LaSalle Programmes

USEFUL INFORMATION, RESOURCES & SERVICES FOR STUDENTSUSEFUL LINKS AND DOCUMENTS ADITIONAL & SUPPORTING INFORMATION

SECTION I: GENERAL INFORMATION ABOUT THE COURSE

Course Code	Course Name	Year	Semester	Theoretical	Practical	Credit	ECTS
60414METOZ-ISL0436	Digital Marketing	4	Fall	3	0	3	4

Course Type :	Compulsory
Cycle:	Bachelor TQF-HE:6. Master`s Degree QF-EHEA:First Cycle EQF-LLL:6. Master`s Degree
Language of Instruction:	Turkish
Prerequisities and Co-requisities:	N/A
Mode of Delivery:
Name of Coordinator:	Dr. Öğr. Üyesi AYSUN VARAN
Dersin Öğretim Eleman(lar)ı:	Dr. Öğr. Üyesi ŞAHİKA BURÇİN EMİROĞLU Dr. Öğr. Üyesi AYSUN VARAN
Dersin Kategorisi:

SECTION II: INTRODUCTION TO THE COURSE

Course Objectives & Content

Course Objectives:	The aim of this course is to understand how marketing is strategically and practically adapted in the digitalizing age.
Course Content:	The course covers digital strategy planning, audience analysis, seo, sem, content management, social media and other digital tools.

Course Specific Rules

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) Students define Marketing concepts
2) Compares traditional marketing and digital marketing
3) Prepares digital marketing plan
4) Defines digital marketing concepts
Skills *(Describe as Cognitive and/or Practical Skills.)*
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.)*

Weekly Course Schedule

Week	Subject	Materials Sharing *
		Related Preparation	Further Study
1)	Introduction - Basic Concepts of Marketing	Course notes	.
2)	Introduction to Digital Marketing	Course notes	.
3)	Fundamentals of Digital Marketing web 01 web 02	Course notes	.
4)	Digital Marketing Plan	Course notes	.
5)	search engine marketing	Course notes	.
6)	Search Engine Optimization	Course notes	.
7)	Social Media Marketing	Course notes	.
8)	midterm	.	.
9)	Google Analytics Google adwords	Course notes	.
10)	content marketing	Course notes	.
11)	mobile marketing	Course notes	.
12)	Affiliate Marketing	Course notes	.
13)	email marketing	Course notes	.
14)	presentations	.	.

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

SECTION III: RELATIONSHIP BETWEEN COURSE UNIT AND COURSE LEARNING OUTCOMES (CLOs)

(The matrix below shows how the course learning outcomes (CLOs) associates with programme learning outcomes (both KPLOs & SPLOs) and, if exist, the level of quantitative contribution to them.)

Relationship Between CLOs & PLOs

(KPLOs and SPLOs are the abbreviations for Key & Sub- Programme Learning Outcomes, respectively. )

CLOs/PLOs	KPLO 1		KPLO 2		KPLO 3				KPLO 4				KPLO 5
CLOs/PLOs	1	2	1	2	1	2	3	4	1	2	3	4	1	2	3	4	5	6	7	8	9	10	11	12
CLO1
CLO2
CLO3
CLO4

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)	Students learn and apply knowledge, concepts and theories in basic and sub-fields of management.	5
	1.1 Students are competent with using knowledge of all basic fields of management such that strategic management, organizations, finance, accounting, marketing and human resources in daily business problems.	5
	1.2 Students learn basic knowledge in sub-fields of management such as mathematics, statistics, behavior science, law, information technologies.
2)	Students acquire ability to effectively plan and use economic, technological and human sources and tools in organizations by applying appropriate theories and methods.
	2.1 Students use economic and technological sources effectively and efficiently in the field of business administration.
	2.2 Students use information and communication technologies effectively in business practices.
3)	Students have competencies of eagerness for life-long learning, easiness to comply with innovation and change as an employee/employer/manager to meet modern business life's expectations.
	3.1 Students use competencies of time management and self-discipline to reach strategic aims.
	3.2 Students plan and manage information and communication processes efficiently.
	3.3 Students acquire skills for leadership and teamwork, entrepreneurship and change management.
	3.4 Students solve problems and make decisions with an awareness of ethical values and social responsibilities.
4)	Students apply what they learn theoretically in real business life during a semester.	5
	4.1 Students experience all processes in business life.
	4.2 Students take part in activities related to their major field in a real business.
	4.3 Students have the chance to compare theoretical postulates and real business practice.	5
	4.4 Students gain knowledge and experience in their major field.
5)	Students acquire the competencies expected by business world and society as they defined in institutional outcomes of our university on an advanced level.	3
	5.1 Students acquire problem-analyzing and -solving, and conflict resolution skills.	3
	5.2 Participates as a team member and takes responsibility in the environments that require the solving of the conflicts and acts as a leader when necessary.
	5.3 Has awareness for ethical and social responsivity.
	5.4 By supporting the learnt courses with quantitative and qualitative data; and by using verbal and visual communication means, s/he transfers them to the groups within and outside his/her group in a systematical and effective way.
	5.5 Evaluates the norms and standards present in the works in which s/he takes responsibility in a critical point of view.
	5.6 Develops strategical, innovative and entrepreneurial ideas.	2
	5.7 Acquires competence of managing the change.
	5.8 Shows development personally and socially with and awareness for lifelong learning.
	5.9 Follows advanced technologies and developments about digital transformation.	5
	5.10 Students have cultural consciousness at a level they can transfer to groups among and beyond their major field.
	5.11 Students have citizenship consciousness.
	5.12 Acquires communication in a Foreign Language (English) competence defined on the level of at least B1 in European Language Portfolio. (In programs whose medium of instruction is English, on the level of B2/B2+).

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
Case Study
Problem Solving
Demonstration
Views
Laboratory
Reading
Homework
Project Preparation
Thesis Preparation
Peer Education
Seminar
Technical Visit
Course Conference
Brain Storming
Questions Answers
Individual and Group Work
Role Playing-Animation-Improvisation
Active Participation in Class

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
Presentation
Final Exam
Quiz
Report Evaluation
Homework Evaluation
Oral Exam
Thesis Defense
Jury Evaluation
Practice Exam
Evaluation of Implementation Training in the Workplace
Active Participation in Class
Participation in Discussions

Relationship Between CLOs & Teaching-Learning, Assesment-Evaluation Methods of the Course

(The matrix below shows the teaching-learning and assessment-evaluation methods designated for the course unit in relation to the course learning outcomes.)

LEARNING & TEACHING METHODS

COURSE LEARNING OUTCOMES

ASSESMENT & EVALUATION METHODS

CLO1

CLO2

CLO3

CLO4

-Lectures

-Midterm

-Discussion

-Presentation

-Case Study

-Final Exam

-Problem Solving

-Quiz

-Demonstration

-Report Evaluation

-Views

-Homework Evaluation

-Laboratory

-Oral Exam

-Reading

-Thesis Defense

-Homework

-Jury Evaluation

-Project Preparation

-Practice Exam

-Thesis Preparation

-Evaluation of Implementation Training in the Workplace

-Peer Education

-Active Participation in Class

-Seminar

- Participation in Discussions

-Technical Visit

-Course Conference

-Brain Storming

-Questions Answers

-Individual and Group Work

-Role Playing-Animation-Improvisation