BUS479 DIGITAL MARKETING
| Course Code: | 3530479 |
| METU Credit (Theoretical-Laboratory hours/week): | 3 (3.00 - 0.00) |
| ECTS Credit: | 6.0 |
| Department: | Business Administration |
| Language of Instruction: | English |
| Level of Study: | Undergraduate |
| Course Coordinator: | Assoc.Prof.Dr. ÇAĞRI YALKIN |
| Offered Semester: | Fall Semesters. |
Course Objectives
The focus of this module will be on the movement of marketing activities from off line to online and the development of appropriate theories to account for key issues in the digital realm. The course will outline fundamental concepts such as value, community and engagement and apply these to the online context. Students will also have a chance to examine developments in digital marketing ranging from e-marketing and retail, to online consumer behaviour and analytical challenges resulting from the digital age.
Course Content
Understanding digital media tools. Measuring the effectiveness of digital media tools. Understanding social media. Developing strategies for social and digital media.
Course Learning Outcomes
Knowledge Outcomes
L1: Analyse e-marketing strategy and tactics
L2: Appreciate a range of e-marketing tools, recognising their advantages and disadvantages
L3: Explain the opportunities and challenges of the internet as a market research tool
L4: Discuss the importance of using e-technologies to build and nurture customer relationships
L5: Recognise the marketing uses of online communities, social media and user generated content
L6: Apply the Concepts, tools and frameworks learnt to solve e-business problems
L7: Demonstrate an understanding of the variety of metrics available to evaluate e-marketing programmes
Skills and competence outcomes
L8: Develop your problem solving skills through cases build on real business scenarios
L9: Develop presentation skills by participating in class presentations
L10: Work effectively as part of a team
L11: Demonstrate the origins of your ideas by appropriately referencing sources used in your assignments
Program Outcomes Matrix
| Level of Contribution | |||||
| # | Program Outcomes | 0 | 1 | 2 | 3 |
| 1 | They attain advanced level of knowledge in the functional areas of business administration such as strategic management, marketing, accounting, finance, organization management, human resources, and operations management. | ✔ | |||
| 2 | They are capable of identifying and analyzing legal, environmental and social factors, which influence the basic functional areas of the business administration. | ✔ | |||
| 3 | They understand and implement rational, systematic and scientific approaches effectively in problem solving and decision-making processes. | ✔ | |||
| 4 | They are capable of applying, analyzing, synthesizing and evaluating the knowledge they have in diverse fields efficiently. | ✔ | |||
| 5 | They are capable of transferring information by using efficient verbal and written communication techniques. | ✔ | |||
| 6 | They are capable of performing professional communication effectively also in English. | ✔ | |||
| 7 | They know the methods of performing efficient teamwork. | ✔ | |||
| 8 | They are capable of following the contemporary techniques, scientific and technological developments in their fields and are able to conduct research and studies in order to develop their business administration related knowledge, skills, and competences. | ✔ | |||
| 9 | They are knowledgeable in the areas of professional ethics and responsibility. | ✔ | |||
| 10 | They are capable of utilizing their knowledge and skills efficiently in global and multicultural contexts. | ✔ | |||
| 11 | They are knowledgeable in the issues of environment, social responsibility, social justice, quality and cultural values. | ✔ | |||
| 12 | They have a creative, innovative and critical perspective. | ✔ | |||
0: No Contribution 1: Little Contribution 2: Partial Contribution 3: Full Contribution