Course Information
SemesterCourse Unit CodeCourse Unit TitleT+P+LCreditNumber of ECTS Credits
1MED105Digital Marketing3+0+036

Course Details
Language of Instruction Turkish
Level of Course Unit Associate Degree
Department / Program Media and Communication
Mode of Delivery Face to Face
Type of Course Unit Compulsory
Objectives of the Course The main purpose of this course is to evaluate existing marketing practices in the Internet environment, discuss their validity, adapt classical marketing processes and evaluate newly developed marketing practices as the industry, consumers and businesses transition to online platforms.
Course Content Marketing concept, consumer markets, marketing planning and research, product, price, promotion and distribution, digital marketing and digital marketing tools
Course Methods and Techniques Lecture, discussion, presentation, homework
Prerequisites and co-requisities None
Course Coordinator None
Name of Lecturers Instructor Ebru GÖNÜLAL www.gedik.edu.tr ebru.kurt@gedik.edu.tr
Assistants None
Work Placement(s) No

Recommended or Required Reading
Resources Ahmet Hamdi İslamoğlu, Marketing Management
Anadolu University Open Education Faculty Publications, Marketing Management
Courses Notes
İbrahim Halil Efendioğlu, Marketing principles, Seçkin Publications
Theoretical lectures, ppt presentations, case studies, readings, research, answer-question, group working, project presentations
https://ue.gedik.edu.tr/Account/LoginBefore
https://ue.gedik.edu.tr/Account/LoginBefore
ödev, ara sınav, proje, sunum, final

Course Category
Social Sciences %30
Field %70

Planned Learning Activities and Teaching Methods
Activities are given in detail in the section of "Assessment Methods and Criteria" and "Workload Calculation"

Assessment Methods and Criteria
In-Term Studies Quantity Percentage
Mid-terms 1 % 30
Assignment 2 % 20
Final examination 1 % 50
Total
4
% 100

 
ECTS Allocated Based on Student Workload
Activities Quantity Duration Total Work Load
Course Duration 14 3 42
Hours for off-the-c.r.stud 14 3 42
Assignments 2 10 20
Mid-terms 1 20 20
Final examination 1 20 20
Total Work Load   Number of ECTS Credits 6 144

Course Learning Outcomes: Upon the successful completion of this course, students will be able to:
NoLearning Outcomes
1 Explain marketing mix (product, price, place and promotion)
2 Describe marketing management principles and marketing plan
3 Express marketing strategies and control techniques
4 Comprehension of consumer buying behavior in marketing
5 Understanding the functioning of digital marketing and digital marketing tools


Weekly Detailed Course Contents
WeekTopicsStudy MaterialsMaterials
1 Marketing issue and marketing management
2 Marketing planning
3 Marketing research
4 Consumer behavior in industrial and consumer markets
5 Product planning and development
6 Pricing and pricing policies
7 Marketing channels and physical distribution
8 Promotion and promotion channels
9 Digital marketing definition, historical development, steps, features and strategy
10 Website marketing and email marketing
11 Search engine optimization and Search engine optimization marketing
12 Advertisements used in digital marketing, social media marketing, affiliate marketing and content marketing
13 Viral marketing, real-time marketing, mobile marketing, location-based marketing, blog marketing and influencer marketing
14 Advantages and disadvantages of digital marketing


Contribution of Learning Outcomes to Programme Outcomes
P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 P14 P15
All 4 3 4 2 1 4 2 2 2 1 5 3 2 3 3
C1 4 3 3 1 1 3 1 1 1 1 5 3 2 2 3
C2 4 4 2 1 1 4 2 2 3 2 5 3 3 2 2
C3 4 3 4 2 1 3 1 3 1 1 5 4 2 3 4
C4 4 2 5 3 2 4 3 3 1 1 5 3 2 4 3
C5 4 3 5 2 1 2 1 3 4 2 5 3 2 3 2

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https://obs.gedik.edu.tr/oibs/bologna/progCourseDetails.aspx?curCourse=202996&curProgID=5729&lang=en