Nevşehir Hacı Bektaş Veli University Course Catalogue
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| Year/Semester of Study | 4 / Fall Semester | ||||
| Level of Course | 1st Cycle Degree Programme | ||||
| Type of Course | Optional | ||||
| Department | BANKING AND FINANCE | ||||
| Pre-requisities and Co-requisites | None | ||||
| Mode of Delivery | Face to Face | ||||
| Teaching Period | 14 Weeks | ||||
| Name of Lecturer | CEYLAN BOZPOLAT (cakdogan@nevsehir.edu.tr) | ||||
| Name of Lecturer(s) | |||||
| Language of Instruction | Turkish | ||||
| Work Placement(s) | None | ||||
| Objectives of the Course | |||||
| Technological developments have been continuing to grow and these developments affect the marketing principles and strategies.This course aims to teach students the concept of digital marketing and enable them to use it in their business life. | |||||
| Learning Outcomes | PO | MME | |
| The students who succeeded in this course: | |||
| LO-1 | Can explain the digital marketing concept and use it in business life. |
PO-12 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 Performance Project |
| LO-2 | Can aware of digital advertising term. |
PO-19 Uses contemporary methods and technologies of business administration, especially information technologies and analytical thinking. |
Examination Performance Project |
| LO-3 | Can explain the e-trade and use it in business life. |
PO-12 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 Performance Project |
| PO: Programme Outcomes MME:Method of measurement & Evaluation |
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| Course Contents | ||
| Digital marketing, advertising, promotions, social media, social media advertising, e-commerce, reputation, new sale techniques | ||
| Weekly Course Content | ||
| Week | Subject | Learning Activities and Teaching Methods |
| 1 | Digital marketing concept and tools Internet Marketing | lecturing and discussion |
| 2 | Electronic Commerce and Tools | lecturing and discussion |
| 3 | Advantages and disadvantages of online marketing | lecturing and discussion |
| 4 | Search engine marketing | lecturing and discussion |
| 5 | Database | lecturing and discussion |
| 6 | Email marketing | lecturing and discussion |
| 7 | Business email writing | lecturing and discussion |
| 8 | mid-term exam | |
| 9 | Data-based marketing concept and its development | lecturing and discussion |
| 10 | Target market selection strategies in data-based marketing | lecturing and discussion |
| 11 | Data fields that should be in the customer database | lecturing and discussion |
| 12 | Social media marketing and up-to-date statistics | lecturing and discussion |
| 13 | Components of social media marketing | lecturing and discussion |
| 14 | Reflecting on website positioning | lecturing and discussion |
| 15 | Review | lecturing and discussion |
| 16 | final exam | |
| Recommend Course Book / Supplementary Book/Reading | ||
| 1 | Damian Ryan (2016), Dijital Pazarlama, Kültür Yayınları, İstanbul | |
| 2 | Erkan AKAR (2018)Sosyal Medya Pazarlaması-Sosyal Web'te Pazarlama Stratejileri, Seçkin Yayıncılık | |
| Required Course instruments and materials | ||
| Slide projector, computer | ||
| 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 | 14 | 28 |
| b) Search in internet/Library | 1 | 10 | 10 |
| 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 | 3 | 7 | 21 |
| final exam | 1 | 1 | 1 |
| 0 | |||
| 0 | |||
| Total work load; | 124 | ||