Course Syllabus
COD403.Interactive Marketing
Fall 2021-22
Name
E-mail
Phone Number
Office Number
Office Hours
Research/Teaching
Assistants
Mask Requirement
COURSE TYPE
Online
Synchronous
(Online Only)
Course Delivery
Methods
Interaction
Methods
Technology Used
by the Instructor
Technology
Requirements for
Students
INSTRUCTOR
Mr. Sinan Günal
sinan.gunal@ozyegin.edu.tr
+90 (532) 351 35 25
With prior appointment.
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HEALTH SAFETY RULE
For the safety of themselves, their fellow students, their instructors, and
all others, students must always wear masks in classrooms and all
other closed spaces and strictly adhere to the health safety measures
and rules established by the University for the classrooms and the
campus in general. Student behaviors that go against the health safety
measures and rules will result in a disciplinary action. Those who have
a health condition that makes it difficult or prevent them from putting on
a mask, may follow the courses online (except the limited number of
courses that are given face-to-face only).
COURSE DELIVERY AND EXAM ADMINISTRATION
• This course can only be taken online.
• This course is synchronously video streamed, but it is not recorded.
• Online attendance during class hours may be required throughout
the semester; the instructor may ask students to enable their video
and/or audio to take attendance at certain times.
• Final and midterm exams are administered online only; there may
be other online assessments (i.e., online quizzes).
COURSE ORGANIZATION
Lectures and Guest Speakers
Delivery Method: Online Synchronous
Zoom
A laptop/desktop/tablet with a built-in or stand-alone camera and a
microphone. Zoom conference software must be pre-loaded before
class.
COURSE MATERIALS
Required Books
Recommended
Books
Other Materials
− Principals of Marketing – Philip Kotler
− Competitive Strategy – Michael Porter
− Strategic Brand Management – Kevin Lane Keller
− Building Strong Brands – David Aaker
− Thinking Fast and Slow – Daniel Kahneman
− Crossing The Chasm – Geoffrey A. Moore
THOUGHT LEADERS TO FOLLOW FOR BETTER CLASS
DISCUSSIONS
− Seth Godin: https://www.sethgodin.com/
− Malcolm Gladwell: http://gladwell.typepad.com/
− Guy Kawasaki: https://guykawasaki.com/
− Brian Solis: https://www.briansolis.com/
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−
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Accessing Course
Materials
Week
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WEEKLY SUBJECTS (TENTATIVE)
Subject
Date
0
1
2
3
20-24.09.2021
27.09-01.10.2021
04-08.10.2021
11-15.10.2021
4
5
6
7
8
9
10
11
12
18-22.10.2021
25-29.10.2021
01-05.11.2021
08-12.11.2021
15-19.11.2021
22-26.11.2021
29.11-03.12.2021
06-10.12.2021
13-17.12.2021
(Withdrawal Week)
20-24.12.2021
27-31.12.2021
13
14
Type
Introduction & Course Overview
Introduction to Marketing
Introduction to Interactive Marketing principles and tools
Data & Database as a foundation of interactive marketing
campaigns
Digital Asset Analytics & Testing
What is Online Advertising & Digital ads as a marketing medium
Social Media
Marketing Automation
User Experience Design
Controversial Subjects in Digital
All Concepts in Action
Game Design, Gaming for Marketers & E-sports
Understanding Startup Culture
Digital Strategy
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ASSESSMENT METHODS, WEIGHTS AND RULES
Weight Assessment
Implementation Rule
Method
Paper / Report
I (Mid-term)
20%
Paper / Report
II (Mid-term)
20%
Paper / Report
(Final)
35%
Interaction &
Participation
25%
Total
− https://www.youtube.com/watch?v=b3hi0V13oag
Alexander Osterwalder: http://alexosterwalder.com/
Eric Ries: http://theleanstartup.com/
Neil Patel: https://neilpatel.com/
Research: 30%
Framing the concept:
30%
Creative examples:
30%
Writing Skills & format
design: 10%
Research: 30%
Framing the concept:
30%
Creative examples:
30%
Writing Skills & format
design: 10%
Research: 10%
Framing the concept:
40%
Creative & applicable
examples: 40%
Writing Skills & format
design: 10%
Students are expected
to be on time for class.
