Medicine (English) Preview
Bachelor	TR-NQF-HE: Level 7	QF-EHEA: Second Cycle	EQF-LLL: Level 7

Course Introduction and Application Information

Course Code:

UNI341

Course Name:

Digital Media and Social Media Management

Semester:

Spring

Course Credits:

ECTS

Language of instruction:

English

Course Condition:

Does the Course Require Work Experience?:

Type of course:

University Elective

Course Level:

Bachelor

TR-NQF-HE:7. Master`s Degree

QF-EHEA:Second Cycle

EQF-LLL:7. Master`s Degree

Mode of Delivery:

E-Learning

Course Coordinator:

Dr. Öğr. Üy. NAİM ÇETİNTÜRK

Course Lecturer(s):

Dr. Naim Çetintürk

Course Assistants:

Course Objective and Content

Course Objectives:

The general aim of the course is to examine and learn all the phases, characteristics, dynamics, elements and application forms of the concept of marketing in cyber environments as a result of developing technological and communication opportunities. The general objectives of the course are to examine and learn marketing models, advertising and public relations practices, new concepts and developing marketing strategies, digital marketing campaigns, positioning of brands in the digital environment, e-commerce and mobile marketing applications in digital environments.

Course Content:

The content of this course includes Search Engine Ads, Search Engine Optimization, Web concept, Social Media and changing e-commerce trends in the digital environment. Data and applications for the digitalization of the 4P approach defined as the marketing mix are presented. In addition, digital brand and digital marketing trends are discussed in a world where social media has transformed from content to e-commerce environment.

Learning Outcomes

The students who have succeeded in this course;
1) To examine the concepts related to cyber environment and to have the knowledge of evaluating the processes within the framework of historical development
2) To learn the qualities of marketing strategies and practices in the digital environment
3) To examine Digital Campaign applications and gain the competence to actively apply them
4) To follow the developments of digital marketing dynamics, to design future designs and to gain the ability to evaluate the digital world with a marketing perspective on the axis of trade
5) To be able to use the basic aspects of digital marketing tools with the applications to be made, to be able to read and analyze performance and campaign metrics
6) To be aware of the concept of S-Trade, the trend of commerce in the near future, before anyone else

Course Flow Plan

Week	Subject	Related Preparation
1)	Definition, elements and development of Digital Marketing. Similarities and differences, advantages and disadvantages of conventional and digital marketing
2)	Digital marketing advertising models - Banner, Search, Video & In-Stream, Email etc.
3)	Consumer targeting models in digital marketing APPLICATION: Create a new campaign and set a targeting method via Google Ads dashboard
4)	Performance measurement parameters - Volume, Impression, Click, Conversion, Action. PRACTICE: Interpreting data from a real campaign.
5)	Pricing and performance conversion metrics - CPM, CPC, CPA etc. PRACTICE: Analyzing and interpreting the performance metrics of a real campaign.
6)	Supportive digital marketing applications (SMS, Mailing, WebPush, App Push)
7)	SEO - Search engine optimization: Definition of the concept, key components
8)	Midterm Exam
9)	(SERP) - Elements required to be listed in search engines (Title, Meta-Description, h1-h2-h3 headings, etc.)
10)	SEO Analysis Tools - Supporting applications (backlink, Domain Rating etc.)
11)	Social media as a digital marketing channel. Influencer Marketing - Social Marketing and S-Commerce concepts. Performance measurement metrics such as engagement, likes and shares.
12)	Facebook and Instagram Ads. Steps to create a social media campaign. PRACTICE: Interpreting data from a real campaign
13)	Influencer marketing. S-Commerce Concept and Content Management in Social Media (Content Marketing)
14)	Site Analytics Tools - Introduction to Google Analytics PRACTICE: Interpreting site performance metrics of a real website.

Sources

Course Notes / Textbooks:	Naim Çetintürk, Temel Dijital Pazarlama Kavramları ve Remarketing Reklam Modeli, Seçkin Yayıncılık, 2019.
References:	Social Media Strategies for Small Businesses, Phole Media, 2010. Damien Ryan, The Best Digital Marketing Campaigns in theWorld II, Kogan Page. Haftalık ders sunumları

