Culinary Arts Preview
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) Define / explain general concepts in culinary profession.
2) Define and explain the internal and external environment relations in which food and beverage businesses are affected.
3) Have knowledge about regulations, professional standards and practices in the field of culinary.
4) Have knowledge and methods on various subjects such as menu planning, cooking methods, world cuisines, regional cuisines and use these knowledge and methods for professional development.
5) Dominates the terminology of food and beverage.
6) Organize all kinds of organizations in the field of culinary.
7) Analyzes and applies the facts about eating and drinking by using the basic concepts and theories of the culinary profession.
8) Takes responsibility as an individual or a team member in the execution of unforeseen and complex activities encountered in the field related applications.
9) Takes risk and responsibility for the realization of information, ideas, applications or technologies that bring innovation to the field.
10) Evaluates the advanced knowledge and skills acquired in the field with a critical approach.
11) Follow current developments in the field and profession.
12) Shares ideas and solutions to problems related to the field by supporting them with qualitative and quantitative data with experts and non-experts.
13) Uses computer software and information technologies at the basic level of at least European computer use license required by the field.
14) Follow the developments in his / her field and communicate with his / her colleagues by using a foreign language (English) at least at the European Language Portfolio B1 General Level.
15) Comply with the social, scientific, cultural and ethical values in the stages of collecting, interpreting, applying and announcing the data related to the field.

Course - Learning Outcome Relationship

No Effect	1 Lowest	2 Average	3 Highest

	Program Outcomes	Level of Contribution
1)	Define / explain general concepts in culinary profession.
2)	Define and explain the internal and external environment relations in which food and beverage businesses are affected.
3)	Have knowledge about regulations, professional standards and practices in the field of culinary.
4)	Have knowledge and methods on various subjects such as menu planning, cooking methods, world cuisines, regional cuisines and use these knowledge and methods for professional development.
5)	Dominates the terminology of food and beverage.
6)	Organize all kinds of organizations in the field of culinary.
7)	Analyzes and applies the facts about eating and drinking by using the basic concepts and theories of the culinary profession.
8)	Takes responsibility as an individual or a team member in the execution of unforeseen and complex activities encountered in the field related applications.
9)	Takes risk and responsibility for the realization of information, ideas, applications or technologies that bring innovation to the field.
10)	Evaluates the advanced knowledge and skills acquired in the field with a critical approach.
11)	Follow current developments in the field and profession.
12)	Shares ideas and solutions to problems related to the field by supporting them with qualitative and quantitative data with experts and non-experts.
13)	Uses computer software and information technologies at the basic level of at least European computer use license required by the field.
14)	Follow the developments in his / her field and communicate with his / her colleagues by using a foreign language (English) at least at the European Language Portfolio B1 General Level.
15)	Comply with the social, scientific, cultural and ethical values in the stages of collecting, interpreting, applying and announcing the data related to the field.

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