| Course Objectives: |
The general aim of the course is to examine and learn all the phases, characteristics, dynamics, elements and application forms of the concept of marketing in cyber environments as a result of developing technological and communication opportunities. The general objectives of the course are to examine and learn marketing models, advertising and public relations practices, new concepts and developing marketing strategies, digital marketing campaigns, positioning of brands in the digital environment, e-commerce and mobile marketing applications in digital environments.
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| Course Content: |
The content of this course includes 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 has transformed from content to e-commerce environment. |
| Week |
Subject |
Related Preparation |
| 1) |
Definition, elements and development of Digital Marketing. Similarities and differences, advantages and disadvantages of conventional and digital marketing |
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| 2) |
Digital marketing advertising models - Banner, Search, Video & In-Stream, Email etc. |
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| 3) |
Consumer targeting models in digital marketing
APPLICATION: Create a new campaign and set a targeting method via Google Ads dashboard |
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| 4) |
Performance measurement parameters - Volume, Impression, Click, Conversion, Action.
PRACTICE: Interpreting data from a real campaign. |
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| 5) |
Pricing and performance conversion metrics - CPM, CPC, CPA etc.
PRACTICE: Analyzing and interpreting the performance metrics of a real campaign. |
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| 6) |
Supportive digital marketing applications (SMS, Mailing, WebPush, App Push) |
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| 7) |
SEO - Search engine optimization: Definition of the concept, key components |
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| 8) |
Midterm |
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| 9) |
(SERP) - Elements required to be listed in search engines (Title, Meta-Description, h1-h2-h3 headings, etc.) |
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| 10) |
SEO Analysis Tools - Supporting applications (backlink, Domain Rating etc.) |
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| 11) |
Social media as a digital marketing channel. Influencer Marketing - Social Marketing and S-Commerce concepts. Performance measurement metrics such as engagement, likes and shares. |
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| 12) |
Facebook and Instagram Ads. Steps to create a social media campaign.
PRACTICE: Interpreting data from 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 Analytics Tools - Introduction to Google Analytics
PRACTICE: Interpreting site performance metrics of a real website. |
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| 15) |
Final Week |
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| |
Program Outcomes |
Level of Contribution |
| 1) |
Using other social sciences and mathematics, they have a broad and interdisciplinary perspective on business and management sciences. |
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| 1) |
Using other social sciences and mathematics, they have a broad and interdisciplinary perspective on business and management sciences. |
3 |
| 2) |
They have knowledge and skills about different functions and interactions of the enterprise. |
2 |
| 3) |
They can use different theoretical approaches to understanding and solving various business problems. |
2 |
| 4) |
Being aware of the needs of society, they use business knowledge to meet these needs. |
1 |
| 5) |
They have knowledge depthly about current problems of Turkey and Global Business World’s |
1 |
| 6) |
They can determine the objectives of the institution in which they are involved, taking into account the market needs and economic conditions. |
2 |
| 7) |
They can solve complex business problems by using various statistical techniques and numerical methods and makes analysis by using statistical programs effectively. |
2 |
| 8) |
They can use a foreign language at least B1 General Level in terms of European Language Portfolio criteria according to the education level of a foreign language. |
1 |
| 9) |
They can develops teamwork, negotiation, leadership and entrepreneurship skills. |
1 |
| 10) |
They have the knowledge of universal ethical values, social responsibility awareness and sufficient level of labor law. |
1 |
| 11) |
They can identify the individual learning needs and carries out studies to correct them by developing positive attitudes about lifelong learning. |
1 |
| 12) |
They can express their ideas and solutions both written and orally, and if required they can present and publish them on both national and international platforms. |
1 |
| 13) |
They use information and communication technologies together with computer software at the advanced level of European Computer Driving License required by the field. |
3 |
ISTINYE UNIVERSITY BİLGİ PAKETİ / DERS KATALOĞU
