Special Topics in Marketing - Department of Management
Special Topics in Marketing - Department of Management
Special Topics in Marketing - Department of Management
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<strong>Special</strong> <strong>Topics</strong> <strong>in</strong> Market<strong>in</strong>g - InternetMarket<strong>in</strong>g and the Google Onl<strong>in</strong>eMarket<strong>in</strong>g Challenge(AD 484)Instructor:Day and Room: TBA / TBAWebsite:Pr<strong>of</strong>. Dr. Cengiz YilmazAssoc. Pr<strong>of</strong>. Doc. Dr. Stefan Kochhttp://web1.boun.edu.tr/stefan.koch/courses/google/DescriptionThis <strong>in</strong>terdiscipl<strong>in</strong>ary course teaches modern concepts <strong>of</strong> Internet and onl<strong>in</strong>emarket<strong>in</strong>g. A major component is participation <strong>in</strong> the Google Onl<strong>in</strong>e Market<strong>in</strong>gChallenge, <strong>in</strong> which student teams develop and implement a market<strong>in</strong>g campaignus<strong>in</strong>g Google tools and compete worldwide.ContentsIntroduction to Course and Google Onl<strong>in</strong>e Market<strong>in</strong>g ChallengeGoogle - Background and Bus<strong>in</strong>ess ModelTheoryOnl<strong>in</strong>e Market<strong>in</strong>g and CommunicationTools and Techniques (Information Retrieval, Search Eng<strong>in</strong>es, RecommenderSystems)Google Onl<strong>in</strong>e Market<strong>in</strong>ng ChallengeResourcesGoogle Onl<strong>in</strong>e Market<strong>in</strong>g ChallengeEvaluation and Grad<strong>in</strong>gWritten exam 50%Google Onl<strong>in</strong>e Market<strong>in</strong>g Challenge 50%Components <strong>in</strong>clude the <strong>in</strong>itial plan and presentation (15%), f<strong>in</strong>al report andpresentation (25%) as well as quantitative results as reported by Google (10%)
RegistrationPrerequisite is 3rd year stand<strong>in</strong>g, a quota will be announced as soon as possible. Dueto the nature <strong>of</strong> this course, it is open not only to students <strong>of</strong> the <strong>Department</strong> <strong>of</strong><strong>Management</strong>.Course dates (tentative)Week 1: Welcome and Adm<strong>in</strong>istrationWeek 2: Google Onl<strong>in</strong>e Market<strong>in</strong>g Challenge - IntroductionWeek 3-6: TheoryWeek 7: Exam (tentative)April: Preparation and Presentation <strong>of</strong> Google Challende PlanMay: Google Campaign, Preparation and Presentation <strong>of</strong> Google Challende F<strong>in</strong>alReportContactAssoc. Pr<strong>of</strong>. Doc. Dr. Stefan Koche-mail: Stefan.Koch@boun.edu.trRoom 409, IIBFOffice hours Mo 15:00 - 16:00, or by appo<strong>in</strong>tmentTelephone: -6523 or 0537 474 14 86<strong>Department</strong> <strong>of</strong> <strong>Management</strong>Bogazici University
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