SECTION I: GENERAL INFORMATION ABOUT THE COURSE

Course Code	Course Name	Year	Semester	Theoretical	Practical	Credit	ECTS
MBM7105	Digital Marketing and Trade	1	Fall	3	0	3	6

Course Type :	Elective Course IV
Cycle:	Master TQF-HE:7. Master`s Degree QF-EHEA:Second Cycle EQF-LLL:7. Master`s Degree
Language of Instruction:	English
Prerequisities and Co-requisities:	N/A
Mode of Delivery:	Face to face
Name of Coordinator:	Dr. Öğr. Üyesi BAŞAK KURU
Dersin Öğretim Eleman(lar)ı:	Dr. Öğr. Üyesi BAŞAK KURU
Dersin Kategorisi:

SECTION II: INTRODUCTION TO THE COURSE

Course Objectives & Content

Course Objectives:

Bu dersin amacı, dijital teknolojilerin pazarlama uygulamalarını ve küresel ticaret süreçlerini nasıl dönüştürdüğünü derinlemesine kavratmaktır. Öğrenciler dijital pazarlamanın stratejik, teknolojik ve analitik yönlerini; dijital iletişim araçlarını, çevrimiçi tüketici davranışlarını, e-ticaret modellerini ve performans ölçüm yöntemlerini inceleyeceklerdir. Ayrıca ders, öğrencilerin yerel ve uluslararası pazarlarda etkili dijital pazarlama stratejileri tasarlama, uygulama ve değerlendirme becerilerini geliştirmeyi amaçlamaktadır.

Course Content:

The course covers fundamental and advanced topics of digital marketing, including digital strategy development, online market analysis, customer relationship management, user experience design, and campaign planning. It also examines the macro and micro-environmental factors affecting digital marketing and trade. Through case studies and practical assignments, students gain insights into how global brands use digital tools to build competitive advantage.

Course Learning Outcomes (CLOs)

Course Learning Outcomes (CLOs) are those describing the knowledge, skills and competencies that students are expected to achieve upon successful completion of the course. In this context, Course Learning Outcomes defined for this course unit are as follows:



Knowledge *(Described as Theoritical and/or Factual Knowledge.)*
1) Understand the fundamental concepts and evolution of digital marketing and e-commerce.
2) Analyze how digital technologies and media transform traditional marketing strategies.
3) Evaluate the effectiveness of various digital marketing channels and business models.
4) Interpret digital marketing metrics and performance indicators to assess campaign success.
Skills *(Describe as Cognitive and/or Practical Skills.)*
1) Design integrated digital marketing strategies aligned with business goals.
2) Apply digital tools (SEO, SEM, social media, analytics) for customer engagement and conversion.
Competences *(Described as "Ability of the learner to apply knowledge and skills autonomously with responsibility", "Learning to learn"," Communication and social" and "Field specific" competences.)*
1) Demonstrate ethical, sustainable, and data-driven decision-making in digital trade contexts.

Weekly Course Schedule

Week	Subject	Materials Sharing *
		Related Preparation	Further Study
1)	Introduction to Digital Marketing – Overview of digital transformation in marketing; definitions of digital, multichannel, and omnichannel marketing; discussion of paid, owned, and earned media types.	Course Notes, Sinha, R. (2018). A comparative analysis of traditional marketing vs digital marketing. Journal of Management Research and Analysis, 5(4), 234-243.
2)	Digital Marketing Strategy & Applications – Exploration of digital business models (e-commerce vs e-business), online presence types, and strategic frameworks for developing digital marketing plans.	Zanubiya, J., Meria, L., & Juliansah, M. A. D. (2023). Increasing consumers with satisfaction application based digital marketing strategies. Startupreneur Business Digital (SABDA Journal), 2(1), 12-21.
3)	Digital Marketing Communications – Understanding the role of digital and social media channels; integration of online communications with overall business objectives; case study on eBay’s, Amazon's and other companies global success.	Shankar, V., Grewal, D., Sunder, S., Fossen, B., Peters, K., & Agarwal, A. (2022). Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches. International Journal of research in Marketing, 39(2), 541-565.
4)	Online Marketplace Analysis – Micro Environment – Examination of customer personas, online consumer journeys, competitor benchmarking, and intermediary roles in digital markets.	Susena, E., & Susanto, E. (2019). Analysis And Design E-Marketplace For Micro, Small And Medium Enterprises. technology, 6(09).
5)	Online Macro-Environment – Analysis of macro factors such as technological change, digital security, legal, cultural, and environmental influences on digital trade; case study: Zopa’s digital lending model.	Priporas, C. V., Kamenidou, I., Nguyen, N., & Shams, R. (2020). The impact of the macro-environment on consumer scepticism towards cause-related marketing: Insights from an economic crisis setting. International Marketing Review, 37(5), 841-861.
6)	Strategic Planning for Digital Marketing – Development of situational analysis, internal and competitor audits, SMART objectives, and strategy formulation for multichannel marketing.	Klever, S., Pot, M., Beerten, A., & Engelfriet, A. (2025). Digital Marketing planning and organisation. In Digital Marketing Fundamentals (pp. 523-578). Routledge.
7)	Impact of Digital Media on the Marketing Mix – Discussion of how digitalization influences product, price, place, and promotion decisions; introduction to virtual organizations and online distribution.	Course Notes
8)	Midterm	Assessment covering Weeks 1–7 (theoretical and case-based questions).
9)	Relationship Marketing Using Digital Platforms – Exploration of e-CRM, social CRM, personalization, and community engagement; case study: Dell’s social media strategy.	Steinhoff, L., Arli, D., Weaven, S., & Kozlenkova, I. V. (2019). Online relationship marketing. Journal of the Academy of marketing science, 47(3), 369-393.
10)	Delivering the Online Customer Experience – Planning and optimizing websites for usability and customer satisfaction; mobile interface design, navigation, and service quality.	Rose, S., Hair, N., & Clark, M. (2011). Online customer experience: A review of the business‐to‐consumer online purchase context. International Journal of Management Reviews, 13(1), 24-39.
11)	Campaign Planning for Digital Media – Developing digital campaigns through goal setting, segmentation, creative content, budgeting, and media mix selection	Rabindranath, M., & Singh, A. K. (2024). Advertising Campaign and Media Planning. In Advertising Management: Concepts, Theories, Research and Trends (pp. 121-152). Singapore: Springer Nature Singapore.
12)	Marketing Communications Using Digital Media Channels – Techniques in SEO, paid search, display ads, email marketing, affiliate and viral marketing; integrating offline and online promotion.	Key, T. M. (2017). Domains of digital marketing channels in the sharing economy. Journal of Marketing Channels, 24(1-2), 27-38.
13)	Evaluation and Improvement of Digital Channel Performance – Measuring key performance indicators (KPIs), analytics tools, and data-driven optimization methods; case study: Amazon’s data culture	Xia, Y., & Zhang, G. P. (2010). The impact of the online channel on retailers' performances: An empirical evaluation. Decision Sciences, 41(3), 517-546.
14)	Future Trends and Course Review – Reflection on digital trade trends such as AI, automation, and sustainability; comprehensive review of all topics and student presentations.	Slijepčević, M., Radojević, I., & Perić, N. (2020). Considering Modern Trends in Digital Marketing. Marketing (0354-3471), 51(1).

