Course Detail
Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| DIGITAL ADVERTISING | - | Spring Semester | 3+0 | 3 | 5 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Elective |
| Course Coordinator | Assist.Prof. Saadet UĞURLU |
| Name of Lecturer(s) | Assist.Prof. Saadet UĞURLU |
| Assistant(s) | |
| Aim | The aim of this course is; to provide detailed information about digital advertising processes. |
| Course Content | This course contains; The Relationship between New Communication Technologies and Advertising,Digital Advertising and Features,Digital Advertising Models,Digital Advertising Strategies,Creative Process in Digital Advertising,Digital Media Planning and Purchasing,Mobile Advertising-Real-Time Marketing,Search Engine Marketing (SEM) -Search Engine Optimization (SEO) -Search Engine Advertising (SEA),Social Media Advertising,Ethics in Digital Advertising,Examples of Alternative Digital Marketing,Digital Advertising Examples,Project Presentations,Project Presentations-General Evaluation. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| Explain the functions of digital advertising. | 16 | A, D, E, G |
| Will be able to define digital advertising models | 10, 16, 20 | |
| Will be able to plan digital advertising strategies. | 10, 16, 20, 6 | A, D, E, H |
| Will be able to organize the creative process of digital advertising campaigns | 16, 2, 6 |
| Teaching Methods: | 10: Discussion Method, 16: Question - Answer Technique, 2: Project Based Learning Model, 20: Reverse Brainstorming Technique, 6: Experiential Learning |
| Assessment Methods: | A: Traditional Written Exam, D: Oral Exam, E: Homework, G: Quiz, H: Performance Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | The Relationship between New Communication Technologies and Advertising | Can examine course concepts |
| 2 | Digital Advertising and Features | Pages 74-151 of the book 'Strategic Communication Management in New Media' can be read. |
| 3 | Digital Advertising Models | Pages 74-151 of the book 'Strategic Communication Management in New Media' can be read. |
| 4 | Digital Advertising Strategies | Pages 74-151 of the book 'Strategic Communication Management in New Media' can be read. |
| 5 | Creative Process in Digital Advertising | The relevant presentation loaded in the course file can be examined. |
| 6 | Digital Media Planning and Purchasing | The book 'Strategic communication management in new media' can be read in the digital purchasing dictionary |
| 7 | Mobile Advertising-Real-Time Marketing | Pages 151-181 of the book 'Strategic Communication Management in New Media' can be read. |
| 8 | Search Engine Marketing (SEM) -Search Engine Optimization (SEO) -Search Engine Advertising (SEA) | The relevant presentation loaded in the course file can be examined. |
| 9 | Social Media Advertising | Pages 151-181 of the book 'Strategic Communication Management in New Media' can be read. |
| 10 | Ethics in Digital Advertising | The ethics book can be examined. |
| 11 | Examples of Alternative Digital Marketing | Pages 151-181 of the book 'Strategic Communication Management in New Media' can be read. |
| 12 | Digital Advertising Examples | Today's examples can be examined |
| 13 | Project Presentations | Group work preparations |
| 14 | Project Presentations-General Evaluation | Project presentation preparations |
| Resources |
| 1. S. Uğurlu, Yeni Medya’da Stratejik İletişim, Beta Yay., İstanbul, 2017. 2.R. Uzun, İletişim Etiği, Dipnot, Ankara, 2011. 3. P. Kotler, Pazarlama 3.0. SinpasYayın.İstanbul, 2010. 4. S. Kingsnorth, Dijital Pazarlama Stratejisi, Nobel, 2017 5- F. V. Dyck, Yeni Nesil Reklamcılık, The Kitap, İstanbul, 2014. |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Knows the basic concepts and theoretical grounds related to the field. | X | |||||
| 2 | Determines the facts related to Public Relations and Advertising and analyzes these facts with various dimensions. | X | |||||
| 3 | Takes place in companies’ decision making mechanism using his/her expertise; determines problems and offers solutions. | X | |||||
| 4 | Performs analysis for corporations and devises plans in order to cater the needs of the corporations. | X | |||||
