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) |
To understand the structure and dynamics of a design team and to continue the production processes in a flow with team members from different disciplines. |
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1) |
To have the necessary knowledge and skills about computer technologies required to produce designs. |
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1) |
To be able to manage the design, development and presentation processes by applying the right theoretical steps and to be involved in the production process from start to finish. |
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1) |
To be able to criticize and evaluate different problems through these concepts by mastering the design processes. |
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1) |
To understand the conceptual importance of Visual Communication Design and to gain the ability to develop user-centered experience-oriented designs. |
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2) |
To be able to create balanced interactive narratives with communication and design processes by understanding the ways in which visual designs convey ideas, messages and emotions in experience. |
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2) |
To be able to analyze, evaluate and interpret the situations and facts about design issues by using different disciplines. |
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3) |
To be able to develop professional projects by producing components for different media, to evaluate these components consistently in the context of the designs developed. |
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3) |
To be able to analyze and use design-oriented thinking processes for visual communication products. |
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4) |
To have the necessary computer technologies and software knowledge to develop design in line with the needs of the sector, to be able to use computer-aided design applications to reflect their creative ideas. |
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4) |
To be able to use these designs effectively in the context of theme, subject and target audience by applying effective visual and audio solutions for communication design products. |
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5) |
Mastering contemporary design methodology; To produce designs that appeal to the audience by prioritizing the target audience of the designs. |
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6) |
To understand the experience of the users and the target audience, to understand the measurement methods and to benefit from these concepts in the design process. |
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