Digital Marketing Management

Course Code:

ETT 215

Course Type:

Area Elective

P:

3

Application:

0

Credits:

3

ECTS:

6

Course Language:

İngilizce

Course Objectives:

Providing the conceptual basis and the fundamentals of marketing and sale practices and techniques in digital environments.

Course Content:

Including but not limited to marketing anpractices in digital environments, marketing research techniques, social media use and brand management, customer relationship management basics and applied studies. And also includes techniques to increase e-sales.

Course Methodology:

1: Lecture, 2: Question-Answer, 3: Discussion, 4: Simulation, 5: Case Study

Course Evaluation Methods:

A: Testing, B:Presentation, C: Homework, D: Project, E: Laboratory

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Course Learning Outcomes

Learning Outcomes	Program Learning Outcomes	Teaching Methods	Assessment Methods
Grasping the structure of marketing in digital environments.	2	1,2,3	A
Compare the differences between e-marketing and internet technologies.	4	1,2,3	A,C
Relate both traditional and e-marketing methods.	2,4	1,3,12	A,C
Evaluate the differences between e-marketing and social media.	2	1,3,12	C
Conducting the necessary market research methods in digital environments.	1,7	1,2,3	A,C
Using actual and relevant tools that meets the e-marketing needs of the organization	3,4,5	1,12	C
Having knowledge of usage of social media for e-sale.	5,6,7	1,2,3	A,C
Determine the problems related to internet marketing processes of the organization	2,9,10	1,2,12	C

Course Flow

Week	Topics	Study Materials
1	INTRODUCTION, E-MARKETING GENERAL CONCEPTS
2	STRATEGIES OF E-MARKETING, PERFORMANCE METRICS
3	E-MARKETING PLAN
4	E-MARKETING OPPORTUNITY ANAYLSIS & MARKET RESEARCH
5	ETHICS & LEGAL ISSUES
6	ONLINE CUSTOMER BEHAVIOR
7	MIDTERM EXAM
8	SEGMENTATION & TARGET MARKET STRATEGIES
9	PRODUCT & PRICING ANALYSIS
10	DIFFERENTIATION & POSITIONING STRATEGIES
11	CUSTOMER TARGETING FOR PRIVATE SHOPPING
12	HOW TO USE SOCIAL MEDIA FOR INCREASING E- SALES
13	IMPORTANCE OF THE CONTENT FOR SALES
14	E-MARKETING IN TURKEY
15	FINAL EXAM

Recommended Sources

Textbook	E-Marketing, 6/E, Judy Strauss, University of Nevada at Reno Raymond Frost, Ohio University (2012). Prentice-Hall.
Additional Resources	Reichheld, F. (2003). “The one number you need to grow”, Harvard Business Review, 81 (Nov.-Dec.): 1-11

Material Sharing

Documents	Online Shopping and the Problem with Pictures by Jacqueline Conard http://blogs.hbr.org/research/2010/08/online-shopping-and-the-proble.html
Assignments	Social Media Management Tools Analysis Report

Assessment

IN-TERM STUDIES	NUMBER	PERCENTAGE
Mid-terms	1	60
Assignment	1	40
Total		100
CONTRIBUTION OF FINAL EXAMINATION TO OVERALL GRADE		50
CONTRIBUTION OF IN-TERM STUDIES TO OVERALL GRADE		50
Total		100

Course’s Contribution to Program

No	Program Learning Outcomes	Contribution
No	Program Learning Outcomes	1	2	3	4	5
1	E-Commerce and Technology graduated, Describe contemporary e-Commerce environment			X
2	E-Commerce and Technology graduated, Review concepts and terminology together with processes and management decisions involved				X
3	E-Commerce and Technology graduated, Apply techniques of using of JavaScript, JScript, DHTML, CSS, ASP, XML documents to external resources					X
4	E-Commerce and Technology graduated, Demonstrate an understanding of transforming and presentation languages				X
5	E-Commerce and Technology graduated, Assess major e-Commerce opportunities, limitations, issues and risks				X
6	E-Commerce and Technology graduated, Skills in project and risk management, awareness about importance of entrepreneurship, innovation and long-term development, and recognition of international standards and methodologies.					X
7	E-Commerce and Technology graduated, Recognition of the need for, and the ability to access information, to follow recent developments in science and technology, and to engage in life-long learning.			X
8	E-Commerce and Technology graduated An ability to design, implement and evaluate an information system, component, process or program that meets specified requirements.				X
9	E-Commerce and Technology graduated, Describe contemporary e-Commerce environment			X
10	E-Commerce and Technology graduated, Review concepts and terminology together with processes and management decisions involved			X

ECTS

Activities	Quantity	Duration (Hour)	Total Workload (Hour)
Course Duration (Including the exam week: 15x Total course hours)	15	3	45
Hours for off-the-classroom study (Pre-study, practice)	10	3	30
Mid-terms	1	10	10
Study for Mid-term Exam	1	8	8
Homework	30	1.5	45
Study for Final Exam	1	20	20
Total Work Load			128
Total Work Load / 30 (h)			5.12
ECTS Credit of the Course			5

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