| 5 | Takes responsibility when necessary in the field related projects and proposes solutions to emerging problems. | X | |||||
| 6 | Takes place as a member in a project-based teamwork; leads projects and plans events. | X | |||||
| 7 | Observes the theoretical and factual problems with scientific methods related to Public Relations and Advertising disciplines and sub-disciplines; analyzes the findings and presents them in scientific publications. | X | |||||
| 8 | Has a high awareness towards lifelong learning. Follows the developments, innovations, opinions, methods and techniques regularly and uses them efficiently. | X | |||||
| 9 | Uses Turkish language fluently and accurately in scientific and professional works. | X | |||||
| 10 | Utilizes new communication technologies efficiently in professional and scientific works and follows the developments in new communication technologies regularly. | X | |||||
| 11 | Communicates verbally and in writing using a foreign language at least at the European Language Portfolio B1 General level. | ||||||
| 12 | Acts in accordance with ethical codes in professional and scientific works. | X | |||||
| 13 | Plans social responsibility events and takes a role in implementation process. | X | |||||
| 14 | Performs the measurement and evaluation of communication activities. | X | |||||
| 15 | Knowledgeable about occupational health and safety and can use this information when necessary. | ||||||
| 16 | Sensitive to the environment, the universality of social rights and the protection of cultural values. | ||||||
| 17 | Implements public relations and advertising campaigns in public and private companies using the methods and techniques related to the field. | X | |||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |
| ECTS / Workload Table | ||||||
| Activities | Number of | Duration(Hour) | Total Workload(Hour) | |||
| Course Hours | 14 | 3 | 42 | |||
| Guided Problem Solving | 0 | 0 | 0 | |||
| Resolution of Homework Problems and Submission as a Report | 2 | 20 | 40 | |||
| Term Project | 0 | 0 | 0 | |||
| Presentation of Project / Seminar | 2 | 16 | 32 | |||
| Quiz | 0 | 0 | 0 | |||
| Midterm Exam | 1 | 16 | 16 | |||
| General Exam | 1 | 20 | 20 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 150 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(150/30) | 5 | |||||
| ECTS of the course: 30 hours of work is counted as 1 ECTS credit. | ||||||
Detail Informations of the Course
Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| DIGITAL ADVERTISING | - | Spring Semester | 3+0 | 3 | 5 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Elective |
| Course Coordinator | Assist.Prof. Saadet UĞURLU |
| Name of Lecturer(s) | Assist.Prof. Saadet UĞURLU |
| Assistant(s) | |
| Aim | The aim of this course is; to provide detailed information about digital advertising processes. |
| Course Content | This course contains; The Relationship between New Communication Technologies and Advertising,Digital Advertising and Features,Digital Advertising Models,Digital Advertising Strategies,Creative Process in Digital Advertising,Digital Media Planning and Purchasing,Mobile Advertising-Real-Time Marketing,Search Engine Marketing (SEM) -Search Engine Optimization (SEO) -Search Engine Advertising (SEA),Social Media Advertising,Ethics in Digital Advertising,Examples of Alternative Digital Marketing,Digital Advertising Examples,Project Presentations,Project Presentations-General Evaluation. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| Explain the functions of digital advertising. | 16 | A, D, E, G |
| Will be able to define digital advertising models | 10, 16, 20 | |
| Will be able to plan digital advertising strategies. | 10, 16, 20, 6 | A, D, E, H |
| Will be able to organize the creative process of digital advertising campaigns | 16, 2, 6 |
| Teaching Methods: | 10: Discussion Method, 16: Question - Answer Technique, 2: Project Based Learning Model, 20: Reverse Brainstorming Technique, 6: Experiential Learning |
| Assessment Methods: | A: Traditional Written Exam, D: Oral Exam, E: Homework, G: Quiz, H: Performance Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | The Relationship between New Communication Technologies and Advertising | Can examine course concepts |
