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. |
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. |
|
|
Program Outcomes |
Level of Contribution |
1) |
Have the theoretical knowledge related to major sub areas of psychology. |
|
2) |
Apply psychological concepts and theories in a variety of applied settings. |
|
3) |
Define and explain the cognitive, emotional and behavioral processes of human beings.
|
|
4) |
Evaluate psychological evidence and assumptions in a scientific and critical way. |
|
5) |
Collect and analyze psychological research data and interpret and report the findings in accordance to scientific publication rules. |
|
6) |
Develop and utilize assessment and measurement tools for psychological phenomena. |
|
7) |
Have the skills and abilities to follow innovations and developments in psyhology and other related sciences. |
|
8) |
Have knowledge and skills to work effectively on individual or group basis. |
|
9) |
Have knowledge and skills to communicate in a clear and effective manner in national and international settings. |
|
10) |
Behave in accordance with professional code of conduct and ethics related to psychology. |
|
11) |
Behave in an unprejudiced and equal way towards various identity groups such as age, gender, language, race, religion and social class in scientific and professional acitivities. |
|
12) |
Have respect for universal values and human and animal rights. |
|
13) |
Use a foreign language at least B1 level of European Language Portfolio. |
|
14) |
Use computer softwares as well as information and communication technologies at least Basic level of European Computer Driving Licence. |
|