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Bilkent University

Online Academic Catalog

Undergraduate and Graduate Programs 2020-2021

MBA 632 Digital Marketing and Advertising

This course covers the what, why, and how of major current approaches in digital marketing - online marketing and monitoring, website development, digital traffic analytics, search engine optimization, search and display ads, affiliates, email marketing, and social media. The course is designed to get students to think like a digital marketing professional, and to give them experience with industry-relevant hands-on assignments and exercises. This course will also provide them with the basis of strategy formulation and analytical approaches for creating and using websites, social media videos, social networks, search engines and other new e-media tools for marketing. The course aims at integrating these tools and tactics into goal-oriented campaigns to enhance brands, create a buzz, and motivate behaviors of consumers in the desired way. Course is focused on developing e-marketing strategies and applications - not technology development. Credit units: 3 ECTS Credit units: 5.

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