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 |
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2) |
Advertising models in digital marketing - Banner, Search, Video & In-Stream, E-mail etc. |
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3) |
Consumer targeting models in digital marketing
PRACTICE: Creating a new digital campaign by deciding the targeting method on the Google Ads panel. |
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4) |
Performance measurement parameters - Volume, Impression, Click, Conversion, Action. PRACTICE: Analyzing the data of a real campaign. |
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5) |
Pricing and performance metrics in digital marketing - CPM, CPC, CPA etc. PRACTICE: Examining and interpreting performance metrics of a real campaign. |
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6) |
Other digital marketing applications (SMS, Mailing, Web Push, App Push) |
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7) |
SEO – Search Engine Optimization: Definition and key features |
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8) |
Search Engine Result Pages as a performance criteria in SEO |
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9) |
(SERP) – The items needed for being listed in the search engine result pages (Title, Meta-Description, h1-h2-h3 headings etc.). |
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10) |
SEO Analysis Tools – Supportive actions (backlink, Domain Rating vb.) |
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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. |
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12) |
Facebook and Instagram Ads. Steps to create a social media campaign. PRACTICE: Analyzing the data of 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 Analysis Tools - Introduction to Google Analytics PRACTICE: Analyzing site performance metrics for a real website. |
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Program Outcomes |
Level of Contribution |
1) |
Continuously following up-to-date publications and developments related to the profession of Interior Architecture and shaping the design process in line with the theoretical and practical knowledge in the field of architecture and art. |
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2) |
Acquiring universal knowledge in the fields within the discipline of interior architecture. |
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3) |
To have the right professional communication skills in professional life by using all the inputs and conditions related to Interior Architecture profession and to have mastered the methods of interior architecture representation and professional terminology. |
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4) |
Focusing on the various functions within the whole interior design design and handling the pieces of space as a whole. |
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5) |
Evaluating the concept of space design through different disciplines. |
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6) |
To be able to make contemporary designs suitable for the person by relating the relationship between human-space-scale concepts with the needs of the people. |
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7) |
Ability to use all presentation and expression techniques with the necessary knowledge of fine arts in order to express the design process correctly. |
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8) |
To be able to manage the process that goes from design to application by showing the details related to the application after the interior architecture has matured in the design stage. |
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9) |
Project and construction site management and applications, employee health, environmental and occupational safety awareness, professional standards and business law. |
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10) |
To be able to choose the right materials and application methods with sufficient and up-to-date information about building materials and their applications. |
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11) |
To be able to understand problems related to construction, design, application and engineering. |
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12) |
To be able to make original interior design by combining aesthetic, technical and functional conditions, and to continuously develop the professional knowledge and skills. |
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13) |
According to a foreign language education level, in terms of European Language Portfolio criteria; at least B1; use at general level. |
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14) |
Use computer software and information and communication technologies at the advanced level of European Computer Driving License required by the field. |
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