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 ability to use information technologies and devices that require special expertise effectively. |
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2) |
Combining the basic principles of science with technology, he/she has the ability to apply effectively in the field of physical therapy and rehabilitation. |
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3) |
Has knowledge about treatment methods for muscle and skeletal systems. |
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4) |
Has the ability to use information technologies and devices that require special expertise effectively. |
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5) |
Be able to follow the innovations, changes and developments in science and technology and analyze them with an integrated approach. |
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6) |
He/she has the knowledge of the techniques and methods necessary to apply physical therapy, and the knowledge of ethical principles and rules. |
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7) |
Follows the knowledge in the field by using a foreign language at least at the A2 General Level of the European Language Portfolio. |
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8) |
He/she uses information and communication technologies together with computer software at the minimum level of European Computer Use License required by his/her field. |
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9) |
It has a lifelong learning awareness and directs its learning to an advanced education level in the same field or a profession at the same level. |
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10) |
It contributes to projects and activities for the social environment in which it lives, with a sense of social responsibility. He/she sets an example for the society with her/his appearance, manners, attitudes and behaviors. |
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11) |
Has sufficient awareness of individual and public health, environmental protection and occupational safety. |
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12) |
He/she has the experience of working with other fields that may be related to her/his field. |
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13) |
Has sufficient awareness of occupational health and safety issues. |
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14) |
In case of encountering an unforeseen situation in matters related to her/his field, he/she takes responsibility and develops solutions. |
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15) |
He/she carries out a given task independently by using his/her basic knowledge about physiotherapy. |
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