Course Detail
Course Detail
Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| SOCIAL MEDIA STRATEGY | İKY4113621 | Fall Semester | 3+0 | 3 | 5 |
| Course Program | Çarşamba 08:00-08:45 Çarşamba 09:00-09:45 Çarşamba 10:00-10:45 Cumartesi 08:00-08:45 Cumartesi 09:00-09:45 Cumartesi 10:00-10:45 |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Elective |
| Course Coordinator | Assoc.Prof. Pınar ACAR |
| Name of Lecturer(s) | Lect.Dr. Kevser Zeynep MERAL |
| Assistant(s) | The course, which considers social media strategy as an important element of marketing communication, discusses the integration of social platforms into brand strategy and how businesses effectively use large platforms to engage with their audiences. Students will learn to develop multi-platform strategies, create content, and understand industry trends. The course provides students with an analytical perspective on social media, which they are constantly exposed to. |
| Aim | We all use social media and will continue to do so, this course focuses on developing a comprehensive social media marketing strategy, emphasizing the integration of social platforms into brand-focused marketing communications. Students will explore various social media tools, platforms, and dimensions of social media strategy, learning how to align them with marketing goals and campaign strategies. They will also examine the processes of content creation, including user-generated and influencer content. During the course, students are expected to gain practical knowledge and analytical skills to assess and improve the digital sophistication of businesses through case studies and hands-on projects. |
| Course Content | This course contains; Introduction, introduction to the course program, introduction to social media,History of social media: From where to where? What is social media, what does social media provider include?,Social Consumers: Is Social Media a Bug? Is it wasting our time? What are people doing on social media?,Introduction to Social Media Strategy. a. Why do we need a social media strategy? b. Social media channels and their differences c. Building a foundation for success - setting social KPIs d. Goals,Integrated Media a. Paid Social Media b. Owned Social Media c. Earned Social Media d. Integrated Social Media e. Integrated Social Media and Content Aggregation ,Target audience and viewers, creating Personas,Content Marketing a. Is Content King? b. The Content Creation Cycle c. User Generated Content d. Why Storytelling and Emotion Matter? e. Types of Content Formats,Social Media Campaigns/Final Project Brief,Social Media Management a. Social Media Monitoring b. Social Listening c. Social Interaction,Influencer a. Different types of influencers b. Working with influencers,Crisis Management/Case Studies,Student Campaign Presentations,Student Campaign Presentations. |
| Course Learning Outcomes | Teaching Methods | Assessment Methods |
| 1. Have comprehensive knowledge about the characteristics and provision of social media | 16, 9 | A |
| 1.1. Explains how various social media platforms work. | ||
| 2. Creates a multi-platform social media marketing strategy that aligns campaign strategies with marketing goals. | 16, 9 | A |
| 2.1. Explains and evaluates the alignment between social media strategy and brand goals. | ||
| 2.2. Identifies major social media industry trends, audience motivations, and the ways businesses use social media. | ||
| 3. Analyzes ideas about industry trends and social media activities that can enrich their resume. | 16, 9 | A |
| 3.1. Defines content that can be created for social media. | ||
| 4. Explains the subject of determining the target audience. | 16, 9 | A |
| 4.1. Explains how to create a target audience persona. | ||
| 5. Discuss how to create a social media campaign based on the brand's goals. | 16, 9 | A |
| 5.1. Explains social media crises. | ||
| 5.2. Develops a comprehensive perspective on influencer marketing. | ||
| 5.3. Practices the works about managing of new projects |
| Teaching Methods: | 16: Question - Answer Technique, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Introduction, introduction to the course program, introduction to social media | It will be given every week. |
| 2 | History of social media: From where to where? What is social media, what does social media provider include? | It will be given every week. |
| 3 | Social Consumers: Is Social Media a Bug? Is it wasting our time? What are people doing on social media? | It will be given every week. |
| 4 | Introduction to Social Media Strategy. a. Why do we need a social media strategy? b. Social media channels and their differences c. Building a foundation for success - setting social KPIs d. Goals | It will be given every week. |
| 5 | Integrated Media a. Paid Social Media b. Owned Social Media c. Earned Social Media d. Integrated Social Media e. Integrated Social Media and Content Aggregation | It will be given every week. |
| 6 | Target audience and viewers, creating Personas | It will be given every week. |
