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 knowledge and knowledge to follow the resources related to the profession and has the ability to communicate properly in oral and written form. |
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2) |
Have knowledge about research methods of drugs and necessary resources related to the profession. |
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3) |
Has knowledge about regulations and legislation related to pharmacy and drugs. |
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4) |
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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5) |
Has enough awareness about individual and public health, environmental protection and occupational safety. |
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6) |
Has the ability to use computer programs in the field of pharmacy. |
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7) |
Uses a foreign language at least at the level of the European Language Portfolio A2 General and follows the information in the field. |
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8) |
Has awareness of lifelong learning and it directs its education to a further education level or a profession in the same field. |
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9) |
Performs expiration dates and inventory controls of the products; identify deficiencies. It is responsible for keeping the products in proper storage and storage. |
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10) |
They act in accordance with quality management and processes. |
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11) |
In the control of the pharmacist or the responsible manager, he has the ability to make necessary directions to patients and their relatives about drug use. |
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12) |
Have the discipline necessary for team work, high communication skills, technical and application knowledge. |
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13) |
It conducts a given task independently by using its basic knowledge. When it encounters an unpredictable situation, it takes responsibility and develops solutions. Collaborates with other fields related to the field. |
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14) |
As a Pharmacy Technician, it follows the instructions related to pharmaceuticals, pharmaceuticals, medical products, medical products and dermocosmetics. |
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