Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| DIGITAL MARKETING and ADVERTISING | - | Spring Semester | 3+0 | 3 | 8 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | Second Cycle (Master's Degree) |
| Course Type | Required |
| Course Coordinator | Assoc.Prof. Korhan MAVNACIOĞLU |
| Name of Lecturer(s) | Assoc.Prof. Korhan MAVNACIOĞLU |
| Assistant(s) | |
| Aim | |
| Course Content | This course contains; Digitalization and Communication,The Effects of Digitalization in Integrated Marketing Communication,Digital Marketing,Digital Marketing Tools,Digital Marketing Strategies,Global and Local Digital Marketing Examples,Digital Advertising,Digital Advertising Strategies,Digital Advertising Tools and Platforms,Social Media Advertising,Mobile Advertising & Mobile Marketing,Measurement in Digital Advertising,Digital Advertising Campaign Examples,Future Projections on Digital Marketing and Digital Advertising. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| Executes Digital Marketing and Advertising Campaigns | 13 | F |
| Defines the basic concepts of digital marketing and advertising. | 13, 9 | E, F |
| Uses digital marketing and advertising tools effectively. | 9 | E, F |
| Plans communication strategies for digital marketing and advertising. | 9 | E, F |
| List digital marketing and advertising tools. | 13 | F |
| Teaching Methods: | 13: Case Study Method, 9: Lecture Method |
| Assessment Methods: | E: Homework, F: Project Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Digitalization and Communication | Reading the shared article |
| 2 | The Effects of Digitalization in Integrated Marketing Communication | Reading the shared article |
| 3 | Digital Marketing | Article review on the concept of digital marketing |
| 4 | Digital Marketing Tools | Examination of examples of digital marketing tools |
| 5 | Digital Marketing Strategies | Reading the shared article |
| 6 | Global and Local Digital Marketing Examples | Examination of Global and Local Digital Marketing Examples |
| 7 | Digital Advertising | Article review on the concept of digital advertising |
| 8 | Digital Advertising Strategies | Reading the shared article |
| 9 | Digital Advertising Tools and Platforms | Examination of Digital Advertising Platform Examples |
| 10 | Social Media Advertising | Reading the shared article |
| 11 | Mobile Advertising & Mobile Marketing | Examination of Mobile Advertising & Mobile Marketing Examples |
| 12 | Measurement in Digital Advertising | Examining the Case Study on the Subject |
| 13 | Digital Advertising Campaign Examples | Examining the Case Study on the Subject |
| 14 | Future Projections on Digital Marketing and Digital Advertising | Reading the shared article |
| Resources |
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 Marketing Communications including 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 | Obtains theoretical and practical knowledge in the field of Marketing and Advertising and uses this knowledge. | X | |||||
| 6 | Observes the theoretical and factual problems with scientific methods related to Marketing Communications and Advertising; analyzes the findings and presents them in scientific publications. | X | |||||
| 7 | Takes responsibility when necessary in the field related projects and proposes solutions to emerging problems. | X | |||||
| 8 | Takes place as a member in a project-based teamwork; leads projects and plans events. | X | |||||
| 9 | Takes responsibility and produces solutions for complex problems encountered in the field of Marketing Communications and advertising. | X | |||||
| 10 | Has a high awareness towards lifelong learning. Follows the developments, innovations, opinions, methods and techniques regularly and uses them efficiently. | X | |||||
| 11 | Explains his/her own work or current information to people in the field of Marketing Communication and advertising or to people outside the field, both verbally and in writing. | X | |||||
| 12 | Uses Turkish language fluently and accurately in scientific and professional works. | X | |||||
| 13 | Uses information and communication technologies at an advanced level when required by the field. | X | |||||
| 14 | Examines social relations and the norms that guide these relations from a critical perspective and, if necessary, changes or improves them. . | X | |||||
| 15 | Utilizes new communication technologies efficiently in professional and scientific works and follows the developments in new communication technologies regularly. | X | |||||
| 16 | Plans social responsibility events and takes a role in implementation process. | X | |||||
| 17 | Develops and implements strategies in the field of Marketing Communication and advertising and evaluates the results within the framework of quality processes. | X | |||||
| 18 | Uses the knowledge and application skills acquired in Marketing communications and advertising field in interdisciplinary studies. | X | |||||
| 19 | Collects, applies and interprets data related to the field, taking into account social, scientific, cultural and ethical values. | X | |||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 50 | |
| Rate of Final Exam to Success | 50 | |
| Total | 100 | |
| ECTS / Workload Table | ||||||
| Activities | Number of | Duration(Hour) | Total Workload(Hour) | |||
| Course Hours | 14 | 3 | 42 | |||
| Guided Problem Solving | 2 | 20 | 40 | |||
| Resolution of Homework Problems and Submission as a Report | 2 | 20 | 40 | |||
| Term Project | 2 | 3 | 6 | |||