| 7 | Content Marketing a. Is Content King? b. The Content Creation Cycle c. User Generated Content d. Why Storytelling and Emotion Matter? e. Types of Content Formats | It will be given every week. |
| 8 | Social Media Campaigns/Final Project Brief | It will be given every week. |
| 9 | Social Media Management a. Social Media Monitoring b. Social Listening c. Social Interaction | It will be given every week. |
| 10 | Influencer a. Different types of influencers b. Working with influencers | It will be given every week. |
| 11 | Crisis Management/Case Studies | It will be given every week. |
| 12 | Student Campaign Presentations | It will be given every week. |
| 13 | Student Campaign Presentations | It will be given every week. |
| Resources |
| There is no mandatory textbook; materials will be shared and uploaded to the system before class. |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Defines the theoretical issues in the field of HRM. | X | |||||
| 2 | Describes the necessary quantitative and statistical methods in the field of HRM. | ||||||
| 3 | Uses at least one computer program in the field of HRM. | ||||||
| 4 | Sustains proficiency in a foreign language required in HRM. | ||||||
| 5 | Prepares HR projects and leads teams. | X | |||||
| 6 | Constantly updates himself / herself by following developments in science and technology with an understanding of the importance of lifelong learning through critically evaluating the knowledge and skills that s/he has got. | ||||||
| 7 | Uses theoretical and practical expertise in the field of HRM. | X | |||||
| 8 | Follows up-to-date technology using a foreign language at least A1 level, holds verbal / written communication skills. | ||||||
| 9 | Adopts organizational / institutional and social ethical values. | X | |||||
| 10 | Within the framework of community involvement, adopts social responsibility principles and takes initiative when necessary. | ||||||
| 11 | Uses and analyses basic facts and data in various disciplines (economics, finance, sociology, law, business) in order to conduct interdisciplinary studies. | X | |||||
| 12 | Have the necessary skills to ascertain person-job fit and person-organization fit. | ||||||
| 13 | Have enough knowledge to put forward some ideas in all business functions and have aptitude to collaborate with other departments. | 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 | 14 | 2 | 28 | |||
| Resolution of Homework Problems and Submission as a Report | 2 | 10 | 20 | |||
| Term Project | 0 | 0 | 0 | |||
| Presentation of Project / Seminar | 1 | 10 | 10 | |||
| Quiz | 0 | 0 | 0 | |||
| Midterm Exam | 1 | 15 | 15 | |||
| General Exam | 1 | 20 | 20 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 135 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(135/30) | 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 STRATEGY | İKY4113621 | Fall Semester | 3+0 | 3 | 5 |
| Course Program | Çarşamba 08:00-08:45 Çarşamba 09:00-09:45 Çarşamba 10:00-10:45 Cumartesi 08:00-08:45 Cumartesi 09:00-09:45 Cumartesi 10:00-10:45 |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Elective |
| Course Coordinator | Assoc.Prof. Pınar ACAR |
| Name of Lecturer(s) | Lect.Dr. Kevser Zeynep MERAL |
| Assistant(s) | The course, which considers social media strategy as an important element of marketing communication, discusses the integration of social platforms into brand strategy and how businesses effectively use large platforms to engage with their audiences. Students will learn to develop multi-platform strategies, create content, and understand industry trends. The course provides students with an analytical perspective on social media, which they are constantly exposed to. |
| Aim | We all use social media and will continue to do so, this course focuses on developing a comprehensive social media marketing strategy, emphasizing the integration of social platforms into brand-focused marketing communications. Students will explore various social media tools, platforms, and dimensions of social media strategy, learning how to align them with marketing goals and campaign strategies. They will also examine the processes of content creation, including user-generated and influencer content. During the course, students are expected to gain practical knowledge and analytical skills to assess and improve the digital sophistication of businesses through case studies and hands-on projects. |
| Course Content | This course contains; Introduction, introduction to the course program, introduction to social media,History of social media: From where to where? What is social media, what does social media provider include?,Social Consumers: Is Social Media a Bug? Is it wasting our time? What are people doing on social media?,Introduction to Social Media Strategy. a. Why do we need a social media strategy? b. Social media channels and their differences c. Building a foundation for success - setting social KPIs d. Goals,Integrated Media a. Paid Social Media b. Owned Social Media c. Earned Social Media d. Integrated Social Media e. Integrated Social Media and Content Aggregation ,Target audience and viewers, creating Personas,Content Marketing a. Is Content King? b. The Content Creation Cycle c. User Generated Content d. Why Storytelling and Emotion Matter? e. Types of Content Formats,Social Media Campaigns/Final Project Brief,Social Media Management a. Social Media Monitoring b. Social Listening c. Social Interaction,Influencer a. Different types of influencers b. Working with influencers,Crisis Management/Case Studies,Student Campaign Presentations,Student Campaign Presentations. |
