Child Development Preview
Associate	TR-NQF-HE: Level 5	QF-EHEA: Short Cycle	EQF-LLL: Level 5

Course Introduction and Application Information

Course Code:

UNI190

Course Name:

Digital Marketing and Social Media Strategies

Semester:

Fall

Course Credits:

ECTS

Language of instruction:

Turkish

Course Condition:

Does the Course Require Work Experience?:

Type of course:

University Elective

Course Level:

Associate

TR-NQF-HE:5. Master`s Degree

QF-EHEA:Short Cycle

EQF-LLL:5. Master`s Degree

Mode of Delivery:

E-Learning

Course Coordinator:

Dr. Öğr. Üy. NAİM ÇETİNTÜRK

Course Lecturer(s):

Naim Çetintürk

Course Assistants:

Course Objective and Content

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.

Learning Outcomes

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.

Course Flow Plan

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.

Sources

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 - Program Learning Outcome Relationship

Course Learning Outcomes	1	2	3	4	5	6
Program Outcomes
1) Prepares, implements and evaluates educational programs, appropriate learning environments, materials taking into account the developmental characteristics and individual differences of children.
2) Develops original products, projects and activities related to child development, manages these studies, evaluates and evaluates the process.
3) Follow science and technology and have critical thinking skills.
4) Uses effective teaching and communication methods which may be necessary in the guidance and counseling activities for families and develops solutions when they encounter an unpredictable situation.
5) It follows information in the field by using a foreign language at least at the level of European Language Portfolio A2 General Level.
6) Uses information and communication technologies together with computer software at the basic level of at least European Computer Driving License required by the field.
7) Has knowledge about ethical principles and rules in the field.
8) It shares the knowledge gained in the field of Child Development with the people working in the field and with the social responsibility consciousness.
9) 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.
10) Knows democracy, human rights, children's rights, social, scientific and professional ethical values, relevant legislation and acts accordingly.
11) The researcher is open to changes, creative, problem-solving skills and the ability to share solutions.
12) Knows the applications of different characteristics of children to society. It has the ability to produce different solutions to the problem situation for children and enables the employees to take responsibility for the solutions.
13) Understands the place and importance of the game in pre-school education, the child knows how to use the game as a means of rehabilitation and self-expression.
14) Selects and uses the modern techniques and tools required for pre-school education. Communicates with other areas that may be associated with the field.
15) The individual has sufficient consciousness about environmental protection and occupational safety and behaves according to these processes. Its appearance, attitude, attitude and behavior make it an example for society.

Course - Learning Outcome Relationship

No Effect	1 Lowest	2 Average	3 Highest

	Program Outcomes	Level of Contribution
1)	Prepares, implements and evaluates educational programs, appropriate learning environments, materials taking into account the developmental characteristics and individual differences of children.
2)	Develops original products, projects and activities related to child development, manages these studies, evaluates and evaluates the process.
3)	Follow science and technology and have critical thinking skills.
4)	Uses effective teaching and communication methods which may be necessary in the guidance and counseling activities for families and develops solutions when they encounter an unpredictable situation.
5)	It follows information in the field by using a foreign language at least at the level of European Language Portfolio A2 General Level.
6)	Uses information and communication technologies together with computer software at the basic level of at least European Computer Driving License required by the field.
7)	Has knowledge about ethical principles and rules in the field.
8)	It shares the knowledge gained in the field of Child Development with the people working in the field and with the social responsibility consciousness.
9)	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.
10)	Knows democracy, human rights, children's rights, social, scientific and professional ethical values, relevant legislation and acts accordingly.
11)	The researcher is open to changes, creative, problem-solving skills and the ability to share solutions.
12)	Knows the applications of different characteristics of children to society. It has the ability to produce different solutions to the problem situation for children and enables the employees to take responsibility for the solutions.
13)	Understands the place and importance of the game in pre-school education, the child knows how to use the game as a means of rehabilitation and self-expression.
14)	Selects and uses the modern techniques and tools required for pre-school education. Communicates with other areas that may be associated with the field.
15)	The individual has sufficient consciousness about environmental protection and occupational safety and behaves according to these processes. Its appearance, attitude, attitude and behavior make it an example for society.

Assessment & Grading

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

Workload and ECTS Credit Calculation

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