| Health Administration | |||||
| Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 | ||
| Course Code: | SAY027 | ||||
| Course Name: | Digital Marketing in Health | ||||
| Semester: | Spring | ||||
| Course Credits: |
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| Language of instruction: | Turkish | ||||
| Course Condition: | |||||
| Does the Course Require Work Experience?: | No | ||||
| Type of course: | Departmental 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 the phases, features, dynamics, elements and application forms of the concept of marketing as a result of developing technological and communication opportunities. The general objectives of the course are to examine and learn about developing marketing models in digital environments, advertising and public relations practices, new concepts and developing marketing strategies, digital marketing campaigns, positioning of brands in digital media, e-commerce and mobile marketing practices. |
| 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 the digital environment. Data and applications for the digitalization of the 4P approach, defined as the marketing mix, are presented. In addition, digital brand and digital marketing trends are discussed in a world where social media transforms from content to e-commerce environment. |
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The students who have succeeded in this course;
1) To examine the concepts related to the cyber environment and to have the knowledge to evaluate the processes in historical development 2) To learn the qualities of marketing strategies and practices in the digital environment 3) Examining Digital Campaign applications and gaining active application competence 4) To follow the developments in digital marketing dynamics, to construct future designs and to gain the ability to evaluate the digital world with a marketing perspective on the axis of trade. 5) To be able to use the basic aspects of digital marketing tools with the applications to be made and to be able to analyze the performance and campaign metrics by reading them. 6) To be familiar with the concept of S-Trade, which is the trend of trade in the near future, before anyone else. |
| Week | Subject | Related Preparation |
| 1) | Definition, elements and development of Digital Marketing. Similar and different aspects, advantages and disadvantages of Conventional and Digital Marketing | |
| 2) | Digital marketing advertising models – Banner, Search, Video & In-Stream, Email etc. | |
| 3) | Consumer targeting models in digital marketing | |
| 4) | Performance measurement parameters – Volume, Impression, Click, Conversion, Action. | |
| 5) | Compensation and performance conversion metrics – CPM, CPC, CPA etc. | |
| 6) | Supportive digital marketing applications (SMS, Mailing, Web Push, App Push) | |
| 7) | SEO – Search engine optimization: Concept definition, key components | |
| 8) | Midterm | |
| 9) | (SERP) – Elements required to be listed in search engines (Title, Meta-Description, h1-h2-h3 titles, etc.). | |
| 10) | SEO Analysis Tools – Supporting applications (backlink, Domain Rating etc.) | |
| 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. | |
| 13) | Influencer marketing. S-Commerce Concept and Content Management in Social Media (Content Marketing) | |
| 14) | Site Analysis Tools – Introduction to Google Analytics |
| 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 • Naim Çetintürk, Temel Dijital Pazarlama Kavramları ve Remarketing Reklam Modeli, Seçkin Yayıncılık, 2019 |
| Course Learning Outcomes | 1 |
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| Program Outcomes | ||||||||||||||
| 1) They will have the theoretical and practical knowledge to comprehend, evaluate and direct the operation of the health systems and its subsystems. | 2 | 3 | 2 | 3 | 2 | 2 | ||||||||
| 2) They will have the knowledge of factors about society-individual health and its development. | 2 | 3 | 2 | 2 | 2 | 2 | ||||||||
| 3) They will apply the theoretical and practical knowledge of health management in related institutions and organizations. | 2 | 2 | 3 | 2 | 2 | 2 | ||||||||
| 4) They will analyze, evaluate the developments in health management by using scientfic methods and techniques and develop solutions. | 2 | 2 | 2 | 3 | 2 | 3 | ||||||||
| 5) They will follow the developments in the field by using a foreign language at least at the level of European Language Portfolio B1. | 2 | 2 | 2 | 2 | 2 | 2 | ||||||||
| 6) They will use health terminology and grammar according to the rules in spoken and written communication. | 2 | 2 | 2 | 2 | 2 | 2 | ||||||||
| 7) They will share their thoughts about health management and solution proposals with internal and external parties written and orally. | 3 | 2 | 2 | 2 | 2 | 2 | ||||||||
| 8) They will use information and communication technologies with computer software at least at the level of European Computer Driving License required by the field. | 2 | 2 | 2 | 2 | 2 | 2 | ||||||||
| 9) They will constantly develop professional knowledge and skill; know ways to access information and apply them. | 2 | 2 | 2 | 2 | 2 | 2 | ||||||||
| 10) They will show mangement philosophy and management functions in health management applications. | 2 | 2 | 2 | 2 | 2 | 2 | ||||||||
| 11) They will behave sensitve to health problems in the country and around the world with sociak responsibility and sustainability and they will evaluate solution suggestions to maximize social benefits. | 2 | 2 | 2 | 2 | 2 | 2 | ||||||||
| 12) They will act in accordance with legal regulations in the field of health management and with social, scientific and professional ethical principles. | 2 | 2 | 2 | 2 | 2 | 3 | ||||||||
| 13) They will show leadership characteristics in health management applications. | 2 | 2 | 2 | 2 | 2 | 2 | ||||||||
| 14) They will take responsibility individually and as a team member in health management applications. | 3 | 2 | 2 | 2 | 2 | 2 | ||||||||
| No Effect | 1 Lowest | 2 Average | 3 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | They will have the theoretical and practical knowledge to comprehend, evaluate and direct the operation of the health systems and its subsystems. | 3 |
| 2) | They will have the knowledge of factors about society-individual health and its development. | 3 |
| 3) | They will apply the theoretical and practical knowledge of health management in related institutions and organizations. | 3 |
| 4) | They will analyze, evaluate the developments in health management by using scientfic methods and techniques and develop solutions. | 3 |
| 5) | They will follow the developments in the field by using a foreign language at least at the level of European Language Portfolio B1. | 3 |
| 6) | They will use health terminology and grammar according to the rules in spoken and written communication. | 3 |
| 7) | They will share their thoughts about health management and solution proposals with internal and external parties written and orally. | 3 |
| 8) | They will use information and communication technologies with computer software at least at the level of European Computer Driving License required by the field. | 3 |
| 9) | They will constantly develop professional knowledge and skill; know ways to access information and apply them. | 3 |
| 10) | They will show mangement philosophy and management functions in health management applications. | 3 |
| 11) | They will behave sensitve to health problems in the country and around the world with sociak responsibility and sustainability and they will evaluate solution suggestions to maximize social benefits. | 3 |
| 12) | They will act in accordance with legal regulations in the field of health management and with social, scientific and professional ethical principles. | 3 |
| 13) | They will show leadership characteristics in health management applications. | 3 |
| 14) | They will take responsibility individually and as a team member in health management applications. | 3 |
| Semester Requirements | Number of Activities | Level of Contribution |
| Homework Assignments | 1 | % 30 |
| 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 | ||
| Course Hours | 14 | 3 | 42 | ||||
| Study Hours Out of Class | 14 | 3 | 42 | ||||
| Homework Assignments | 1 | 10 | 10 | ||||
| Midterms | 1 | 15 | 15 | ||||
| Final | 1 | 15 | 15 | ||||
| Total Workload | 124 | ||||||