Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| DIGITAL MARKETING and ADVERTISING | MİÇD1113519 | Fall Semester | 3+0 | 3 | 8 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | Third Cycle (Doctorate 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 lesson is to; To provide detailed information about digital marketing processes and advertising. This lesson; New Communication Technologies and Advertising Relationship, Digital Marketing and Advertising Features, History, Digital Marketing Types, Digital Marketing and 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, Digital Marketing Examples, Digital Advertising Examples, Project Presentations, Project Presentations (General Evaluation); includes topics. |
| Course Content | This course contains; The Relationship between New Communication Technologies and Advertising,Digital Marketing and Advertising Features, History,Types of Digital Marketing ,Digital Marketing and 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,Digital Marketing Examples,Digital Advertising Examples,Project Presentations,Project Presentations (General Evaluation). |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| Plans digital marketing and advertising strategies. | 10, 13, 4, 5, 6, 9 | A, E |
| Uses digital marketing and advertising functions. | 13, 4, 5, 9 | A, E |
| Organizes the creative process of digital advertising campaigns. | 13, 4, 9 | A, E, F |
| E-commerce uses types of impulses. | 13, 4, 9 | A, E, F |
| It produces strategies suitable for internet advertisement types. | 2, 6 | A, F |
| Teaching Methods: | 10: Discussion Method, 13: Case Study Method, 2: Project Based Learning Model, 4: Inquiry-Based Learning, 5: Cooperative Learning, 6: Experiential Learning, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, E: Homework, F: Project Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | The Relationship between New Communication Technologies and Advertising | Basic concepts should be examined. |
| 2 | Digital Marketing and Advertising Features, History | Pages 1-72 of the book 'Strategic Communication Management in New Media' should be read. |
| 3 | Types of Digital Marketing | The book 'Strategic Communication Management in New Media' should be read, 85-151. |
| 4 | Digital Marketing and Advertising Strategies | The book 'Strategic Communication Management in New Media' should be read, 85-151. |
| 5 | Creative Process in Digital Advertising | Sample pages should be examined. |
| 6 | Digital Media Planning and Purchasing | The book 'Strategic Communication Management in New Media' should be read, 151-181. |
| 7 | Mobile Advertising-Real-Time Marketing | The book 'Strategic Communication Management in New Media' should be read, 151-181. |
| 8 | Search Engine Marketing (SEM)-Search Engine Optimization (SEO)-Search Engine Advertising (SEA) | Sample pages should be examined. |
| 9 | Social Media Advertising | The book 'Strategic Communication Management in New Media' should be read, 151-181. |
| 10 | Ethics in Digital Advertising | Case studies should be examined |
| 11 | Digital Marketing Examples | Case studies should be examined |
| 12 | Digital Advertising Examples | Case studies should be examined |
| 13 | Project Presentations | Project preparations should be made |
| 14 | Project Presentations (General Evaluation) | Project preparations should be made |
| Resources |
| S. Uğurlu ‘Yeni Medyada Stratejik İletişim Yönetimi’ Beta, 2017 |
| 1- R. Yılmaz ve M. N. Erdem, Geleneksel ve Dijital Reklamcılık, Umuttepe Yayınları, 2016. 2- İ. Kırcova, E. Enginkaya, Sosyal Medya Pazarlama, Beta Yayınları, İstanbul, 2015. 3- F. V. Dyck, Yeni Nesil Reklamcılık, The Kitap, İstanbul, 2014. 4- A. McStay, Digital advertising. Palgrave Macmillan, 2009. |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | To have advanced theoretical and practical knowledge in areas such as media history, news writing techniques, news types, applied journalism. | X | |||||
| 2 | Knows the process of content production appropriate to the characteristics of different communication environments. | X | |||||
| 3 | Has knowledge about the theories, methods, strategies and techniques related to the field. | X | |||||
| 4 | To be aware of the impact of media on the thoughts, behaviors and values of individuals and society. | X | |||||
| 5 | Uses theoretical and practical knowledge specific to the field. | X | |||||
| 6 | Develops critical thinking, analysis and synthesis skills. | X | |||||
| 7 | Follows and uses new methods and technologies related to the field. | X | |||||
| 8 | Develops the ability to realize an original media content production with the knowledge acquired. | X | |||||
| 9 | Evaluates visual and audio data and literary texts related to the field with a critical approach. | X | |||||
| 10 | Identifies problems in the field, collects and analyzes data to solve these problems; interprets and proposes solutions. | X | |||||
| 11 | Acts in accordance with democracy, human rights, social, scientific and professional ethical values in the process of content production. | X | |||||
| 12 | Takes responsibility in individual or group studies related to the field and fulfills the task taken or executes it independently. | X | |||||
| 13 | Plans and manages activities for professional development as an individual and team member. | X | |||||
| 14 | To be able to follow the information in the field by using a foreign language at least at the B2 level of the European Language Portfolio. | ||||||
| 15 | To be able to convey solutions to problems in the field in written and orally. | X | |||||
| 16 | Sensitive to the environment, the universality of social rights and the protection of cultural values. | ||||||
| 17 | Knowledgeable about occupational health and safety and can use this information when necessary. | ||||||
| 18 | Uses Turkish language fluently and accurately in scientific and professional works. | ||||||
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 | 14 | 3 | 42 | |||
| Resolution of Homework Problems and Submission as a Report | 3 | 2 | 6 | |||
| Term Project | 0 | 0 | 0 | |||
| Presentation of Project / Seminar | 2 | 20 | 40 | |||
| Quiz | 3 | 1 | 3 | |||
