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) |
Uses academic English language skills effectively. |
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2) |
Knows the historical and cultural foundations of English Language and its developmental periods in detail. |
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3) |
Knows the periods of English Literature in detail with its cultural and historical features. |
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4) |
Evaluates the basic literary genres such as fiction (novel, story), theater and poetry according to their characteristics. |
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5) |
Can apply various analytical concepts and tools in literary theory to literary examples. |
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6) |
Comprehends the modern language and linguistic theories in a comprehensive way. |
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7) |
Can evaluate the important literary figures and works in American and world literature together with their cultural and historical features. |
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8) |
Evaluates the history of world civilization from the cultural and historical perspective. |
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9) |
To be able to translate English to Turkish and Turkish to English in different text types. |
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10) |
Apply contemporary teaching methods and techniques related to teaching English as a foreign language. |
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11) |
Develops course materials related to teaching English as a foreign language. |
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12) |
Uses a second foreign language at B1 General Level at least according to the European Language Portfolio criterion. |
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13) |
Uses information and communication technologies together with computer software at the basic level of European Computer Driving License. |
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14) |
Applies basic research methods and theories of social sciences. |
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15) |
Takes responsibilities by adopting fundamental universal values and developing a prudent, respectful, open to communication and learning attitude towards different language, race, gender, religion and social class groups. |
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