Nevşehir Hacı Bektaş Veli University Course Catalogue
|
|||||
| Year/Semester of Study | 2 / Spring Semester | ||||
| Level of Course | 1st Cycle Degree Programme | ||||
| Type of Course | Optional | ||||
| Department | BUSINESS ADMINISTRATION | ||||
| Pre-requisities and Co-requisites | None | ||||
| Mode of Delivery | Face to Face | ||||
| Teaching Period | 14 Weeks | ||||
| Name of Lecturer | MUSTAFA ÜNSALAN (mustafaunsalan@nevsehir.edu.tr) | ||||
| Name of Lecturer(s) | |||||
| Language of Instruction | Turkish | ||||
| Work Placement(s) | None | ||||
| Objectives of the Course | |||||
| The aim of this course is to gain knowledge and skills in digital marketing strategies, applications and all digital channels and platforms. | |||||
| Learning Outcomes | PO | MME | |
| The students who succeeded in this course: | |||
| LO-1 | Can evaluate digital marketing applications theoretically. |
PO-2 analyze and design at the organizational level, understand the functions of business management that are planning, organizing, execution, coordination and control, describe and apply them, and be acknowledged about modern management techniques. PO-3 have information about the basic concepts of strategic management, strategic management process and strategic analysis and strategy selection, implementation and control strategies. PO-11 Understand and comprehend market research, information systems, consumer behaviors, strategic marketing, global markets, product and service strategies, product life curve, pricing and supply chain in the points of providing continuity of businesses in the process of globalization. PO-17 Use modern methods and technologies of business administration including analytical thinking and information technology in the first instance. |
Examination |
| LO-2 | Can describe digital marketing channels. |
PO-3 have information about the basic concepts of strategic management, strategic management process and strategic analysis and strategy selection, implementation and control strategies. PO-11 Understand and comprehend market research, information systems, consumer behaviors, strategic marketing, global markets, product and service strategies, product life curve, pricing and supply chain in the points of providing continuity of businesses in the process of globalization. PO-17 Use modern methods and technologies of business administration including analytical thinking and information technology in the first instance. |
Examination |
| PO: Programme Outcomes MME:Method of measurement & Evaluation |
|||
| Course Contents | ||
| This course examines the digital marketing phenomenon, important digital marketing channels (online advertising) and its use | ||
| Weekly Course Content | ||
| Week | Subject | Learning Activities and Teaching Methods |
| 1 | Introduction | Discussion Method Narrative Method Case Method |
| 2 | Strategic management in digital marketing | Discussion Method Narrative Method Case Method |
| 3 | Digital marketing channels | Discussion Method Narrative Method Case Method |
| 4 | Search engine optimization | Discussion Method Narrative Method Case Method |
| 5 | Search engine marketing (SEM) and ad types | Discussion Method Narrative Method Case Method |
| 6 | Adwords | Discussion Method Narrative Method Case Method |
| 7 | Content marketing | Discussion Method Narrative Method Case Method |
| 8 | mid-term exam | |
| 9 | e-mail marketing | Discussion Method Narrative Method Case Method |
| 10 | Mobile marketing | Discussion Method Narrative Method Case Method |
| 11 | Social media marketing | Discussion Method Narrative Method Case Method |
| 12 | Types of advertising | Discussion Method Narrative Method Case Method |
| 13 | Website content and update | Discussion Method Narrative Method Case Method |
| 14 | Measurement and evaluation in digital marketing | Discussion Method Narrative Method Case Method |
| 15 | Measurement and evaluation in digital marketing | Discussion Method Narrative Method Case Method |
| 16 | final exam | |
| Recommend Course Book / Supplementary Book/Reading | ||
| 1 | Kingsnorth Simon, Dijital Pazarlama Stretjisi, ed: Fahri Apaydın, Ankara: Nobel yayınları, 2017 | |
| 2 | Gökşin, Emre, Dijital Pazarlamanın Temelleri, İstanbul: Abaküs Yay., 2017 | |
| Required Course instruments and materials | ||
| Projection, video, course book. | ||
| Assessment Methods | |||
| Type of Assessment | Week | Hours | Weight(%) |
| mid-term exam | 8 | 1 | 40 |
| Other assessment methods | |||
| 1.Oral Examination | |||
| 2.Quiz | |||
| 3.Laboratory exam | |||
| 4.Presentation | |||
| 5.Report | |||
| 6.Workshop | |||
| 7.Performance Project | |||
| 8.Term Paper | |||
| 9.Project | |||
| final exam | 16 | 1 | 60 |
| Student Work Load | |||
| Type of Work | Weekly Hours | Number of Weeks | Work Load |
| Weekly Course Hours (Theoretical+Practice) | 3 | 14 | 42 |
| Outside Class | |||
| a) Reading | 2 | 10 | 20 |
| b) Search in internet/Library | 2 | 8 | 16 |
| c) Performance Project | 0 | ||
| d) Prepare a workshop/Presentation/Report | 0 | ||
| e) Term paper/Project | 0 | ||
| Oral Examination | 0 | ||
| Quiz | 0 | ||
| Laboratory exam | 0 | ||
| Own study for mid-term exam | 3 | 7 | 21 |
| mid-term exam | 1 | 1 | 1 |
| Own study for final exam | 4 | 5 | 20 |
| final exam | 1 | 1 | 1 |
| 0 | |||
| 0 | |||
| Total work load; | 121 | ||