| Course Objectives: |
E-commerce, which has become one of the most important business strategies of the digitalization era, is a significant digital sales and distribution strategy actively used by individuals, businesses, and government institutions to offer products, services, and/or experiences to their target audiences as a competitive advantage. The aim of this course is to provide students with knowledge and skills to develop effective communication and strategies in the world of digital marketing. This course teaches how to reach the target audience, increase brand awareness, manage customer relationships, and create successful marketing strategies on digital platforms using digital marketing tools and methods. Additionally, it aims to teach students how to plan and implement digital marketing strategies by providing knowledge about social media, content marketing, SEO, SEM, and other digital tools. |
| Course Content: |
The course aims to provide a solid foundation in the world of digital marketing and prepare students to develop effective strategies on digital platforms by covering the following topics: Digital Marketing and Communication Fundamentals, Digital Marketing Channels and Tools, Digital Marketing Strategies and Planning, Social Media Marketing, Content Marketing, E-commerce and Digital Sales Strategies, Customer Relationship Management (CRM), and Future Digital Marketing Trends. |
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:
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| Knowledge
(Described as Theoritical and/or Factual Knowledge.)
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1) The ability to define digital marketing concepts and create a marketing strategy by using these concepts.
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| Skills
(Describe as Cognitive and/or Practical Skills.)
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1) Understanding digital marketing strategies (Social Media, Content Marketing, SEO, SEM, Email Marketing, etc.) and being able to use them effectively.
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| 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.)
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1) Gaining the skill to develop, execute, and evaluate a comprehensive digital marketing strategy and plan.
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2) The ability to analyze case studies presented in the field of marketing communication.
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| Week |
Subject |
Materials Sharing * |
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Related Preparation |
Further Study |
| 1) |
Introduction of the course |
Lecture notes
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| 2) |
Digitalization, Digital Marketing, Digital Subcultures, and Digital Marketing Strategies |
Lecture notes
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| 3) |
4Ps in Digital Marketing, Divide and Conquer Method |
Lecture notes
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| 4) |
Key Performance Indicators, User Experience (UX) and Conversion |
Lecture notes
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| 5) |
Full Personalization, Customer Relationship Management (CRM),Customer Retention
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Lecture notes
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| 6) |
Content Marketing |
Lecture notes
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| 7) |
Mobile Marketing, Social Media Marketing |
Lecture notes
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| 8) |
Midterm exam |
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| 9) |
Omni-channel Marketing, Search Engine Optimization (SEO), Search Engine Marketing (SEM) |
Lecture notes
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| 10) |
Influencer Marketing |
Lecture notes
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| 11) |
Real Time Marketing, Viral Marketing |
Lecture notes
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| 12) |
Artificial Intelligence Marketing |
Lecture notes
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| 13) |
Virtual Reality Marketing (VR Marketing), Augmented Reality Marketing (AR Marketing) |
Lecture notes
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| 14) |
Native Advertising, Stealth Marketing |
Lecture notes
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Programme Learning Outcomes |
Contribution Level (from 1 to 5) |
| 1) |
To demonstrate the ability to analyze and explain the fundamental concepts, theoretical frameworks, and legal regulations pertaining to the field of e-commerce and marketing. |
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| 2) |
To possess up-to-date knowledge of the digital commerce ecosystem, consumer behavior, and marketing strategies. |
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| 3) |
To demonstrate the ability to identify challenges within digital marketing, logistics, and foreign trade processes, and to propose fundamental solutions accordingly. |
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| 4) |
To demonstrate the ability to formulate marketing strategies through the application of data analysis, search engine optimization (SEO), search engine marketing (SEM), and e-commerce software platforms. |
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| 5) |
To demonstrate the ability to integrate business management, accounting, and foreign trade knowledge into digital trade operations and processes. |
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| 6) |
To be able to effectively manage operations such as product, customer, and order management on e-commerce platforms. |
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| 7) |
To be able to follow digital transformation and technology trends with an awareness of lifelong learning. |
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| 8) |
To demonstrate the ability to critically assess advancements in the field and effectively integrate acquired knowledge into organizational and business processes. |
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| 9) |
To be able to work effectively within a team and take responsibility. |
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| 10) |
To be able to effectively use written and verbal communication skills in the workplace and prepare professional presentations for senior management. |
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| 11) |
To be able to create content targeted at the audience on social media and digital platforms, and manage digital brand communication at a basic level. |
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| 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 |
0 |
0 |
0 |
| Project |
0 |
0 |
0 |
| Homework Assignments |
0 |
0 |
0 |
| Total Workload of Teaching & Learning Activities |
- |
- |
42 |
| WORKLOAD OF ASSESMENT & EVALUATION ACTIVITIES |
| Assesment & Evaluation Activities |
# of Activities per semester |
Duration (hour) |
Total Workload |
| Quizzes |
2 |
4 |
8 |
| Midterms |
1 |
8 |
8 |
| Semester Final Exam |
1 |
8 |
8 |
| Total Workload of Assesment & Evaluation Activities |
- |
- |
24 |
| TOTAL WORKLOAD (Teaching & Learning + Assesment & Evaluation Activities) |
66 |
| ECTS CREDITS OF THE COURSE (Total Workload/25.5 h) |
5 |