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) |
Adequate knowledge in mathematics, science and industrial engineering; the ability to use theoretical and practical knowledge in these areas in complex engineering problems. |
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2) |
Ability to identify, formulate, and solve complex industrial engineering problems; ability to select and apply appropriate analysis and modeling methods for this purpose. |
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3) |
Ability to design a complex industrial system, process, device or product to meet specific requirements under realistic constraints and conditions; ability to apply modern design methods for this purpose. |
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4) |
Ability to develop, select and use modern techniques and tools necessary for the analysis and solution of complex problems encountered in industrial engineering applications; ability to use information technologies effectively. |
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5) |
Ability to design, conduct experiments, collect data, analyze and interpret results for the study of complex engineering problems or industrial engineering research topics. |
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6) |
Ability to work effectively within and multidisciplinary teams; individual study skills. |
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7) |
Ability to communicate effectively orally and in writing; knowledge of at least one foreign language; ability to write effectice reports and understand written reports, to prepare design and production reports, to make effective presentations, to give and receive clear and understandable instructions. |
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8) |
Awareness of the necessity of lifelong learning; ability to access information, to follow developments in science and technology and to renew continuously. |
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9) |
To act in accordance with ethical principles, professional and ethical responsibility; information on the standards used in engineering applications. |
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10) |
Information on business practices such as project management, risk management and change management; awareness of entrepreneurship and innovation; information about sustainable development. |
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11) |
Knowledge of the effects of industrial engineering practices on health, environment and safety in the universal and social scale and the problems of the era reflected in industrial engineering; awareness of the legal consequences of industrial engineering solutions. |
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