| Nursing (English) | |||||
| Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 | ||
| Course Code: | UNI341 | ||||
| Course Name: | Digital Media and Social Media Management | ||||
| Semester: | Fall | ||||
| Course Credits: |
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| Language of instruction: | English | ||||
| Course Condition: | |||||
| Does the Course Require Work Experience?: | No | ||||
| Type of course: | University Elective | ||||
| Course Level: |
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| Mode of Delivery: | E-Learning | ||||
| Course Coordinator: | Dr. Öğr. Üy. NAİM ÇETİNTÜRK | ||||
| Course Lecturer(s): | Dr. Naim Çetintürk | ||||
| Course Assistants: |
| 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. |
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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 |
| 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. |
| 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 Learning Outcomes | 1 |
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| Program Outcomes | ||||||||||||||||||||
| 1) Understand the concepts and concepts related to the field of health at the undergraduate level, and have advanced theoretical and practical knowledge supported by textbooks, application tools and other sources of current information in the field of health. | 1 | 1 | 1 | 1 | 1 | 1 | ||||||||||||||
| 2) Knowledge of nature, source, limits, accuracy, reliability and validity of knowledge. | 1 | 1 | 2 | 1 | 1 | 1 | ||||||||||||||
| 3) Uses advanced theoretical and factual knowledge acquired at the undergraduate level. | 1 | 1 | 1 | 1 | 1 | 1 | ||||||||||||||
| 4) Interprets, evaluates, identifies, analyzes, shares information and makes teamwork with scientifically proven data by using the advanced knowledge and skills acquired in the field of health. | 1 | 1 | 1 | 1 | 1 | 1 | ||||||||||||||
| 5) Uses computer programs, related technologies and educational tools in the field of health. | 1 | 1 | 1 | 2 | 1 | 1 | ||||||||||||||
| 6) Carries out a study independently by using its advanced knowledge in the field of health and takes responsibility as a team member in cooperation with other professional groups working in this field. | 3 | 1 | 2 | 1 | 1 | 2 | ||||||||||||||
| 7) Takes responsibility individually and as a team member to solve unforeseen complex problems encountered in the practices related to the field of health. | ||||||||||||||||||||
| 8) Plans, manages, and monitors and evaluates the activities for the development of employees in a project. | ||||||||||||||||||||
| 9) Evaluates the advanced knowledge and skills acquired in the field of health with a critical approach. | ||||||||||||||||||||
| 10) Determines learning needs and learning resources, directs learning function by using resources effectively. | ||||||||||||||||||||
| 11) Develops a positive attitude towards life-long learning and turns it into behavior. | ||||||||||||||||||||
| 12) Informs the related persons and institutions about the health field; conveys his / her thoughts and solution suggestions in writing and orally, and receives the opinions, requests and expectations of the relevant persons and institutions. | ||||||||||||||||||||
| 13) With the awareness of social responsibility, organizes and implements projects and activities in cooperation with other professional groups for the social environment in which he lives. | ||||||||||||||||||||
| 14) Follow the information in the field and communicate with colleagues by using a foreign language at least at B1 General Level of European Language Portfolio. | ||||||||||||||||||||
| 15) Express themselves effectively in verbal and written. | ||||||||||||||||||||
| 16) Uses information and communication technologies together with computer software required by the field at least at the Advanced Level of European Computer Driving License. | ||||||||||||||||||||
| 17) Monitors and evaluates the events / developments on the agenda of the society and the world in the field of health. | ||||||||||||||||||||
| 18) Acts and participates in accordance with Quality Management and Processes. | ||||||||||||||||||||
| 19) They cooperate with people from related disciplines and acts in accordance with social, scientific, cultural and ethical values in the stages of collecting, interpreting, applying and announcing the results related to health field. | ||||||||||||||||||||
| 20) Have enough consciousness about individual and community health, environmental protection and occupational safety. | ||||||||||||||||||||
| No Effect | 1 Lowest | 2 Average | 3 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | Understand the concepts and concepts related to the field of health at the undergraduate level, and have advanced theoretical and practical knowledge supported by textbooks, application tools and other sources of current information in the field of health. | |
| 2) | Knowledge of nature, source, limits, accuracy, reliability and validity of knowledge. | |
| 3) | Uses advanced theoretical and factual knowledge acquired at the undergraduate level. | |
| 4) | Interprets, evaluates, identifies, analyzes, shares information and makes teamwork with scientifically proven data by using the advanced knowledge and skills acquired in the field of health. | |
| 5) | Uses computer programs, related technologies and educational tools in the field of health. | |
| 6) | Carries out a study independently by using its advanced knowledge in the field of health and takes responsibility as a team member in cooperation with other professional groups working in this field. | |
| 7) | Takes responsibility individually and as a team member to solve unforeseen complex problems encountered in the practices related to the field of health. | |
| 8) | Plans, manages, and monitors and evaluates the activities for the development of employees in a project. | |
| 9) | Evaluates the advanced knowledge and skills acquired in the field of health with a critical approach. | |
| 10) | Determines learning needs and learning resources, directs learning function by using resources effectively. | |
| 11) | Develops a positive attitude towards life-long learning and turns it into behavior. | |
| 12) | Informs the related persons and institutions about the health field; conveys his / her thoughts and solution suggestions in writing and orally, and receives the opinions, requests and expectations of the relevant persons and institutions. | |
| 13) | With the awareness of social responsibility, organizes and implements projects and activities in cooperation with other professional groups for the social environment in which he lives. | |
| 14) | Follow the information in the field and communicate with colleagues by using a foreign language at least at B1 General Level of European Language Portfolio. | |
| 15) | Express themselves effectively in verbal and written. | |
| 16) | Uses information and communication technologies together with computer software required by the field at least at the Advanced Level of European Computer Driving License. | |
| 17) | Monitors and evaluates the events / developments on the agenda of the society and the world in the field of health. | |
| 18) | Acts and participates in accordance with Quality Management and Processes. | |
| 19) | They cooperate with people from related disciplines and acts in accordance with social, scientific, cultural and ethical values in the stages of collecting, interpreting, applying and announcing the results related to health field. | |
| 20) | Have enough consciousness about individual and community health, environmental protection and occupational safety. |
| 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 | |