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) |
Anesthesia technician has professional consciousness. |
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2) |
He/She knows the duties, authorities and responsibilities of the anesthesia technician and exhibits ethical behaviors that will carry out harmonious teamwork in the operating room. |
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3) |
He/She has the basic knowledge, skills and equipment suitable to the contemporary health technician approach, to be able to carry out communication with the patient, to take responsibility and to develop solutions when faced with an unforeseen situation related to the field. |
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4) |
Without giving any harm to patients,he/she gives importance to hygiene asepsis-antisepsis, sterilization, contamination and infection with the basic knowledge about the health care work environment. |
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5) |
He/She recognizes and uses the medical terms used in anesthesia applications. |
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6) |
He/She knows the basic structure and functions of human body and biochemical mechanisms and uses them in their professional studies. |
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7) |
He/She has information about basic anatomy and diseases related to systems. |
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8) |
While applying his / her profession, he / she can benefit from appropriate information sources and information technologies. |
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9) |
He/She has awareness of lifelong learning. |
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10) |
He/She 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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11) |
He/She has knowledge about ethical principles and rules in the field. |
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12) |
He/She 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) |
He/She has internalized team work, has the knowledge of basic anesthetic pharmacology and performs anesthetic and analgesic applications together with anesthesia physician. |
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14) |
To have general first aid knowledge and to show proper approach and correct application skills in emergency situations. |
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15) |
He/She has the necessary discipline for team work and carries out activities for the development of employees under its responsibility. |
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