E-Commerce and Marketing
Course Details
KTO KARATAY UNIVERSITY
Trade and Industry Vocational School
Programme of E-Commerce and Marketing
Course Details
Trade and Industry Vocational School
Programme of E-Commerce and Marketing
Course Details
| Course Code | Course Name | Year | Period | Semester | T+A+L | Credit | ECTS |
|---|---|---|---|---|---|---|---|
| 08020102 | Digital Marketing | 2025 | Spring | 2 | 3+0+0 | 4 | 4 |
| Course Type | Compulsory |
| Course Cycle | Associate (Short Cycle) (TQF-HE: Level 5 / QF-EHEA: Short Cycle / EQF-LLL: Level 5) |
| Course Language | Turkish |
| Methods and Techniques | - |
| Mode of Delivery | Face to Face |
| Prerequisites | - |
| Coordinator | - |
| Instructor(s) | Asst. Prof. Hacı Halil BAŞER |
| Instructor Assistant(s) | - |
Course Instructor(s)
| Name and Surname | Room | E-Mail Address | Internal | Meeting Hours |
|---|---|---|---|---|
| Asst. Prof. Hacı Halil BAŞER | C-131 | [email protected] | 7404 | Tuesday 14:00-16:00 |
Course Content
The Application of Digital Marketing to Business Strategies, Digital Marketing Mix, Digital Marketing Methods, Email Marketing, Mobile Marketing, Search Engine Optimization, Search Engine Marketing, Content Marketing, Social Media Marketing, Payment Infrastructure and Methods in Digital Marketing, Analysis and Reporting in Digital Marketing, Legal Regulations and Ethics in Digital Marketing, Website, User Interface, User Experience
Objectives of the Course
To fill the gaps in knowledge regarding digital world applications and to explain the concepts related to marketing applications carried out through these technologies.
Contribution of the Course to Field Teaching
| Basic Vocational Courses | X |
| Specialization / Field Courses | X |
| Support Courses | |
| Transferable Skills Courses | |
| Humanities, Communication and Management Skills Courses |
Relationships between Course Learning Outcomes and Program Outcomes
| Relationship Levels | ||||
| Lowest | Low | Medium | High | Highest |
| 1 | 2 | 3 | 4 | 5 |
| # | Program Learning Outcomes | Level |
|---|---|---|
| P1 | Possesses fundamental, up-to-date, and practical knowledge related to their profession. | 5 |
| P3 | Follows current developments and practices in their profession and uses them effectively. | 4 |
| P13 | Manages processes related to e-commerce. | 4 |
| P14 | Manages the digital marketing tools and methods necessary for e-commerce. | 5 |
Course Learning Outcomes
| Upon the successful completion of this course, students will be able to: | |||
|---|---|---|---|
| No | Learning Outcomes | Outcome Relationship | Measurement Method ** |
| O1 | They follow current developments in the e-commerce field and use them at a basic level. | P.3.1 | 1 |
| O2 | They keep up with current developments in information technology. | P.3.2 | 1 |
| O3 | They implement product and inventory management, return and customer service processes, marketing and advertising, and pricing strategies on e-commerce platforms. | P.13.2 | 1 |
| O4 | They develop strategies to increase brand loyalty and customer satisfaction. | P.13.3 | 1 |
| O5 | They explain the role of new media platforms in advertising strategies and creates basic advertising campaigns on Google Ads and social media advertising platforms. | P.14.1 | 1 |
| O6 | They explain the fundamental concepts, channels, integration, differences, and working mechanisms of digital marketing. | P.14.2 | 1 |
| O7 | They describe the process of creating a content marketing strategy using the marketing and advertising tools of online marketplaces. | P.14.3 | 1 |
| O8 | They describe the fundamental concepts, components, and strategies of marketing, advertising, consumer behavior, and brand management. | P.1.1 | 1 |
| ** Written Exam: 1, Oral Exam: 2, Homework: 3, Lab./Exam: 4, Seminar/Presentation: 5, Term Paper: 6, Application: 7 | |||
Weekly Detailed Course Contents
| Week | Topics |
|---|---|
| 1 | Introduction to Digital Marketing and Basic Concepts |
| 2 | Digital Marketing Channels |
| 3 | Digital Consumer Behavior and Target Audience Analysis |
| 4 | Customer Journey Map |
| 5 | Customer Journey Touchpoints |
| 6 | Website, User Experience and User Interface |
| 7 | Conversion Rate Optimization (CRO) |
| 8 | Interpretation of Digital Measurement Metrics |
| 9 | Search Engines |
| 10 | Search Engine Indexing |
| 11 | Search Engine Ranking |
| 12 | Search Engine Optimization (SEO) |
| 13 | Comparison of SEO and Paid Advertising |
| 14 | SEO and Keyword Analysis |
Textbook or Material
Evaluation Method and Passing Criteria
| In-Term Studies | Quantity | Percentage |
|---|---|---|
| Attendance | - | - |
| Laboratory | - | - |
| Practice | - | - |
| Field Study | - | - |
| Course Specific Internship (If Any) | - | - |
| Homework | - | - |
| Presentation | - | - |
| Projects | - | - |
| Seminar | - | - |
| Quiz | - | - |
| Listening | - | - |
| Midterms | 1 | 45 (%) |
| Final Exam | 1 | 55 (%) |
| Total | 100 (%) | |
ECTS / Working Load Table
| Quantity | Duration | Total Work Load | |
|---|---|---|---|
| Course Week Number and Time | 16 | 3 | 48 |
| Out-of-Class Study Time (Pre-study, Library, Reinforcement) | 22 | 1 | 22 |
| Midterms | 1 | 20 | 20 |
| Quiz | 0 | 0 | 0 |
| Homework | 0 | 0 | 0 |
| Practice | 0 | 0 | 0 |
| Laboratory | 0 | 0 | 0 |
| Project | 0 | 0 | 0 |
| Workshop | 0 | 0 | 0 |
| Presentation/Seminar Preparation | 0 | 0 | 0 |
| Fieldwork | 0 | 0 | 0 |
| Final Exam | 1 | 30 | 30 |
| Other | 0 | 0 | 0 |
| Total Work Load: | 120 | ||
| Total Work Load / 30 | 4 | ||
| Course ECTS Credits: | 4 | ||
Course - Learning Outcomes Matrix
| Relationship Levels | ||||
| Lowest | Low | Medium | High | Highest |
| 1 | 2 | 3 | 4 | 5 |
| # | Learning Outcomes | P1 | P3 | P13 | P14 |
|---|---|---|---|---|---|
| O1 | They describe the fundamental concepts, components, and strategies of marketing, advertising, consumer behavior, and brand management. | 5 | 4 | 5 | 4 |
| O2 | They follow current developments in the e-commerce field and use them at a basic level. | 4 | 5 | 5 | 5 |
| O3 | They keep up with current developments in information technology. | 3 | 5 | 3 | 4 |
| O4 | They implement product and inventory management, return and customer service processes, marketing and advertising, and pricing strategies on e-commerce platforms. | 4 | 4 | 4 | 5 |
| O5 | They develop strategies to increase brand loyalty and customer satisfaction. | - | 4 | 5 | 3 |
| O6 | They explain the role of new media platforms in advertising strategies and creates basic advertising campaigns on Google Ads and social media advertising platforms. | 4 | 3 | 4 | 4 |
| O7 | They explain the fundamental concepts, channels, integration, differences, and working mechanisms of digital marketing. | 5 | 4 | 3 | 5 |
| O8 | They describe the process of creating a content marketing strategy using the marketing and advertising tools of online marketplaces. | 3 | 5 | 5 | 5 |