| 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) |
They will have the theoretical and practical knowledge to comprehend, evaluate and direct the operation of the health systems and its subsystems.
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| 2) |
They will have the knowledge of factors about society-individual health and its development. |
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| 3) |
They will apply the theoretical and practical knowledge of health management in related institutions and organizations.
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| 4) |
They will analyze, evaluate the developments in health management by using scientfic methods and techniques and develop solutions. |
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| 5) |
They will follow the developments in the field by using a foreign language at least at the level of European Language Portfolio B1. |
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| 6) |
They will use health terminology and grammar according to the rules in spoken and written communication. |
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| 7) |
They will share their thoughts about health management and solution proposals with internal and external parties written and orally. |
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| 8) |
They will use information and communication technologies with computer software at least at the level of European Computer Driving License required by the field. |
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| 9) |
They will constantly develop professional knowledge and skill; know ways to access information and apply them. |
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| 10) |
They will show mangement philosophy and management functions in health management applications. |
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| 11) |
They will behave sensitve to health problems in the country and around the world with sociak responsibility and sustainability and they will evaluate solution suggestions to maximize social benefits. |
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| 12) |
They will act in accordance with legal regulations in the field of health management and with social, scientific and professional ethical principles. |
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| 13) |
They will show leadership characteristics in health management applications. |
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| 14) |
They will take responsibility individually and as a team member in health management applications. |
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