DIGITAL MARKETING
- Course
- MRKN504 - DIGITAL MARKETING
- Department
- Marketing Management - English - Master
- Course Type
- Course
- Status
- Required
- Language
- English
- Credit
- 3
- ECTS
- 0
- T+P+L
- 3 + 0 + 0
- Course Coordinator(s)
- -
- Prerequisite
- -
- Keywords
- -
Course Description
-
DIGITAL MARKETING
Evaluation Tools (Active Term)
No evaluation items have been defined.
Course outcomes
- 01 Describe the basic concepts and conceptual classifications of digital marketing
- 02 Analyse the micro-environment and marketplace
- 03 Explain the impact of macro-environment on digital marketing
- 04 Elaborating Digital marketing strategy and channel strategy management .
- 05 Explain the impact of marketing mix on digital marketing
- 06 Discuss the impact of social media on digital marketing
- 07 Explain the fundamental factors regarding to digital marketing planning
Course Syllabus
| Week | Topic |
|---|---|
| Week 1 | Introduction and Course Overview |
| Week 2 | Ch 1 - Introducing digital marketing |
| Week 3 | Ch 2 - Online marketplace analysis: micro-environment |
| Week 4 | Ch 3 - The digital macro-environment |
| Week 5 | Ch 4 - Digital marketing strategy |
| Week 6 | Ch 5 - Digital media and the marketing mix |
| Week 7 | Ch 6 - Implementation is the key |
| Week 8 | Midterm Examination |
| Week 9 | Ch 7 - Relationship marketing using digital platforms |
| Week 10 | Ch 8 - Delivering the digital customer experience |
| Week 11 | Presentations |
| Week 12 | Presentations |
| Week 13 | Presentations |
| Week 14 | Presentations |
| Week 15 | Presentations |
Reference Books & Course Materials
- 01 Chaffey, D., & Ellis-Chadwick, F. (2016). Digital marketing. Pearson UK.
- 02 Articles related to the subject
Learning Outcomes
No learning outcomes have been defined.
Program Outcomes
- PCST PÇ1: Develop and deepen knowledge acquired in plant science and technologies based on undergraduate level competencies.
- PCST PÇ2: Understand the interaction between plant science and technologies field and related disciplines.
- PCST PÇ3: Combine and interpret the theoretical and practical knowledge related to horticultural plants with the knowledge, data and findings obtained from different disciplines, to be able to create new knowledge and theories by synthesizing them by using the theoretical and practical knowledge related to horticultural plants in the field of expertise and supporting the current developments with quantitative and qualitative.
- PCST PÇ4: Solve problems by using research methods and solving cause and effect relationships.
- PCST PÇ5: Conduct a study requiring expertise on plant science and technologies independently.
- PCST PÇ6: Develop an analytical approach for solving unpredictable complex problems encountered in applications of plant science and technologies, to design the research process, to produce solutions by taking responsibility and to evaluate and defend the results obtained.
- PCST PÇ7: Lead the plant science and technologies in an environment that requires solving problems.
- PCST PÇ8: Access to resources related to plat science and technologies, benefiting from these resources and self-renewal.
- PCST PÇ9: Transfer his / her studies, developments in his / her field of expertise and research results using oral, written and visual tools.
- PCST PÇ10: Use advanced computer software and information and communication technologies as necessary in relation to plant science and technologies.
- PCST PÇ11: Collect data with scientific methods for solving problems related to plant science and technologies, to be able to control and interpret the collected data by taking into consideration the social, scientific and ethical values.
- PCST PÇ12: Utilize and explain integrated knowledge in plant science and technologies in interdisciplinary studies, communicate it effectively, and critically evaluate the conclusions drawn.
Po-Lo Matrix
The PO-LO matrix has not been populated yet.