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 have sufficient knowledge and experience in applying mathematics and science in the field of Electronic Technology. |
1 |
2) |
To have knowledge about occupational safety and its applications and to have the competence to carry out its applications. |
3 |
3) |
To have the ability to communicate effectively verbally and in written Turkish. |
3 |
4) |
Having basic knowledge of English language and the ability to use it in the professional field. |
3 |
5) |
To be conscious of Ataturk's Principles and to have knowledge about the History of the Revolution. |
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6) |
Able to transfer relevant designs and applications in the field of electronics to colleagues, superiors and the people and groups they serve, and to work in teams. |
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7) |
Awareness of the necessity of lifelong learning; To monitor the developments in science and technology and to constantly renew itself. |
3 |
8) |
To be able to use computer-aided electronic design programs at a basic level for simulation and printed circuit creation. |
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9) |
To be able to make decisions in independent work, to take initiative and adapt in teamwork with people inside and outside the profession. |
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10) |
To use the software and hardware required by the profession, along with basic computer usage knowledge. |
3 |
11) |
To effectively use the devices in electronics laboratories, collect data through measurement and diagnose faults. |
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12) |
To identify problems related to unforeseen situations in electronics-related studies and to produce solutions to the problems |
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13) |
To have knowledge and awareness of social responsibility, ethical values and social security rights on electronics-related issues. |
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14) |
To be able to produce solutions using basic knowledge about the design and control of control-based functions in electronic circuits and systems. |
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15) |
To objectively evaluate and supervise the performance of employees under his/her responsibility. |
3 |
16) |
To know the concepts related to electronics, to recognize electronic circuit elements and to use them in related circuits. |
2 |
17) |
To recognize the physical strength limits of electronic circuit components and to gain the ability to determine operating conditions accordingly. |
2 |