Ders Planı

Lesson Information

Course Credit
Course ECTS Credit
Teaching Language of Instruction	Türkçe
Level of Course	Bachelor's Degree, TYYÇ: Level 6, EQF-LLL: Level 6, QF-EHEA: First Cycle
Type of Course
Mode of Delivery	Face-to-face
Does the course require compulsory or optional work experience?
Course Coordinator	Assoc. Prof. (Ph.D.) DENİZ AKBULUT
Instructor (s)
Course Assistant

Purpose and Content

The aim of the course	The aim of this course is to enable students to understand the role of advertising and marketing communication in digital environments.
Course Content	Digital Advertising practices and media planning strategies.

Learning Outcomes

Defines theoretical knowledge in the field of public relations and promotion.
Describes the interdisciplinary interaction with the fields of Public Relations.
Tell organizational communication models and their functioning.
Remember that public relations are a management function.
Describes the application areas of public relations such as reputation management, integrated marketing communication, crisis management in theory and practice.
Define public relations tools and methods.
Defines the research, planning, implementation, measurement and evaluation processes.
Knows to report on all kinds of activities related to her field
Interpret data by using information and skills based on PR.
Use advanced theoretical and applied informations based on PR.
Create and develop creative solutions based on researches and evidences.
Make media planning; plans, uses, controls.
Apply national and international quality management processes.
Match modern techniques and tools for communication applications.
Appraise an advanced study related to them field independently.
Work effectively as an individual in multi-disciplinary teams.
Complete a started job and generate solutions on probable complex problems.
Appraise an advanced study related to them field independently.
Undertake responsibility individually or as a member of a team to solve complicated problems that are confronted and not to be suggested.
Classify the importance of lifelong learning
Review literature and use databases and other resources to improve their level.
Follow developments on science and technology and constantly update themself.
Criticize them advanced information .
Communicate through written and spoken Turkish language fluently.
Arrange written and spoken informations by giving suggestions about communication problems.
Evolve projects and activities for their social environment.
Aware of professional and ethical responsibility.
Aware of project management, company activities and communication applications and legal situations
It predicts and prevents possible crises in organizations, and resolves existing crises.

Weekly Course Subjects

1	Introduction to the course, giving general information about the course, proposing resources
2	Development of Internet, web 2.0, web 3.0
3	Introduction to digital marketing communication
4	Media in digital marketing communication: e-mail, web site design
5	Media in digital marketing communication: blog and microblogging
6	Media in digital marketing communication: search engine, social media
7	Media in digital marketing communication: mobile marketing, mobile games
8	Midterm
9	Digital advertising campaign strategies
10	Examples of digital advertising campaigns
11	Media planning for digital environments
12	Creating a digital advertising campaign in line with the given brief
13	Digital Advertising Campaign Presentations
14	Digital Advertising Campaign Presentations

Resources

1. Handley, A.; Chapman, C.C. (2017). Dijital Çağda İçerik Yönetiminin Kuralları. İstanbul: Mediacat
2. Karpat Aktuğlu, I. (2014). Marka Yönetimi. İstanbul: İletişim yayınları
3. Kuş, O. (2016). İçerik Pazarlama: Dijital Dünyada Marka ve Hikâye Yaratma Stratejileri. İstanbul: Pales Yayınları.
4. Kotler, P.; Kartajaya, H.; Setiawan, I. (2017). Pazarlama 4.0. İstanbul: Optimist
5. Penpece, D. (2013). Dijital İçerik Pazarlaması. Adana: Karahan Kitabevi
6. Ryan, D. (2016). Dijital Pazarlama: Dijital Kuşağa Seslenmek İçin Pazarlama Stratejileri. İstanbul: İş Bankası Kültür Yayınları.
7. Salih seçkin sevinç, pazarlama iletişiminde sosyal medya, Optimist yayınları
8. Metthew Iyon, Katie Hafner, Internet Tarihi, Güven yayınları

CLASS 1

CLASS 2

CLASS 3

CLASS 4

Lesson Information

Purpose and Content

Learning Outcomes

Weekly Course Subjects

Resources

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