Nevşehir Hacı Bektaş Veli University Course Catalogue
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| 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 | |||||
| This course aims to understand trends that may shape the future of digital marketing. This course will provide an opportunity to develop knowledge as to how to apply digital media such as the web, email, mobile and interactive TV in order to effectively market a firm's products and services and explore the realities and implications of e-business from a marketer's perspective. | |||||
| Learning Outcomes | PO | MME | |
| The students who succeeded in this course: | |||
| LO-1 | To build digital marketing strategies for different organizations |
PO-1 Students successfully graduating from this department;
1. have advanced knowledge about the basic concepts of business administration, the basic functions of the business management science, the historical development of it, its relationships with other disciplines, businesses and the environment, business objectives, feasibility studies, business functions, cooperation between firms and entrepreneurship, and apply them and make administrative decisions on these issues.
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-18 Have the ability to work with disciplinary and interdisciplinary teams; to be open to change and innovation, to be entrepreneur, to gain life-long learning; to have leadership qualities and to make analytical communication with managers and specialists in other fields. |
Examination Presentation |
| LO-2 | To form a digital marketing mix |
PO-1 Students successfully graduating from this department;
1. have advanced knowledge about the basic concepts of business administration, the basic functions of the business management science, the historical development of it, its relationships with other disciplines, businesses and the environment, business objectives, feasibility studies, business functions, cooperation between firms and entrepreneurship, and apply them and make administrative decisions on these issues.
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-23 Analyze and write the texts which include professional English technical terms and words in business administration and economics research areas. |
Examination Presentation |
| LO-3 | To measure the results of digital marketing campaigns |
PO-1 Students successfully graduating from this department;
1. have advanced knowledge about the basic concepts of business administration, the basic functions of the business management science, the historical development of it, its relationships with other disciplines, businesses and the environment, business objectives, feasibility studies, business functions, cooperation between firms and entrepreneurship, and apply them and make administrative decisions on these issues.
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. |
Examination Presentation |
| PO: Programme Outcomes MME:Method of measurement & Evaluation |
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| Course Contents | ||
| Definition of Digital Marketing and Electronic Commerce/Types/ Historical Development/ Definition of Internet/ Introduction to Internet marketing/ Marketing Research on The Internet/ Payment Systems On Internet/ Examples of Applications | ||
| Weekly Course Content | ||
| Week | Subject | Learning Activities and Teaching Methods |
| 1 | Introduction | Verbal lecture |
| 2 | Online marketplace analysis: micro-environment | Verbal lecture |
| 3 | The online macro-environment | Verbal lecture |
| 4 | Digital marketing strategy | Verbal lecture |
| 5 | The impact o digital media and technology on marketing mix | Verbal lecture |
| 6 | Relationship marketing using digital platforms | Verbal lecture |
| 7 | Delivering online customer experience | Verbal lecture |
| 8 | mid-term exam | |
| 9 | Campaign planning for digital media | Verbal lecture |
| 10 | Marketing communications using digital media channels | Verbal lecture |
| 11 | Evaluation and improvement of digital channel performance | Verbal lecture |
| 12 | Business-to-consumer digital marketing practice | Verbal lecture |
| 13 | Business-to-consumer digital marketing practice | Verbal lecture |
| 14 | Student presentations | Verbal lecture |
| 15 | Student presentations | Verbal lecture |
| 16 | final exam | |
| Recommend Course Book / Supplementary Book/Reading | ||
| 1 | Chaffey ve Ellis-Chadwick, Digital Marketing: Strategy, Implementation and Practice (6th edition), Pearson | |
| 2 | Ryan, D and Jones, C. Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, 2nd Ed. | |
| Required Course instruments and materials | ||
| Textbook, Blackboard, Projection | ||
| Assessment Methods | |||
| Type of Assessment | Week | Hours | Weight(%) |
| mid-term exam | 8 | 2 | 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 | 2 | 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 | 6 | 6 | 36 |
| b) Search in internet/Library | 5 | 5 | 25 |
| 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 | 4 | 12 |
| mid-term exam | 1 | 1 | 1 |
| Own study for final exam | 3 | 4 | 12 |
| final exam | 1 | 1 | 1 |
| 0 | |||
| 0 | |||
| Total work load; | 129 | ||