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MBA 546E
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Course Information
Course Name
Turkish
Stratejik İnternet Pazarlama Yönetimi
English
Strategic Internet Marketing
Course Code
MBA 546E
Credit
Lecture
(hour/week)
Recitation
(hour/week)
Laboratory
(hour/week)
Semester
3
3
3
-
-
Course Language
English
Course Coordinator
Elif Karaosmanoğlu
Course Objectives
Internet is reshaping the field of marketing in many ways and providing companies a new business environment. This introductory course is designed to discuss the role of Internet in establishing and maintaining effective relationship with stakeholders and to introduce the basic concepts of e-marketing and e-commerce. This course also provides deep insights about e-marketing mix and e-business models. Specifically, it aims;
1. To provide a broad understanding of e-marketing methods and strategies,
2. To provide perspectives for creating innovative marketing strategies within online environment,
3. To give the ability to formulate e-marketing models and e-marketing strategies.
Course Description
Internet is reshaping the field of marketing in many ways and providing companies a new business environment. This introductory course is designed to discuss the role of Internet in establishing and maintaining effective relationship with stakeholders and to introduce the basic concepts of e-marketing and e-commerce. This course also provides deep insights about e-marketing mix and e-business models. Specifically, it aims;
1. To provide a broad understanding of e-marketing methods and strategies,
2. To provide perspectives for creating innovative marketing strategies within online environment,
3. To give the ability to formulate e-marketing models and e-marketing strategies.
Course Outcomes
Internet is reshaping the field of marketing in many ways and providing companies a new business environment. This introductory course is designed to discuss the role of Internet in establishing and maintaining effective relationship with stakeholders and to introduce the basic concepts of e-marketing and e-commerce. This course also provides deep insights about e-marketing mix and e-business models. Specifically, it aims;
1. To provide a broad understanding of e-marketing methods and strategies,
2. To provide perspectives for creating innovative marketing strategies within online environment,
3. To give the ability to formulate e-marketing models and e-marketing strategies.
Pre-requisite(s)
Required Facilities
Other
Textbook
Chaffey, Dave and Ellis-Chadwick, Fiona (2019), Digital Marketing, Pearson Education Limited; 7th edition.
Strauss, Judy and Frost, Raymond (2015), E-marketing, Routledge; 7th edition.
Wendy W. Moe, David A. Schweidel (2014), Social media intelligence, New York: Cambridge University Press.
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