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
EMB 7025 MARKETING IN DIGITAL AGE ELECTIVE 3 0 0 6

Offered By

Executive MBA

Level of Course Unit

Second Cycle Programmes (Master's Degree)

Course Coordinator

ASISTANT PROFESSOR SUMEYRA DUMAN KURT

Offered to

Executive MBA

Course Objective

This course aims to understand trends that may shape the future of digital marketing. This course will provide an opportunity to develop knowledge as to how to apply digital media such as the web, email, mobile and interactive TV in order to effectively market a firm's products and services and explore the realities and implications of e-business from a marketer's perspective.

Learning Outcomes of the Course Unit

1   Students will be able to demonstrate knowledge about internet, information technology and usage of them in marketing by considering the ethical issues to explain how they offer benefits and challenges to consumers and marketers.
2   Students will be able to demonstrate and show appreciation of successful and unsuccessful web-sites from a marketer perspective.
3   Students will be able to understand online consumer behavior to outline the characteristics and differences of consumers in online exchange.
4   Work effectively as part of a team participating and interacting in the group in a productive manner for him/herself and for the group as a whole.
5   Demonstrate high communication skills through presenting a written report.

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Chapter 1: Introducing Digital Marketing
2 Chapter 2: Online Marketplace Analysis: Micro-Environment Chapter 3: The Internet Macroenvironment Students will form groups and select a company for the upcoming assignments
3 Assignment 1: Digital Micro and Macro Environment Analysis of Selected Companies
4 Chapter 4: Digital Marketing Strategy
5 Assignment 2: Evaluation of Selected Companies' Digital Marketing Strategies
6 Chapter 5: The Internet and the Marketing Mix
7 Assignment 3: Examination of Digital Marketing Mix Implications of the Selected Companies
8 Chapter 6: Relationship Marketing Using Digital Platforms
9 Assignment 4: Analysis of E-CRM Applications of Selected Companies
10 Chapter 8: Campaign Planning for Digital Media Chapter 9: Marketing Communications Using Digital Media Channels
11 Assignment 5: Preparation of Digital Marketing Campaign for Selected Companies
12 Chapter 10: Evaluations and Improvement of Digital Channel Performance

Recomended or Required Reading

Chaffey, D. & Ellis-Chadwick, F. (2012), Digital Marketing: Strategy, Implementation and Practice, Prentice Hall: Italy, 5th Edition.
Various Digital Marketing books.

Planned Learning Activities and Teaching Methods

Lecture, discussion, group study

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 * 0.20 + STT* 0.40 + FIN* 0.40
5 RST RESIT
6 FCGR FINAL COURSE GRADE (RESIT) MTE * 0.20 + STT * 0.40 + RST* 0.40

Further Notes About Assessment Methods

MIDTERM EXAM: Midterm exam will be based on essays which evaluate understanding, synthesis and evaluation of the text book and the lecture material.
ASSIGNMENTS (5 X 8 POINTS): Groups will choose a company which operates also through digital platforms and throughout the semester they will prepare projects related to the concepts discussed in the class considering the company they have chosen. They will prepare a written report and make a presentation.
FINAL EXAM: Students will be assessed on their knowledge of concepts and theories through essay and test-type questions.

Assessment Criteria

1. Late submissions of reports will not be graded
2. No excuses for the assignments, discussions and presentations will be accepted.
3. Students must attend class discussions in order to gain points from asssignments.

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)

Asst. Prof. Sumeyra Duman Kurt
Room No: 131/B, e-mail: sumeyra.kurt@deu.edu.tr

Office Hours

To be announced later.

Work Placement(s)

None

Workload Calculation

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

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