Computer Technology
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
Course Credits:
ECTS
5
Language of instruction: Turkish
Course Condition:
Does the Course Require Work Experience?: No
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

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Program Outcomes
1) To possess the ability to comprehend fundamental concepts in the field of computer technologies.
2) To possess the ability to analyze and model problems in the field of computer technologies, and to determine and define appropriate software requirements for their solutions.
3) To possess the ability to comprehend professional topics in a foreign language.
4) To possess the capability to perform software installation, testing, and acceptance procedures.
5) To possess the ability to carry out the setup and administration of computer networks, as well as utilize network operating systems.
6) To possess the skill of conducting maintenance and repairs on computer hardware.
7) To have awareness and responsibility regarding professional, legal, ethical, and social issues in the field of computer technologies.
8) To possess the capability to plan, design, and develop computer and network software.
9) To possess the ability to design and program for web development.
10) To be competent in applying knowledge of database management, querying, and design to practical applications, and to be capable of developing database applications.

Course - Learning Outcome Relationship

No Effect 1 Lowest 2 Average 3 Highest
       
Program Outcomes Level of Contribution
1) To possess the ability to comprehend fundamental concepts in the field of computer technologies.
2) To possess the ability to analyze and model problems in the field of computer technologies, and to determine and define appropriate software requirements for their solutions.
3) To possess the ability to comprehend professional topics in a foreign language.
4) To possess the capability to perform software installation, testing, and acceptance procedures.
5) To possess the ability to carry out the setup and administration of computer networks, as well as utilize network operating systems.
6) To possess the skill of conducting maintenance and repairs on computer hardware.
7) To have awareness and responsibility regarding professional, legal, ethical, and social issues in the field of computer technologies.
8) To possess the capability to plan, design, and develop computer and network software.
9) To possess the ability to design and program for web development.
10) To be competent in applying knowledge of database management, querying, and design to practical applications, and to be capable of developing database applications.

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