Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| SOCIAL MEDIA and DIGITAL CAMPAIGNS | - | Fall Semester | 3+0 | 3 | 5 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | English |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Elective |
| Course Coordinator | Assoc.Prof. Yeşim ESGİN |
| Name of Lecturer(s) | Assoc.Prof. Yeşim ESGİN |
| Assistant(s) | Assoc.Prof Yeşim Esgin |
| Aim | The aim of this course is to provide students core elements of social media and digital campaigns management. The course allows participants to gain insights about behavior design in social media and to learn fundamentals of building impactful digital campaigns for corporations & brands. |
| Course Content | This course contains; Introduction to Social Media & Digital Marketing,Effects of Social Media on the Brain,Goal Setting for a Digital Marketing Plan ,Multichannel Planning Models & Strategies,Multichannel - Digital Marketing KPIs,Digital Marketing Brief Writing,Emerging Marketing Technologies - AR & VR,Conversational Marketing : Chatbots,Gamification in Marketing,Guest Speaker - The Future of Digital Marketing ,Content Strategy Planning in Social Media,Creating Mobile Application Wireframes,In-Class Prep For Final Presentations,In-Class Prep For Final Presentations. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| After completing this course, students will: • Understand the general principles of social media and digital marketing • Broaden understanding of social networks and effects of social connection • Have knowledge about social media strategies and best practices • Gain insights about digital PR and online crisis • Have knowledge about general principles of product/service launches on New Media | 13, 16, 19, 2, 4, 5 | A, F |
| Teaching Methods: | 13: Case Study Method, 16: Question - Answer Technique, 19: Brainstorming Technique, 2: Project Based Learning Model, 4: Inquiry-Based Learning, 5: Cooperative Learning |
| Assessment Methods: | A: Traditional Written Exam, F: Project Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Introduction to Social Media & Digital Marketing | Examining the course materials is advisable. |
| 2 | Effects of Social Media on the Brain | Key concepts must be comprehended. |
| 3 | Goal Setting for a Digital Marketing Plan | It is necessary to search relevant literature. |
| 4 | Multichannel Planning Models & Strategies | Previous topics should be reinforced. |
| 5 | Multichannel - Digital Marketing KPIs | Discussion topics should be reviewed. |
| 6 | Digital Marketing Brief Writing | The articles listed should be read. |
| 7 | Emerging Marketing Technologies - AR & VR | Course materials should be re-examined. |
| 8 | Conversational Marketing : Chatbots | Questions should be directed to the instructor. |
| 9 | Gamification in Marketing | Key concepts must be comprehended. |
| 10 | Guest Speaker - The Future of Digital Marketing | Reviewing previous lecture notes is recommended. |
| 11 | Content Strategy Planning in Social Media | Project topics should be researched to prepare for the presentation. |
| 12 | Creating Mobile Application Wireframes | Examining the course materials is advisable. |
| 13 | In-Class Prep For Final Presentations | I-The presentation preparation must be completed and presented in class |
| 14 | In-Class Prep For Final Presentations | II-The presentation preparation must be completed and presented in class |
| Resources |
| -Chaffey D., Ellis-Chadwick F., Digital Marketing, Pearson,2019 -Lecture Notes -Audio-visual documents |
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 of Public Relations and Advertising disciplines and the basic theories of these disciplines. | X | |||||
| 2 | Determines facts related to Public Relations and Advertising and analyzes these facts from various dimensions. | X | |||||
| 3 | Using expert knowledge, takes part in the decision-making mechanisms of businesses, identifies the problems encountered and offers solutions. | X | |||||
| 4 | Carries out analyzes for institutions and prepares a communication plan in line with the needs of the institutions. | X | |||||
| 5 | Solve problems that arise in projects related to the field by taking responsibility when necessary. | X | |||||
| 6 | Takes part in a team established for projects related to the field, leads the project, plans and manages the events. | X | |||||
| 7 | Investigates theoretical and factual problems related to the disciplines and sub-disciplines of Public Relations and Advertising with scientific methods, analyzes the findings and turns them into scientific publications. | X | |||||
| 8 | Adopts the principle of lifelong learning. Regularly follows developments, innovations, ideas, methods and techniques in the field and uses them effectively in his/her own work. | X | |||||
| 9 | Communicates verbally and in writing by using English at least at the European Language Portfolio B2 General Level. | X | |||||
| 10 | Uses new communication technologies effectively in professional and scientific studies and constantly follows the developments in new communication technologies. | X | |||||
| 11 | Plans social responsibility activities and takes part in the realization of these activities. | ||||||
| 12 | Acts in a way that adheres to ethical codes in professional and scientific work. | ||||||
| 13 | Carries out various public relations and advertising campaigns in public and private sector organizations, using methods and techniques of Public Relations and Advertising disciplines. | X | |||||
| 14 | Carries out measurement and evaluation of the 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. | ||||||
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 | 25 | 50 | |||
| Term Project | 0 | 0 | 0 | |||
| Presentation of Project / Seminar | 1 | 10 | 10 | |||
| Quiz | 0 | 0 | 0 | |||
| Midterm Exam | 1 | 20 | 20 | |||
