The students who have succeeded in this course;
| Learning Outcomes |
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| 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.
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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.
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| 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.
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| 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.
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| 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.
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| 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.
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| 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 |
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| 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 |
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| |
Program Outcomes |
Level of Contribution |
| 1) |
It has sufficient infrastructure in mathematics, science and engineering related to its branches. |
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| 2) |
Uses mathematics, science and theoretical and applied knowledge in their fields together for engineering solutions |
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| 3) |
Identifies, defines, formulates and solves engineering problems, selects and applies appropriate analytical methods and modeling techniques for this purpose. |
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| 4) |
Analyzes a system, system component or process and designs it under realistic constraints to meet desired requirements; applies modern design methods accordingly. |
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| 5) |
Selects and uses modern techniques and tools required for engineering applications. |
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| 6) |
Be aware of the universal and social effects of engineering solutions and applications; Be aware of entrepreneurship and innovation issues and have knowledge about contemporary problems. |
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| 7) |
Uses technical drawing skills effectively in design and application. |
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| 8) |
Selects and uses up-to-date techniques and tools in technology. |
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| 9) |
It conducts experiments, analyzes and interprets the results of the experiment and applies them to improve experimental results. |
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| 10) |
Works effectively both individually and in multidisciplinary teams. |
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| 11) |
It accesses information and conducts resource research for this purpose, uses databases and other information resources. |
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| 12) |
It is aware of the necessity of lifelong learning; follows the developments in science and technology and renews itself continuously. |
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| 13) |
Has professional and ethical responsibility. |
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| 14) |
Observes environmental and work safety issues in professional practices |
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| 15) |
Consciously manage written, verbal, visual communication and interaction by integrating quantitative and qualitative data, and have the ability to influence their social circle. |
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| 16) |
Critically evaluate the knowledge and skills, norms and standards acquired in the field. |
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| 17) |
Gain the competence of resolving, evaluating, criticizing, managing with peaceful methods, and offering opinions and solutions to disagreements and conflicts. |
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| 18) |
Work independently, take initiative, take responsibilities and make decisions. |
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| 19) |
Know how to work together, take duties and responsibilities, and lead the team when necessary. |
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| 20) |
Follow digital transformation and use information and communication technologies competently. |
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| 21) |
Gain the awareness of lifelong learning, manage personal and social learning. |
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| 22) |
Think strategically and innovatively in related fields as well as in their social circle, and act with an entrepreneurial approach. |
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| 23) |
Gain awareness of social rights, ethical and social responsibility. |
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| 24) |
Accept cultural diversity as a value and support strengthening social consciousness. |
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| 25) |
Gain communication competence in English at least A2 level in line with the European Language Framework (Communication competence in English is at least B1 level in programs where medium of instruction is English). |
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FENERBAHÇE UNIVERSITY INFORMATION PACKAGE / COURSE CATALOGUE
