| TYPE OF COURSE UNIT | Elective Course |
| LEVEL OF COURSE UNIT | Bachelor's Degree |
| YEAR OF STUDY | - |
| SEMESTER | - |
| NUMBER OF ECTS CREDITS ALLOCATED | 5 |
| NAME OF LECTURER(S) | Instructor Erdem Alper Turan
|
| LEARNING OUTCOMES OF THE COURSE UNIT |
At the end of this course, the students;
1) Have information about digital media, digital assets and digitalized media ecosystem.
2) Gain knowledge and skills about digital marketing and the use of digital marketing tools.
3) Gain the ability to organize digital media campaigns and develop ideas and practices about the creative process.
|
| MODE OF DELIVERY | Face to face |
| PRE-REQUISITES OF THE COURSE | No |
| RECOMMENDED OPTIONAL PROGRAMME COMPONENT | None |
| COURSE DEFINITION | This course aims to enable students to master the concepts of digital marketing and the dynamics of digital marketing and to develop and implement creative campaigns by using digital marketing tools effectively. |
| COURSE CONTENTS | | WEEK | TOPICS |
|---|
| 1st Week | Introduction: Scope and objectives of the course
| | 2nd Week | Digital assets, benefits and possibilities.
| | 3rd Week | User, target audience and media analysis in the digital world. Reading the obtained data. Introduction to certificate programs.
| | 4th Week | Introduction to campaign design. Campaign types. Choosing the right environment and campaign.
| | 5th Week | Social media environments and marketing tools.
| | 6th Week | Search engines and marketing tools.
| | 7th Week | Other components of digital marketing.
| | 8th Week | Mid-term
| | 9th Week | Determination of digital marketing strategy.
| | 10th Week | Digital marketing campaign applications.
| | 11th Week | Digital marketing campaign applications.
| | 12th Week | Digital marketing campaign applications.
| | 13th Week | Digital marketing campaign applications.
| | 14th Week | Presantations
|
|
| RECOMENDED OR REQUIRED READING | Yüksel, Okan. (2020). Tüm Boyutlarıyla Dijital Pazarlama ve Sosyal Medya. Medya Akademi.
Mestçi, Aytaç. (2013). İnternette Reklamcılık. Pusula Yayıncılık.
Google Digital Workshop Course Resources.
Resources and readings to be given during the lesson. |
| PLANNED LEARNING ACTIVITIES AND TEACHING METHODS | Case Study,Practice,Presentation,Discussion,Problem Solving |
| ASSESSMENT METHODS AND CRITERIA | | | Quantity | Percentage(%) |
|---|
| Mid-term | 1 | 30 | | Project | 1 | 50 | | Attendance | 1 | 20 | | Total(%) | | 80 | | Contribution of In-term Studies to Overall Grade(%) | | 80 | | Contribution of Final Examination to Overall Grade(%) | | 20 | | Total(%) | | 100 |
|
| ECTS WORKLOAD |
| Activities |
Number |
Hours |
Workload |
| Midterm exam | 1 | 1 | 1 | | Preparation for Quiz | | | | | Individual or group work | 14 | 2 | 28 | | Preparation for Final exam | 1 | 12 | 12 | | Course hours | 14 | 3 | 42 | | Preparation for Midterm exam | 1 | 12 | 12 | | Laboratory (including preparation) | | | | | Final exam | 1 | 2 | 2 | | Homework | 6 | 12 | 72 | | Total Workload | | | 169 |
|---|
| Total Workload / 30 | | | 5,63 |
|---|
| ECTS Credits of the Course | | | 5 |
|---|
|
| LANGUAGE OF INSTRUCTION | Turkish |
| WORK PLACEMENT(S) | No |
| | |
