INTERNATIONAL BURCH UNIVERSITY
Faculty of Economics and Social Sciences
Department of Management
2016-2017

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
Area Elective 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: Introducing digital marketing
  3. Chapter 2: Online marketplace analyses: micro-environment
  4. Chapter 3: The Internet macro-environment
  5. Chapter 4: Internet marketing strategy
  6. Chapter 5: The Internet and the marketing mix
  7. Chapter 6: Relationship marketing using digital platforms
  8. Mid-term exams
  9. Chapter 7: Delivering the online customer experience
  10. Mid-term exams
  11. Chapter 8: Campaign planning for digital media
  12. Chapter 9: Marketing communications using digital media channels
  13. Chapter 10: Evaluation and improvement of digital channel performance
  14. Chapter 11: Business-to-consumer Internet marketing
  15. Chapter 12: Business-to-business Internet marketing

LABORATORY/PRACTICE PLAN
Week
Topic

    TEACHING/ASSESSMENT
    Description
    • Interactive Lectures
    • Practical Sessions
    • Presentation
    • Assignments
    • Guest instructor
    Description (%)
    Method Quantity Percentage (%)
    Midterm Exam(s)125
    Lab/Practical Exam(s)115
    Term Paper120
    Final Exam140
    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)
    • Chaffey, D., & Ellis-Chadwick, F. (2016). Digital Marketing (6 edition). Harlow (GB) etc.: Pearson.

    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