| 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.
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| 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. |
| Week |
Subject |
Related Preparation |
| 1) |
Definition, elements and development of Digital Marketing. Similarities and differences, advantages and disadvantages of conventional and digital marketing |
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| 2) |
Digital marketing advertising models - Banner, Search, Video & In-Stream, Email etc. |
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| 3) |
Consumer targeting models in digital marketing
APPLICATION: Create a new campaign and set a targeting method via Google Ads dashboard |
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| 4) |
Performance measurement parameters - Volume, Impression, Click, Conversion, Action.
PRACTICE: Interpreting data from a real campaign. |
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| 5) |
Pricing and performance conversion metrics - CPM, CPC, CPA etc.
PRACTICE: Analyzing and interpreting the performance metrics of a real campaign. |
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| 6) |
Supportive digital marketing applications (SMS, Mailing, WebPush, App Push) |
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| 7) |
SEO - Search engine optimization: Definition of the concept, key components |
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| 8) |
Midterm Exam |
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| 9) |
(SERP) - Elements required to be listed in search engines (Title, Meta-Description, h1-h2-h3 headings, etc.) |
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| 10) |
SEO Analysis Tools - Supporting applications (backlink, Domain Rating etc.) |
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| 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. |
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| 12) |
Facebook and Instagram Ads. Steps to create a social media campaign.
PRACTICE: Interpreting data from a real campaign |
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| 13) |
Influencer marketing. S-Commerce Concept and Content Management in Social Media (Content Marketing) |
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| 14) |
Site Analytics Tools - Introduction to Google Analytics
PRACTICE: Interpreting site performance metrics of a real website. |
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Program Outcomes |
Level of Contribution |
| 1) |
- To have advanced theoretical and practical knowledge supported by textbooks, application tools and other resources containing current information in the field. |
3 |
| 2) |
- To be able to use advanced theoretical and practical knowledge acquired in the field.
- To be able to interpret and evaluate data using advanced knowledge and skills acquired in the field, to be able to identify and analyse problems, to be able to develop solutions based on research and evidence. |
3 |
| 3) |
- To be able to carry out an advanced level study related to the field independently.
- To be able to take responsibility individually and as a team member to solve complex and unforeseen problems encountered in applications related to the field.
- To be able to plan and manage activities for the development of employees under his/her responsibility within the framework of a project. |
3 |
| 4) |
- To be able to evaluate the advanced knowledge and skills acquired in the field with a critical approach,
- To be able to determine their learning needs and to be able to direct their learning.
-To be able to develop a positive attitude towards lifelong learning. |
3 |
| 5) |
- Alanı ile ilgili konularda ilgili kişi ve kurumları bilgilendirebilme; düşüncelerini ve sorunlara ilişkin çözüm önerilerini yazılı ve sözlü olarak aktarabilme.
- Alanı ile ilgili konularda düşüncelerini ve sorunlara ilişkin çözüm önerilerini nicel ve nitel verilerle destekleyerek uzman olan ve olmayan kişilerle paylaşabilme.
-Toplumsal sorumluluk bilinci ile yaşadığı sosyal çevre için proje ve etkinlikler düzenleyebilme ve bunları uygulayabilme.
- Bir yabancı dili en az Avrupa Dil Portföyü B1 Genel Düzeyi'nde kullanarak alanındaki bilgileri izleyebilme ve meslektaşları ile iletişim kurabilme.
- Alanının gerektirdiği en az Avrupa Bilgisayar Kullanma Lisansı İleri Düzeyinde bilgisayar yazılımı ile birlikte bilişim ve iletişim teknolojilerini kullanabilme. |
3 |
ISTINYE UNIVERSITY BİLGİ PAKETİ / DERS KATALOĞU
