At the end of this course, the students; 1) Recognize digital media, 2) Can create content for digital marketing tools, 3) Gain competence in content design and management for digital media.
MODE OF DELIVERY
Face to face
PRE-REQUISITES OF THE COURSE
No
RECOMMENDED OPTIONAL PROGRAMME COMPONENT
COURSE DEFINITION
In today's world, where the world is becoming more and more dependent on online networks, the content is no longer produced as before. There are new needs and new rules that we need to consider when designing for the digital world using technological tools. In this context, the aim is to provide students with the necessary knowledge and skills about the content production that compatible with the digital marketing concept. Students who successfully complete the course, besides having an idea about creating and managing creative content; will be aware of the concepts of SEO, Google Ads, Backlink, UX & UI etc. which they should consider while creating content.
COURSE CONTENTS
WEEK
TOPICS
1st Week
Meeting; Sharing course content and reading list.
2nd Week
Introduction to Digital Marketing and Basic Concepts. Digital Marketing Strategies: Content Marketing, Display Advertising, Paid Search Ads, Search Engine Marketing and Social Media Marketing. Digital Marketing Processes.
3rd Week
Basic Terms and Functions of Digital Media. Media Planning Process. What is a Digital Brief, How to Write it? How to Choose a Target Audience? Campaign Reporting. Targeting Details.
4th Week
Digital Media Channels and Models. Google Search Ads. Operation of Search Ads. General Editing in Search Campaigns. Search Account Structure. Keywords in Search Ads. Extensions in Search Ads.
5th Week
Social Media Ads. Facebook. Ad Creation Criteria. Marketing Goal Setting. Finding Audience. Lookalike Audience Selection. Advertising Media Selection. Budgeting. Ad Format Determination. Reporting. Instagram. Opening a Store on Instagram. Twitter. Creating Ads on Twitter. LinkedIn. Creating Ads in Google Ads.
6th Week
What's Happening on Social Media? Who Are We Following? How Turkey Uses Social Media? Use of Social Media Tools: Example of Instagram. Creating Subject Tag, Quiz, Survey, Question. Using Emoji Slider, Position, GIF, Filter, Reels etc. Who Are We Talking To?: Creating Persona. Influencer Marketing.
7th Week
Follow-up Social Media and User Experience. TikTok. Instagram. Crisis Management in Digital Media. User Experience (UX). Key Concepts in UX Framework: Interface (UI). Persona. Focus Group. Heat map. Lab Test. Affinity Map. Tree Test. Card Sorting. Information Architecture. Flow Diagram. Adaptive Design. User Scenarios. Wireframe. Prototype. A/B Test. Accessibility. Research Methods ? Qualitative and Quantitative Research. Benchmark. Usability Test. Gestalt Principle. Color Selection.
8th Week
Midterm
9th Week
The Role of Using Narratives in Content Creation. Brief Writing Process. Key Criteria for the Brief.
10th Week
Basic Design Principles. Optimization. Google Analytics. What is Google Analytics, What are its Advantages? Google Analytics Terms. Types of Google Analytics Reporting. Audience. Acquisition. Behavior. Conversions. Call Tracking.
11th Week
SEO. SEO Steps: Keyword, Technical Optimization, Content Optimization, Link Building. SEO Advantages. Types of SEO. Content Production Rules for SEO.
12th Week
The Place of Web Projects in Digital Marketing. Types of E-commerce: B2B, B2C, C2C. Online Reservation Systems. Corporate Websites. Mailing. Blog/Vlog. Designing a Digital Media Strategy.
13th Week
Design Thinking.
14th Week
Final
RECOMENDED OR REQUIRED READING
Mandatory Reading List:
- Dijital Reklamın Gizli Dünyası ? Mara Einsten / The Kitap Yayınları - Dijital Çağda İçerik Yönetiminin Kuralları ? Ann Handley / MediaCat Yayınları - Dijital Pazarlama ? Olgu Şengül / Ceres Yayınları - Satış 4.0 ? İlhan Ürkmez / Dorlion Yayınları - Yeni Nesil Pazarlama ? Russel Brunson / Sola Unitas Yayınları
Homework will be prepared from the compulsory reading list and this assignment will be effective in the final grade.