| Presentation of Project / Seminar | 1 | 30 | 30 | |||
| Quiz | 0 | 0 | 0 | |||
| Midterm Exam | 1 | 30 | 30 | |||
| General Exam | 1 | 40 | 40 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 228 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(228/30) | 8 | |||||
| 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 MARKETING and ADVERTISING | - | Spring Semester | 3+0 | 3 | 8 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | Second Cycle (Master's Degree) |
| Course Type | Required |
| Course Coordinator | Assoc.Prof. Korhan MAVNACIOĞLU |
| Name of Lecturer(s) | Assoc.Prof. Korhan MAVNACIOĞLU |
| Assistant(s) | |
| Aim | |
| Course Content | This course contains; Digitalization and Communication,The Effects of Digitalization in Integrated Marketing Communication,Digital Marketing,Digital Marketing Tools,Digital Marketing Strategies,Global and Local Digital Marketing Examples,Digital Advertising,Digital Advertising Strategies,Digital Advertising Tools and Platforms,Social Media Advertising,Mobile Advertising & Mobile Marketing,Measurement in Digital Advertising,Digital Advertising Campaign Examples,Future Projections on Digital Marketing and Digital Advertising. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| Executes Digital Marketing and Advertising Campaigns | 13 | F |
| Defines the basic concepts of digital marketing and advertising. | 13, 9 | E, F |
| Uses digital marketing and advertising tools effectively. | 9 | E, F |
| Plans communication strategies for digital marketing and advertising. | 9 | E, F |
| List digital marketing and advertising tools. | 13 | F |
| Teaching Methods: | 13: Case Study Method, 9: Lecture Method |
| Assessment Methods: | E: Homework, F: Project Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Digitalization and Communication | Reading the shared article |
| 2 | The Effects of Digitalization in Integrated Marketing Communication | Reading the shared article |
| 3 | Digital Marketing | Article review on the concept of digital marketing |
| 4 | Digital Marketing Tools | Examination of examples of digital marketing tools |
| 5 | Digital Marketing Strategies | Reading the shared article |
| 6 | Global and Local Digital Marketing Examples | Examination of Global and Local Digital Marketing Examples |
| 7 | Digital Advertising | Article review on the concept of digital advertising |
| 8 | Digital Advertising Strategies | Reading the shared article |
| 9 | Digital Advertising Tools and Platforms | Examination of Digital Advertising Platform Examples |
| 10 | Social Media Advertising | Reading the shared article |
| 11 | Mobile Advertising & Mobile Marketing | Examination of Mobile Advertising & Mobile Marketing Examples |
| 12 | Measurement in Digital Advertising | Examining the Case Study on the Subject |
| 13 | Digital Advertising Campaign Examples | Examining the Case Study on the Subject |
| 14 | Future Projections on Digital Marketing and Digital Advertising | Reading the shared article |
| Resources |
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 Marketing Communications including 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 | Obtains theoretical and practical knowledge in the field of Marketing and Advertising and uses this knowledge. | X | |||||
| 6 | Observes the theoretical and factual problems with scientific methods related to Marketing Communications and Advertising; analyzes the findings and presents them in scientific publications. | X | |||||
| 7 | Takes responsibility when necessary in the field related projects and proposes solutions to emerging problems. | X | |||||
| 8 | Takes place as a member in a project-based teamwork; leads projects and plans events. | X | |||||
| 9 | Takes responsibility and produces solutions for complex problems encountered in the field of Marketing Communications and advertising. | X | |||||
| 10 | Has a high awareness towards lifelong learning. Follows the developments, innovations, opinions, methods and techniques regularly and uses them efficiently. | X | |||||
| 11 | Explains his/her own work or current information to people in the field of Marketing Communication and advertising or to people outside the field, both verbally and in writing. | X | |||||
| 12 | Uses Turkish language fluently and accurately in scientific and professional works. | X | |||||
| 13 | Uses information and communication technologies at an advanced level when required by the field. | X | |||||
| 14 | Examines social relations and the norms that guide these relations from a critical perspective and, if necessary, changes or improves them. . | X | |||||
| 15 | Utilizes new communication technologies efficiently in professional and scientific works and follows the developments in new communication technologies regularly. | X | |||||
| 16 | Plans social responsibility events and takes a role in implementation process. | X | |||||
| 17 | Develops and implements strategies in the field of Marketing Communication and advertising and evaluates the results within the framework of quality processes. | X | |||||
| 18 | Uses the knowledge and application skills acquired in Marketing communications and advertising field in interdisciplinary studies. | X | |||||
| 19 | Collects, applies and interprets data related to the field, taking into account social, scientific, cultural and ethical values. | X | |||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 50 | |
| Rate of Final Exam to Success | 50 | |
| Total | 100 | |