The students who have succeeded in this course;
| Learning Outcomes |
|
| 1 - Knowledge |
| Theoretical - Conceptual |
1) Communication: Communicate clearly and effectively in both written, oral and digital forms to an intended audience using strategies and methods appropriate to college-level expectations. Students will demonstrate effective communication characterized by written work that is clear, organized, succinct yet exhibits depth of analysis and synthesis, and accurate in mechanics and documentation.
|
2) Digital Ethics: Students will recognize ethical and moral issues, identify needed actions, and demonstrate the moral courage to implement them. They will also review questions of ethics, privacy issues with social media, conflict, and citizenship to frame understanding of digital marketing. They will embody integrity in their work and actions, honor confidentiality, articulate the integration of their faith and understand and follow generally accepted codes of conduct in the field of marketing and in business.
|
| 2 - Skills |
| Cognitive - Practical |
1) Critical Thinking and Problem Solving: Students will demonstrate critical thinking characterized by the ability to define business problems with the evidence available, discern fact from opinion, determine underlying causes, and formulate and evaluate potential solutions. Students will identify and implement best practices in business for planning, decision-making, problem-solving, and conflict management within an ethical framework.
|
| 3 - Competences |
| Communication and Social Competence |
1) Leadership and Team Collaboration: Student’s leadership skills will be evidenced in taking initiative, communicating objectives, building agreement, ability to change and motivating team members to perform. A key ingredient in the student’s development of leadership and teamwork skills is self-assessment; therefore, students will assess their own leadership style, strengths, and areas for improvement. Students will show effective group collaboration by making material contributions to group projects, demonstrating responsiveness and availability as a team member, communicating clearly and effectively, exercising leadership where appropriate, and demonstrating collegial behavior appropriate in professional relationships.
|
| Learning Competence |
1) Comprehension and Application of New Media: Students should demonstrate their understanding of the various new medias such as; social media, mobile technology, web analytics, search engine optimization, viral advertising. As well as be able to express ideas and concepts through the development and creation of digital content for effective marketing by implementing and assessing strategies for social media, designing and evaluating the effectiveness of interactive web sites and analyzing digital marketing strategies through SEO, PPC, UX to increase web traffic flows, enhance visibility, increase consumer satisfaction and response rates.
|
| Field Specific Competence |
| Competence to Work Independently and Take Responsibility |
1) Synthesis and the Foundational Knowledge of Business Disciplines: Students will demonstrate a solid understanding of core business principles in the primary areas of digital marketing, web technologies, new media and management, as well as the interconnectedness of these disciplines in the running of an organization. Students will be assessed in the form of strategic plans and tests that employ strategic thinking, visioning and the development of strategies intended for organizational improvement and growth within a global environment.
|
|
| Week |
Subject |
Related Preparation |
| 1) |
Introduction to Digital Marketing |
Chaftey, D. & Ellis-Chadwick, F. (2022). Digital Marketing Strategy, Implementation, and Practice 8th Edition. Pearson Publishings |
| 2) |
Online Market Place Analysis: Macroenvironment |
Chaftey, D. & Ellis-Chadwick, F. (2022). Digital Marketing Strategy, Implementation, and Practice 8th Edition. Pearson Publishings |
| 3) |
The Online Macro Environment |
Chaftey, D. & Ellis-Chadwick, F. (2022). Digital Marketing Strategy, Implementation, and Practice 8th Edition. Pearson Publishings |
| 4) |
Digital Marketing Strategy |
Chaftey, D. & Ellis-Chadwick, F. (2022). Digital Marketing Strategy, Implementation, and Practice 8th Edition. Pearson Publishings |
| 5) |
The impact of digital media and technology on the marketing mix |
Chaftey, D. & Ellis-Chadwick, F. (2022). Digital Marketing Strategy, Implementation, and Practice 8th Edition. Pearson Publishings |
| 6) |
Relationship Marketing Using Digital Programs |
Chaftey, D. & Ellis-Chadwick, F. (2022). Digital Marketing Strategy, Implementation, and Practice 8th Edition. Pearson Publishings |
| 7) |
Delivering the Online Customer Experience |
Chaftey, D. & Ellis-Chadwick, F. (2022). Digital Marketing Strategy, Implementation, and Practice 8th Edition. Pearson Publishings |
| 8) |
Mid-term |
|
| 9) |
Campaign Planning for Digital Media |
Chaftey, D. & Ellis-Chadwick, F. (2022). Digital Marketing Strategy, Implementation, and Practice 8th Edition. Pearson Publishings |
| 10) |
Marketing communications using digital media channels |
Chaftey, D. & Ellis-Chadwick, F. (2022). Digital Marketing Strategy, Implementation, and Practice 8th Edition. Pearson Publishings |
| 11) |
Evaluation and improvement of digital channel performance |
Chaftey, D. & Ellis-Chadwick, F. (2022). Digital Marketing Strategy, Implementation, and Practice 8th Edition. Pearson Publishings |
| 12) |
Business-to-consumer digital marketing practice |
Chaftey, D. & Ellis-Chadwick, F. (2022). Digital Marketing Strategy, Implementation, and Practice 8th Edition. Pearson Publishings |
| 13) |
Business-to-business digital marketing practice |
Chaftey, D. & Ellis-Chadwick, F. (2022). Digital Marketing Strategy, Implementation, and Practice 8th Edition. Pearson Publishings |
| 14) |
Search Engine Optimization |
Dodson, I. (2016). Art of Digital Marketing. Wiley Press. |
| 15) |
Consumer Perception in the Digital World |
Solomon, Michael R. (2019). Consumer Behavior : buying, having, and being. Boston: Pearson. |
| 16) |
Final Exam |
|
| |
Program Outcomes |
Level of Contribution |
| 1) |
To be able to use the information obtained in the fields of Information Technologies and Business Science with appropriate tools for decision making. |
|
| 2) |
To be able to recognize the computer hardware, to distinguish the technical features of the parts, to compare, to classify and to choose the appropriate hardware. |
|
| 3) |
To have knowledge about software types, software selection and supply, and to plan and manage software development processes. |
|
| 4) |
Performing the database design required for applications. |
|
| 5) |
To be able to establish a computer network system, to solve the problems encountered in networks and hardware. |
|
| 6) |
To be able to determine the data needs in MIS based problem solving of different disciplines, to obtain these data and to compile the data to produce information and make it ready for use. |
5 |
| 7) |
To be able to determine the information system requirements, to make system analysis and design. |
4 |
| 8) |
To be able to design a project for the solution of an MIS or social problem and to propose different solution methods. |
3 |
| 9) |
To be able to design projects as a MIS specialist, to contribute to the project as both a manager and an employee, and to produce innovative ideas. |
4 |
| 10) |
In cases where an information system problem is solved as a team, to take individual responsibility at every stage of the problem, to contribute to the team and to lead the team when necessary. |
5 |
| 11) |
To be able to follow professional, current and developing trends by using Turkish and English languages, to convey necessary information in written and oral form. |
5 |
| 12) |
To be able to evaluate the knowledge and skills acquired in the field with a critical perspective by integrating them with different disciplines. |
5 |
| 13) |
To be able to act according to social ethical values in professional studies. |
4 |