Course - Program Learning Outcome Relationship

Course Learning Outcomes	1	2	3	4	5	6
Program Outcomes
1) When Istinye University Faculty of Medicine student is graduated who knows the historical development of medicine, medical practices, and the medical profession and their importance for society.	1	1	1	1	1	1
2) knows the normal structure and function of the human body at the level of molecules, cells, tissues, organs and systems.	1	1	1	1	1	1
3) is capable of systematically taking an accurate and effective social and medical history from their patients and make a comprehensive physical examination.
4) knows the laboratory procedures related to diseases; In primary care, the necessary material (blood, urine, etc.) can be obtained from the patient with appropriate methods and can perform the necessary laboratory procedures for diagnosis and follow-up or request laboratory tests.
5) can distinguish pathological changes in structure and functions during diseases from physiological changes and can Interpret the patient's history, physical examination, laboratory and imaging findings, and arrive at a pre-diagnosis and diagnosis of the patient's problem.
6) knows, plans and applies primary care and emergency medical treatment practices, rehabilitation stages.
7) can keep patient records accurately and efficiently, know the importance of confidentiality of patient information and records, and protects this privacy.
8) knows the clinical decision-making process, evidencebased medicine practices and current approaches.
9) knows and applies the basic principles of preventive health measures and the protection of individuals from diseases and improving health, and recognizes the individual and/or society at risk, undertakes the responsibility of the physician in public health problems such as epidemics and pandemics.
10) knows the biopsychosocial approach, evaluates the causes of diseases by considering the individual and his / her environment.
11) is capable of having effective oral and/or written communication with patients and their relatives, society and colleagues.
12) knows the techniques, methods and rules of researching. It contributes to the creation, sharing, implementation and development of new professional knowledge and practices by using science and scientific method within the framework of ethical rules.
13) can collect health data, analyze them, present them in summary, and prepare forensic reports.
14) knows the place of physicians as an educator, administrator and researcher in delivery of health care. It takes responsibility for the professional and personal development of own and colleagues in all interdisciplinary teams established to increase the health level of the society.
15) knows employee health, environment and occupational safety issues and takes responsibility when necessary.
16) knows health policies and is able to evaluate their effects in the field of application.
17) keeps medical knowledge up-to-date within the framework of lifelong learning responsibility.
18) Applies own profession by knowing about ethical obligations and legal responsibilities, prioritizing human values and with self-sacrifice throughout own medical life.

Course - Learning Outcome Relationship

No Effect	1 Lowest	2 Average	3 Highest

	Program Outcomes	Level of Contribution
1)	When Istinye University Faculty of Medicine student is graduated who knows the historical development of medicine, medical practices, and the medical profession and their importance for society.
2)	knows the normal structure and function of the human body at the level of molecules, cells, tissues, organs and systems.
3)	is capable of systematically taking an accurate and effective social and medical history from their patients and make a comprehensive physical examination.
4)	knows the laboratory procedures related to diseases; In primary care, the necessary material (blood, urine, etc.) can be obtained from the patient with appropriate methods and can perform the necessary laboratory procedures for diagnosis and follow-up or request laboratory tests.
5)	can distinguish pathological changes in structure and functions during diseases from physiological changes and can Interpret the patient's history, physical examination, laboratory and imaging findings, and arrive at a pre-diagnosis and diagnosis of the patient's problem.
6)	knows, plans and applies primary care and emergency medical treatment practices, rehabilitation stages.
7)	can keep patient records accurately and efficiently, know the importance of confidentiality of patient information and records, and protects this privacy.
8)	knows the clinical decision-making process, evidencebased medicine practices and current approaches.
9)	knows and applies the basic principles of preventive health measures and the protection of individuals from diseases and improving health, and recognizes the individual and/or society at risk, undertakes the responsibility of the physician in public health problems such as epidemics and pandemics.
10)	knows the biopsychosocial approach, evaluates the causes of diseases by considering the individual and his / her environment.
11)	is capable of having effective oral and/or written communication with patients and their relatives, society and colleagues.
12)	knows the techniques, methods and rules of researching. It contributes to the creation, sharing, implementation and development of new professional knowledge and practices by using science and scientific method within the framework of ethical rules.
13)	can collect health data, analyze them, present them in summary, and prepare forensic reports.
14)	knows the place of physicians as an educator, administrator and researcher in delivery of health care. It takes responsibility for the professional and personal development of own and colleagues in all interdisciplinary teams established to increase the health level of the society.
15)	knows employee health, environment and occupational safety issues and takes responsibility when necessary.
16)	knows health policies and is able to evaluate their effects in the field of application.
17)	keeps medical knowledge up-to-date within the framework of lifelong learning responsibility.
18)	Applies own profession by knowing about ethical obligations and legal responsibilities, prioritizing human values and with self-sacrifice throughout own medical life.

Assessment & Grading

Semester Requirements	Number of Activities	Level of Contribution
Homework Assignments	4	% 40
Midterms	1	% 10
Final	1	% 50
total		% 100
PERCENTAGE OF SEMESTER WORK		% 50
PERCENTAGE OF FINAL WORK		% 50
total		% 100