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Ders Tanımı

Ders Kodu Yarıyıl T+U Saat Kredi AKTS
MOBILE MARKETING ISL 425 7 2 + 0 2 5
Ön Koşul Dersleri
Önerilen Seçmeli Dersler
Dersin Dili Türkçe
Dersin Seviyesi Lisans
Dersin Türü SECMELI
Dersin Koordinatörü Dr.Öğr.Üyesi SEMİH OKUTAN
Dersi Verenler
Dersin Yardımcıları Res. Asst. Merve TÜRKMEN
Dersin Kategorisi
Dersin Amacı
The purpose of this course is to help students learn about mobile marketing concept which is one of today´s most important marketing methods, and promote them to develop a proper mobile marketing strategy for the business.
Dersin İçeriği
Introduction to mobility and mobile marketing concepts, mobile consumer behavior, segmentation and mobile marketing mix, social media, permission marketing in mobile platforms and developing a mobile marketing communication strategy.
Dersin Öğrenme Çıktıları Öğretim Yöntemleri Ölçme Yöntemleri
1 - To define mobility and mobile marketing concepts. 1 - 2 - 3 - 8 - 14 - A - C - F -
2 - To identify mobile marketing tools and platforms, and analyze the elements of the mobile marketing environment. 1 - 2 - 3 - 8 - 10 - 14 - A - C - F -
3 - To describe and interpret the causes of consumer behavior in mobile marketing environment and develop strategies for the proper market segments. 1 - 2 - 3 - 8 - 14 - A - C - F -
4 - To plan and manage mobile location-based marketing strategies. 1 - 2 - 3 - 8 - 10 - 14 - A - C - F -
5 - To analyze advertising, communication and permission marketing applications in mobile platforms. 1 - 2 - 3 - 8 - 10 - 14 - A - C - F -
6 - To develop a business strategy in accordance with a mobile marketing campaign. 1 - 2 - 3 - 8 - 10 - 14 - A - C - D - F -
Öğretim Yöntemleri: 1:Lecture 2:Question-Answer 3:Discussion 8:Group Study 14:Self Study 10:Brain Storming
Ölçme Yöntemleri: A:Testing C:Homework F:Performance Task D:Project / Design

Ders Akışı

Hafta Konular ÖnHazırlık
1 Introduction to mobility and mobile marketing concepts Varnali K., A. Toker ve C. Yilmaz. Mobile marketing: Fundamentals and strategy. McGraw-Hill, 2011
2 Mobile Marketing Tools and Platforms Varnali K., A. Toker ve C. Yilmaz. Mobile marketing: Fundamentals and strategy. McGraw-Hill, 2011
3 Mobile Markets and Marketing Environment Varnali K., A. Toker ve C. Yilmaz. Mobile marketing: Fundamentals and strategy. McGraw-Hill, 2011
4 Mobile Marketing Information System Varnali K., A. Toker ve C. Yilmaz. Mobile marketing: Fundamentals and strategy. McGraw-Hill, 2011
5 Consumer Behavior in Mobile Platforms Varnali K., A. Toker ve C. Yilmaz. Mobile marketing: Fundamentals and strategy. McGraw-Hill, 2011
6 Segmentation and Target Market Selection In Mobile Marketing Varnali K., A. Toker ve C. Yilmaz. Mobile marketing: Fundamentals and strategy. McGraw-Hill, 2011
7 Mobile Marketing Mix Varnali K., A. Toker ve C. Yilmaz. Mobile marketing: Fundamentals and strategy. McGraw-Hill, 2011
8 Mid-term Exam
9 Location-Based Applications in Mobile Marketing Varnali K., A. Toker ve C. Yilmaz. Mobile marketing: Fundamentals and strategy. McGraw-Hill, 2011
10 Mobile Advertising and Communication Strategies Varnali K., A. Toker ve C. Yilmaz. Mobile marketing: Fundamentals and strategy. McGraw-Hill, 2011
11 Mobile Marketing and Social Media Varnali K., A. Toker ve C. Yilmaz. Mobile marketing: Fundamentals and strategy. McGraw-Hill, 2011
12 Permission Marketing Practices in Mobile Platforms Varnali K., A. Toker ve C. Yilmaz. Mobile marketing: Fundamentals and strategy. McGraw-Hill, 2011
13 Case Study of Mobile Marketing Campaign Varnali K., A. Toker ve C. Yilmaz. Mobile marketing: Fundamentals and strategy. McGraw-Hill, 2011
14 Mobile Marketing Campaign Development Varnali K., A. Toker ve C. Yilmaz. Mobile marketing: Fundamentals and strategy. McGraw-Hill, 2011