| General Exam | 1 | 20 | 20 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 142 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(142/30) | 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 |
|---|---|---|---|---|---|
| SOCIAL MEDIA and DIGITAL CAMPAIGNS | - | Fall Semester | 3+0 | 3 | 5 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | English |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Elective |
| Course Coordinator | Assoc.Prof. Yeşim ESGİN |
| Name of Lecturer(s) | Assoc.Prof. Yeşim ESGİN |
| Assistant(s) | Assoc.Prof Yeşim Esgin |
| Aim | The aim of this course is to provide students core elements of social media and digital campaigns management. The course allows participants to gain insights about behavior design in social media and to learn fundamentals of building impactful digital campaigns for corporations & brands. |
| Course Content | This course contains; Introduction to Social Media & Digital Marketing,Effects of Social Media on the Brain,Goal Setting for a Digital Marketing Plan ,Multichannel Planning Models & Strategies,Multichannel - Digital Marketing KPIs,Digital Marketing Brief Writing,Emerging Marketing Technologies - AR & VR,Conversational Marketing : Chatbots,Gamification in Marketing,Guest Speaker - The Future of Digital Marketing ,Content Strategy Planning in Social Media,Creating Mobile Application Wireframes,In-Class Prep For Final Presentations,In-Class Prep For Final Presentations. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| After completing this course, students will: • Understand the general principles of social media and digital marketing • Broaden understanding of social networks and effects of social connection • Have knowledge about social media strategies and best practices • Gain insights about digital PR and online crisis • Have knowledge about general principles of product/service launches on New Media | 13, 16, 19, 2, 4, 5 | A, F |
| Teaching Methods: | 13: Case Study Method, 16: Question - Answer Technique, 19: Brainstorming Technique, 2: Project Based Learning Model, 4: Inquiry-Based Learning, 5: Cooperative Learning |
| Assessment Methods: | A: Traditional Written Exam, F: Project Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Introduction to Social Media & Digital Marketing | Examining the course materials is advisable. |
| 2 | Effects of Social Media on the Brain | Key concepts must be comprehended. |
| 3 | Goal Setting for a Digital Marketing Plan | It is necessary to search relevant literature. |
| 4 | Multichannel Planning Models & Strategies | Previous topics should be reinforced. |
| 5 | Multichannel - Digital Marketing KPIs | Discussion topics should be reviewed. |
| 6 | Digital Marketing Brief Writing | The articles listed should be read. |
| 7 | Emerging Marketing Technologies - AR & VR | Course materials should be re-examined. |
| 8 | Conversational Marketing : Chatbots | Questions should be directed to the instructor. |
| 9 | Gamification in Marketing | Key concepts must be comprehended. |
| 10 | Guest Speaker - The Future of Digital Marketing | Reviewing previous lecture notes is recommended. |
| 11 | Content Strategy Planning in Social Media | Project topics should be researched to prepare for the presentation. |
| 12 | Creating Mobile Application Wireframes | Examining the course materials is advisable. |
| 13 | In-Class Prep For Final Presentations | I-The presentation preparation must be completed and presented in class |
| 14 | In-Class Prep For Final Presentations | II-The presentation preparation must be completed and presented in class |
| Resources |
| -Chaffey D., Ellis-Chadwick F., Digital Marketing, Pearson,2019 -Lecture Notes -Audio-visual documents |
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 of Public Relations and Advertising disciplines and the basic theories of these disciplines. | X | |||||
| 2 | Determines facts related to Public Relations and Advertising and analyzes these facts from various dimensions. | X | |||||
| 3 | Using expert knowledge, takes part in the decision-making mechanisms of businesses, identifies the problems encountered and offers solutions. | X | |||||
| 4 | Carries out analyzes for institutions and prepares a communication plan in line with the needs of the institutions. | X | |||||
| 5 | Solve problems that arise in projects related to the field by taking responsibility when necessary. | X | |||||
| 6 | Takes part in a team established for projects related to the field, leads the project, plans and manages the events. | X | |||||
| 7 | Investigates theoretical and factual problems related to the disciplines and sub-disciplines of Public Relations and Advertising with scientific methods, analyzes the findings and turns them into scientific publications. | X | |||||
| 8 | Adopts the principle of lifelong learning. Regularly follows developments, innovations, ideas, methods and techniques in the field and uses them effectively in his/her own work. | X | |||||
| 9 | Communicates verbally and in writing by using English at least at the European Language Portfolio B2 General Level. | X | |||||
| 10 | Uses new communication technologies effectively in professional and scientific studies and constantly follows the developments in new communication technologies. | X | |||||
| 11 | Plans social responsibility activities and takes part in the realization of these activities. | ||||||
| 12 | Acts in a way that adheres to ethical codes in professional and scientific work. | ||||||
| 13 | Carries out various public relations and advertising campaigns in public and private sector organizations, using methods and techniques of Public Relations and Advertising disciplines. | X | |||||
| 14 | Carries out measurement and evaluation of the 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. | ||||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |