Internet and Mobile Marketing(COM421)
| Course Code | Course Name | Semester | Theory | Practice | Lab | Credit | ECTS |
|---|---|---|---|---|---|---|---|
| COM421 | Internet and Mobile Marketing | 7 | 2 | 0 | 0 | 2 | 3 |
| Prerequisites | |
| Admission Requirements |
| Language of Instruction | Turkish |
| Course Type | Elective |
| Course Level | Bachelor Degree |
| Course Instructor(s) | Barış KARA bkaragsu@gmail.com (Email) |
| Assistant | |
| Objective | This course provides an overall up-to-date picture of the mobile marketing landscape. The value of the contents stems from both its power to present the most recent status of theaccumulated theoretical and practical knowledge on the mobile channel and mobile consumer behavior in an easy-to-understand manner and also from the way the academic perspective is integrated with facts and figures of a rich portfolio of real mobile marketing cases provided by an telecommunication corporation. |
| Content | At this course general digital marketing tools and knowledge will be explained in detail. With all concept and applications about mobile marketing students will design a integrated mobile marketing campaign. |
| Course Learning Outcomes |
By the end of this course the students should: be able to identify current mobile services and applications, be able to compare their features and value propositions with those of the traditional media and to elaborate on unique challenges and benefits of the mobile medium, have learnt about the best practices for all the members of the mobile. value chain |
| Teaching and Learning Methods | PPT, case studies, discussions |
| References |
Aslam, K. (2017). The 7 Critical Principles of Effective Digital Marketing. CreateSpace Independent Publishing Platform. Kingsnorth, S. (2016). Digital Marketing Strategy: An Integrated Approach to Online Marketing. Kogan Page. Varnalı, K. &Toker, A. &Yılmaz, C.(2011). Mobile Marketing. McGraw Hill |
Theory Topics
| Week | Weekly Contents |
|---|---|
| 1 | From traditional to digital media |
| 2 | Defining mobile marketing |
| 3 | Use of mobile technologies within the customer - company interface I |
| 4 | Use of mobile technologies within the customer - company interface II |
| 5 | Use of mobile technologies within the customer - company interface III |
| 6 | Use of mobile technologies within the customer - company interface IV |
| 7 | Midterm |
| 8 | Use of mobile technologies within the customer - company interface V |
| 9 | Mobile value chain |
| 10 | USP (Unique selling proposition) |
| 11 | Codes od conduct |
| 12 | Consumer centric model for mobile marketing |
| 13 | Faciliators for better mobile marketing |
| 14 | Presentations |
Practice Topics
| Week | Weekly Contents |
|---|
Contribution to Overall Grade
| Number | Contribution | |
|---|---|---|
| Contribution of in-term studies to overall grade | 1 | 40 |
| Contribution of final exam to overall grade | 1 | 60 |
| Toplam | 2 | 100 |
In-Term Studies
| Number | Contribution | |
|---|---|---|
| Assignments | 0 | 0 |
| Presentation | 0 | 0 |
| Midterm Examinations (including preparation) | 0 | 0 |
| Project | 1 | 40 |
| Laboratory | 0 | 0 |
| Other Applications | 0 | 0 |
| Quiz | 0 | 0 |
| Term Paper/ Project | 0 | 0 |
| Portfolio Study | 0 | 0 |
| Reports | 0 | 0 |
| Learning Diary | 0 | 0 |
| Thesis/ Project | 0 | 0 |
| Seminar | 0 | 0 |
| Other | 0 | 0 |
| Toplam | 1 | 40 |
| No | Program Learning Outcomes | Contribution | ||||
|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | ||
| 1 | Will have effective written and oral communication skills in Turkish | X | ||||
| 2 | Will have a thorough knowledge of at least two foreign languages | X | ||||
| 3 | Will be informed about art and culture, human rights, social, professional and ethical values, law and legislation, quality standards, and will be aware of their responsibility on these subjects | X | ||||
| 4 | Will have sufficient knowledge about social sciences, professions and sectors in communication and media, innovative and entrepreneurial practices | X | ||||
| 5 | Will have the ability to use, in an effective and creative way, the techniques and tools and information technologies necessary for interactive and conventional media, in the context of health and safety in the workplace | X | ||||
| 6 | Will have the ability to develop documentary and fictional content related to their field for interactive and conventional media; also the ability to produce and manage this content in group | X | ||||
| 7 | Will have the theoretical knowledge and ability to carry out and share scientific work on communication environments and processes of interactive and conventional media and on the individual and social outcomes of the latter | X | ||||
| 8 | Will have the knowledge of analysis and modelling techniques to analyse interactive and conventional media and the communication environments and processes | X | ||||
| 9 | Will have the ability to question and critically analyse developments and problems concerning interactive and conventional media and the communication environments and processes, will be aware of the public interest, social responsibility and the environment, will be sensitive to contemporary world’s and Turkey's current problems; will develop a libertarian, democratic, constructive and problem-solving approach | X | ||||
| 10 | They are familiar with the historical development processes of electronic, digital media and film; and the current developments in these fields | X | ||||
| 11 | They learn sociological, cultural and aesthetic approaches in electronic, digital media and film | X | ||||
| Activities | Number | Period | Total Workload |
|---|---|---|---|
| Class Hours | 14 | 2 | 28 |
| Working Hours out of Class | 14 | 2 | 28 |
| Presentation | 2 | 10 | 20 |
| Total Workload | 76 | ||
| Total Workload / 25 | 3,04 | ||
| Credits ECTS | 3 | ||