1.
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Digital Marketing Class
Bahçeşehir University
Graduate School of Social Sciences
Fall Semester, 2016
Lecturer: M. Yalçın Parmaksız
Syllabus & Grading Policy

2.
Who is Yalcin Parmaksiz ?
Sakarya University, Electrical & Electronics Engineering, 2001
İstanbul Technical University, MBA, 2005

3.
Sales & Marketing Engineer
Sales Executive
CRM & Marketing Research Manager
Country Manager,Turkey
E-Marketing Coordinator
Professional Experience
Country Manager,Turkey
Co Founder
Business Development Manager

4.
Lecturer on Strategic Marketing, Digital Marketing, E-
Commerce
Author, Google Analytics Book
Academic Studies

5.
Certificates
Certified Marketing Partner
Certified Professional
Ad Exchange Seller Fundamentals Expert
Creator Academy Bootcamp Certified
Entrepreneurship 101
Social Media Marketing, Maximizing Capacity, Finance Certified

6.
Digital Marketing Class
þ Bahçeşehir University, Graduate School of Social Sciences
þ Digital Marketing Class
þ Program Code: BUSE5075
þ Lecturer: M.Yalçın Parmaksız
þ Duration: 14 Weeks + Finals
þ Every Thursday between 7 pm and 9 pm
þ First Lesson: February 18, 2016
þ Last lesson: May 26, 2016
þ Midterm Deadline:April 28, 2016, Until 7 pm

7.
Syllabus
1) The Digital Consumer (February 18)
2) Content Marketing
3) Analytics: Fundamentals of Web Analytics
4) Analytics:Web & Mobile Analytics Management
5) SEO-1: Introduction to Search Engine Optimisation
6) SEO-2: Basics of Search Engine Friendly Design &
Development
7) SEO-3: Measuring and Tracking Success of SEO operations
8) PPC-1: Introduction to Search Engine Advertising
9) PPC-2: Setting up a PPC Campaign
10) PPC-3: Measuring & Optimizing Performance of PPC
Campaigns
11) Social Media-1:Introduction to Social Media Marketing
12) Social Media-2:Social Media Metrics and ROI
13) Blogging
14) Youtube Marketing (May 29)
* This syllabus is subject to change

8.
Additional Subjects:
1) Digital Media Planning
2) E-mail Marketing
3) Introduction to App Marketing
4) Programmatic Buying

9.
Grading Policy
Final
(60%)
Midterm
Project
(30%)
Homework
(10%)
Any student taking Digital Marketing Course are subject to the following grading policy.

10.
Midterm Project Template
Deadline: April 28, 2016, Until 7 pm
Warning: Projects sent after deadline will be graded as 0 (zero)
Midterm (Project): 30%
1) Revenue model of the site/brand
2) Traffic analysis and competition
3) SEO
4) Social Media Channels
5) Usability (Optional)

11.
1) Revenue Model of The Site/Brand
Select one of the following business models below for your brand/site, and define your
how well does your brand fit in this revenue model?
q Revenue from subscription to content
q Revenue from CPM, CPC, CPA display advertising on site:
q Revenue from Sales from the products or services on site:

12.
1-b) Site List
SALES
Booking.com
Dx.Com
Gilt.com
stellamccartney.com
crateandbarrel.com
Store.nike.com
Homedepot.com
Gap.com
Barnesandnobles.com
Diapers.com
SUBSCRIPTION
Ntyimes.com
Linkedin.com
Leadercast.com
Eharmony.com
Match.com
Muslima.com
Hbr.org
Spotify.com
Netflix.com
ADVERTISING
Beyazperde.com
Cnn.com
Huffingtonpost.com
People.com
Usatoday.com
Time.com
Students must select one the sites/companies above

13.
2) Traffic Analysis & Competition
Compare your site/app’s traffic with 3 major
competitors via similarweb.com / alexa.com / IAB
reports / Comscore
① Visits
② Unique visitors
③ Page views
④ Bounce rate
⑤ Organic search traffic
⑥ Direct traffic
⑦ Social traffic
⑧ Bounce rate
Reference: Similarweb.com

14.
3) SEO
Analyse your site’s HP SEO success by one the following tools.
① http://www.woorank.com
② http://app.upcity.com/free-tools/seo-report-card
③ https://www.found.co.uk/seo-tool/
④ http://www.seoquake.com/

15.
4) Social Media Channels
Compare your brand/site’s social media
channels with at least 3 competitors.
Social media sites to be compared
① Facebook
② Twitter
③ Instagram

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5) Usability
Assess your site/app’s usability according to the following items
1) Home page
2) Task orientation
3) Navigation
4) Forms & Data Entry
5) Trust & Credibility
6) Writing & Content Quality
7) Page layout & visual design
8) Search
9) Help, feedback and error tolerance
Reference: http://www.userfocus.co.uk/resources/guidelines.html

17.
Contact me
① facebook.com/pazarlama
② twitter.com/myparmaksiz
③ tr.linkedin.com/in/myparmaksiz
④ yalcin@myparmaksiz.com