Course Details

ESSENTIALS OF DIGITAL MARKETING

BA331

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Course Information
SemesterCourse Unit CodeCourse Unit TitleT+P+LCreditNumber of ECTS Credits
5BA331ESSENTIALS OF DIGITAL MARKETING3+0+035

Course Details
Language of Instruction English
Level of Course Unit Bachelor's Degree
Department / Program BUSINESS ADMINISTRATION
Type of Program Formal Education
Type of Course Unit Elective
Course Delivery Method Face To Face
Objectives of the Course Understand digital marketing landscape.
Understand digital consumer and online communities
Provide knowledge of building social media strategy
Provide the students with the necessary background on content marketing.
Course Content Internet enhanced the online digital channels and presented much more real time interaction benefits. This course aims to provide latest concepts and practical tools of marketing as digitalization increases in the business context.
Course Methods and Techniques Following the university guidelines, the course will be in class. This course’s one-hour session will be used for weekly assignments, case studies, and quizzes, while the two-hour session will focus on weekly theoretical topics. During the one-hour class, students will complete their assignments on the online platform (Revel) and have the opportunity to discuss them with the instructor. On the days dedicated to theoretical instruction, students are expected to come to class prepared in advance using the relevant platform and actively participate in discussions. The instructor will provide additional course materials (articles, videos, case studies, etc.) through Canvas and encourage students to benefit from these as well. Discussions on these materials can be conducted during both the theoretical and one-hour sessions.
Prerequisites and co-requisities ( BA203 )
Course Coordinator Asist Prof.Dr. SERAP SARP https://avesis.agu.edu.tr/serap.sap serap.sarp@agu.edu.tr
Name of Lecturers Research Assist.Dr. Serhat ÖZER https://avesis.agu.edu.tr/serhat.ozer serhat.ozer@agu.edu.tr
Assistants None
Work Placement(s) No

Recommended or Required Reading
Resources Chaffey, D., & Ellis-Chadwick, F. (2022). Digital marketing: Strategy, implementation and practice (8th ed.). Pearson
Weekly Course Slides
Digital Customer Experience Analysis Template
Hsu, P. F., Lu, Y. H., Chen, S. C., & Kuo, P. P. Y. (2024). Creating and validating predictive personas for target marketing. International Journal of Human-Computer Studies, 181, 103147
AMA-Skills-Marketers-Need-2025-And-Beyond
Spotify-Case Study
Digital SWOT Analysis Template
Business Model Canvas (Digital)
Course notes are shared on CANVAS.
https://www.pearson.com/se/Nordics-Higher-Education/subject-catalogue/marketing/Chaffey-Digital-Marketing-8e.html
Haftalık Kısa Sınavlar
Vize, Final

Course Category
Social Sciences %100

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
Yarıyıl İçi Çalışmalarının Başarı Notunun Katkısı 14 % 10
Quiz/Küçük Sınav 8 % 20
Sunum/Seminer 1 % 10
Final examination 1 % 35
Diğer (Staj vb.) 1 % 25
Total
25
% 100

 
ECTS Allocated Based on Student Workload
Activities Quantity Duration Total Work Load
Yazılı Sınav 1 18 18
Sınıf İçi Aktivitesi 12 2 24
Sunum için Hazırlık 1 14 14
Kısa Sınav 9 1 9
Okuma 1 12 12
Araştırma 2 12 24
Ders dışı çalışma 2 12 24
Final Sınavı 1 25 25
Total Work Load   Number of ECTS Credits 5 150

Course Learning Outcomes: Upon the successful completion of this course, students will be able to:
NoLearning Outcomes
1 Identify the key differences between customer communications for digital marketing and traditional marketing.
2 Integrate digital marketing strategy to traditional marketing and business strategy
3 Apply the elements of the marketing mix in an online context
4 Explain the terms and tools used to measure and improve digital marketing effectiveness


Weekly Detailed Course Contents
WeekTopicsStudy MaterialsMaterials
1 Introducing digital marketing Reading
2 Online marketplace analysis: micro-environment
3 The digital macro environment Reading
4 Digital marketing strategy Reading
5 Digital branding and the marketing mix Reading
6 Data-driven relationship marketing using digital platforms Reading
7 Delivering the digital customer experience Reading
8 Spring Break
9 SEO Expert-Presentation
10 Midterm Reading
11 Campaign planning for digital media Reading
12 Marketing communications using digital media channels Reading
13 Evaluating and improvement of digital channel performance Reading
14 Google Analytics and marketing research using the internet and digital media Research, Reading, Writing, Presentation Preparation
15 Group Presentations-Digital SWOT Analysis and Digital Marketing Canvas Model for an International Brand Reading, Online Research, Presentation, Group Working
16 Final Exam Reading, Desk Research


Contribution of Learning Outcomes to Programme Outcomes
P1 P2 P3 P4 P5 P6 P7 P8 P9 P10
C1 5 5 5 5 2 4 2 3 3 3
C2 5 5 5 5 2 4 2 3 3 3
C3 5 5 5 5 2 4 2 3 3 3
C4 5 5 5 5 2 4 2 3 3 3

Contribution: 1: Very Slight 2:Slight 3:Moderate 4:Significant 5:Very Significant


https://sis.agu.edu.tr/oibs/bologna/progCourseDetails.aspx?curCourse=71916&lang=en
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