| 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) |
Has the ability to take the responsibility of theoretical knowledge about the field of operating room services and to take solutions and take solutions in unpredictable situations. |
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| 2) |
He / she is dominating the legislation which contains the duties and responsibilities related to his / her field. |
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| 3) |
Have knowledge of medical terms related to the field of operating room services. |
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| 4) |
Have information about ideal operating room environment. |
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| 5) |
Have the knowledge of surgical techniques, tools and materials used in the operating room. |
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| 6) |
Works with other health disciplines. They have the awareness of teamwork and carry out their activities for the development of the employees under their responsibility. |
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| 7) |
Have the knowledge and skills to perform aseptic preparations of the operating room and operating team. |
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| 8) |
Has a theoretical and practical knowledge about sepsis-antisepsis, sterilization, disinfection and contamination. |
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| 9) |
With the awareness of the necessity of lifelong learning, it develops itself by following the developments in science and technology related to the field. |
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| 10) |
They act in accordance with quality management and processes and participate in these processes. |
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| 11) |
It follows information in the field by using a foreign language at least at the level of European Language Portfolio A2 General Level. |
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| 12) |
Uses information and communication technologies together with computer software at the basic level of at least European Computer Driving License required by the field. |
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| 13) |
Has enough awareness about individual and public health, environmental protection and occupational safety. |
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| 14) |
It is sensitive to the events on the agenda of the society and the world about the operation and monitors the developments and informs the related persons and institutions by using the basic knowledge and skills in these subjects. |
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| 15) |
Its appearance, attitude, attitude and behavior make it an example for society. |
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