DT 290 | Course Introduction and Application Information - Department of Banking and Insurance (Turkish)

Course Name

Digital Marketing

Code	Semester	Theory (hour/week)	Application/Lab (hour/week)	Local Credits	ECTS
DT 290	Fall/Spring	1	2	2	5

Prerequisites	None
Course Language	Turkish
Course Type	Elective
Course Level	Short Cycle
Mode of Delivery	-
Teaching Methods and Techniques of the Course	Group Work Problem Solving Q&A Application: Experiment / Laboratory / Workshop Guest Speaker Lecture / Presentation
National Occupation Classification	-
Course Coordinator	-
Course Lecturer(s)	Öğr. Gör. Dr. Kenan DEMİREL
Assistant(s)	-

Course Objectives

The purpose of this course is to equip students with the knowledge and skills necessary for managing a product or brand in the digital environment. The digital marketing course offers students a broad perspective on sales strategies, content and community management, and image building. Additionally, it develops students' abilities to interact with target audiences effectively, increase brand awareness, ensure customer loyalty, and boost sales by using digital marketing platforms efficiently.

Learning Outcomes

The students who succeeded in this course;

will be able to define digital marketing strategies,
will be able to use digital marketing tools,
will be able to implement content and community management on digital platforms,
will be able to understand strategies for increasing brand awareness, managing brand reputation, and strengthening brand loyalty,
will be able to evaluate performance measurement, analysis, and reporting practices related to digital marketing campaigns.

Course Description

The digital marketing course teaches strategies for managing brands' communication, sales, and image processes using the internet and digital technologies. This course covers topics such as advertising on digital platforms, public relations, e-commerce, social media marketing, search engine optimization (SEO), content marketing, and email marketing. Students are taught, through practical applications, the skills to create, implement, and analyze digital marketing strategies.

Course Category	Core Courses
	Major Area Courses
	Supportive Courses
	Media and Management Skills Courses
	Transferable Skill Courses

Week	Subjects	Related Preparation	Learning Outcome
1	Introduction to marketing: Transition from traditional to digital
2	The concept of digital marketing, its history, and current importance	Odabaşı, Y. (2015). Satışta ve pazarlamada müşteri ilişkileri yönetimi (CRM) (9th. ed., s. 12-32). Aura Kitapları. ISBN: 9786051032795
3	Search Engine Optimization (SEO)	Odabaşı, Y. (2015). Satışta ve pazarlamada müşteri ilişkileri yönetimi (CRM) (9th. ed., s. 21-32). Aura Kitapları. ISBN: 9786051032795
4	Social media marketing	Kulaklı, A., & Birgün, S. (2005). Müşteri merkezli operasyonel bilgi yönetimi için veri yönetiminin Ölçülmesi. İTÜ Dergisi, 2(1), 37-48.
5	Content marketing	Odabaşı, Y. (2015). Satışta ve pazarlamada müşteri ilişkileri yönetimi (CRM) (9th. ed., s. 36-53). Aura Kitapları. ISBN: 9786051032795
6	Website marketing	Odabaşı, Y. (2015). Satışta ve pazarlamada müşteri ilişkileri yönetimi (CRM) (9th. ed., s. 54-64). Aura Kitapları. ISBN: 9786051032795
7	Midterm exam week
8	E-mail marketing	Odabaşı, Y. (2015). Satışta ve pazarlamada müşteri ilişkileri yönetimi (CRM) (9th. ed., s. 169-200). Aura Kitapları. ISBN: 9786051032795
9	Influencer marketing	Odabaşı, Y. (2015). Satışta ve pazarlamada müşteri ilişkileri yönetimi (CRM) (9th. ed., s. 75-102). Aura Kitapları. ISBN: 9786051032795
10	Digital advertising	Benlioğlu, O. (2023). Retorik: Konuş, etkile, ikna et (s. 14-38). Kronik Kitap. ISBN: 9786256989931
11	Digital / Online public relations	Bircan, K., Acayıp, & Okursoy, A. (2014). Bankacılık sektöründe müşteri ilişkileri yönetimi ve çalışanlar tarafından Değerlendirilmesi. Ekev Akademik Dergisi, 18(58), 648-658.
12	E-commerce	Odabaşı, Y. (2015). Satışta ve pazarlamada müşteri ilişkileri yönetimi (CRM) (9th. ed., s. 3-11). Aura Kitapları. ISBN: 9786051032795
13	Practical examples and analyses
14	Practical examples and analyses
15	Practical examples and analyses
16	Review of the Semester

