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. |
|
|
Program Outcomes |
Level of Contribution |
1) |
Adequate knowledge in mathematics, science and software engineering; the ability to use theoretical and practical knowledge in these areas in complex engineering problems. |
|
2) |
Ability to identify, formulate, and solve complex software engineering problems; ability to select and apply appropriate analysis and modeling methods for this purpose. |
|
3) |
Ability to design, implement, verify, validate, measure and maintain a complex software system, process, device or product to meet specific requirements under realistic constraints and conditions; ability to apply modern design methods for this purpose. |
|
4) |
Ability to develop, select and use modern techniques and tools necessary for the analysis and solution of complex problems encountered in software engineering applications; ability to use information technologies effectively. |
|
5) |
Ability to design, conduct experiments, collect data, analyze and interpret results for the study of complex engineering problems or software engineering research topics. |
|
6) |
Ability to work effectively within and multidisciplinary teams; individual study skills. |
|
7) |
Ability to communicate effectively orally and in writing; knowledge of at least one foreign language; ability to write effective reports and understand written reports, to prepare design and production reports, to make effective presentations, to give and receive clear and understandable instructions. |
|
8) |
Awareness of the necessity of lifelong learning; the ability to access information, to follow developments in science and technology and to renew continuously. |
|
9) |
To act in accordance with ethical principles, professional and ethical responsibility; information on the standards used in engineering applications. |
|
10) |
Information on business practices such as project management, risk management and change management; awareness of entrepreneurship and innovation; information about sustainable development. |
|
11) |
Knowledge of the effects of software engineering practices on health, environment and safety in the universal and social scale and the problems of the era reflected in software engineering; awareness of the legal consequences of software engineering solutions. |
|