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) |
Has a broad and interdisciplinary perspective on international business and trade by the use of social sciences and mathematics, |
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2) |
Possess the knowledge and skills related to different functions and interactions of international business and trade. |
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3) |
Possess the knowledge and skills to interpret the data, concepts and ideas in the field of international business and trade with scientific and technological methods. |
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4) |
Use different theoretical approaches to understanding and solving various business and trade problems. |
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5) |
Explains the competitiveness of the countries with the requirements of international competition and interprets the functioning of the actors and regulatory structures in the international environment. |
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6) |
Understands the value of developing new trade projects and generating strategies within international market needs. |
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7) |
Solves complex business and global trade problems by using various statistical techniques and numerical methods and makes analyzes by using statistical programs effectively. |
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8) |
Uses a foreign language at the B1 General Level in terms of European Language Portfolio criteria according to the level of education. |
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9) |
Develops teamwork, negotiation, leadership and entrepreneurship skills. |
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10) |
Possess the knowledge of universal ethical values, social responsibility and sufficient legal and regulatory knowledge. |
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11) |
Develops positive attitudes related to lifelong learning and identifies individual learning needs and carries out studies to correct them. |
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12) |
Students will be able to communicate their ideas and solutions both written and orally, and present and publish them on both national and international platforms. |
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13) |
Uses information and communication technologies together with computer software at the advanced level of European Computer Using License required by the field. |
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