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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:

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) Explain flight processes and operation flow by using basic concepts related to aviation and aircraft.
2) Describe the basic technical information about aircraft, the differences between aircraft and the different technical equipment used in aircraft.
3) Explain the rules and responsibilities of the normal operation of the airline, legal processes, rights and obligations.
4) Provides the necessary work in accordance with occupational health and safety measures in accordance with all relevant legislation in every environment during the flight duty period.
5) Safety assessment in aviation enterprises and environments, to eliminate the hazards / control by producing solutions to the electronic media in the necessary departments, the supervisor can report.
6) Know the first aid applications, define the situation and provide the necessary assistance by using appropriate intervention methods.
7) Explain occupational emergency operations at theory and application level and actively manage them.
8) The history of Aviation / Civil Aviation can now follow national and international resources on the position of world aviation, its economic importance and the development of aviation.
9) Use information and communication technologies in the ability to follow, apply, evaluate and share current professional knowledge with the awareness of lifelong learning.
10) Participates in aviation-related projects and activities and evaluates the sectoral importance and location of cabin services.
11) Using information and communication technologies together with computer software at the basic level of at least European Computer use license required by the field.
12) To have the knowledge of English at European level B1 General level with the ability to communicate effectively with people from different cultures in accordance with the objectives of the institution and customer satisfaction.
13) Adopts in-team behavior and work as a team.
14) Gains knowledge of quality management, brand, presentation and the ability to represent the brand.
15) During the term of the task, efficient, safe, operational and ethical rules in accordance with the task, task management skills gain.

Course - Learning Outcome Relationship

No Effect	1 Lowest	2 Average	3 Highest

	Program Outcomes	Level of Contribution
1)	Explain flight processes and operation flow by using basic concepts related to aviation and aircraft.
2)	Describe the basic technical information about aircraft, the differences between aircraft and the different technical equipment used in aircraft.
3)	Explain the rules and responsibilities of the normal operation of the airline, legal processes, rights and obligations.
4)	Provides the necessary work in accordance with occupational health and safety measures in accordance with all relevant legislation in every environment during the flight duty period.
5)	Safety assessment in aviation enterprises and environments, to eliminate the hazards / control by producing solutions to the electronic media in the necessary departments, the supervisor can report.
6)	Know the first aid applications, define the situation and provide the necessary assistance by using appropriate intervention methods.
7)	Explain occupational emergency operations at theory and application level and actively manage them.
8)	The history of Aviation / Civil Aviation can now follow national and international resources on the position of world aviation, its economic importance and the development of aviation.
9)	Use information and communication technologies in the ability to follow, apply, evaluate and share current professional knowledge with the awareness of lifelong learning.
10)	Participates in aviation-related projects and activities and evaluates the sectoral importance and location of cabin services.
11)	Using information and communication technologies together with computer software at the basic level of at least European Computer use license required by the field.
12)	To have the knowledge of English at European level B1 General level with the ability to communicate effectively with people from different cultures in accordance with the objectives of the institution and customer satisfaction.
13)	Adopts in-team behavior and work as a team.
14)	Gains knowledge of quality management, brand, presentation and the ability to represent the brand.
15)	During the term of the task, efficient, safe, operational and ethical rules in accordance with the task, task management skills gain.

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