| Biomedical Engineering (English) | |||||
| Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 | ||
| Course Code: | UNI341 | ||||
| Course Name: | Digital Media and Social Media Management | ||||
| Semester: | Spring | ||||
| Course Credits: |
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| Language of instruction: | English | ||||
| Course Condition: | |||||
| Does the Course Require Work Experience?: | No | ||||
| Type of course: | University Elective | ||||
| Course Level: |
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| Mode of Delivery: | E-Learning | ||||
| Course Coordinator: | Dr. Öğr. Üy. NAİM ÇETİNTÜRK | ||||
| Course Lecturer(s): | Dr. Naim Çetintürk | ||||
| Course Assistants: |
| 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. |
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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 |
| 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. |
| 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 |
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| Program Outcomes | |||||||||||
| 1) Adequate knowledge of mathematics, science and biomedical engineering disciplines; Ability to use theoretical and applied knowledge in these fields in solving complex engineering problems. | |||||||||||
| 2) Ability to identify, formulate and solve complex biomedical engineering problems; ability to select and apply appropriate analysis and modeling methods for this purpose. | |||||||||||
| 3) Ability to design a complex system, process, device or product to meet specific requirements under realistic constraints and conditions; ability to apply modern design methods for this purpose. | |||||||||||
| 4) Ability to select and use modern techniques and tools necessary for the analysis and solution of complex problems encountered in biomedical engineering practices; Ability to use information technologies effectively. | |||||||||||
| 5) Ability to design, conduct experiments, collect data, analyze and interpret results for the investigation of complex biomedical engineering problems or discipline-specific research topics. | |||||||||||
| 6) Ability to work effectively in disciplinary and multi-disciplinary teams; individual working skills. | |||||||||||
| 7) Ability to communicate effectively orally and in writing; knowledge of at least one foreign language, ability to write effective reports and understand written reports, to prepare design and production reports, to make effective presentations, to give and receive clear and understandable instructions. | |||||||||||
| 8) Awareness of the necessity of lifelong learning; the ability to access information, follow developments in science and technology, and constantly renew oneself. | |||||||||||
| 9) Knowledge of ethical principles, professional and ethical responsibility, and standards used in engineering practices. | |||||||||||
| 10) Knowledge of business practices such as project management, risk management and change management; awareness of entrepreneurship, innovation; information about sustainable development. | |||||||||||
| 11) Information about the effects of biomedical engineering practices on health, environment and safety in universal and social dimensions and the problems of the age reflected in the field of engineering; Awareness of the legal consequences of biomedical engineering solutions. | |||||||||||
| No Effect | 1 Lowest | 2 Average | 3 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | Adequate knowledge of mathematics, science and biomedical engineering disciplines; Ability to use theoretical and applied knowledge in these fields in solving complex engineering problems. | |
| 2) | Ability to identify, formulate and solve complex biomedical engineering problems; ability to select and apply appropriate analysis and modeling methods for this purpose. | |
| 3) | Ability to design a complex system, process, device or product to meet specific requirements under realistic constraints and conditions; ability to apply modern design methods for this purpose. | |
| 4) | Ability to select and use modern techniques and tools necessary for the analysis and solution of complex problems encountered in biomedical engineering practices; Ability to use information technologies effectively. | |
| 5) | Ability to design, conduct experiments, collect data, analyze and interpret results for the investigation of complex biomedical engineering problems or discipline-specific research topics. | |
| 6) | Ability to work effectively in disciplinary and multi-disciplinary teams; individual working skills. | |
| 7) | Ability to communicate effectively orally and in writing; knowledge of at least one foreign language, ability to write effective reports and understand written reports, to prepare design and production reports, to make effective presentations, to give and receive clear and understandable instructions. | |
| 8) | Awareness of the necessity of lifelong learning; the ability to access information, follow developments in science and technology, and constantly renew oneself. | |
| 9) | Knowledge of ethical principles, professional and ethical responsibility, and standards used in engineering practices. | |
| 10) | Knowledge of business practices such as project management, risk management and change management; awareness of entrepreneurship, innovation; information about sustainable development. | |
| 11) | Information about the effects of biomedical engineering practices on health, environment and safety in universal and social dimensions and the problems of the age reflected in the field of engineering; Awareness of the legal consequences of biomedical engineering solutions. |
| 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 | |