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Associate	TR-NQF-HE: Level 5	QF-EHEA: Short Cycle	EQF-LLL: Level 5

Course Introduction and Application Information

Course Code:

UNI190

Course Name:

Digital Marketing and Social Media Strategies

Semester:

Fall
Spring

Course Credits:

ECTS

Language of instruction:

Turkish

Course Condition:

Does the Course Require Work Experience?:

Type of course:

University Elective

Course Level:

Associate

TR-NQF-HE:5. Master`s Degree

QF-EHEA:Short Cycle

EQF-LLL:5. 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) Has the ability to understand, comprehend and use what he / she reads as the basic legal concepts.
2) Has knowledge about the main differences and consequences of private law and public law.
3) Learns the analytical thinking method and has the ability to compare and use legal concepts.
4) Gains the ability to use theoretical knowledge in practical application through case studies.
5) Comprehensive knowledge of the structure and functioning of the judiciary can be done in order to determine the authorities in which legal problems can be solved.
6) Has the ability to access and use the information sources of the law effectively and has the ability of self-improvement in the vocational field by adapting to the changes.
7) Have comprehensive knowledge and skills about information technologies required by judicial mechanism.
8) To be able to have knowledge about the structure, duties and functioning of the state organization and follow the necessary legislation.
9) Have comprehensive knowledge about the individual's rights and obligations arising from the domestic law as well as the international law and is capable of reflecting this knowledge to the practical application.
10) Express the legal knowledge effectively both in written and oral form in accordance with the requirements of the profession.
11) It uses information and communication technologies together with computer software at the basic level of at least European Computer use license required by the field.
12) Has knowledge about pen legislation and can use forensic correspondence by using a quick keyboard.
13) Have knowledge about the specific rules and professional ethics of the professions in the field of law and have the competence to apply them to his / her profession.
14) He / She assimilates the structure and rules of the Turkish language and is competent to apply this knowledge to the accepted standards of legal texts.
15) He / she follows developments in his / her field and communicates with his / her colleagues at the A2 level in terms of European Language Portfolio criterion according to education level.

Course - Learning Outcome Relationship

No Effect	1 Lowest	2 Average	3 Highest

	Program Outcomes	Level of Contribution
1)	Has the ability to understand, comprehend and use what he / she reads as the basic legal concepts.
2)	Has knowledge about the main differences and consequences of private law and public law.
3)	Learns the analytical thinking method and has the ability to compare and use legal concepts.
4)	Gains the ability to use theoretical knowledge in practical application through case studies.
5)	Comprehensive knowledge of the structure and functioning of the judiciary can be done in order to determine the authorities in which legal problems can be solved.
6)	Has the ability to access and use the information sources of the law effectively and has the ability of self-improvement in the vocational field by adapting to the changes.
7)	Have comprehensive knowledge and skills about information technologies required by judicial mechanism.
8)	To be able to have knowledge about the structure, duties and functioning of the state organization and follow the necessary legislation.
9)	Have comprehensive knowledge about the individual's rights and obligations arising from the domestic law as well as the international law and is capable of reflecting this knowledge to the practical application.
10)	Express the legal knowledge effectively both in written and oral form in accordance with the requirements of the profession.
11)	It uses information and communication technologies together with computer software at the basic level of at least European Computer use license required by the field.
12)	Has knowledge about pen legislation and can use forensic correspondence by using a quick keyboard.
13)	Have knowledge about the specific rules and professional ethics of the professions in the field of law and have the competence to apply them to his / her profession.
14)	He / She assimilates the structure and rules of the Turkish language and is competent to apply this knowledge to the accepted standards of legal texts.
15)	He / she follows developments in his / her field and communicates with his / her colleagues at the A2 level in terms of European Language Portfolio criterion according to education level.

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