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 |
|---|---|---|---|---|---|---|---|
| 08031120 | Search Engine Optimization | 2025 | Autumn | 3 | 3+0+0 | 5 | 5 |
| Course Type | Elective |
| 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 Search Engine Optimization (SEO) course begins by explaining the basic principles of SEO and the algorithms used by search engines; it continues with keyword research, competitor analysis, website setup, and on-page and off-page optimization techniques. After examining Google's optimization tools, a midterm exam assesses the theoretical progress. The second half of the semester covers the use of Google Search Console, backlink analysis, Dofollow/Nofollow tags, PageRank and TrustRank algorithms; the process concludes with topics critical for e-commerce sites, such as local searches, social media signals, and conversion-focused content creation, providing students with comprehensive digital visibility expertise.
Objectives of the Course
The aim of the Search Engine Optimization (SEO) course is to equip students with the strategic and technical skills to ensure that e-commerce websites and digital assets rank highly organically in search engines. The course covers search engine algorithms, keyword research, on-page and off-page SEO techniques, technical SEO optimizations, and user experience (UX) focused content management. The goal is to train students to become qualified experts who can attract sustainable and cost-effective organic traffic to e-commerce platforms, conduct market analyses to increase conversion rates, and deliver data-driven SEO performance reports.
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. | 5 |
| P5 | Has the ability to independently evaluate professional problems and issues with an analytical and critical approach and propose solutions. | 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 use e-commerce platforms and Google Analytics tools to interpret sales and customer data, website traffic, and user behavior. | P.5.3 | 1 |
| O3 | They explain the fundamental concepts, channels, integration, differences, and working mechanisms of digital marketing. | P.14.2 | 1 |
| O4 | Explains basic concepts about e-commerce. | P.1.8 | 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 | What is SEO (Search Engine Optimization)? |
| 2 | Website Setup, On-Page Optimizations |
| 3 | Off-Page Optimizations |
| 4 | Search Engine Optimization Algorithms |
| 5 | Google Optimization Tools |
| 6 | Detailed Keyword Research |
| 7 | Competitive Analysis |
| 8 | Search Engine Search Console Fields Usage |
| 9 | Backlink Analysis |
| 10 | Dofollow and Nofollow Tags in Backlinks |
| 11 | Content Creation |
| 12 | PageRank and TrustRank |
| 13 | Local searches and results |
| 14 | Links and social media |
Textbook or Material
| Resources | Aydemir, M. (2014). SEO (Search Engine Optimization) (4th Edition). Kodlab Publishing and Distribution. |
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 | 14 | 3 | 42 |
| Out-of-Class Study Time (Pre-study, Library, Reinforcement) | 6 | 8 | 48 |
| Midterms | 1 | 25 | 25 |
| 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 | 35 | 35 |
| Other | 0 | 0 | 0 |
| Total Work Load: | 150 | ||
| Total Work Load / 30 | 5 | ||
| Course ECTS Credits: | 5 | ||
Course - Learning Outcomes Matrix
| Relationship Levels | ||||
| Lowest | Low | Medium | High | Highest |
| 1 | 2 | 3 | 4 | 5 |
| # | Learning Outcomes | P1 | P3 | P5 | P14 |
|---|---|---|---|---|---|
| O1 | Explains basic concepts about e-commerce. | 5 | 3 | 3 | 4 |
| O2 | They follow current developments in the e-commerce field and use them at a basic level. | 4 | 5 | 4 | 3 |
| O3 | They use e-commerce platforms and Google Analytics tools to interpret sales and customer data, website traffic, and user behavior. | 3 | 4 | 4 | 5 |
| O4 | They explain the fundamental concepts, channels, integration, differences, and working mechanisms of digital marketing. | 5 | 5 | 4 | 5 |