|
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
|
Developing a foundational understanding of digital marketing within its micro and macro environmental contexts.
Evaluating how digital strategies are shaped by branding, customer experience, and platform dynamics.
Interpreting performance data and metrics to assess digital marketing effectiveness.
Engaging with weekly exercises and case-based discussions to strengthen analytical thinking and applied insight.
|
|
Course Content
|
This course offers a structured exploration of digital marketing, guiding students from fundamental concepts to strategy, implementation, and performance evaluation. Rather than executing full-scale campaigns, students learn how digital marketing activities are planned, executed, and assessed in real-world contexts. Weekly sessions incorporate small-scale exercises, quizzes, and case-based discussions to reinforce key topics such as digital branding, customer experience, and data-driven decision-making. The course emphasizes developing a critical understanding of the digital environment and building analytical skills to evaluate digital marketing effectiveness. Blending theoretical foundations with applied insights, it prepares students to engage with today’s dynamic digital landscape confidently and competently.
|
|
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
Digital SWOT Analysis Template
AMA-Skills-Marketers-Need-2025-And-Beyond
Spotify-Case Study
Business Model Canvas (Digital)
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
|
|
Course Notes
|
Course notes are shared on CANVAS.
|
|
Documents
|
https://www.pearson.com/se/Nordics-Higher-Education/subject-catalogue/marketing/Chaffey-Digital-Marketing-8e.html
|
|
Assignments
|
Haftalık Kısa Sınavlar
|
|
Exams
|
Vize, Final
|
|