PAÜ .:. Eğitim Öğretim Bilgi Sistemi

COURSE INFORMATION

Course Code	Course Title	L+P Hour	Semester	ECTS
HIT 228	DIGITAL MARKETING STRATEGY	2 + 1	4th Semester	5

COURSE DESCRIPTION

Course Level	Bachelor's Degree
Course Type	Elective
Course Objective	To create awareness about the importance of digital marketing elements, to make effective use of these elements and to have knowledge about the applications needed to ensure the bussiness continuity of existence in these channels
Course Content	Introduction to digital marketing and digital marketing strategy, online market analysis: micro environment, macro environment; digital marketing strategy, the impact of digital media and technology on marketing mix, relational marketing using digital platforms, providing online customer experience, campaign planning for digital media, using digital media channels in marketing communication, evaluating and improving digital channel performance
Prerequisites	No the prerequisite of lesson.
Corequisite	No the corequisite of lesson.
Mode of Delivery	Face to Face

COURSE LEARNING OUTCOMES

1	Having knowledge about the importance of digital marketing elements and strategies applied
2	To be able to evaluate the digital business world in terms of consumers and businesses
3	Developing the ability to make case studies by creating teams

COURSE'S CONTRIBUTION TO PROGRAM

ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION

Activities	Quantity	Duration (Hour)	Total Work Load (Hour)
Course Duration (14 weeks/theoric+practical)	14	3	42
Hours for off-the-classroom study (Pre-study, practice)	14	3	42
Mid-terms	1	23	23
Final examination	1	23	23
Total Work Load ECTS Credit of the Course			130 5

COURSE DETAILS

Select Year

Course Details

Course Code	Course Title	L+P Hour	Course Code	Language Of Instruction	Course Semester
HIT 228	DIGITAL MARKETING STRATEGY	2 + 1	1	Turkish	2023-2024 Spring

Course Coordinator	E-Mail	Phone Number	Course Location	Attendance
Lecturer EMEL SARITAŞ	emels@pau.edu.tr		TUR A0406	%70

Goals		To create awareness about the importance of digital marketing elements, to make effective use of these elements and to have knowledge about the applications needed to ensure the bussiness continuity of existence in these channels
Content		Introduction to digital marketing and digital marketing strategy, online market analysis: micro environment, macro environment; digital marketing strategy, the impact of digital media and technology on marketing mix, relational marketing using digital platforms, providing online customer experience, campaign planning for digital media, using digital media channels in marketing communication, evaluating and improving digital channel performance

Topics

Weeks	Topics
1	introduction to digital marketing
2	4 P
3	Online Marketplace Analysis: Micro Environment
4	Macro environment
5	Web page analyse- E-mail marketing
6	SEM
7	Banner advertising,
8	Social media
9	Content Strategy
10	Marketing comminication
11	CRM on digital area
12	Providing online customer experience
13	Examples
14	Examples

Materials

Materials are not specified.

Resources

Course Assessment

Assesment Methods	Percentage (%)	Assesment Methods Title
Final Exam	60	Final Exam
Midterm Exam	40	Midterm Exam

L+P: Lecture and Practice
PQ: Program Learning Outcomes
LO: Course Learning Outcomes

Prospective Student