At the end of this course, the students; 1) Gains basic conceptual knowledge about new media, digital age and digital advertising. 2) Can use the acquired conceptual knowledge by adapting it to visual communication designs in different fields. 3) Learns the digital language. 4) 5) 6) 7)
MODE OF DELIVERY
Face to face
PRE-REQUISITES OF THE COURSE
No
RECOMMENDED OPTIONAL PROGRAMME COMPONENT
Brand Communication and Design, Content Design in the Internet Age
COURSE DEFINITION
Digital transformation, which is also described as Industry 4.0, shows itself in every aspect of our lives today. This includes new generation advertising and marketing activities. Digital transformation takes place with the combination of many physical and digital technologies, and this has reshaped the advertising industry.
Within the scope of the course, concepts such as artificial intelligence, big data, augmented reality, internet of things, which are the basic building blocks of digital transformation, will be discussed and the opportunities and problems brought by new media advertising will be discussed. Changing consumer profiles and advertising and communication strategies to capture these profiles will be discussed.
COURSE CONTENTS
WEEK
TOPICS
1st Week
What is New Media? Traditional Media and New Media Comparison: Similarities and Differences. Opportunities and Challenges.
2nd Week
Data in New Media: Big Data, Importance of Data and Data Management.
3rd Week
Advertising Ethics in New Media: KVKK Law in the Context of New Media Advertising.
4th Week
Advertising in New Media: The Attention Economy. Customer Experience Design (UX). Gamification. Customer Development, Not Product. Business Model Innovation.
5th Week
Technology in New Media Advertising: Augmented Reality (AR), Virtual Reality (VR), Multiple Reality (MR), Artificial Intelligence (AI), Programmatic Advertising.
6th Week
New Media Advertising and Internet of Things (IOT): Industry 4.0- Smart Factories, Smart Stores, Smart Cities.
7th Week
Midterm
8th Week
New Media Advertising and the Metaverse: Definitions, Opportunities, Challenges. Avatar Consumerism and Virtual Influencers.
9th Week
New Media Advertising and Blockchain Applications: Basic Concepts of Blockchain Technology, General Properties, Economic Effects, Future.
10th Week
Brand in New Media Advertising: Identity Creation, Brand Communication and Management. Persuasion Theorem.
11th Week
Customer Profile in New Media Advertising: Concept of Digital Customer ? Identities, Habits, Attitudes and Behaviors in Generation Z and Alpha
12th Week
Digital Customer Experience (DCX) and Management in New Media Advertising: Customer Journey Design.
13th Week
Innovation Management in New Media Advertising: Jobs-to-be-Done Theory. Experiment Design with Lean Startup Method. Conversion Optimization. Growth Hacking.
14th Week
Final
RECOMENDED OR REQUIRED READING
Mandatory Reading List:
Dijital Fark, Russel Neuman, The Kitap. Yeni Nesil Reklamcılık, Fons Van Dyck, The Kitap. Dijital Reklamcılık Bize Ne Anlatır? Mehmet Yakın, Urzeni Yayıncılık. Pazarlama 5.0, Philip Kotler, Nişantaşı Üniversitesi Yayınları.
Recommended Reading:
Yeni Medya ve Reklam, Abdullah Özkan, Derin Yayınları. Dijital Kabilelerin İzinde, Kaan Varnalı, MediaCat Yayıncılık. Dijital Pazarlamada Güncel Araştırmalar, Cansu Tor Kadıoğlu, Artikel Akademi Yayınları. İzleniyoruz, Joseph Turow, Hil Yayınları. Büyüme Korsanlığı Pazarlaması, Ryan Holiday, The Kitap. Dikkat Tacirleri, Tim Wu, The Kitap. Reklamsız Marka Yaratmak, Chris Grams, The Kitap. Para Devrimi- Ödemenin Sosyal Medya Hali, Lana Swartz, The Kitap. Postmodern Pazarlamayı Anlamak, Yavuz Odabaşı, The Kitap. İş Dünyamızı Alt Üst Eden Dijital Trendler, Şerafettin Özsoy, The Kitap. Dijital Reklamın Gizli Dünyası, Mara Einstein, The Kitap.
