This course examines the emergence of the new digital markets as well as how traditional markets are affected by the widespread use of information communication technology by consumers and businesses. Internet business models, trends, strategies, and technologies are covered.
Digital Marketing (MKTG 404)
2022 Spring
Sabancı Business School
Marketing(MKTG)
3
6
Zeynep Aydın Gökgöz zeynep.aydin@sabanciuniv.edu,
Click here to view.
English
Undergraduate
MKTG301
Interactive lecture,Seminar,Group tutorial
Interactive,Learner centered,Communicative,Discussion based learning,Project based learning,Case Study
Click
here
to view.
| Programs\Type | Required | Core Elective | Area Elective |
| Business Analytics Minor | * | ||
| Data Science and Analytics | * | ||
| Management | * | ||
| Management | * |
CONTENT
LEARNING OUTCOMES
- On completion of the module, the student will have developed: 1. A knowledge and understanding of the digital marketing techniques, tools and methods required to understand and apply the concepts of e-marketing in contemporary contexts to different company/products/markets situations 2. Cognitive and analytical skills: all students will be required to utilize knowledge gained on the course to develop and evaluate marketing strategies in the light of digital marketing concepts. 3. Transferable skills: Students will develop skills in time management, presentation, written, oral and interpersonal communication and role negotiation. Additionally students will learn how to methodically and effectively, use and present results persuasively, in order to make a business case for change. 4. Subject specific skills: all students will be able to (a) observe and interpret e-marketing in action; (b) critically evaluate their own knowledge as consumers; (c) become acquainted with research issues and instruments in e-marketing. 5. Progression to employment / personal development: students will be able to consider and develop marketing strategies utilizing a detailed understanding of human interaction with ICT. Students will also be expected to argue and defend their conclusions draws from research in discussion with their peer and the lecturer responsible for the module.
PROGRAMME OUTCOMES
1. Understand the world, their country, their society, as well as themselves and have awareness of ethical problems, social rights, values and responsibility to the self and to others. 3
2. Understand different disciplines from natural and social sciences to mathematics and art, and develop interdisciplinary approaches in thinking and practice. 2
3. Think critically, follow innovations and developments in science and technology, demonstrate personal and organizational entrepreneurship and engage in life-long learning in various subjects; have the ability to continue to educate him/herself. 4
4. Communicate effectively in Turkish and English by oral, written, graphical and technological means. 5
5. Take individual and team responsibility, function effectively and respectively as an individual and a member or a leader of a team; and have the skills to work effectively in multi-disciplinary teams. 5
1. Possess sufficient knowledge of mathematics, science and program-specific engineering topics; use theoretical and applied knowledge of these areas in complex engineering problems.
2. Identify, define, formulate and solve complex engineering problems; choose and apply suitable analysis and modeling methods for this purpose.
3. Develop, choose and use modern techniques and tools that are needed for analysis and solution of complex problems faced in engineering applications; possess knowledge of standards used in engineering applications; use information technologies effectively.
4. Have the ability to design a complex system, process, instrument or a product under realistic constraints and conditions, with the goal of fulfilling specified needs; apply modern design techniques for this purpose.
5. Design and conduct experiments, collect data, analyze and interpret the results to investigate complex engineering problems or program-specific research areas.
6. Possess knowledge of business practices such as project management, risk management and change management; awareness on innovation; knowledge of sustainable development.
7. Possess knowledge of impact of engineering solutions in a global, economic, environmental, health and societal context; knowledge of contemporary issues; awareness on legal outcomes of engineering solutions; knowledge of behavior according to ethical principles, understanding of professional and ethical responsibility.
8. Have the ability to write effective reports and comprehend written reports, prepare design and production reports, make effective presentations, and give and receive clear and intelligible instructions.
1. Have an understanding of economics and main functional areas of management
2. Have a basic all-around knowledge in humanities, science, mathematics, and literature
3. Have a basic knowledge of law and ethics, awareness of social and ethical responsibilities
4. Work effectively in teams and environments characterized by people of diverse educational, social and cultural backgrounds
5. Demonstrate proficiency in oral and written communications in English
6. Pursue open minded inquiry and appreciate the importance of research as an input into management practice; thus, a.know how to access, interpret and analyze data and information by using current technologies b.use the results from analyses to make informed decisions
7. Use office softwares for written communication, presentation, and data analysis
8. Demonstrate awareness that business settings present different opportunities and challenges for managers due to environmental/contextual differences that arise in economic, political, cultural, legal-regulatory domains
Update Date:
ASSESSMENT METHODS and CRITERIA
| Percentage (%) | |
| Final | 30 |
| Midterm | 20 |
| Group Project | 30 |
| Presentation | 20 |
RECOMENDED or REQUIRED READINGS
| Textbook |
Internet Marketing, Strategy, Implementation and Practice, 4 th edition (2009) Chaffey, D., Ellis-Chadwick, F., Johnston, K., and Mayer, R. Prentice hall. |
| Cases | Case Tesco.Com Case The re-launched Napster changes the music marketing mix Case Starbucks and Japan Case Freeview Case UK retailers Case Boots mine diamonds in their customer data Case Benetton Case Making FMCG brands sizzle online Case Refining the online customer experience at dabs.com Case Learning from Amazon?s culture of metrics Case Boo hoo learning from the largest European dot-com failure |