| Nutrition and Dietetics | |||||
| Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 | ||
| Course Code: | UNI190 | ||||
| Course Name: | Digital Marketing and Social Media Strategies | ||||
| Semester: | Spring | ||||
| Course Credits: |
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| Language of instruction: | Turkish | ||||
| Course Condition: | |||||
| Does the Course Require Work Experience?: | No | ||||
| Type of course: | University Elective | ||||
| Course Level: |
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| Mode of Delivery: | E-Learning | ||||
| Course Coordinator: | Dr. Öğr. Üy. NAİM ÇETİNTÜRK | ||||
| Course Lecturer(s): | Naim Çetintürk | ||||
| Course Assistants: |
| Course Objectives: | The general aim of the course is to examine and learn all phases, features, dynamics, elements and application methods of marketing concept in cyber environments as a result of developing technological and communication opportunities. Examining and learning marketing models, advertising and public relations applications, new concepts and developing marketing strategies, digital marketing campaigns, positioning of brands in the digital environment, e-commerce and mobile marketing applications are among the general objectives of the course. |
| Course Content: | The content of this course consists of Search Engine Ads, Search Engine Optimization, Web concept, Social Media and changing e-commerce trends in digital environment. Data and applications for the digitalization of the 4P approach, defined as 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. |
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The students who have succeeded in this course;
1) To learn some of the key concepts in digital marketing understand their historical evolution 2) To learn the characteristics of marketing strategies and applications in the digital environment 3) To examine Digital Campaigns from the real business world and gain initial experience with the practices 4) To follow the developments of digital marketing, to construct future designs, and to gain the ability to evaluate the digital world with a marketing perspective on the commerce axis 5) To be able to use digital marketing tools and analyze campaign performances with well-known metrics. 6) To be familiar with the concept of S-Trade, which will be the near future trend of e-commerce. |
| Week | Subject | Related Preparation |
| 1) | Definition, elements, and development of Digital Marketing. Conventional and Digital Marketing's similar and different aspects, advantages, and disadvantages | |
| 2) | Advertising models in digital marketing - Banner, Search, Video & In-Stream, E-mail etc. | |
| 3) | Consumer targeting models in digital marketing PRACTICE: Creating a new digital campaign by deciding the targeting method on the Google Ads panel. | |
| 4) | Performance measurement parameters - Volume, Impression, Click, Conversion, Action. PRACTICE: Analyzing the data of a real campaign. | |
| 5) | Pricing and performance metrics in digital marketing - CPM, CPC, CPA etc. PRACTICE: Examining and interpreting performance metrics of a real campaign. | |
| 6) | Other digital marketing applications (SMS, Mailing, Web Push, App Push) | |
| 7) | SEO – Search Engine Optimization: Definition and key features | |
| 8) | Search Engine Result Pages as a performance criteria in SEO | |
| 9) | (SERP) – The items needed for being listed in the search engine result pages (Title, Meta-Description, h1-h2-h3 headings etc.). | |
| 10) | SEO Analysis Tools – Supportive actions (backlink, Domain Rating vb.) | |
| 11) | Social media as a digital marketing medium. Influencer Marketing - Social Marketing and S-Commerce concepts. Performance measurement (engagement) metrics such as engagement, likes and shares. | |
| 12) | Facebook and Instagram Ads. Steps to create a social media campaign. PRACTICE: Analyzing the data of a real campaign. | |
| 13) | Influencer marketing. S-Commerce Concept and Content Management in Social Media (Content Marketing) | |
| 14) | Site Analysis Tools - Introduction to Google Analytics PRACTICE: Analyzing site performance metrics for a real website. |
| 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 the World II, Kogan Page |
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| Program Outcomes | |||||||||||||||
| 1) To be able to evaluate the basic knowledge and evidence-based developments in the field of Nutrition and Dietetics, research, implementation, accuracy, reliability and validity. | |||||||||||||||
| 2) To be able to develop an individual-specific nutritional plan and program in accordance with the rules of adequate and balanced nutrition, determination of energy and nutrient requirements of individuals with scientific methods. | |||||||||||||||
| 3) Develop the nutritional and nutritional plan and policy for the protection, improvement and improvement of health by using methods for determining the nutritional status of the population. | |||||||||||||||
| 4) To be able to evaluate the factors affecting the nutritional quality of the individual and society in production consumption chain and apply standards and legal regulations on food safety and security. | |||||||||||||||
| 5) To use the current technologies, computer and information processing skills in the process of gathering and implementing basic information about Nutrition and Dietetics, having the ability of problem solving and decision making, creating a research project, information gathering and report preparation process. | |||||||||||||||
| 6) Defines, evaluates, interprets, produces solutions, produces medical nutrition therapy, makes team work with all national and international stakeholders in health and social fields, acts according to ethical rules by using current knowledge and skills acquired in Nutrition and Dietetics field. | |||||||||||||||
| 7) Taking into consideration the energy and nutrient requirements of the target group, evaluating the Nutrition and Dietetic aspects, makes menu planning in the institutions which are mass-fed and takes care of the food safety at all stages from the purchase of food to the service, and utilizes the technological developments in providing the appropriate service delivery. | |||||||||||||||
