Nevşehir Hacı Bektaş Veli University Course Catalogue
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| Year/Semester of Study | 1 / Fall Semester | ||||
| Level of Course | 2nd Cycle Degree Programme | ||||
| Type of Course | Optional | ||||
| Department | BUSINESS ADMINISTRATION - PRODUCTION MANAGEMENT AND MARKETING (DOCTORATE DEGREE) | ||||
| Pre-requisities and Co-requisites | None | ||||
| Mode of Delivery | Face to Face | ||||
| Teaching Period | 14 Weeks | ||||
| Name of Lecturer | SUZAN ÇOBAN (suzan@nevsehir.edu.tr) | ||||
| Name of Lecturer(s) | CEYLAN BOZPOLAT, | ||||
| Language of Instruction | Turkish | ||||
| Work Placement(s) | None | ||||
| Objectives of the Course | |||||
| The aim of this course is to create the theoretical infrastructure for the purpose of internet marketing | |||||
| Learning Outcomes | PO | MME | |
| The students who succeeded in this course: | |||
| LO-1 | Can explain the marketing opportunities that the Internet offers |
PO-1 Understand all aspects of marketing science by adding current and advanced theoretical marketing information, on their knowledge which they have gained from their previous education processes, and deepen their cumulative knowledge at a level that they can innovate new information in this field. PO-2 Have command on the current issues in the science of marketing, learn new marketing methods such as green marketing, social marketing, post-modern marketing, sustainable marketing, data-driven marketing, relationship marketing and so on PO-7 Understand the interaction of marketing with other branches of business management and different disciplines, examine the various marketing issues with new perspectives, gain abilities to produce original information through analysis and synthesis technics. PO-13 Can present their scientific studies to a variety of scientific platforms and participate in scientific discussions, publish their papers at national and international journals, participate national and international congresses easily and share their knowledge |
Examination Presentation |
| LO-2 | Can apply Internet knowledge and skills in the field of marketing |
PO-1 Understand all aspects of marketing science by adding current and advanced theoretical marketing information, on their knowledge which they have gained from their previous education processes, and deepen their cumulative knowledge at a level that they can innovate new information in this field. PO-2 Have command on the current issues in the science of marketing, learn new marketing methods such as green marketing, social marketing, post-modern marketing, sustainable marketing, data-driven marketing, relationship marketing and so on PO-7 Understand the interaction of marketing with other branches of business management and different disciplines, examine the various marketing issues with new perspectives, gain abilities to produce original information through analysis and synthesis technics. PO-13 Can present their scientific studies to a variety of scientific platforms and participate in scientific discussions, publish their papers at national and international journals, participate national and international congresses easily and share their knowledge |
Examination Presentation |
| LO-3 | Can explain online consumer behaviors |
PO-1 Understand all aspects of marketing science by adding current and advanced theoretical marketing information, on their knowledge which they have gained from their previous education processes, and deepen their cumulative knowledge at a level that they can innovate new information in this field. PO-2 Have command on the current issues in the science of marketing, learn new marketing methods such as green marketing, social marketing, post-modern marketing, sustainable marketing, data-driven marketing, relationship marketing and so on PO-5 Learn the subject of consumer behavior, handle the issues related to consumer behavior particularly with marketing discipline, and generally with various disciplines such as psychology, sociology and economics, have good knowledge to improve the existing models of consumer behavior or develop new ones. PO-11 Have knowledge which is up to date, follow national and international literature closely and develop themselves not only in the marketing field, but also in the other social issues |
Examination Presentation |
| PO: Programme Outcomes MME:Method of measurement & Evaluation |
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| Course Contents | ||
| This course will cover communication technology and the internet. The course will mainly focus on the development of the internet, the opportunities offered by the internet in terms of marketing, the problems related to marketing on the internet and solutions, the comparison of the internet as a marketing tool and the internet and the internet as similar tools | ||
| Weekly Course Content | ||
| Week | Subject | Learning Activities and Teaching Methods |
| 1 | Introduction | Discussion Method Narrative Method Case Method question answer |
| 2 | The history and development of the Internet, the Internet and the business community, the main indicator | Discussion Method Narrative Method Case Method question answe |
| 3 | The concept of marketing on the digital, and its advantages and disadvantages, its structural characteristics and its future | Discussion Method Narrative Method Case Method question answer |
| 4 | Auction models, E-Retail, E-Business models | Discussion Method Narrative Method Case Method question answer |
| 5 | Online consumer behavior | Discussion Method Narrative Method Case Method question answer |
| 6 | Target market selection and marketing mix on the Internet | Discussion Method Narrative Method Case Method question answer |
| 7 | Digital marketing channels: Website design | Discussion Method Narrative Method Case Method question answer |
| 8 | mid-term exam | |
| 9 | e-mail and search engines, mobile marketing | Discussion Method Narrative Method Case Method question answer |
| 10 | Use of social media | Discussion Method Narrative Method Case Method question answer |
| 11 | Digital promotion methods | Discussion Method Narrative Method Case Method question answer |
| 12 | Price and payment forms | Discussion Method Narrative Method Case Method question answer |
| 13 | The main applications are: e-research, e-customer relationship management, e-logistics, e-supply chain management. | Discussion Method Narrative Method Case Method question answer |
| 14 | Ethical issues in digital marketing | Discussion Method Narrative Method Case Method question answer |
| 15 | Student presentations | Discussion Method Narrative Method Case Method question answer |
| 16 | final exam | |
| Recommend Course Book / Supplementary Book/Reading | ||
| 1 | Kırçova, İbrahim; İnternette pazarlama, İstanbul: Beta yay. 2012 | |
| 2 | Marangoz Mehmet; İnternette Pazarlama İstanbul: Beta Yay., 2014. | |
| Required Course instruments and materials | ||
| Projection, course book, Journals. | ||
| 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 | 3 | 10 | 30 |
| b) Search in internet/Library | 3 | 10 | 30 |
| c) Performance Project | 0 | ||
| d) Prepare a workshop/Presentation/Report | 6 | 5 | 30 |
| 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 | 4 | 16 |
| final exam | 1 | 1 | 1 |
| 0 | |||
| 0 | |||
| Total work load; | 171 | ||