795 |
| 6 | Website marketing | Odabaşı, Y. (2015). Satışta ve pazarlamada müşteri ilişkileri yönetimi (CRM) (9th. ed., s. 54-64). Aura Kitapları. ISBN: 9786051032795 |
| 7 | Midterm exam week | |
| 8 | E-mail marketing | Odabaşı, Y. (2015). Satışta ve pazarlamada müşteri ilişkileri yönetimi (CRM) (9th. ed., s. 169-200). Aura Kitapları. ISBN: 9786051032795 |
| 9 | Influencer marketing | Odabaşı, Y. (2015). Satışta ve pazarlamada müşteri ilişkileri yönetimi (CRM) (9th. ed., s. 75-102). Aura Kitapları. ISBN: 9786051032795 |
| 10 | Digital advertising | Benlioğlu, O. (2023). Retorik: Konuş, etkile, ikna et (s. 14-38). Kronik Kitap. ISBN: 9786256989931 |
| 11 | Digital / Online public relations | Bircan, K., Acayıp, & Okursoy, A. (2014). Bankacılık sektöründe müşteri ilişkileri yönetimi ve çalışanlar tarafından Değerlendirilmesi. Ekev Akademik Dergisi, 18(58), 648-658. |
| 12 | E-commerce | Odabaşı, Y. (2015). Satışta ve pazarlamada müşteri ilişkileri yönetimi (CRM) (9th. ed., s. 3-11). Aura Kitapları. ISBN: 9786051032795 |
| 13 | Practical examples and analyses | |
| 14 | Practical examples and analyses | |
| 15 | Practical examples and analyses | |
| 16 | Review of the Semester |
| Course Notes/Textbooks |
|
| Suggested Readings/Materials |
|
EVALUATION SYSTEM
| Semester Activities | Number | Weigthing |
| Participation |
1
|
10
|
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments |
1
|
15
|
| Presentation / Jury | ||
| Project |
1
|
25
|
| Seminar / Workshop | ||
| Oral Exams | ||
| Midterm |
1
|
20
|
| Final Exam |
1
|
30
|
| Total |
| Weighting of Semester Activities on the Final Grade |
4
|
70
|
| Weighting of End-of-Semester Activities on the Final Grade |
1
|
30
|
| Total |
ECTS / WORKLOAD TABLE
| Semester Activities | Number | Duration (Hours) | Workload |
|---|---|---|---|
| Theoretical Course Hours (Including exam week: 16 x total hours) |
16
|
1
|
16
|
| Laboratory / Application Hours (Including exam week: '.16.' x total hours) |
16
|
2
|
32
|
| Study Hours Out of Class |
14
|
1
|
14
|
| Field Work |
0
|
||
| Quizzes / Studio Critiques |
0
|
||
| Portfolio |
0
|
||
| Homework / Assignments |
1
|
18
|
18
|
| Presentation / Jury |
0
|
||
| Project |
1
|
30
|
30
|
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
1
|
38
|
38
|
| Final Exam |
1
|
0
|
|
| Total |
148
|
COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP
|
#
|
Program Competencies/Outcomes |
* Contribution Level
|
|||||
|
1
|
2
|
3
|
4
|
5
|
|||
| 1 |
To be able to track current developments in the field of international trade and analyze its impacts. |
-
|
-
|
-
|
-
|
-
|
|
| 2 |
To be able to possess knowledge of state aids, incentives, and grant programs related to foreign trade. |
-
|
-
|
X
|
-
|
-
|
|
| 3 |
To be able to utilize online and software-based programs to obtain and report statistical data related to international trade. |
-
|
X
|
-
|
-
|
-
|
|
| 4 |
To be able to have knowledge about national and international legal rules and regulations used in foreign trade. |
-
|
-
|
-
|
-
|
-
|
|
| 5 |
To be able to apply branding, digital marketing, and promotional activities in the fields of international trade. |
-
|
-
|
-
|
-
|
X
|
|
| 6 |
To be able to analyze risks arising from economic, political, legal, and social environmental conditions in foreign trade. |
-
|
-
|
-
|
-
|
-
|
|
| 7 |
To be able to plan and implement decision-making processes in logistics and supply chain management. |
-
|
-
|
-
|
-
|
-
|
|
| 8 |
To be able to have knowledge about the current status and updates of national and international customs procedures and taxation processes. |
-
|
-
|
-
|
-
|
-
|
|
| 9 |
To be able to possess written, verbal, and non-verbal communication skills and determine strategies suitable for cultural differences. |
-
|
X
|
-
|
-
|
-
|
|
| 10 |
To be able to effectively use at least one foreign language to gather information and communicate in the field of foreign trade ("Common European Framework of Reference for Languages," A2 level). |
-
|
-
|
-
|
-
|
-
|
|
| 11 |
To be able to acquire basic knowledge in economics, finance, and accounting, be familiar with banking and exchange regulations, and follow developments in these areas from a foreign trade perspective. |
-
|
-
|
-
|
-
|
-
|
|
| 12 |
To be able to assess knowledge in societal contribution topics such as environmental sustainability and economic development, and make decisions based on the principles of professional ethics, accountability, and responsibility. |
-
|
-
|
-
|
-
|
-
|
|
| 13 |
To be able to possess interdisciplinary working skills and apply these skills in professional life. |
-
|
-
|
-
|
-
|
-
|
|
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
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