Architecture (English) Preview
Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

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:6. Master`s Degree

QF-EHEA:First Cycle

EQF-LLL:6. 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) She/he gains knowledge of and develops values on technical, aesthetic, cultural, historical, social and ethical dimensions of architecture with a scientific and critical approach.	1	2	2	2	3	1
2) She/he integrates architectural practice with environmental, economic and social sustainability principles.	1	1	1	1	1	1
3) She/he has the knowledge and ability to provide and implement interactions between urban planning, urban design and architectural projects.
4) Gains the ability to identify architectural potentials and problems based on data collection, analysis, interpretation and critical thinking, in order to cultivate concepts and determine strategies for action.
5) She/he is able to interrelate theory, design and construction practices.
6) She/he will be able to produce architectural design, presentation, implementation, management and supervision stages both independently and collectively for different contexts and scales and through a responsive approach to social, functional, technical and aesthetic requirements.
7) In addition to traditional methods, she/he interactively uses the emerging information technologies required by the field.
8) To analyze and document the historical and conservation characteristics of the built environment; taking into account of the balance between protection and use, she/he has the ability and necessary knowledge in renovation and restoration issues.
9) She / he gains the ability to cooperate with different disciplines on the conception and design of the built environment, as an individual and/or as a team member.
10) Has knowledge on and comprehension of professional ethics and codes of conduct, legal and managerial regulations, standards, rights and responsibilities and processes in the field of architecture.
11) Can produce design, know-how and knowledge for the improvement of different and changing social needs, and for the enhancement of life quality.
12) She/he has the knowledge and responsibility to design solidly built structures and takes into account of the risks of natural disaster.
13) She/he monitors new developments in architectural theory and practice and is open to lifelong learning.
14) She/he takes responsibility for the improvement of social consciousness in the field of architecture, and for the endorsement and defense of ecological and urban rights.
15) Has architectural communication skills in a foreign language.

Course - Learning Outcome Relationship

No Effect	1 Lowest	2 Average	3 Highest

	Program Outcomes	Level of Contribution
1)	She/he gains knowledge of and develops values on technical, aesthetic, cultural, historical, social and ethical dimensions of architecture with a scientific and critical approach.
2)	She/he integrates architectural practice with environmental, economic and social sustainability principles.
3)	She/he has the knowledge and ability to provide and implement interactions between urban planning, urban design and architectural projects.
4)	Gains the ability to identify architectural potentials and problems based on data collection, analysis, interpretation and critical thinking, in order to cultivate concepts and determine strategies for action.
5)	She/he is able to interrelate theory, design and construction practices.
6)	She/he will be able to produce architectural design, presentation, implementation, management and supervision stages both independently and collectively for different contexts and scales and through a responsive approach to social, functional, technical and aesthetic requirements.
7)	In addition to traditional methods, she/he interactively uses the emerging information technologies required by the field.
8)	To analyze and document the historical and conservation characteristics of the built environment; taking into account of the balance between protection and use, she/he has the ability and necessary knowledge in renovation and restoration issues.
9)	She / he gains the ability to cooperate with different disciplines on the conception and design of the built environment, as an individual and/or as a team member.
10)	Has knowledge on and comprehension of professional ethics and codes of conduct, legal and managerial regulations, standards, rights and responsibilities and processes in the field of architecture.
11)	Can produce design, know-how and knowledge for the improvement of different and changing social needs, and for the enhancement of life quality.
12)	She/he has the knowledge and responsibility to design solidly built structures and takes into account of the risks of natural disaster.
13)	She/he monitors new developments in architectural theory and practice and is open to lifelong learning.
14)	She/he takes responsibility for the improvement of social consciousness in the field of architecture, and for the endorsement and defense of ecological and urban rights.
15)	Has architectural communication skills in a foreign language.

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