| 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. |
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| |
Program Outcomes |
Level of Contribution |
| 1) |
It has a wide range of interdisciplinary approaches to management information systems, primarily business and computer engineering. |
3 |
| 2) |
Comprehends the management information systems in terms of technical, organizational and managerial aspects and uses the current programming language by knowing the logic of programming. |
3 |
| 3) |
Uses different information technologies and systems for understanding and solving various business problems. |
3 |
| 4) |
Interpret the data, concepts and ideas in the field of management information systems with scientific and technological methods. |
3 |
| 5) |
Analyze the needs for an information system and analyze the processes of analysis, design and implementation of the database. |
3 |
| 6) |
Gains technical and managerial contributions to IT projects and takes responsibility. |
3 |
| 7) |
Solve complex business and informatics problems by using various statistical techniques and numerical methods and make analyzes using statistical programs effectively. |
3 |
| 8) |
Uses a foreign language at the B1 General Level in terms of European Language Portfolio criteria according to the level of education. |
3 |
| 9) |
Develops teamwork, negotiation, leadership and entrepreneurship skills. |
3 |
| 10) |
Has universal ethical values, social responsibility awareness and sufficient legal knowledge. |
3 |
| 11) |
Develops positive attitudes related to lifelong learning and identifies individual learning needs and carries out studies to correct them. |
3 |
| 12) |
Students will be able to communicate their ideas and solutions both written and orally, and present and publish them on both national and international platforms. |
3 |
| 13) |
It uses information and communication technologies together with computer software at the advanced level of European Computer Driving License required by the field. |
3 |
ISTINYE UNIVERSITY BİLGİ PAKETİ / DERS KATALOĞU
