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 a basic level of theoretical and practical knowledge about the field of Medical Imaging Techniques. |
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2) |
Apply radiation safety and radiation protection rules. It takes necessary measures to protect itself and the patient from the harmful effects of radiation. |
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3) |
Knows the infrastructure of medical imaging devices, daily maintenance and controls of the devices. |
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4) |
Has knowledge about occupational health and safety. |
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5) |
In order to solve unforeseen complex problems encountered in the applications related to the field, it takes part in the team and acts in accordance with the quality management and processes and takes individual responsibility when necessary. |
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6) |
Communicates effectively with colleagues, patients, relatives, physicians and other health professionals. |
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7) |
Knows radiological anatomy at basic level. Recognize the anatomical structures displayed. |
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8) |
Know medical and radiological terms, uses effectively. |
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9) |
Has the ability to communicate and work effectively with different medical sciences. |
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10) |
Adopts the principle of lifelong learning and follows and learns the technological developments in the field. |
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11) |
Follows the information in his / her field and communicates with his / her colleagues by using a foreign language at least at a level of European Language Portfolio A2 General Level. |
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12) |
Uses information and communication technologies with computer software at least at the basic level of European Computer Driving License required by the field. |
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13) |
Has knowledge about ethical principles and rules in the field. |
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