Course Notes/Textbooks	Demirel, Y. (2017). Müşteri ilişkileri yönetimi. Seçkin Yayıncılık. ISBN: 9789750241628 Gökşin, E. (2018). Dijital pazarlama temelleri. Abaküs Kitap. ISBN: 9786059129954 Odabaşı, Y. (2015). Satışta ve pazarlamada müşteri ilişkileri yönetimi (CRM) (9. edition). Aura Kitapları. ISBN: 9786051032795
Suggested Readings/Materials	Kingsnorth, S. (2022). Dijital pazarlama stratejisi (L. İldeniz, Trans.). Nobel Akademik Yayıncılık (2016). ISBN: 9786053207771 Timur, N., & Barış, G. (2013). Müşteri ilişkileri yönetimi. Anadolu Üniversitesi Basımı, Eskişehir. ISBN: 978-975-06-3342-3, https://ets.anadolu.edu.tr/storage/nfs/PZL208U/ebook/PZL208U-13V3S1-8-0-1-SV1-ebook.pdf

Semester Activities	Number	Weigthing
Participation	1	10
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments	1	15
Presentation / Jury
Project	1	25
Seminar / Workshop
Oral Exams
Midterm	1	20
Final Exam	1	30
Total

Weighting of Semester Activities on the Final Grade	4	70
Weighting of End-of-Semester Activities on the Final Grade	1	30
Total

Semester Activities	Number	Duration (Hours)	Workload
Theoretical Course Hours (Including exam week: 16 x total hours)	16	1	16
Laboratory / Application Hours (Including exam week: '.16.' x total hours)	16	2	32
Study Hours Out of Class	14	1	14
Field Work			0
Quizzes / Studio Critiques			0
Portfolio			0
Homework / Assignments	1	18	18
Presentation / Jury			0
Project	1	30	30
Seminar / Workshop			0
Oral Exam			0
Midterms	1	38	38
Final Exam	1		0
		Total	148

#	PC Sub	Program Competencies/Outcomes	* Contribution Level
#	PC Sub	Program Competencies/Outcomes	1	2	3	4	5
1	To be able to develop themselves in the subjects of obtaining the financial resources necessary for the activities of individuals and enterprises under the most favorable conditions and examining the use of the accumulated funds.		-	-	-	-	-
2	To be able to discuss the role, importance and functions of the institutions providing banking and insurance services in the economic system		-	-	-	-	-
3	To be able to evaluate the organizational structure, business processes, and service portfolios of banks, insurance companies, and other financial institutions operating in the sector.		-	-	-	-	-
4	To be able to develop skills in identifying, measuring, and assessing financial and operational risks, and to acquire fundamental knowledge to understand and apply insurance products against these risks.		-	-	-	-	-
5	To be able to recognize financial products offered in the banking and insurance sector, and to gain skills in effective marketing and sales, as well as managing long-term customer relationships.		-	-	-	-	-
6	To be able to possess basic legal knowledge and closely monitor legislative changes relevant to the field.		-	-	-	-	-
7	To be able to possess basic knowledge of accounting and analyze financial statements to evaluate the financial status of businesses.		-	-	-	-	-
8	To be able to follow technological innovations in the financial sector and acquire knowledge about the role of blockchain and artificial intelligence applications in the industry.		-	-	-	-	-
9	To be able to make decisions based on the principles of professional ethics, accountability and responsibility		-	-	-	-	-
10	To be able to follow international financial markets and global economic indicators by using English at least at the A2 level of the "European Language Portfolio"		-	-	-	-	-
11	To be able to analyze and interpret banking and insurance data, and to develop data-driven strategies for financial decision-making.		-	-	-	-	-
12	To be able to acquire knowledge about the components of national and international systems and the implementation of sector policies.		-	-	-	-	-
13	To be able to direct his/her education to a further level of education		-	-	-	-	-

DT 290 | Course Introduction and Application Information

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

EVALUATION SYSTEM

ECTS / WORKLOAD TABLE

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

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