Architecture (English) Preview
Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

Course Introduction and Application Information

Course Code:

UNI190

Course Name:

Digital Marketing and Social Media Strategies

Semester:

Fall

Course Credits:

ECTS

Language of instruction:

Turkish

Course Condition:

Does the Course Require Work Experience?:

Type of course:

University Elective

Course Level:

Bachelor

TR-NQF-HE:6. Master`s Degree

QF-EHEA:First Cycle

EQF-LLL:6. Master`s Degree

Mode of Delivery:

E-Learning

Course Coordinator:

Dr. Öğr. Üy. NAİM ÇETİNTÜRK

Course Lecturer(s):

Naim Çetintürk

Course Assistants:

Course Objective and Content

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.

Learning Outcomes

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.

Course Flow Plan

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.

Sources

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

Course - Program Learning Outcome Relationship

Course Learning Outcomes	1	2	3	4	5	6
Program Outcomes
1) She/he gains knowledge of and develops values on technical, aesthetic, cultural, historical, social and ethical dimensions of architecture with a scientific and critical approach.
2) She/he integrates architectural practice with environmental, economic and social sustainability principles.
3) She/he has the knowledge and ability to provide and implement interactions between urban planning, urban design and architectural projects.
4) Gains the ability to identify architectural potentials and problems based on data collection, analysis, interpretation and critical thinking, in order to cultivate concepts and determine strategies for action.
5) She/he is able to interrelate theory, design and construction practices.
6) She/he will be able to produce architectural design, presentation, implementation, management and supervision stages both independently and collectively for different contexts and scales and through a responsive approach to social, functional, technical and aesthetic requirements.
7) In addition to traditional methods, she/he interactively uses the emerging information technologies required by the field.
8) To analyze and document the historical and conservation characteristics of the built environment; taking into account of the balance between protection and use, she/he has the ability and necessary knowledge in renovation and restoration issues.
9) She / he gains the ability to cooperate with different disciplines on the conception and design of the built environment, as an individual and/or as a team member.
10) Has knowledge on and comprehension of professional ethics and codes of conduct, legal and managerial regulations, standards, rights and responsibilities and processes in the field of architecture.
11) Can produce design, know-how and knowledge for the improvement of different and changing social needs, and for the enhancement of life quality.
12) She/he has the knowledge and responsibility to design solidly built structures and takes into account of the risks of natural disaster.
13) She/he monitors new developments in architectural theory and practice and is open to lifelong learning.
14) She/he takes responsibility for the improvement of social consciousness in the field of architecture, and for the endorsement and defense of ecological and urban rights.
15) Has architectural communication skills in a foreign language.

Course - Learning Outcome Relationship

No Effect	1 Lowest	2 Average	3 Highest

	Program Outcomes	Level of Contribution
1)	She/he gains knowledge of and develops values on technical, aesthetic, cultural, historical, social and ethical dimensions of architecture with a scientific and critical approach.
2)	She/he integrates architectural practice with environmental, economic and social sustainability principles.
3)	She/he has the knowledge and ability to provide and implement interactions between urban planning, urban design and architectural projects.
4)	Gains the ability to identify architectural potentials and problems based on data collection, analysis, interpretation and critical thinking, in order to cultivate concepts and determine strategies for action.
5)	She/he is able to interrelate theory, design and construction practices.
6)	She/he will be able to produce architectural design, presentation, implementation, management and supervision stages both independently and collectively for different contexts and scales and through a responsive approach to social, functional, technical and aesthetic requirements.
7)	In addition to traditional methods, she/he interactively uses the emerging information technologies required by the field.
8)	To analyze and document the historical and conservation characteristics of the built environment; taking into account of the balance between protection and use, she/he has the ability and necessary knowledge in renovation and restoration issues.
9)	She / he gains the ability to cooperate with different disciplines on the conception and design of the built environment, as an individual and/or as a team member.
10)	Has knowledge on and comprehension of professional ethics and codes of conduct, legal and managerial regulations, standards, rights and responsibilities and processes in the field of architecture.
11)	Can produce design, know-how and knowledge for the improvement of different and changing social needs, and for the enhancement of life quality.
12)	She/he has the knowledge and responsibility to design solidly built structures and takes into account of the risks of natural disaster.
13)	She/he monitors new developments in architectural theory and practice and is open to lifelong learning.
14)	She/he takes responsibility for the improvement of social consciousness in the field of architecture, and for the endorsement and defense of ecological and urban rights.
15)	Has architectural communication skills in a foreign language.

Assessment & Grading

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

Workload and ECTS Credit Calculation

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