*These fields provides students with course materials for their pre- and further study before and after the course delivered.

Level of Contribution of the Course to PLOs

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Programme Learning Outcomes	Contribution Level (from 1 to 5)
1)	Explains the fundamental and theoretical knowledge required for business management.
2)	Approaches problems encountered in the field of business administration with an analytical mindset and produces solutions.
3)	Develops problem-solving and decision-making abilities through individual and team work.
4)	Demonstrates the ability to manage employees and processes in a dynamic business environment.
5)	Acquires the skill of writing a thesis that contributes to the field by examining a current problem in business administration from a scientific perspective.
6)	Evaluates existing norms and standards in tasks undertaken with a critical perspective, and develops innovative and entrepreneurial ideas.
7)	Enhances professional-level competencies beyond undergraduate qualifications in accordance with the expectations of the business world and society, as well as the institutional outcomes defined by our university, and applies them in professional or academic life.
8)	Possesses cultural awareness and conveys it to groups both within and outside the field.

SECTION IV: TEACHING-LEARNING & ASSESMENT-EVALUATION METHODS OF THE COURSE

Teaching & Learning Methods of the Course

(All teaching and learning methods used at the university are managed systematically. Upon proposals of the programme units, they are assessed by the relevant academic boards and, if found appropriate, they are included among the university list. Programmes, then, choose the appropriate methods in line with their programme design from this list. Likewise, appropriate methods to be used for the course units can be chosen among those defined for the programme.)

Teaching and Learning Methods defined at the Programme Level	Teaching and Learning Methods Defined for the Course
Lectures
Discussion
Views
Reading
Homework
Brain Storming
Questions Answers

Assessment & Evaluation Methods of the Course

(All assessment and evaluation methods used at the university are managed systematically. Upon proposals of the programme units, they are assessed by the relevant academic boards and, if found appropriate, they are included among the university list. Programmes, then, choose the appropriate methods in line with their programme design from this list. Likewise, appropriate methods to be used for the course units can be chosen among those defined for the programme.)

Aassessment and evaluation Methods defined at the Programme Level	Assessment and Evaluation Methods defined for the Course
Midterm
Final Exam

Contribution of Assesment & Evalution Activities to Final Grade of the Course

Measurement and Evaluation Methods	# of practice per semester	Level of Contribution
Midterms	1	% 40.00
Semester Final Exam	1	% 60.00
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 40
PERCENTAGE OF FINAL WORK		% 60
Total		% 100

SECTION V: WORKLOAD & ECTS CREDITS ALLOCATED FOR THE COURSE

WORKLOAD OF TEACHING & LEARNING ACTIVITIES
Teaching & Learning Activities	# of Activities per semester	Duration (hour)	Total Workload
Course	14	3	42
Laboratory	0	0	0
Application	0	0	0
Special Course Internship (Work Placement)	0	0	0
Field Work	0	0	0
Study Hours Out of Class	0	0	0
Presentations / Seminar	14	1	14
Project	1	15	15
Homework Assignments	0	0	0
Total Workload of Teaching & Learning Activities	-	-	71
WORKLOAD OF ASSESMENT & EVALUATION ACTIVITIES
Assesment & Evaluation Activities	# of Activities per semester	Duration (hour)	Total Workload
Quizzes	0	0	0
Midterms	1	36	36
Semester Final Exam	1	46	46
Total Workload of Assesment & Evaluation Activities	-	-	82
TOTAL WORKLOAD (Teaching & Learning + Assesment & Evaluation Activities)			153
ECTS CREDITS OF THE COURSE (Total Workload/25.5 h)			6