| E-Commerce and Marketing | |||||
| Associate | TR-NQF-HE: Level 5 | QF-EHEA: Short Cycle | EQF-LLL: Level 5 | ||
| Course Code: | ETP012 | ||||
| Course Name: | Digital Advertising and Social Media Management | ||||
| Semester: | Fall | ||||
| Course Credits: |
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| Language of instruction: | Turkish | ||||
| Course Condition: | |||||
| Does the Course Require Work Experience?: | No | ||||
| Type of course: | Departmental Elective | ||||
| Course Level: |
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| Mode of Delivery: | Face to face | ||||
| Course Coordinator: | Dr. Öğr. Üy. GÖZDE KANDEMİR ÇOMOĞLU | ||||
| Course Lecturer(s): | ARZU KIZBAZ TOĞUŞLU | ||||
| Course Assistants: |
| Course Objectives: | In this course, how to manage social media channels, how to carry out analysis and reporting processes; The course aims to provide students with detailed information on creating advertising strategies, creating campaigns, and calculating costs and performance. |
| Course Content: | Concept of advertising, history of advertising, channels, development Impact mechanisms of advertising within the scope of the hierarchy of effects Basic concepts of digital media |
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The students who have succeeded in this course;
1) Having detailed information about Social Media Advertising 2) Getting detailed information about Google Ads 3) Understanding Google Ads working order and detailed advertising reports 4) Examining Social Media Content Management 5) Internet and Social Media Measurement |
| Week | Subject | Related Preparation |
| 1) | Google Search Network Ads | |
| 2) | Google Display Network Ads | |
| 3) | Google App Ads | |
| 4) | Google E-Commerce Ads | |
| 5) | Google Gmail Ads | |
| 6) | YouTube Ads | |
| 7) | Google App Network Ads | |
| 8) | Midterm | |
| 9) | Business Manager Review | |
| 10) | Social media channels account settings and optimizations | |
| 11) | Social Media Management Tools | |
| 12) | Advertising on Social Media Channels | |
| 13) | Monitoring, Analysis and Reporting | |
| 14) | Student Projects | |
| 15) |
| Course Notes / Textbooks: | Sosyal Medya Pazarlama- Prof Dr. İbrahim Kırcova |
| References: | Sosyal Medya Reklam ve Marka Üçgeni- Doç Dr Yakup Durmaz |
| Course Learning Outcomes | 1 |
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3 |
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5 |
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| Program Outcomes | ||||||||||||||||||||
| 1) Has basic knowledge of areas such as business, marketing, finance, management and organization. | ||||||||||||||||||||
| 2) Has knowledge of e-commerce systems, digital marketing methods and digital sales processes. | ||||||||||||||||||||
| 3) Has knowledge of consumer behavior, brand management, and customer relationship management (CRM). | ||||||||||||||||||||
| 4) Has basic knowledge of web design, content management systems (CMS), search engine optimization (SEO) and digital performance analysis. | ||||||||||||||||||||
| 5) Has knowledge about e-commerce legislation, digital security, personal data protection and consumer rights. | ||||||||||||||||||||
| 6) Has knowledge about e-commerce legislation, digital security, personal data protection and consumer rights. | ||||||||||||||||||||
| 7) Has knowledge about e-commerce legislation, digital security, personal data protection and consumer rights. | ||||||||||||||||||||
| 8) Can use social media management, email marketing, digital advertising (Google Ads, Meta Ads, etc.) tools. | ||||||||||||||||||||
| 9) Can set up an e-commerce site, manage content and integrate online payment systems. | ||||||||||||||||||||
| 10) Can use basic web tools and data analysis platforms. | ||||||||||||||||||||
| 11) Able to conduct market research, analyze customer data and reflect the results in decision-making processes | ||||||||||||||||||||
| 12) Can manage business processes in accordance with legislation; organize order, delivery, return and customer service processes. | ||||||||||||||||||||
| 13) Can run e-commerce processes independently and take on leadership when necessary. | ||||||||||||||||||||
| 14) Takes initiative in business processes and fulfills his/her responsibilities effectively. | ||||||||||||||||||||
| 15) It follows the developments in digital technologies and constantly renews itself. | ||||||||||||||||||||
| 16) Is open to lifelong learning and adapts to sectoral innovations. | ||||||||||||||||||||
| 17) Works effectively within a team and communicates clearly and effectively. | ||||||||||||||||||||
| 18) Has the ability to communicate professionally with customers and business partners. | ||||||||||||||||||||
| 19) Acts in accordance with ethical values, professional responsibilities and legal regulations. | ||||||||||||||||||||
| 20) Develops innovative solutions in the field of e-commerce using entrepreneurial skills. | ||||||||||||||||||||
| No Effect | 1 Lowest | 2 Average | 3 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | Has basic knowledge of areas such as business, marketing, finance, management and organization. | |
| 2) | Has knowledge of e-commerce systems, digital marketing methods and digital sales processes. | |
| 3) | Has knowledge of consumer behavior, brand management, and customer relationship management (CRM). | |
| 4) | Has basic knowledge of web design, content management systems (CMS), search engine optimization (SEO) and digital performance analysis. | |
| 5) | Has knowledge about e-commerce legislation, digital security, personal data protection and consumer rights. | |
| 6) | Has knowledge about e-commerce legislation, digital security, personal data protection and consumer rights. | |
| 7) | Has knowledge about e-commerce legislation, digital security, personal data protection and consumer rights. | |
| 8) | Can use social media management, email marketing, digital advertising (Google Ads, Meta Ads, etc.) tools. | |
| 9) | Can set up an e-commerce site, manage content and integrate online payment systems. | |
| 10) | Can use basic web tools and data analysis platforms. | |
| 11) | Able to conduct market research, analyze customer data and reflect the results in decision-making processes | |
| 12) | Can manage business processes in accordance with legislation; organize order, delivery, return and customer service processes. | |
| 13) | Can run e-commerce processes independently and take on leadership when necessary. | |
| 14) | Takes initiative in business processes and fulfills his/her responsibilities effectively. | |
| 15) | It follows the developments in digital technologies and constantly renews itself. | |
| 16) | Is open to lifelong learning and adapts to sectoral innovations. | |
| 17) | Works effectively within a team and communicates clearly and effectively. | |
| 18) | Has the ability to communicate professionally with customers and business partners. | |
| 19) | Acts in accordance with ethical values, professional responsibilities and legal regulations. | |
| 20) | Develops innovative solutions in the field of e-commerce using entrepreneurial skills. |
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | 1 | % 10 |
| Laboratory | 39 | % 0 |
| Homework Assignments | 1 | % 20 |
| Midterms | 1 | % 25 |
| Final | 1 | % 45 |
| total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 55 | |
| PERCENTAGE OF FINAL WORK | % 45 | |
| total | % 100 | |
| Activities | Number of Activities | Preparation for the Activity | Spent for the Activity Itself | Completing the Activity Requirements | Workload | ||
| Course Hours | 15 | 1 | 15 | ||||
| Laboratory | 15 | 2 | 30 | ||||
| Application | 14 | 1 | 14 | ||||
| Study Hours Out of Class | 15 | 1 | 15 | ||||
| Midterms | 1 | 2 | 2 | ||||
| Final | 1 | 2 | 2 | ||||
| Total Workload | 78 | ||||||