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Program Type: 
Thesis
Non Thesis
Course Code: 
IMC 563
Semester: 
Spring
Course Type: 
Core
P: 
3
Lab: 
0
Credits: 
3
ECTS: 
8
Course Language: 
English
Course Objectives: 

This course will take you a journey through which you will be able to see how we moved from “saying things” to “doing things” in marketing with digital transformation (as Clark Kokich rightly puts it). For this purpose, the course starts with evolution of digital marketing and then provides a comprehensive framework including owned and paid channels management, content marketing, predictive digital marketing, campaign planning, influencer marketing etc. You will have a chance to see lots of real life cases and examples and to listen guest speakers throughout the course.

Course Content: 

At the end of this course, you are supposed to come to the conclusion that it is not “digital” of marketing but it is digital marketing at its own.

Teaching Methods: 
1: Lecture, 2: Question-Answer, 3: Discussion
Assessment Methods: 
B: Presentation, C: Homework

Vertical Tabs

Course Learning Outcomes

1. Students are able to understand the internet and social media ecosystem.
2. Students are able to brief the digital agency.
3. Students are able to evaluate the performance of the digital agency or digital marketing team.
4. Students are able to use digital data for marketing purposes.
5. Students are able to use the digital advertising processes.
 6. Students are able to integrate digital campaigns to marketing processes.

Course Flow

Week Topics
1 Course Introduction and Syllabus Review
2 Let’s Talk About Digital Marketing
3  Know Value of What You Own: Owned Channels and Marketing
4 Let’s Pull Stronger: Creating Personalized Journeys
5 Social Media and Content Marketing
6 Social Media Advertising
7 Influencer Marketing
8 Why Do People Search “Google” on Google? Search Engine Marketing and SEO
9 Digital Advertisement
10  Affiliate Marketing and Video Advertisement
11 Let’s Get Prepared! (Part I) Creating Digital Campaigns
12 Let’s Get Prepared! (Part II) Creating Flexible Digital Media Plans
13 Predictive Digital Marketing: How Should We Use Analytics?
14 Project Presentation
15 Project presentation
16 Closing Remarks: Let’s Wrap Up What We Have Discussed

Recommended Sources

Textbook
  •   Clark Kokich, Do or Die, Razorfish, 2011.
  •   Damian Ryan, The Best Digital Marketing Campaigns in the World II, London: Kogan

    Page, 2014. (Available in Kindle)

  •   Ken Auletta, Googled: The End of the World As We Know It, Penguin Books, 2009.

    (Available in Kindle)

  •   Seth Godin, Permission Marketing: Turning Strangers Into Friends And Friends Into

    Customers, Simon & Schuster.

  •   Seth Godin, All Marketers are Liars: The Underground Classic That Explains How

    Marketing Really Works--and Why Authenticity Is the Best Marketing of All, Portfolia, 2009.

Assessment

IN-TERM STUDIES NUMBER PERCENTAGE
Attendance& Participation 1 60
Assignments 1 40

 

 

Final Exam

 

   
CONTRIBUTION OF FINAL EXAMINATION TO OVERALL GRADE   40
CONTRIBUTION OF IN-TERM STUDIES TO OVERALL GRADE   60
Total   100

Course’s Contribution to Program

No Program Learning Outcomes Contribution
1 2 3 4 5
1 To gain the abilities of working with an interdisciplinary approach and adapting theories, methods and practices in different disciplines to the relevant concentration area       x  
2 To gain the abilities of data collection, literature review and analysis in the concentration area of integrated marketing communications management       x  
3 To gain the ability of communicating within the national and international scientific environments     x    
4 To gain the knowledge and skills required for scientific research processes x        
5 To gain the competence for making critical evaluations and syntheses     x    
6 To conduct research efficiently about one’s thesis topic   x      
7 To possess the behavioral and ethical sensitivity required for the academic life   x      
8 To possess the necessary computer skills for writing scientific papers and theses x        
9 To gain the abilities of being receptive to innovations and novel ideas and developing new ideas       x  
10 To comprehend fully and appropriately the meaning and significance of integrated marketing communications management in theoretical and practical terms       x  

ECTS

Activities Quantity Duration
(Hour)
Total
Workload
(Hour)
Course Duration (Including the exam week: 16x Total course hours) 16 3 48
Hours for off-the-classroom study (Pre-study, practice) 16 8 128
Assignment 1 30 30
Total Work Load     198
Total Work Load / 25 (h)     7,92
ECTS Credit of the Course     8