The course's main aim is to comprehensively cover the emerging and developing internet advertising of new communication technologies and to convey the general concepts and approaches towards the phenomenon of digitalized advertising. Within the scope of the course, the working principles of digital advertising platforms and digital advertising agencies are discussed, and it is aimed that students will implement applications that will improve their ability to produce and manage content in line with internet advertising.
Prerequisite(s)
None
Corequisite(s)
None
Special Requisite(s)
None
Instructor(s)
Assist. Prof. Dr. Özge Özkök Şişman
Course Assistant(s)
Schedule
Tuesday, 12.00-14.45, Atakoy Campus, Art and Desing Faculty, AK 4C1517
Office Hour(s)
Thursday, 10.00-11.00, Atakoy Campus, Art and Desing Faculty, 1D13
Teaching Methods and Techniques
Lectures, Case Studies, Classroom discussion
Principle Sources
-Güçdemir, Y. (2017). Sosyal Medya: Halkla İlişkiler. Reklam ve Pazarlama, İstanbul: Derin Yayınları.
-Öcal, D. & Polat, H. (2020). Dijital Reklamcılık. Ankara: Nobel Yayınları
-Öztürk, G. (2020). Dijital Pazarlama İletişiminde Yeni Kavramlar: Akademi Ne Söyler? Sektör Nasıl
Uygular? Ankara: Nobel Yayınları.
Other Sources
Armstrong, S. (2001), Advertising on the Internet (2nd Ed.), Londan: Kogan Page.
Kocabaş, F., Elden, M. (2015), Reklamcılık Kavramlar, Kararlar ve Kurumlar, İstanbul: İletişim Yayıncılık.
McStay, A. (2016), Digital Advertising (2nd Ed.), London: Palgrave Macmillan.
Van Dyck, F. (2017), Yeni Nesil Reklamcılık (2. Baskı), (Çev. V. Eke), İstanbul: The Kitap
Y ayınları.
-Saruhan, O. (2018). Sosyal Medya Canavarı Olmak İster misin? MediaCat Kitapları, İstanbul.
Course Schedules
Week
Contents
Learning Methods
1. Week
Internet Advertising Concept Overview
Verbal Lecture
2. Week
Development and Types of Internet Advertising
Verbal Lecture
3. Week
Alternative Concepts and New Trends in Internet Advertising
Verbal Lecture
4. Week
Internet Advertising Infrastructure and Algorithms
Verbal Lecture
5. Week
User Habits and Interaction-Oriented Content in Internet Advertising
Verbal Lecture
6. Week
Internet Advertising and Cross Media Strategies
Verbal Lecture
7. Week
Midterm Exam
Midterm Exam
8. Week
Social Media Advertising
Verbal Lecture
9. Week
Internet Advertising, Transmedia and Storytelling
Verbal Lecture
10. Week
Internet Advertising and Influencer Marketing
Verbal Lecture
11. Week
Internet Advertising and Gamification Approach
Verbal Lecture
12. Week
Goodvertising
Verbal Lecture
13. Week
Audio Culture and Podcast Advertising
Verbal Lecture
14. Week
Search Engine Advertising
Verbal Lecture
15. Week
Workshop
Assesment
16. Week
Workshop
Assesment
17. Week
Assesment
Assesment
Assessments
Evaluation tools
Quantity
Weight(%)
Midterm(s)
1
40
Homework / Term Projects / Presentations
1
0
Attendance
1
0
Final Exam
1
60
Program Outcomes
PO-1
Students will be able to define the concepts of communication, art, culture and others on the field and to associate the acquired theoretical information with the practices in the sector.
PO-2
To gain the success on the field they will acquire the must theoretical acquisitions and they will be able to make creative designs by learning the quantitative and qualitative methods of the field.
PO-3
By understanding developments of the subjects like communication, media, culture and art in their historical processes students will be able to evaluate the changes and results in the field related to cultural, social and technological improvements.
PO-4
They will observe the technological, cultural and social improvements and will be able to practice these changes in the field.
PO-5
They will be able to analysis the subjects they read, perceived and understand.
PO-6
Students will embrace contemporary academic and professional approaches on communication and design and will be able to adapt them to their works.
PO-7
By improving their research skills, students will be able to bring together different information sources and communication channels, thus developing creative communication strategies.
PO-8
By improving their skills on management and leadership they will be able organize their time and sources effectively.
PO-9
They will develop detailed and must knowledge in the main professional fields like advertisement writership, customer representative, brand manager, communication strategist and communication consultancy.
PO-10
Students will generate communication strategy in certain subjects and realize every related works.
PO-11
They will work creatively, freely and flexibly in their personal lines.
PO-12
Students will be able to provide and amass the necessary ideas and knowledge to give their projects a more effective and convincing formation in written, verbal or other ways.
PO-13
During a relation with target group in a work they will be promoters who are encouraging the team work.
PO-14
Students will be able to use necessary items and equipments of their profession in exact time and place and will practice their projects on time.
PO-15
They will improve solutions to problems in the communication process and able to use their initiatives.
Learning Outcomes
LO-1
Students who take this course will be able to describe the change of internet advertising in the historical process.
LO-2
Will be able to define general concepts and approaches about internet advertising.
LO-3
Will be able to interpret user habits within the scope of internet advertising.
LO-4
It will be able to produce content for different platforms within the scope of internet advertising.
LO-5
It will be able to perform content management on different platforms within the scope of internet advertising.
LO-6
SEO management and control some important parts of SEO.
