Course Information

Course Name	Turkish	Dijital Pazarlama Yönetimi
	English	Digital Marketing Management
Course Code	ISS 564E	Credit	Lecture (hour/week)	Recitation (hour/week)	Laboratory (hour/week)
Semester	2	3	3	-	-
Course Language		English
Course Coordinator		Adnan Veysel Ertemel Adnan Veysel Ertemel
Course Objectives		The objective of this course is 1. In the light of the latest developments and future trends in the digital revolution, to examine the new tools that should be in the tool kit of the marketing experts, and 2. To learn, with an entrepreneurial perspective, that innovative business ideas in the digital world will be implemented in a short time with fast and cheap experiments.
Course Description		Digital Marketing Management is a one-semester course delivered through an integration of lectures, discussions, topic related assignments and group projects. The first half of the course aims at laying out the framework for and strengthening apprehension of latest developments in digital marketing. Towards the end of the course, recent methodologies will be covered for ideation and assessment of scalable and innovative digital products and services. In this regard, tools like business model generation framework, customer development approach and lean startup methodology is discussed.
Course Outcomes		Upon successful completion of the course, students will: I. Will be able to analyze and interpret marketing campaigns seen in different channels in the light of current trends in marketing and digital marketing, II. Learn which digital marketing tools should be used in which situations, III. Will be able to test how much a new business idea has a magnet effect on potential customers by using lean startup methods in the digital medium. IV. He/she will learn how to optimize the conversion in a new or existing business idea by experimental approach and developing hypothesis tests.
Pre-requisite(s)		N/A
Required Facilities
Other
Textbook		N/A
Other References		Digital Marketing: Strategy, Implementation and Practice [7 ed.] Chaffey et al. Pearson 2019 Blockchain Revolution: How the Technology Behind Bitcoin is Changing Money, Business, and the World, Don Tapscott, 2016 Business Model Generation, Alex Osterwalder & Yves Pigneur, Wiley, 2010 The Lean Startup, Eric Ries, Crown Business, 2011

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