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
- P01 1. Develops and deepens his / her knowledge in the field of tourism and hotel management based on his / her undergraduate qualifications.
- P02 2. Have knowledge about management and organization issues in the field of Tourism and Hotel Management.
- P03 3. Has knowledge about production management and marketing in Tourism and Hotel Management.
- P04 4. Tourism and Hotel Management, accounting and finance issues.
- P05 5. Evaluate the concepts, ideas, data, and information in the sectoral and academic fields and solve the problems.
- P06 6. Understands the interaction between disciplines related to tourism.
- P07 7. Evaluate the sectoral conjuncture and make predictions about the future, determine strategic goals and targets, plan and implement them.
- P08 8. Can prepare projects for the sector; take an active role in the programming, evaluation and execution phases.
- P09 9. Have cognitive abilities such as attention, memory, judgment and evaluation, reasoning, problem-solving and decision making, understanding, and language production.
- P10 10. Learn how to learn by learning from their mistakes by making solutions to the problems they face and adopt the principle of lifelong learning.
- P11 11. Analyze the business, its competitors, the sector and the sectoral competitiveness through various graphs, matrices and tables.
- P12 12. Knows at least one foreign language which is valid in the field of tourism management.
- P13 13. Has sufficient knowledge about the sector and business issues such as occupational safety, worker health, social security, quality and sustainability.
- P14 14. Has knowledge about his / her field and can transfer his / her knowledge, predictions, and thoughts orally and in writing.
- P15 15. Can apply all stages of tourism industry-related businesses from investment decision to operate.
- P16 16. Strategic, tactical and operational aspects of business management; comprehend local, national, international and global dimensions.
Po-Lo Matrix
The PO-LO matrix has not been populated yet.