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. |
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. |
|
|
Program Outcomes |
Level of Contribution |
1) |
It has a wide range of interdisciplinary approaches to management information systems, primarily business and computer engineering. |
3 |
2) |
Comprehends the management information systems in terms of technical, organizational and managerial aspects and uses the current programming language by knowing the logic of programming. |
3 |
3) |
Uses different information technologies and systems for understanding and solving various business problems. |
2 |
4) |
Interpret the data, concepts and ideas in the field of management information systems with scientific and technological methods. |
3 |
5) |
Analyze the needs for an information system and analyze the processes of analysis, design and implementation of the database. |
3 |
6) |
Gains technical and managerial contributions to IT projects and takes responsibility. |
2 |
7) |
Solve complex business and informatics problems by using various statistical techniques and numerical methods and make analyzes using statistical programs effectively. |
3 |
8) |
Uses a foreign language at the B1 General Level in terms of European Language Portfolio criteria according to the level of education. |
3 |
9) |
Develops teamwork, negotiation, leadership and entrepreneurship skills. |
3 |
10) |
Has universal ethical values, social responsibility awareness and sufficient legal knowledge. |
3 |
11) |
Develops positive attitudes related to lifelong learning and identifies individual learning needs and carries out studies to correct them. |
2 |
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. |
3 |
13) |
It uses information and communication technologies together with computer software at the advanced level of European Computer Driving License required by the field. |
3 |