| Midterm Exam | 1 | 30 | 30 | |||
| General Exam | 1 | 30 | 30 | |||
| Performance Task, Maintenance Plan | 2 | 20 | 40 | |||
| Total Workload(Hour) | 233 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(233/30) | 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 | MİÇD1113519 | Fall Semester | 3+0 | 3 | 8 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | Third Cycle (Doctorate 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 lesson is to; To provide detailed information about digital marketing processes and advertising. This lesson; New Communication Technologies and Advertising Relationship, Digital Marketing and Advertising Features, History, Digital Marketing Types, Digital Marketing and 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, Digital Marketing Examples, Digital Advertising Examples, Project Presentations, Project Presentations (General Evaluation); includes topics. |
| Course Content | This course contains; The Relationship between New Communication Technologies and Advertising,Digital Marketing and Advertising Features, History,Types of Digital Marketing ,Digital Marketing and 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,Digital Marketing Examples,Digital Advertising Examples,Project Presentations,Project Presentations (General Evaluation). |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| Plans digital marketing and advertising strategies. | 10, 13, 4, 5, 6, 9 | A, E |
| Uses digital marketing and advertising functions. | 13, 4, 5, 9 | A, E |
| Organizes the creative process of digital advertising campaigns. | 13, 4, 9 | A, E, F |
| E-commerce uses types of impulses. | 13, 4, 9 | A, E, F |
| It produces strategies suitable for internet advertisement types. | 2, 6 | A, F |
| Teaching Methods: | 10: Discussion Method, 13: Case Study Method, 2: Project Based Learning Model, 4: Inquiry-Based Learning, 5: Cooperative Learning, 6: Experiential Learning, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, E: Homework, F: Project Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | The Relationship between New Communication Technologies and Advertising | Basic concepts should be examined. |
| 2 | Digital Marketing and Advertising Features, History | Pages 1-72 of the book 'Strategic Communication Management in New Media' should be read. |
| 3 | Types of Digital Marketing | The book 'Strategic Communication Management in New Media' should be read, 85-151. |
| 4 | Digital Marketing and Advertising Strategies | The book 'Strategic Communication Management in New Media' should be read, 85-151. |
| 5 | Creative Process in Digital Advertising | Sample pages should be examined. |
| 6 | Digital Media Planning and Purchasing | The book 'Strategic Communication Management in New Media' should be read, 151-181. |
| 7 | Mobile Advertising-Real-Time Marketing | The book 'Strategic Communication Management in New Media' should be read, 151-181. |
| 8 | Search Engine Marketing (SEM)-Search Engine Optimization (SEO)-Search Engine Advertising (SEA) | Sample pages should be examined. |
| 9 | Social Media Advertising | The book 'Strategic Communication Management in New Media' should be read, 151-181. |
| 10 | Ethics in Digital Advertising | Case studies should be examined |
| 11 | Digital Marketing Examples | Case studies should be examined |
| 12 | Digital Advertising Examples | Case studies should be examined |
| 13 | Project Presentations | Project preparations should be made |
| 14 | Project Presentations (General Evaluation) | Project preparations should be made |
| Resources |
| S. Uğurlu ‘Yeni Medyada Stratejik İletişim Yönetimi’ Beta, 2017 |
| 1- R. Yılmaz ve M. N. Erdem, Geleneksel ve Dijital Reklamcılık, Umuttepe Yayınları, 2016. 2- İ. Kırcova, E. Enginkaya, Sosyal Medya Pazarlama, Beta Yayınları, İstanbul, 2015. 3- F. V. Dyck, Yeni Nesil Reklamcılık, The Kitap, İstanbul, 2014. 4- A. McStay, Digital advertising. Palgrave Macmillan, 2009. |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | To have advanced theoretical and practical knowledge in areas such as media history, news writing techniques, news types, applied journalism. | X | |||||
| 2 | Knows the process of content production appropriate to the characteristics of different communication environments. | X | |||||
| 3 | Has knowledge about the theories, methods, strategies and techniques related to the field. | X | |||||
| 4 | To be aware of the impact of media on the thoughts, behaviors and values of individuals and society. | X | |||||
| 5 | Uses theoretical and practical knowledge specific to the field. | X | |||||
| 6 | Develops critical thinking, analysis and synthesis skills. | X | |||||
| 7 | Follows and uses new methods and technologies related to the field. | X | |||||
| 8 | Develops the ability to realize an original media content production with the knowledge acquired. | X | |||||
| 9 | Evaluates visual and audio data and literary texts related to the field with a critical approach. | X | |||||
| 10 | Identifies problems in the field, collects and analyzes data to solve these problems; interprets and proposes solutions. | X | |||||
| 11 | Acts in accordance with democracy, human rights, social, scientific and professional ethical values in the process of content production. | X | |||||
| 12 | Takes responsibility in individual or group studies related to the field and fulfills the task taken or executes it independently. | X | |||||
| 13 | Plans and manages activities for professional development as an individual and team member. | X | |||||
| 14 | To be able to follow the information in the field by using a foreign language at least at the B2 level of the European Language Portfolio. | ||||||
| 15 | To be able to convey solutions to problems in the field in written and orally. | X | |||||
| 16 | Sensitive to the environment, the universality of social rights and the protection of cultural values. | ||||||
| 17 | Knowledgeable about occupational health and safety and can use this information when necessary. | ||||||
| 18 | Uses Turkish language fluently and accurately in scientific and professional works. | ||||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 50 | |
| Rate of Final Exam to Success | 50 | |
| Total | 100 | |