Dr. Öğr. Üyesi F. Eren BÖLÜKTEPE İnegöl İşletme Fakültesi İşletme Bölümü 224 294 26 95 eboluktepe@uludag.edu.tr
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Website:
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Objective of the Course:
Providing the conceptual basis and the fundamentals of marketing practices and techniques in digital environments as well as improving students’ understanding of the e-marketing affective domain.
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Contribution of the Course to Professional Development
Learn the fundementals of digital marketing.
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Learning Outcomes:
1
Grasping the structure of marketing in digital environments.
;
2
Compare the differences between e-marketing and internet technologies.
;
3
Determine the problems related to internet marketing processes of the organization
;
4
Comparing the alternative views and options in recent e-marketing techniques.
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Course Content:
Week
Theoretical
Practical
1
Decision making process analysis
2
Decision making process and information systems
3
marketing characteristics of information systems
4
Decision making process and marketing information systems
5
Market opportunities and analysis methods
6
Marketing intelligence processes
7
Online Customer Behavior
8
Segmentation & Target Marketing Strategies
9
Product & Pricing Analysis
10
Differentation & Positioning Strategies
11
Distribution in Internet
12
E-Marketing Communication Tools
13
E-Business & New Media
14
E-Marketing in Turkey
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Textbooks, References and/or Other Materials:
E-Marketing, 6/E, Judy Strauss, University of Nevada at Reno Raymond Frost, Ohio University (2012). Prentice-Hall. Reichheld, F. (2003). “The one number you need to grow”, Harvard Business Review, 81 (Nov.-Dec.): 1-11
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Assesment
TERM LEARNING ACTIVITIES
NUMBER
PERCENT
Midterm Exam
1
40
Quiz
0
0
Homeworks, Performances
0
0
Final Exam
1
60
Total
2
100
Contribution of Term (Year) Learning Activities to Success Grade
40
Contribution of Final Exam to Success Grade
60
Total
100
Measurement and Evaluation Techniques Used in the Course
Online multiple-choice/ online written exam/ written exam
Information
-Relative Evulation System
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ECTS / WORK LOAD TABLE
Activites
NUMBER
TIME [Hour]
Total WorkLoad [Hour]
Theoretical
14
3
42
Practicals/Labs
0
0
0
Self Study and Preparation
0
0
0
Homeworks, Performances
0
0
0
Projects
0
0
0
Field Studies
0
0
0
Midtermexams
1
60
60
Others
0
0
0
Final Exams
1
75
75
Total WorkLoad
177
Total workload/ 30 hr
5,9
ECTS Credit of the Course
6
26
CONTRIBUTION OF LEARNING OUTCOMES TO PROGRAMME QUALIFICATIONS
