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 have all the knowledge, skills and competencies required by the profession, with relation to the fields of Public Relations and Advertising and they have the structural features required by the profession. |
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2) |
They have knowledge about fields of brand management, marketing communication, corporate communication and advertising strategy development. They have the ability to create, plan and manage a public relations campaign. |
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3) |
They have knowledge and skills about changing and evolving communication methods and technologies. |
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4) |
Thay have the ability to manage communication between relevant stakeholders and the target group. They develop and implement proper communication strategies and methods according to the communication characteristics of different stakeholders. |
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5) |
By acting on the principle of lifelong learning, they constantly develop themselves not only from in terms of professional knowledge, but also from a culturally and follow the national and international agenda. |
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6) |
They combine different communication areas in a holistic and strategic way. |
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7) |
They use written and verbal communication skills effectively. |
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8) |
They develop and implement strategies by thinking creatively and critically. |
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9) |
They have management skills. |
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10) |
They use research capability effectively. |
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11) |
They have an ethical business understanding and social responsibility. |
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12) |
They have capable of analytical thinking and problem solving. |
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13) |
They have teamwork skills. |
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14) |
They follow developments in their field by using a foreign language at a general level of European Language Portfolio B1 and and communicate with their colleagues. |
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15) |
They use information and communication technologies together with computer software at the advanced level of European Computer Driving License required by the field. |
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