COURSE INFORMATION
Course CodeCourse TitleL+P HourSemesterECTS
ISLE 441DIGITAL MARKETING3 + 05th Semester5

COURSE DESCRIPTION
Course Level Bachelor's Degree
Course Type Elective
Course Objective This course aims to evaluate newly developed marketing practices in online platforms as internet became dominant among industries, companies and consumers. Traditional marketing practices are discussed about which concepts are outdated and which are adaptable.
Course Content Theoretical basics of digital marketing, online marketplace, digital marketing strategy development, online consumer experience, campaign planning for digital media, marketing communications using digital media channels, search engine optimization, social media marketing
Prerequisites No the prerequisite of lesson.
Corequisite No the corequisite of lesson.
Mode of Delivery Face to face

COURSE LEARNING OUTCOMES
2Understanding online markets and consumer experience.
1Connecting new Internet applications with traditional marketing practices.
3Planning and Running digital media campaign for companies.
4Understanding the importance of social media in marketing practices.
5Understanding the search engine optimization mechanics.

COURSE'S CONTRIBUTION TO PROGRAM
PO 01PO 02PO 03PO 04PO 05PO 06
LO 01333333
LO 02333333
LO 03333333
LO 04333333
LO 05333333
Sub Total151515151515
Contribution333333

ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION
ActivitiesQuantityDuration (Hour)Total Work Load (Hour)
Course Duration (14 weeks/theoric+practical)14342
Hours for off-the-classroom study (Pre-study, practice)14570
Mid-terms177
Final examination11111
Total Work Load

ECTS Credit of the Course






130

5

COURSE DETAILS
 Select Year   


 Course TermNoInstructors
Details 2020-2021 Fall2MUSTAFA ATAHAN YILMAZ

Course Details
Course Code:  ISLE 441 Course Title:  DIGITAL MARKETING
L+P Hour : 3 + 0   Course Code : 2   Language Of Instruction: Turkish Course Semester :  2020-2021 Fall
Course Coordinator :  RESEARCH ASSISTANT MUSTAFA ATAHAN YILMAZ E-Mail:  matahany@pau.edu.tr Phone Number : 
Course Location İİBF A0015,
Goals : This course aims to evaluate newly developed marketing practices in online platforms as internet became dominant among industries, companies and consumers. Traditional marketing practices are discussed about which concepts are outdated and which are adaptable.
Content : Theoretical basics of digital marketing, online marketplace, digital marketing strategy development, online consumer experience, campaign planning for digital media, marketing communications using digital media channels, search engine optimization, social media marketing
Attendance : %
Topics
WeeksTopics
1 What is Digital Marketing
2 Aligning with Your Business Strategy
3 Barriers and Considerations
4 Planning
5 Search Engine Optimization
6 Paid Search
7 Display
8 Social Media
9 User Experience and Transformation
10 CRM and Retention
11 True Personalization
12 Customer Service
13 Content Strategy
14 Analytics and Reporting
Materials
Materials are not specified.
Resources
Course Assessment
Assesment MethodsPercentage (%)Assesment Methods Title
Final Exam60Final Exam
Midterm Exam40Midterm Exam
L+P: Lecture and Practice
PQ: Program Learning Outcomes
LO: Course Learning Outcomes
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