| Course Learning Outcomes | Teaching Methods | Assessment Methods |
| 1. Have comprehensive knowledge about the characteristics and provision of social media | 16, 9 | A |
| 1.1. Explains how various social media platforms work. | ||
| 2. Creates a multi-platform social media marketing strategy that aligns campaign strategies with marketing goals. | 16, 9 | A |
| 2.1. Explains and evaluates the alignment between social media strategy and brand goals. | ||
| 2.2. Identifies major social media industry trends, audience motivations, and the ways businesses use social media. | ||
| 3. Analyzes ideas about industry trends and social media activities that can enrich their resume. | 16, 9 | A |
| 3.1. Defines content that can be created for social media. | ||
| 4. Explains the subject of determining the target audience. | 16, 9 | A |
| 4.1. Explains how to create a target audience persona. | ||
| 5. Discuss how to create a social media campaign based on the brand's goals. | 16, 9 | A |
| 5.1. Explains social media crises. | ||
| 5.2. Develops a comprehensive perspective on influencer marketing. | ||
| 5.3. Practices the works about managing of new projects |
| Teaching Methods: | 16: Question - Answer Technique, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Introduction, introduction to the course program, introduction to social media | It will be given every week. |
| 2 | History of social media: From where to where? What is social media, what does social media provider include? | It will be given every week. |
| 3 | Social Consumers: Is Social Media a Bug? Is it wasting our time? What are people doing on social media? | It will be given every week. |
| 4 | Introduction to Social Media Strategy. a. Why do we need a social media strategy? b. Social media channels and their differences c. Building a foundation for success - setting social KPIs d. Goals | It will be given every week. |
| 5 | Integrated Media a. Paid Social Media b. Owned Social Media c. Earned Social Media d. Integrated Social Media e. Integrated Social Media and Content Aggregation | It will be given every week. |
| 6 | Target audience and viewers, creating Personas | It will be given every week. |
| 7 | Content Marketing a. Is Content King? b. The Content Creation Cycle c. User Generated Content d. Why Storytelling and Emotion Matter? e. Types of Content Formats | It will be given every week. |
| 8 | Social Media Campaigns/Final Project Brief | It will be given every week. |
| 9 | Social Media Management a. Social Media Monitoring b. Social Listening c. Social Interaction | It will be given every week. |
| 10 | Influencer a. Different types of influencers b. Working with influencers | It will be given every week. |
| 11 | Crisis Management/Case Studies | It will be given every week. |
| 12 | Student Campaign Presentations | It will be given every week. |
| 13 | Student Campaign Presentations | It will be given every week. |
| Resources |
| There is no mandatory textbook; materials will be shared and uploaded to the system before class. |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Defines the theoretical issues in the field of HRM. | X | |||||
| 2 | Describes the necessary quantitative and statistical methods in the field of HRM. | ||||||
| 3 | Uses at least one computer program in the field of HRM. | ||||||
| 4 | Sustains proficiency in a foreign language required in HRM. | ||||||
| 5 | Prepares HR projects and leads teams. | X | |||||
| 6 | Constantly updates himself / herself by following developments in science and technology with an understanding of the importance of lifelong learning through critically evaluating the knowledge and skills that s/he has got. | ||||||
| 7 | Uses theoretical and practical expertise in the field of HRM. | X | |||||
| 8 | Follows up-to-date technology using a foreign language at least A1 level, holds verbal / written communication skills. | ||||||
| 9 | Adopts organizational / institutional and social ethical values. | X | |||||
| 10 | Within the framework of community involvement, adopts social responsibility principles and takes initiative when necessary. | ||||||
| 11 | Uses and analyses basic facts and data in various disciplines (economics, finance, sociology, law, business) in order to conduct interdisciplinary studies. | X | |||||
| 12 | Have the necessary skills to ascertain person-job fit and person-organization fit. | ||||||
| 13 | Have enough knowledge to put forward some ideas in all business functions and have aptitude to collaborate with other departments. | X | |||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |