Molecular Biology and Genetics (English) Preview
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

Course Credits:

ECTS

Language of instruction:

English

Course Condition:

Does the Course Require Work Experience?:

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) Has a theoretical and practical background in biology, chemistry, physics and mathematics, which constitute the basic knowledge in the field of molecular biology and genetics.
2) Can explain biological phenomena and events at molecular level and relate them to other basic sciences and engineering applications.
3) Has the basic laboratory knowledge and skills required by the field.
4) Works in accordance with scientific principles and ethical rules.
5) Uses procedural and mathematical software programs required for the analysis and basic evaluation of biological data at least at the European Computer License Basic Level.
6) Has the knowledge, culture and skills to follow the literature and current methods related to his field.
7) Will be able to identify the main problem in line with the needs in health, agriculture, animal husbandry, environment, industry and similar issues and offer the necessary solutions by using up-to-date technology.
8) Has the knowledge and ability to evaluate biological phenomena and events at the level of systems from an evolutionary point of view.
9) Has the ability to be involved in individual and group work, to prepare and carry out projects on specific topics, and to make written and oral presentations.
10) Uses at least one foreign language in reading, writing and speaking at B1 General Level in terms of European Language Portfolio criteria.
11) Has the ability to identify social and global problems using his / her field knowledge and to be a part of the solution in interdisciplinary cooperation.
12) Respects social, cultural and individual differences, universal values and human rights in his / her scientific and professional activities.

Course - Learning Outcome Relationship

No Effect	1 Lowest	2 Average	3 Highest

	Program Outcomes	Level of Contribution
1)	Has a theoretical and practical background in biology, chemistry, physics and mathematics, which constitute the basic knowledge in the field of molecular biology and genetics.
2)	Can explain biological phenomena and events at molecular level and relate them to other basic sciences and engineering applications.
3)	Has the basic laboratory knowledge and skills required by the field.
4)	Works in accordance with scientific principles and ethical rules.
5)	Uses procedural and mathematical software programs required for the analysis and basic evaluation of biological data at least at the European Computer License Basic Level.
6)	Has the knowledge, culture and skills to follow the literature and current methods related to his field.
7)	Will be able to identify the main problem in line with the needs in health, agriculture, animal husbandry, environment, industry and similar issues and offer the necessary solutions by using up-to-date technology.
8)	Has the knowledge and ability to evaluate biological phenomena and events at the level of systems from an evolutionary point of view.
9)	Has the ability to be involved in individual and group work, to prepare and carry out projects on specific topics, and to make written and oral presentations.
10)	Uses at least one foreign language in reading, writing and speaking at B1 General Level in terms of European Language Portfolio criteria.
11)	Has the ability to identify social and global problems using his / her field knowledge and to be a part of the solution in interdisciplinary cooperation.
12)	Respects social, cultural and individual differences, universal values and human rights in his / her scientific and professional activities.

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