GAZI UNIVERSITY INFORMATION PACKAGE - 2019 ACADEMIC YEAR

COURSE DESCRIPTION

MARKETING STRATEGIES IN THE DIGITAL WORLD/5431306

Course Title:	MARKETING STRATEGIES IN THE DIGITAL WORLD
Credits	3	ECTS	8
Semester	2	Compulsory/Elective	Compulsory

COURSE INFO

-- LANGUAGE OF INSTRUCTION

Turkish

-- NAME OF LECTURER(S)

Assistant Professor Kadri Gökhan YILMAZ

-- WEB SITE(S) OF LECTURER(S)

http://www.websitem.gazi.edu.tr/site/kgyilmaz

-- EMAIL(S) OF LECTURER(S)

kgyilmaz@gazi.edu.tr

-- LEARNING OUTCOMES OF THE COURSE UNIT

Progress of the digital world
Strategy, politic, tactic, method, objevtive, goal
Planning in digital world
Strategic planning process
General topics of strategic marketing management
Strategic marketing process and its stages in digital world

-- MODE OF DELIVERY

The mode of delivery of this course is Face to face

-- PREREQUISITES AND CO-REQUISITES

There is no prerequisite or co-requisite for this course.

-- RECOMMENDED OPTIONAL PROGRAMME COMPONENTS

Marketing Strategy

--COURSE CONTENT
1. Week	Digital world concept
2. Week	Strategic marketing planning process and its usage in the digital world
3. Week	Internal environment analysis in the digital world
4. Week	Customer environment analysis in the digital world
5. Week	External environment analysis in the digital world
6. Week	External environment analysis in the digital world
7. Week	Swot analysis
8. Week	Midterm exam
9. Week	Market segmentation in the digital world and target market selection strategies
10. Week	Product strategies in the digital world
11. Week	Brand strategies in the digital world
12. Week	Distribution strategies in the digital world
13. Week	Pricing strategies in the digital world
14. Week	Integrated marketing communication in the digital world
15. Week	Integrated marketing communication in the digital world
16. Week	Final exam

-- RECOMMENDED OR REQUIRED READING

Principles of Marketing; Philip Kotler, Gary Armstrong Marketing Planning; Karen Beamish, Ruth Ashford Marketing Management and Strategy; Peter Doyle, Phil Stern Marketing Planning & Strategy; Subhash C. Jain Strategic Marketing Planning; Colin Gilligan, Richard M. S. Wilson

-- PLANNED LEARNING ACTIVITIES AND TEACHING METHODS

Lecture, Question & Answer, Demonstration, Drill - Practise

-- WORK PLACEMENT(S)

None

-- ASSESSMENT METHODS AND CRITERIA

	Quantity	Percentage
Mid-terms	1	40
Assignment	0	0
Exercises	0	0
Projects	0	0
Practice	0	0
Quiz	0	0
Contribution of In-term Studies to Overall Grade		40
Contribution of Final Examination to Overall Grade		60

-- WORKLOAD

Efficiency	Total Week Count	Weekly Duration (in hour)	Total Workload in Semester
Theoretical Study Hours of Course Per Week	14	3	42
Practising Hours of Course Per Week	7	3	21
Reading	5	5	25
Searching in Internet and Library	3	7	21
Designing and Applying Materials	3	3	9
Preparing Reports	0	0	0
Preparing Presentation	6	5	30
Presentation	6	3	18
Mid-Term and Studying for Mid-Term	7	3	21
Final and Studying for Final	7	3	21
Other	0	0	0
TOTAL WORKLOAD:			208
TOTAL WORKLOAD / 25:			8.32
ECTS:			8

-- COURSE'S CONTRIBUTION TO PROGRAM

NO	PROGRAM LEARNING OUTCOMES	1	2	3	4	5
1				X
2				X
3			X
4						X
5						X
6					X
7					X
8					X
9					X
10					X

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GAZI UNIVERSITY INFORMATION PACKAGE - 2019 ACADEMIC YEAR