| 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. |
| 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. |
|
| |
Program Outcomes |
Level of Contribution |
| 1) |
Knows the basic concepts and terminology, evaluation processes and methodological application principles in the field of physiotherapy and rehabilitation; uses this advanced knowledge in study, research and practice. |
|
| 2) |
Makes the necessary assessment, definition and planning for physiotherapy and rehabilitation applications by using the theoretical and applied concepts and principles related to physiotherapy and rehabilitation. |
|
| 3) |
Implements the physiotherapy and rehabilitation program systematically and safely within the framework of ethical principles in the light of professional attitudes and skills; terminates or changes as necessary. |
|
| 4) |
Takes initiatives to protect and improve public health and welfare; contributes to the production of health strategies and policies suitable for the changing and diversifying needs of the society in the field of physiotherapy and rehabilitation. |
|
| 5) |
Organizes physiotherapy and rehabilitation services effectively and adequately, manages the business processes necessary for the continuity and development of the quality and organizational function; generates solutions against problems in line with knowledge and evidence. |
|
| 6) |
Keeps records and prepares reports for quality service and research in the field of physiotherapy and rehabilitation; adopts ethical, deontological principles and legal framework in collecting, recording and reporting data. |
|
| 7) |
Carries out professional and academic studies independently by using his knowledge; works as a team member and assumes responsibility in effective communication and cooperation with other professional groups working in this field. |
|
| 8) |
It adopts the principle of personal development, information literacy and lifelong learning; contributes to quality improvement, training and promotion programs related to the field, and demonstrates its professional behavior at an international level. |
|