| 2 | Digital Advertising and Features | Pages 74-151 of the book 'Strategic Communication Management in New Media' can be read. |
| 3 | Digital Advertising Models | Pages 74-151 of the book 'Strategic Communication Management in New Media' can be read. |
| 4 | Digital Advertising Strategies | Pages 74-151 of the book 'Strategic Communication Management in New Media' can be read. |
| 5 | Creative Process in Digital Advertising | The relevant presentation loaded in the course file can be examined. |
| 6 | Digital Media Planning and Purchasing | The book 'Strategic communication management in new media' can be read in the digital purchasing dictionary |
| 7 | Mobile Advertising-Real-Time Marketing | Pages 151-181 of the book 'Strategic Communication Management in New Media' can be read. |
| 8 | Search Engine Marketing (SEM) -Search Engine Optimization (SEO) -Search Engine Advertising (SEA) | The relevant presentation loaded in the course file can be examined. |
| 9 | Social Media Advertising | Pages 151-181 of the book 'Strategic Communication Management in New Media' can be read. |
| 10 | Ethics in Digital Advertising | The ethics book can be examined. |
| 11 | Examples of Alternative Digital Marketing | Pages 151-181 of the book 'Strategic Communication Management in New Media' can be read. |
| 12 | Digital Advertising Examples | Today's examples can be examined |
| 13 | Project Presentations | Group work preparations |
| 14 | Project Presentations-General Evaluation | Project presentation preparations |
| Resources |
| 1. S. Uğurlu, Yeni Medya’da Stratejik İletişim, Beta Yay., İstanbul, 2017. 2.R. Uzun, İletişim Etiği, Dipnot, Ankara, 2011. 3. P. Kotler, Pazarlama 3.0. SinpasYayın.İstanbul, 2010. 4. S. Kingsnorth, Dijital Pazarlama Stratejisi, Nobel, 2017 5- F. V. Dyck, Yeni Nesil Reklamcılık, The Kitap, İstanbul, 2014. |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Knows the basic concepts and theoretical grounds related to the field. | X | |||||
| 2 | Determines the facts related to Public Relations and Advertising and analyzes these facts with various dimensions. | X | |||||
| 3 | Takes place in companies’ decision making mechanism using his/her expertise; determines problems and offers solutions. | X | |||||
| 4 | Performs analysis for corporations and devises plans in order to cater the needs of the corporations. | X | |||||
| 5 | Takes responsibility when necessary in the field related projects and proposes solutions to emerging problems. | X | |||||
| 6 | Takes place as a member in a project-based teamwork; leads projects and plans events. | X | |||||
| 7 | Observes the theoretical and factual problems with scientific methods related to Public Relations and Advertising disciplines and sub-disciplines; analyzes the findings and presents them in scientific publications. | X | |||||
| 8 | Has a high awareness towards lifelong learning. Follows the developments, innovations, opinions, methods and techniques regularly and uses them efficiently. | X | |||||
| 9 | Uses Turkish language fluently and accurately in scientific and professional works. | X | |||||
| 10 | Utilizes new communication technologies efficiently in professional and scientific works and follows the developments in new communication technologies regularly. | X | |||||
| 11 | Communicates verbally and in writing using a foreign language at least at the European Language Portfolio B1 General level. | ||||||
| 12 | Acts in accordance with ethical codes in professional and scientific works. | X | |||||
| 13 | Plans social responsibility events and takes a role in implementation process. | X | |||||
| 14 | Performs the measurement and evaluation of communication activities. | X | |||||
| 15 | Knowledgeable about occupational health and safety and can use this information when necessary. | ||||||
| 16 | Sensitive to the environment, the universality of social rights and the protection of cultural values. | ||||||
| 17 | Implements public relations and advertising campaigns in public and private companies using the methods and techniques related to the field. | X | |||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |