| 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) |
They have a broad and interdisciplinary perspective on economics using other social sciences and mathematics. |
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| 2) |
They have knowledge and skill about different functions and interactions of economy. |
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| 3) |
They use different theoretical approaches to comprehend and solve various economic problems. |
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| 4) |
They are aware of the needs of society and use their knowledge of economics to meet these needs. |
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| 5) |
They have in-depth knowledge on the current issues of the Turkish economy and the global economy. |
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| 6) |
They have in-depth knowledge on the history of the Turkish economy and basic level knowledge on the history of the global economy. |
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| 7) |
Using various statistical techniques and numerical methods, they establish correct economic models and make analyzes by using statistical programs effectively. |
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| 8) |
They use a foreign language at least at the B1 General Level in terms of European Language Portfolio criteria according to the level of education. |
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| 9) |
They improve their skills of teamwork, negotiation, leadership and entrepreneurship. |
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| 10) |
They have universal ethical values, social responsibility awareness and adequate knowledge of business law. |
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| 11) |
Being able to develop positive attitudes with regards to lifelong learning, they identify their individual learning needs and carry out studies to fulfil them. |
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| 12) |
They express their ideas and solution proposals concerning their field both written and orally, and present and publish them on both national and international platforms. |
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| 13) |
They use information and communication technologies together with a computer software required by the field at least at advanced level of European Computer Driving License . |
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