INTERNATIONAL BURCH UNIVERSITY
Faculty of Economics and Social Sciences
Department of Management
2015-2016

SYLLABUS
Code Name Level Year Semester
MAN 307 Digital Marketing Undergraduate 3 Fall
Status Number of ECTS Credits Class Hours Per Week Total Hours Per Semester Language
Compulsory 5 2 + 1 125

Instructor Assistant Coordinator
Mersid POTURAK, Assist. Prof. Dr. Mersid Poturak Mersid POTURAK, Assist. Prof. Dr.
[email protected] mersid.poturakvibu.edu.ba no email

Digital marketing course is becoming one of the most popular courses. The course looks at the digital marketing process, advertising platforms, and how they relate to each other as well as to offline media. All digital marketing disciplines are covered (website, SEO, analytics, social media) to give attendees a great overview of all things digital.

COURSE OBJECTIVE
The main goal of the course is to help students understand digital marketing methods, from a variety of perspectives—as analysts, consumers and entrepreneurs. That is, practice is more emphasized than theory.

COURSE CONTENT
Week
Topic
  1. Course introduction
  2. Chapter 1: Internet Marketing as Part of Marketing Communications Mix.(M.R&D.Z, 2013)
  3. Chapter 2: The Internet Value Chain (M.R&D.Z, 2013),
  4. Chapter 9: Developing and Maintaining Effective Web Sites (M.R&D.Z, 2013),
  5. Chapter 4: Branding and Video Marketing (M.R&D.Z, 2013),
  6. - Chapter 5: Display Advertising and Other Customer Acquisition Tools (M.R&D.Z, 2013).
  7. Chapter 6: Search Marketing–SEO and PPC (M.R&D.Z, 2013), Search engine optimization (A.C, 2009)
  8. Chapter 7: Social Media Marketing. (M.R&D.Z, 2013), Social media marketing (A.C, 2009)
  9. Chapter 8: Customer Relationship Development and Management (M.R&D.Z, 2013), Website development 3 (A.C, 2009)
  10. Mid-term exams
  11. Chapter 3: Business Models and Strategies (M.R&D.Z, 2013), Website development 4 (A.C, 2009)
  12. - Chapter 10: Customer Service and Support in Web Space (M.R&D.Z, 2013), Website development 5 (A.C, 2009)
  13. Chapter 11: Measuring and Evaluating Web Marketing Programs (M.R&D.Z, 2013), Website development 6 (A.C, 2009)
  14. Chapter 12: Mobile Marketing and Media Convergence (M.R&D.Z, 2013), Website development 6 (A.C, 2009)
  15. Chapter 13: Summary

LABORATORY/PRACTICE PLAN
Week
Topic

    TEACHING/ASSESSMENT
    Description
    • Interactive Lectures
    • Practical Sessions
    • Presentation
    • Assignments
    • Guest instructor
    Description (%)
    Method Quantity Percentage (%)
    Midterm Exam(s)130
    Lab/Practical Exam(s)110
    Term Paper130
    Final Exam130
    Total: 100
    Learning outcomes
    • Understand the difference between standard and online business
    • How to set up wordpress website
    • How to promote its website
    • How to improve search engine optimization (SEO)
    • Social Media Marketing
    • Traffic Building
    TEXTBOOK(S)

      ECTS (Allocated based on student) WORKLOAD
      Activities Quantity Duration (Hour) Total Work Load
      Lecture (14 weeks x Lecture hours per week)14114
      Laboratory / Practice (14 weeks x Laboratory/Practice hours per week)14228
      Midterm Examination (1 week)122
      Final Examination(1 week)122
      Preparation for Midterm Examination8216
      Preparation for Final Examination14228
      Assignment / Homework/ Project12525
      Seminar / Presentation11010
      Total Workload: 125
      ECTS Credit (Total workload/25): 5