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Ders Tanımı

Ders Kodu Yarıyıl T+U Saat Kredi AKTS
DIGITAL MARKETING AND MANAGEMENT OF SOCIAL MEDIA YBS 609 0 3 + 0 3 6
Ön Koşul Dersleri
Önerilen Seçmeli Dersler
Dersin Dili Türkçe
Dersin Seviyesi Doktora
Dersin Türü SECMELI
Dersin Koordinatörü Dr.Öğr.Üyesi ADEM AKBIYIK
Dersi Verenler
Dersin Yardımcıları
Dersin Kategorisi Alanına Uygun Öğretim
Dersin Amacı
Dersin İçeriği

All business processes, including the concept of marketing are required to be redefined because of digital transformation. This class involves, digital marketing concept, new marketing practices, the place of prosumer in new economy and social media management, which has become one of the basic processes of business activities. Course contents are as follow; Transitioning from traditional marketing to digital marketing, digital marketing strategies, e-Business and e-Commerce technologies, e-Business models, digital consumer behavior and models, concept of e-Satisfaction and models, concept of e-Service and models, mobile marketing, eMail marketing, search engine optimization, concept of social media and models, marketing communications and social media practices, social media metrics, data mining practices in social media networks (social media mining)

Dersin Öğrenme Çıktıları Öğretim Yöntemleri Ölçme Yöntemleri
Öğretim Yöntemleri:
Ölçme Yöntemleri:

Ders Akışı


Kaynaklar

Ders Notu
Ders Kaynakları

Temel Kitaplar:
1-) Social Media Marketing; Tracy Tuten & Michael Solomon (2014)

2-) Understanding Digital Marketing; Damian Ryan & Calvin Jones (2013)

3-) e-Marketing Theory and Application, Stephen Dann & Susan Dann (2011)

Temel Makale ve Bildiriler:

1-) Overcoming SME barriers to gaining competitive advantage through social media,L Çallı, L Clark (2015)

2-) Personality types and Facebook advertising: An exploratory study, L Clark, L Çallı (2014)

3-) Marketing meets Web 2.0, social media, and creative consumers: Implications for internationalmarketing strategy,Pierre R. Berthon, Leyland F. Pitt, Kirk Plangger, Daniel Shapiro (2012)

4-) Social spending: Managing the social media mix, Bruce D. Weinberg & Ekin Pehlivan (2011)

5-) Users of the world, unite! The challenges andopportunities of Social Media, Andreas M. Kaplan, Michael Haenlein (2010)

6-) eTransQual: A transaction process-based approach for capturing service quality in online shopping, Hans H. Bauer,Tomas Falk,Maik Hammerschmidt (2006)

7-) eTailQ: dimensionalizing, measuring and predicting etail quality, Mary Wolfinbargera, Mary C Gilly (2003)


Döküman Paylaşımı


Dersin Program Çıktılarına Katkısı

No Program Öğrenme Çıktıları KatkıDüzeyi
1 2 3 4 5

Değerlendirme Sistemi

YARIYIL İÇİ ÇALIŞMALARI SIRA KATKI YÜZDESİ
AraSinav 1 50
Odev 1 20
ProjeTasarim 1 30
Toplam 100
Yıliçinin Başarıya Oranı 50
Finalin Başarıya Oranı 50
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 3 48
Mid-terms 1 10 10
Assignment 1 10 10
Project / Design 1 15 15
Final examination 1 20 20
Toplam İş Yükü 151
Toplam İş Yükü /25(s) 6.04
Dersin AKTS Kredisi 6.04
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