| Medical Laboratory Techniques | |||||
| Associate | TR-NQF-HE: Level 5 | QF-EHEA: Short Cycle | EQF-LLL: Level 5 | ||
| Course Code: | UNI190 | ||||
| Course Name: | Digital Marketing and Social Media Strategies | ||||
| Semester: |
Fall Spring |
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| Course Credits: |
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| Language of instruction: | Turkish | ||||
| Course Condition: | |||||
| Does the Course Require Work Experience?: | No | ||||
| Type of course: | University Elective | ||||
| Course Level: |
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| Mode of Delivery: | E-Learning | ||||
| Course Coordinator: | Dr. Öğr. Üy. NAİM ÇETİNTÜRK | ||||
| Course Lecturer(s): | Naim Çetintürk | ||||
| Course Assistants: |
| 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. |
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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. |
| 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. |
| 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 Learning Outcomes | 1 |
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| Program Outcomes | |||||||||||||||
| 1) Medical laboratory techniques apply the basic knowledge and skills on the path to diagnosis from the patient samples, which are deemed necessary by the physicians, by gaining the competence towards the general and applied sciences of basic medicine fields such as microbiology, biochemistry, hematology and immunology for human health. | |||||||||||||||
| 2) It takes part in the acceptance of samples to be examined in the medical laboratory. | |||||||||||||||
| 3) Performs pre-analysis, prepares preparations, applies disinfection and sterilization techniques. | |||||||||||||||
| 4) It has the knowledge of the preparation of the chemical materials, microbiological materials and media used for the analysis process, the methods of the patient samples taken and the methods to be applied to these materials and materials. | |||||||||||||||
| 5) In the medical laboratory, he / she makes the medical tests required by the relevant specialist physician and submits it to the laboratory chief and / or specialist doctor to check the results and to report and approve. | |||||||||||||||
| 6) It is responsible for the storage and storage of laboratory equipment and consumables in accordance with biosafety levels. | |||||||||||||||
| 7) Medical laboratory equipment in accordance with the rules and techniques to use, controls and maintains the most efficient work by maintaining. | |||||||||||||||
| 8) It follows the disposal of waste according to the biosecurity rules and provides urgent information to the responsible personnel in critical situations related to laboratory safety. | |||||||||||||||
| 9) The organization organizes work in the medical laboratory and undertakes the responsibility of team work and takes individual responsibility when fulfilling its professional duties. | |||||||||||||||
| 10) Establishes effective communication with colleagues, patients, physicians and other health professionals by considering professional and ethical values related to the field. | |||||||||||||||
| 11) As an individual working in the field of medical laboratory, he acts in accordance with the laws, regulations and legislation related to his duties, rights and responsibilities. | |||||||||||||||
| 12) Has enough awareness about individual and public health, environmental protection and occupational safety. Develops itself in communication, takes an active role in group work. | |||||||||||||||
| 13) It has the awareness of lifelong learning and directs its education to an advanced level of education in the same field or to a profession at the same level. | |||||||||||||||
| 14) It follows information in the field by using a foreign language at least at the level of European Language Portfolio A2 General Level. | |||||||||||||||
| 15) Uses information and communication technologies together with computer software at the basic level of at least European Computer Driving License required by the field. | |||||||||||||||
| No Effect | 1 Lowest | 2 Average | 3 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | Medical laboratory techniques apply the basic knowledge and skills on the path to diagnosis from the patient samples, which are deemed necessary by the physicians, by gaining the competence towards the general and applied sciences of basic medicine fields such as microbiology, biochemistry, hematology and immunology for human health. | |
| 2) | It takes part in the acceptance of samples to be examined in the medical laboratory. | |
| 3) | Performs pre-analysis, prepares preparations, applies disinfection and sterilization techniques. | |
| 4) | It has the knowledge of the preparation of the chemical materials, microbiological materials and media used for the analysis process, the methods of the patient samples taken and the methods to be applied to these materials and materials. | |
| 5) | In the medical laboratory, he / she makes the medical tests required by the relevant specialist physician and submits it to the laboratory chief and / or specialist doctor to check the results and to report and approve. | |
| 6) | It is responsible for the storage and storage of laboratory equipment and consumables in accordance with biosafety levels. | |
| 7) | Medical laboratory equipment in accordance with the rules and techniques to use, controls and maintains the most efficient work by maintaining. | |
| 8) | It follows the disposal of waste according to the biosecurity rules and provides urgent information to the responsible personnel in critical situations related to laboratory safety. | |
| 9) | The organization organizes work in the medical laboratory and undertakes the responsibility of team work and takes individual responsibility when fulfilling its professional duties. | |
| 10) | Establishes effective communication with colleagues, patients, physicians and other health professionals by considering professional and ethical values related to the field. | |
| 11) | As an individual working in the field of medical laboratory, he acts in accordance with the laws, regulations and legislation related to his duties, rights and responsibilities. | |
| 12) | Has enough awareness about individual and public health, environmental protection and occupational safety. Develops itself in communication, takes an active role in group work. | |
| 13) | It has the awareness of lifelong learning and directs its education to an advanced level of education in the same field or to a profession at the same level. | |
| 14) | It follows information in the field by using a foreign language at least at the level of European Language Portfolio A2 General Level. | |
| 15) | Uses information and communication technologies together with computer software at the basic level of at least European Computer Driving License required by the field. |
| 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 | |
| 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 | ||||||