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) |
By providing both theoretical and practical education, it prepares students for academic and business life. |
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2) |
It provides a critical perspective on mass media. |
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3) |
With the English curriculum, it allows students to follow the international market and academic studies from original sources. |
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4) |
Students will be an expert in front of the camera, behind-the-scenes, news center, light, sound, editing, directing, cinematography, screenwriting. |
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5) |
Thanks to the media professionals, the students will be ready for the sector. |
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6) |
Acquires production skills such as short and medium films, screenplays, documentaries and TV programs. |
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7) |
Have the basic knowledge and experience of image technologies. |
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8) |
Thanks to sectoral cooperation, professional business life will be started. |
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9) |
Through an applied curriculum, students gain an interdisciplinary perspective on different media studies. |
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10) |
With the technical training to be taken in studio environment, students gain experience in the sector. |
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11) |
They will have skills such as negotiating with the group, taking initiative. |
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12) |
Acquire basic values related to media and business ethics. |
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13) |
Follow the developments in the field and communicate with colleagues by using a foreign language at least at the level of European Language Portfolio B1. |
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14) |
Students use information and communication technologies together with computer software at the advanced level of European Computer Driving License required by the field. |
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