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 | English |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Elective |
| Course Coordinator | Assoc.Prof. Bilge KARAMEHMET ALTUNTAŞ |
| Name of Lecturer(s) | Prof.Dr. Ayşen AKYÜZ |
| Assistant(s) | Assist. Prof. Dr. Saadet UĞURLU |
| Aim | The aim of this course is; to provide detailed information about digital advertising processes. |
| Course Content | This course contains; Social Media Advertising,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 |
| 1. Explain the functions of digital advertising. | 13, 16, 6, 9 | A, F |
| 2. Define digital advertising models | 10, 16, 6, 9 | A |
| 3. Plan digital advertising strategies. | 21, 9 | A |
| 4. Organize the creative process of digital advertising campaigns | 10, 13, 14, 16, 6, 9 | A, E |
| 5. Compare contemporary approaches in digital advertising. | 16, 9 | A |
| Teaching Methods: | 10: Discussion Method, 13: Case Study Method, 14: Self Study Method, 16: Question - Answer Technique, 21: Simulation Technique, 6: Experiential Learning, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, E: Homework, F: Project Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 0 | Social Media Advertising | Related reading |
| 1 | The Relationship between New Communication Technologies and Advertising | Related reading |
| 2 | Digital Advertising and Features | Related reading |
| 3 | Digital Advertising Models | Related reading |
| 4 | Digital Advertising Strategies | Related reading |
| 5 | Creative Process in Digital Advertising | Related reading |
| 6 | Digital Media Planning and Purchasing | Related reading |
| 7 | Mobile Advertising-Real-Time Marketing | Related reading |
| 8 | Search Engine Marketing (SEM) -Search Engine Optimization (SEO) -Search Engine Advertising (SEA) | Related reading |
| 9 | Social Media Advertising | Related reading |
| 10 | Ethics in Digital Advertising | Related reading |
| 11 | Examples of Alternative Digital Marketing | Related reading |
| 12 | Digital Advertising Examples | Related reading |
| 13 | Project Presentations | Related reading |
| 14 | Project Presentations-General Evaluation | Related reading |
| 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 |
| Lecture notes, 1. 4- 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 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. | ||||||
| 3 | Using expert knowledge, takes part in the decision-making mechanisms of businesses, identifies the problems encountered and offers solutions. | ||||||
| 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. | ||||||
| 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. | ||||||
| 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. | ||||||
| 9 | Communicates verbally and in writing by using English at least at the European Language Portfolio B2 General Level. | ||||||
| 10 | Uses new communication technologies effectively in professional and scientific studies and constantly follows the developments in new communication technologies. | ||||||
| 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. | ||||||
| 14 | Carries out measurement and evaluation of the communication activities. | ||||||
| 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 | 1 | 20 | 20 | |||
| Term Project | 0 | 0 | 0 | |||
| Presentation of Project / Seminar | 1 | 8 | 8 | |||
| Quiz | 0 | 0 | 0 | |||
| Midterm Exam | 1 | 40 | 40 | |||
| General Exam | 1 | 40 | 40 | |||
| 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 | English |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Elective |
| Course Coordinator | Assoc.Prof. Bilge KARAMEHMET ALTUNTAŞ |
| Name of Lecturer(s) | Prof.Dr. Ayşen AKYÜZ |
| Assistant(s) | Assist. Prof. Dr. Saadet UĞURLU |
| Aim | The aim of this course is; to provide detailed information about digital advertising processes. |
| Course Content | This course contains; Social Media Advertising,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 |
| 1. Explain the functions of digital advertising. | 13, 16, 6, 9 | A, F |
| 2. Define digital advertising models | 10, 16, 6, 9 | A |
| 3. Plan digital advertising strategies. | 21, 9 | A |
| 4. Organize the creative process of digital advertising campaigns | 10, 13, 14, 16, 6, 9 | A, E |
| 5. Compare contemporary approaches in digital advertising. | 16, 9 | A |
| Teaching Methods: | 10: Discussion Method, 13: Case Study Method, 14: Self Study Method, 16: Question - Answer Technique, 21: Simulation Technique, 6: Experiential Learning, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, E: Homework, F: Project Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 0 | Social Media Advertising | Related reading |
| 1 | The Relationship between New Communication Technologies and Advertising | Related reading |
| 2 | Digital Advertising and Features | Related reading |
| 3 | Digital Advertising Models | Related reading |
| 4 | Digital Advertising Strategies | Related reading |
| 5 | Creative Process in Digital Advertising | Related reading |
| 6 | Digital Media Planning and Purchasing | Related reading |
| 7 | Mobile Advertising-Real-Time Marketing | Related reading |
| 8 | Search Engine Marketing (SEM) -Search Engine Optimization (SEO) -Search Engine Advertising (SEA) | Related reading |
| 9 | Social Media Advertising | Related reading |
| 10 | Ethics in Digital Advertising | Related reading |
| 11 | Examples of Alternative Digital Marketing | Related reading |
| 12 | Digital Advertising Examples | Related reading |
| 13 | Project Presentations | Related reading |
| 14 | Project Presentations-General Evaluation | Related reading |
| 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 |
| Lecture notes, 1. 4- 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 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. | ||||||
| 3 | Using expert knowledge, takes part in the decision-making mechanisms of businesses, identifies the problems encountered and offers solutions. | ||||||
| 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. | ||||||
| 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. | ||||||
| 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. | ||||||
| 9 | Communicates verbally and in writing by using English at least at the European Language Portfolio B2 General Level. | ||||||
| 10 | Uses new communication technologies effectively in professional and scientific studies and constantly follows the developments in new communication technologies. | ||||||
| 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. | ||||||
| 14 | Carries out measurement and evaluation of the communication activities. | ||||||
| 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 | |