This MBA elective treats digital marketing as a strategic problem rather than a toolkit of tactics, asking how firms build and sustain data-driven customer relationships across online platforms, social channels, and AI-powered systems. The bulk of the work happens through two case study presentations and a written final, where you analyze real firms' digital ecosystems, channel mixes, and performance metrics rather than memorizing definitions. It assumes you already understand traditional marketing strategy and the 4Ps, then layers on the analytics, content, and platform dynamics that determine how modern brands actually reach and retain customers.
→ STARS müfredatı (resmi syllabus)
Bilkent kataloğunda bu ders için ön koşul yazılı değil.
2026-2027 Güz döneminde 1 şube açık, dersi Onur Osmanoğlu veriyor. Şube saatleri ve kontenjanlar aşağıda.
3 Bilkent kredisi, 5 AKTS.
| Kalem | Ağırlık | Notun (100 üzerinden) |
|---|---|---|
| Write-Up | %20 | |
| Presentation | %20 | |
| In-class participation | %25 | |
| Final: Essay/written | %35 |
Ağırlıklar MBA 632 izlencesinden. Hocanın bu dönemki dağılımı farklı olabilir; bağlayıcı olan ders izlencesidir. Harf notu sınırlarını hoca belirliyor, o yüzden hedefi sen giriyorsun. İzlencede FZ şartı var, sayfanın sonundaki kutuda.
Bilkent'in resmî syllabus'ünden. Sağdaki etiket o çıktının hangi değerlendirmeyle ölçüldüğünü söylüyor.
İlk dosyayı sen atarsan: not, slayt, geçmiş sınav, çözüm, cheat-sheet, ne varsa. defter ekibi öğrenci paylaşımlarından bu dersin notlarını yazar. Drive linki / PDF / ZIP, hepsi olur.
Course Learning Outcomes: Course Learning Outcome Assessment Students will be able to demonstrate an understanding of the fundamentals of digital marketing, digital business models (e.g., freemium models), as well as digital ecosystems (e.g., online platforms). Write-Up Presentation In-class participation Final: Essay/written Students will be able to explore/investigate and analyze several internal and external factors that may influence digital marketing strategies of firms. Write-Up Presentation In-class participation Final: Essay/written Students will be able to develop digital marketing strategies that target customers via several marketing channels and technologies in a way that complements business goals as well as objectives. Write-Up Presentation In-class participation Final: Essay/written Students will be able to analyze the role of digital marketing in the overall marketing mix and understand its impact on businesses and society at large. Write-Up Presentation In-class participation Final: Essay/written Students will be able to develop an undertanding of how firms bulild and sustain data-driven relationship with customers in a digital setting. Write-Up Presentation In-class participation Final: Essay/written Students will be able to have a solid understanding of several digital media channels and tools (e.g., SEO, SEM, social media, e-mail) and how to utilize them effectively. Write-Up Presentation In-class participation Final: Essay/written Students will be able to assess the effectiveness of digital marketing campaigns via a range of metrics. Write-Up Presentation In-class participation Final: Essay/written