Kaynaklar

Ders Notu Özgüven N., Mobil Pazarlama ve Mobil Reklam, Dora Yayınları, Bursa, 2013,
Ders Kaynakları J. Hopkins ve J. Turner, Mobil Pazarlama Hakkında Her Şey, Optimist Yayınları, 2013

Varnali K., A. Toker ve C. Yilmaz. Mobile marketing: Fundamentals and strategy. McGraw-Hill, 2011.

AKBIYIK A., S. Okutan, R. Altunışık, “Mobil Pazarlama Platformlarında İzinli Pazarlama Uygulamalarına Yönelik Tüketici Tutum ve Algıları Üzerine Bir Araştırma”, Tüketim ve Tüketici Araştırmaları Dergisi, cilt 1, Sayı 2, Aralık 2009, Beta Yayınları http://betadergi.com/uploads/pdf/mobil-pazarlama-platformlarinda-izinli-pazarlama-uygulamalarina-yonelik-tuketici-tutum-ve-algilari-uzerine-bir-arastirma-2.pdf

Döküman Paylaşımı


Dersin Program Çıktılarına Katkısı

No Program Öğrenme Çıktıları KatkıDüzeyi
1 2 3 4 5
1 Gains the required knowledge in production, marketing, management , accounting and finance. X
2 Can work in teams and share information with team members in tasks of production, marketing, management, accounting and finance. X
3 Identifies and analyzes problems also offers solutions in tasks of production, marketing, management, accounting and finance. X
4 Contributes to projects, takes responsibility and conduct researches in tasks of production, marketing, management, accounting and finance. X
5 Can define goals and objectives of organization in tasks of production, marketing, management, accounting and finance. X
6 Questions the acquired knowledge in tasks of production, marketing, management, accounting and finance. X
7 Believes to adapting new situations and meets the requirements of new tasks of production, marketing, management, accounting and finance. X
8 Can transfer knowledge and recommendations in tasks of production, marketing, management, accounting and finance via using necessery communication tools and a foreign language effectively . X
9 Open to occupational cooperation and sharing in tasks of production, marketing, management, accounting and finance. X
10 Can use necessary information systems in tasks of production, marketing, management, accounting and finance. X
11 Behaves in accordance with social and occupational ethic values in tasks of production, marketing, management, accounting and finance. X
12 Analyses and carries out relations with stake holders in tasks of production, marketing, management, accounting and finance. X
13 Follows the innovations and encourages team members in tasks of production, marketing, management, accounting and finance. X
14 Questions the position of the organization and offers suggestions in tasks of production, marketing, management, accounting and finance. X
15 X

Değerlendirme Sistemi

YARIYIL İÇİ ÇALIŞMALARI SIRA KATKI YÜZDESİ
AraSinav 1 50
PerformansGoreviUygulama 1 10
KisaSinav 1 20
KisaSinav 2 20
Toplam 100
Yıliçinin Başarıya Oranı 60
Finalin Başarıya Oranı 40
Toplam 100

AKTS - İş Yükü

Etkinlik Sayısı Süresi(Saat) Toplam İş yükü(Saat)
Course Duration (Including the exam week: 16x Total course hours) 16 3 48
Hours for off-the-classroom study (Pre-study, practice) 16 1 16
Mid-terms 1 20 20
Quiz 2 5 10
Assignment 0 0 0
Performance Task (Application) 1 10 10
Performance Task (Seminar) 0 0 0
Final examination 1 20 20
Toplam İş Yükü 124
Toplam İş Yükü /25(s) 4.96
Dersin AKTS Kredisi 4.96
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