Chemistry (English)
Bachelor TR-NQF-HE: Level 6 QF-EHEA: First Cycle EQF-LLL: Level 6

Course Introduction and Application Information

Course Code: UNI341
Course Name: Digital Media and Social Media Management
Semester: Fall
Spring
Course Credits:
ECTS
5
Language of instruction: English
Course Condition:
Does the Course Require Work Experience?: No
Type of course: University Elective
Course Level:
Bachelor TR-NQF-HE:6. Master`s Degree QF-EHEA:First Cycle EQF-LLL:6. Master`s Degree
Mode of Delivery: E-Learning
Course Coordinator: Dr. Öğr. Üy. NAİM ÇETİNTÜRK
Course Lecturer(s): Dr. Naim Çetintürk
Course Assistants:

Course Objective and Content

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.

Learning Outcomes

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

Course Flow Plan

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.

Sources

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

Course - Program Learning Outcome Relationship

Course Learning Outcomes

1

2

3

4

5

6
Program Outcomes
1) Knows the basic concepts related to the theory and applications of chemistry, uses theoretical and applied knowledge, can select, develop and design methods.
2) Makes experimental planning and application for analysis, synthesis, separation and purification methods, provide solutions to the problems encountered and interpret the results.
3) Expresses the basic principles of sample preparation techniques and instrumental analysis methods used in qualitative and quantitative analysis of items, discusses their application areas.
4) Has knowledge about the sources, production, industrial applications and technologies of chemical substances.
5) Makes structural analyzes of chemical substances and interprets the results.
6) Work individually and in multidisciplinary groups, take responsibility, plan their tasks and use time effectively.
7) Follows the information in the field and communicates with colleagues by using English at a professional level.
8) Uses information and communication technologies along with computer software at the level required by the field.
9) Follows the national and international chemistry literature, transfers the knowledge gained orally or in writing.
10) Determines self-learning needs, manages/directs his/her learning.
11) Takes responsibility and adheres to the ethical values required by these responsibilities.

Course - Learning Outcome Relationship

No Effect 1 Lowest 2 Average 3 Highest
       
Program Outcomes Level of Contribution
1) Knows the basic concepts related to the theory and applications of chemistry, uses theoretical and applied knowledge, can select, develop and design methods.
2) Makes experimental planning and application for analysis, synthesis, separation and purification methods, provide solutions to the problems encountered and interpret the results.
3) Expresses the basic principles of sample preparation techniques and instrumental analysis methods used in qualitative and quantitative analysis of items, discusses their application areas.
4) Has knowledge about the sources, production, industrial applications and technologies of chemical substances.
5) Makes structural analyzes of chemical substances and interprets the results.
6) Work individually and in multidisciplinary groups, take responsibility, plan their tasks and use time effectively.
7) Follows the information in the field and communicates with colleagues by using English at a professional level.
8) Uses information and communication technologies along with computer software at the level required by the field.
9) Follows the national and international chemistry literature, transfers the knowledge gained orally or in writing.
10) Determines self-learning needs, manages/directs his/her learning.
11) Takes responsibility and adheres to the ethical values required by these responsibilities.

Assessment & Grading

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