| 8) Develops and implements strategies to encourage individuals and communities to choose safe and healthy foods, and prepares and updates relevant educational materials. | |||||||||||||||
| 9) Makes laboratory applications for product development, nutrient analysis and factors affecting quality, evaluates and evaluates according to legal regulations. | |||||||||||||||
| 10) Plans, manages, evaluates, monitors, reports and leads teamwork and supports the creation of national and international nutritional and nutritional plans and policies to promote healthy nutrition awareness of individuals and society throughout the life cycle. | |||||||||||||||
| 11) Plans, implements, monitors and evaluates the appropriate medical nutrition therapy in an interdisciplinary approach, taking into account the sociocultural and economic structure of patients with different age groups. Participates in clinical trials. | |||||||||||||||
| 12) Uses English at an adequate level to follow professional developments and to communicate with colleagues, patients and the community. | |||||||||||||||
| 13) Uses current informatics and communication technologies effectively to reach and disseminate information in the field. | |||||||||||||||
| 14) All field studies and scientific studies work in teams with their colleagues and different professions. | |||||||||||||||
| 15) Performs his / her duties within the framework of Professional Responsibility and ethical values, adopts the importance of lifelong learning and continuously develops himself / herself by following the developments in science, technology and health, and ensures the progress and development of the profession of dietician. | |||||||||||||||
| No Effect | 1 Lowest | 2 Average | 3 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | To be able to evaluate the basic knowledge and evidence-based developments in the field of Nutrition and Dietetics, research, implementation, accuracy, reliability and validity. | |
| 2) | To be able to develop an individual-specific nutritional plan and program in accordance with the rules of adequate and balanced nutrition, determination of energy and nutrient requirements of individuals with scientific methods. | |
| 3) | Develop the nutritional and nutritional plan and policy for the protection, improvement and improvement of health by using methods for determining the nutritional status of the population. | |
| 4) | To be able to evaluate the factors affecting the nutritional quality of the individual and society in production consumption chain and apply standards and legal regulations on food safety and security. | |
| 5) | To use the current technologies, computer and information processing skills in the process of gathering and implementing basic information about Nutrition and Dietetics, having the ability of problem solving and decision making, creating a research project, information gathering and report preparation process. | |
| 6) | Defines, evaluates, interprets, produces solutions, produces medical nutrition therapy, makes team work with all national and international stakeholders in health and social fields, acts according to ethical rules by using current knowledge and skills acquired in Nutrition and Dietetics field. | |
| 7) | Taking into consideration the energy and nutrient requirements of the target group, evaluating the Nutrition and Dietetic aspects, makes menu planning in the institutions which are mass-fed and takes care of the food safety at all stages from the purchase of food to the service, and utilizes the technological developments in providing the appropriate service delivery. | |
| 8) | Develops and implements strategies to encourage individuals and communities to choose safe and healthy foods, and prepares and updates relevant educational materials. | |
| 9) | Makes laboratory applications for product development, nutrient analysis and factors affecting quality, evaluates and evaluates according to legal regulations. | |
| 10) | Plans, manages, evaluates, monitors, reports and leads teamwork and supports the creation of national and international nutritional and nutritional plans and policies to promote healthy nutrition awareness of individuals and society throughout the life cycle. | |
| 11) | Plans, implements, monitors and evaluates the appropriate medical nutrition therapy in an interdisciplinary approach, taking into account the sociocultural and economic structure of patients with different age groups. Participates in clinical trials. | |
| 12) | Uses English at an adequate level to follow professional developments and to communicate with colleagues, patients and the community. | |
| 13) | Uses current informatics and communication technologies effectively to reach and disseminate information in the field. | |
| 14) | All field studies and scientific studies work in teams with their colleagues and different professions. | |
| 15) | Performs his / her duties within the framework of Professional Responsibility and ethical values, adopts the importance of lifelong learning and continuously develops himself / herself by following the developments in science, technology and health, and ensures the progress and development of the profession of dietician. |
| Semester Requirements | Number of Activities | Level of Contribution |
| Application | 1 | % 5 |
| Homework Assignments | 5 | % 25 |
| Midterms | 1 | % 30 |
| Final | 1 | % 40 |
| total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 60 | |
| PERCENTAGE OF FINAL WORK | % 40 | |
| total | % 100 | |
| Activities | Number of Activities | Preparation for the Activity | Spent for the Activity Itself | Completing the Activity Requirements | Workload | ||
| Application | 6 | 1 | 6 | ||||
| Project | 1 | 30 | 30 | ||||
| Homework Assignments | 5 | 5 | 25 | ||||
| Midterms | 1 | 25 | 25 | ||||
| Final | 1 | 40 | 40 | ||||
| Total Workload | 126 | ||||||