COURSE UNIT TITLE

: MARKETING IN DIGITAL AGE

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
MBA 7057 MARKETING IN DIGITAL AGE ELECTIVE 3 0 0 6

Offered By

Business Administration (English) Non-Thesis (Evening)

Level of Course Unit

Second Cycle Programmes (Master's Degree)

Course Coordinator

ASISTANT PROFESSOR SUMEYRA DUMAN KURT

Offered to

Business Administration (English) Non-Thesis (Evening)

Course Objective

The aim of the program is to provide a comprehensive examination of e-business and digital marketing principles and online consumer behavior. The program concentrates on digital marketing strategies and their metrics and evaluation, by developing both theoretical knowledge and practical digital marketing skills.

Learning Outcomes of the Course Unit

1   determine effective digital marketing principles in the context of business and society
2   analyze digital market environment, opportunities and risks
3   design effective digital marketing strategies, use the tools of digital marketing and measure the outcome of digital marketing programs
4   integrate online and offline marketing strategies

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Introduction to the course
2 E-Business Fundamentals: Internet Basics: Internet, Intranet, Extranet, Portals, Web and Wireless. Concept of E-Business & E-Marketing
3 Consumer Behavior on the Internet: Demographic, geographic, psychographic and behavioral factors important to e-Marketing
4 E-marketing Environment
5 E-Market Positioning
6 Product and Pricing
7 Mid-Term
8 The Internet for Distribution and E-Retailing
9 E-Marketing Communication
10 Social Media Applications
11 Discussion
12 Control and Performance Metrics
13 Presentation
14 Presentation

Recomended or Required Reading

1. Reading list is to be specified each semester.

Planned Learning Activities and Teaching Methods

Lectures, discussion, assignment, presentation

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 MTE MIDTERM EXAM
2 STT TERM WORK (SEMESTER)
3 FIN FINAL EXAM
4 FCG FINAL COURSE GRADE MTE * 0.40 + STT * 0.20 + FIN * 0.40
5 RST RESIT
6 FCGR FINAL COURSE GRADE (RESIT) MTE * 0.40 + STT * 0.20 + RST * 0.40

Further Notes About Assessment Methods

None

Assessment Criteria

1. Final -Exam will be based on understanding, synthesis and evaluation of the material discussed in class.
2. Each student will prepare/analyze a digital marketing plan.
3. Presentations will be assessed on preparation, understanding, knowledge, capacity to structure, oral communication skills, ability to respond to questions and manage discussion.

Language of Instruction

English

Course Policies and Rules

1. Attending at least 70 percent of lectures is mandatory.
2. Plagiarism of any type will result in disciplinary action.
3. Students are expected to participate actively in class discussions.
4. Students are expected to attend to classes on time.
5. Students are expected to prepare ahead of time for class.
6. Students are expected to follow appropriate business etiquette regarding cell phones.

Contact Details for the Lecturer(s)

To be announced.

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 13 3 39
Preparation for final exam 1 25 25
Preparing presentations 1 5 5
Preparation for midterm exam 1 15 15
Preparations before/after weekly lectures 13 2 26
Preparing assignments 4 8 32
Midterm 1 2 2
Final 1 2 2
TOTAL WORKLOAD (hours) 146

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8
LO.15
LO.25
LO.35
LO.45

CONTACT INFORMATION
Dokuz Eylül Üniversitesi Cumhuriyet Bulvarı No: 144 35210 Alsancak / İZMİR
Phone: +90(232) 412 12 12 - Fax: +90 (232) 464 81 35

Copyright 2012 DEÜ. BİD

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