Political Science and Public Administration 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) To have knowledge about the basic theoretical debates in Political Science and Public Administration.
2) To define contemporary developments, approaches and basic concepts in Political Science and Public Administration at national and international level.
3) Relate the interaction of the Department of Political Science and Public Administration with other social sciences (philosophy, history, sociology, law, economy, business).
4) Evaluate and discuss the events in interdisciplinary dimension, acquire knowledge and skills, conduct research using social sciences methods and follow the field.
5) Political and social processes that take place in Turkey and in the world, able to solve problems and the causes of these problems, on the relationship of citizens with political structures reveals scientifically.
6) To design and to prepare scientific studies such as theoretical or experimental projects, reports, articles and theses, either on their own or with others, and uses qualitative and quantitative research techniques related to their field.
7) To use leadership characteristics in Political Science and Public Administration with the awareness of compliance with team work.
8) Develops behavior according to ethics and social values and evaluates what they have learned by deciding what they need and critically question the information they have acquired.
9) Transmits the opinions, thoughts and solutions in Political Science and Public Administration to the related persons and institutions in written and oral form.
10) According to the level of European Language Portfolio, a foreign language is at least A2 for Pre-Bachelor's degree according to the level of education; At least B1 for the License; To be able to use at least C1 and at least C1 General Level for PhD.
11) To be able to use information and communication technologies together with computer software in at least the European Computer Driving License Basic Level (Associate) or Advanced Level (Associate and Associate) required by the department.

Course - Learning Outcome Relationship

No Effect	1 Lowest	2 Average	3 Highest

	Program Outcomes	Level of Contribution
1)	To have knowledge about the basic theoretical debates in Political Science and Public Administration.	1
2)	To define contemporary developments, approaches and basic concepts in Political Science and Public Administration at national and international level.	1
3)	Relate the interaction of the Department of Political Science and Public Administration with other social sciences (philosophy, history, sociology, law, economy, business).	3
4)	Evaluate and discuss the events in interdisciplinary dimension, acquire knowledge and skills, conduct research using social sciences methods and follow the field.	3
5)	Political and social processes that take place in Turkey and in the world, able to solve problems and the causes of these problems, on the relationship of citizens with political structures reveals scientifically.	3
6)	To design and to prepare scientific studies such as theoretical or experimental projects, reports, articles and theses, either on their own or with others, and uses qualitative and quantitative research techniques related to their field.	2
7)	To use leadership characteristics in Political Science and Public Administration with the awareness of compliance with team work.	2
8)	Develops behavior according to ethics and social values and evaluates what they have learned by deciding what they need and critically question the information they have acquired.	2
9)	Transmits the opinions, thoughts and solutions in Political Science and Public Administration to the related persons and institutions in written and oral form.	1
10)	According to the level of European Language Portfolio, a foreign language is at least A2 for Pre-Bachelor's degree according to the level of education; At least B1 for the License; To be able to use at least C1 and at least C1 General Level for PhD.	2
11)	To be able to use information and communication technologies together with computer software in at least the European Computer Driving License Basic Level (Associate) or Advanced Level (Associate and Associate) required by the department.	2

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