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 |
|---|---|---|---|---|---|---|---|
| 08040103 | Digital Marketing Applications | 2025 | Spring | 4 | 2+1+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 Digital Marketing Applications course covers the fundamentals of e-commerce strategy and UX/UI, starting with SEO, Google Ads (SEM), and remarketing techniques. Following a midterm exam and a practical project, the course focuses on social media marketing, Meta Ads, content marketing, and email marketing (CRM) processes; it concludes with digital analytics and campaign reporting, equipping students with end-to-end operational management skills.
Objectives of the Course
The aim of the Digital Marketing Applications course is to prepare students for the e-commerce and marketing sector by equipping them with practical and operational competencies that are directly relevant to this industry. The course focuses on transferring theoretical marketing knowledge to digital platforms; and on the practical use of tools such as search engine marketing (SEM), social media advertising, email marketing, budget management, and campaign analytics. This ensures that students develop into competent practitioners who can develop data-driven strategies, actively manage advertising panels (Meta Ads, Google Ads, etc.), measure and optimize the performance of digital campaigns (ROI, Click-Through Rate, etc.), and deliver high-quality conversions to e-commerce websites.
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 |
|---|---|---|
| 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 |
| P6 | Effectively communicates thoughts at the level of knowledge and skills through written and verbal communication, expressing them in a clear manner. | 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 evaluate the effectiveness of marketing strategies by analyzing digital marketing performance metrics and customer lifetime value. | P.5.1 | 1,5 |
| O2 | They evaluate and report on the performance of an existing digital marketing campaign through metrics. | P.6.4 | 1,5 |
| O3 | They explain the fundamental concepts, channels, integration, differences, and working mechanisms of digital marketing. | P.14.2 | 1,5 |
| O4 | Follows current developments and practices in the field of marketing and uses them at a basic level. | P.3.6 | 1,5 |
| ** 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 in E-commerce |
| 2 | Digital Marketing Strategy and Target Audience Identification |
| 3 | Digital Channels and E-Commerce Models |
| 4 | Website Infrastructure and User Experience (UX/UI) |
| 5 | Search Engine Optimization (SEO) Fundamentals |
| 6 | Search Engine Advertising (SEM) - Google Ads Basics |
| 7 | Display Ads and Retargeting |
| 8 | Midterm Exam / Term Project Development (Start of Application Project) |
| 9 | Introduction to Social Media Marketing and Platform Selection |
| 10 | Social Media Advertising (Meta Ads - Facebook/Instagram) |
| 11 | Content Marketing and Storytelling |
| 12 | Email Marketing and CRM |
| 13 | Digital Marketing Analytics and Reporting |
| 14 | General Review |
Evaluation Method and Passing Criteria
| In-Term Studies | Quantity | Percentage |
|---|---|---|
| Attendance | - | - |
| Laboratory | - | - |
| Practice | - | - |
| Field Study | - | - |
| Course Specific Internship (If Any) | - | - |
| Homework | - | - |
| Presentation | 1 | 20 (%) |
| Projects | - | - |
| Seminar | - | - |
| Quiz | - | - |
| Listening | - | - |
| Midterms | 1 | 35 (%) |
| Final Exam | 1 | 45 (%) |
| 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 | 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 | 1 | 10 | 10 |
| Fieldwork | 0 | 0 | 0 |
| Final Exam | 1 | 30 | 30 |
| 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 | P3 | P5 | P6 | P14 |
|---|---|---|---|---|---|
| O1 | Follows current developments and practices in the field of marketing and uses them at a basic level. | 5 | 3 | 3 | 4 |
| O2 | They evaluate the effectiveness of marketing strategies by analyzing digital marketing performance metrics and customer lifetime value. | 3 | 4 | 4 | 4 |
| O3 | They evaluate and report on the performance of an existing digital marketing campaign through metrics. | 4 | 5 | 4 | 3 |
| O4 | They explain the fundamental concepts, channels, integration, differences, and working mechanisms of digital marketing. | 5 | 4 | 5 | 5 |