Meaningful participation
to class discussions are
mandatory.
100%
Makeup
Rule
Papers must be completed
and sent to Instructor via
email in MS Word of PDF
format latest on the
announced time and date
No make-up.
Papers must be completed
and sent to Instructor via
email in MS Word of PDF
format latest on the
announced time and date
No make-up..
Papers must be completed
and sent to Instructor via
email in MS Word of PDF
format latest on the
announced time and date
No make-up.
There are no silly questions.
This class is designed to
introduce participants with
new digital concepts.
Learning can only be
enriched with quality
discussions. Asking and/or
answering questions would
be essential.
No make-up.
ASSESSMENT(S) BEFORE THE WITHDRAWAL DEADLINE
Type of Assessment(s)
Weight(s)
Date by When the Score of the
Assessment is to be Announced
Paper / Report I (Mid-term)
20%
•
•
•
•
•
DETERMINING LETTER GRADE
A (4.0) [93-100] Clear and complete understanding of the concepts covered.
A- (3.7) [90-92] Very high-quality work. Particularly good participation.
B+ (3.3) [87-89] High quality work. Good understanding of the concepts.
B (3.0) [83-86] Good work, some minor pieces are missing.
B- (2.7) [80-82] Good work, above average.
C+ (2.3) [77-79] Slightly above average understanding of the concepts.
C (2.0) [73-76] Average. Not a clear understanding of the concepts.
C- (1.7) [70-75] Passing but below good academic standing.
D+ (1.0) [67-69] Slightly below average.
D (1.0) [60-66] Below average.
F (0) The concepts discussed in the lecture are failed to be understood. Little or no
participation. Papers are late or not submitted.
EXPECTED STUDENT SEMESTER WORKLOAD
Activities Carried Out in The Presence of An Instructor
Total Hours in Semester
Lecture (Including Discussion Sessions)
42
Recitation/Practice
Laboratory/Studio/Kitchen/Flight
Field Work
Activities Carried Out by The Learner Him/Herself
Total Hours in Semester
Working on Assignments
15
Pre-class Learning of Course Material
3
Review of Course Material for Exam Preparation
Other
60
Overall Total Hours in Semester
OTHER RULES AND INFORMATION
Health and Safety
Accessibility
Academic and
Technical Support
Objections to
Examination
Results
Academic Integrity
and Honor Code
Unauthorized
Recording/Sharing
of Lectures
Flexibility
Announced safety procedures must be strictly followed during any laboratory and
similar work. Please refer to the safety guidelines posted in the laboratories. In
case of emergencies, call 9911 (216 564 9911).
Reasonable accommodations will be provided for students with verifiable
disabilities. Please inform your instructor if you need any assistance.
Students can get help from the Writing Center, Solution Center and IT in case
they need academic and/or technical support with their classes.
Students who object to their exam results and cannot resolve their objections
with the instructor of the course, may file a written petition for a review of their
exam papers at their Dean’s/Director’s Office within five business days from the
announcement their exam results.
Students are assumed to abide by scholastic honesty and uphold the Honor
Code. Scholastic dishonesty includes, but is not limited to cheating, attempting to
cheat, plagiarizing, fabricating information or citations, facilitating acts of
dishonesty by others, having unauthorized possession of examinations,
submitting the work of another person, or tampering with the academic work of
other students. Any form of scholastic dishonesty is a serious academic violation
and will result in a disciplinary action and also may result in student getting a 0
grade in the related assessment.
Recording/sharing of synchronous/asynchronous lectures or copying of lecture
recordings are prohibited without the permission of the instructor. Actions such
as unauthorized recording, giving the recording to someone else, taking it, using
it or sharing it in physical or virtual media are prohibited and/or are offenses
according to the relevant legislation. In such cases, legal procedures will be
initiated in addition to starting disciplinary actions against those involved.
Circumstances may arise during the course that prevents the instructor from
fulfilling each and every component of this syllabus; therefore, the syllabus is
subject to change. Students will be notified prior to any changes.