Students who take this course will be able to use the tools used in the measurement field of digital marketing at the end of 14 weeks. They will be able to construct, report and interpret the measurement stages of a website or application from start to finish. They will be able to master the popular Google Analytics and Google Tag Manager tools in the industry.
Prerequisite(s)
DIGITAL PERFORMANCE ANALYSIS AND MEASUREMENT
Corequisite(s)
Course Code Course Name…
Special Requisite(s)
One of the most important pillars of digital marketing is measurement. Measurement studies for the past, current and future status of digital marketing campaigns are among the most important factors affecting the success of the campaigns.
Instructor(s)
Lecturer Kağan Demirgil
Course Assistant(s)
Schedule
Every Thursday, between 09:00 and 12:00, face-to-face
Office Hour(s)
Every Thursday, between 09:00 and 12:00, face-to-face
Teaching Methods and Techniques
Lecture, presentation, illustration, practice and discussion on examples
Principle Sources
- Lecture notes
- Presentations
Other Sources
-
Course Schedules
Week
Contents
Learning Methods
1. Week
Course Description What is Measurement? History of Measurement Why Was the Need for Measurement Emerged? What Can We Measure? Rules - Laws
Verbal lecture, presentation
2. Week
Tools Used in Measurement
Verbal lecture, presentation
3. Week
How to Start Measuring? -How to Create a Strategy?
Verbal lecture, presentation
4. Week
What is Google Analytics? - 1 -Introduction -Definitions -Working Principle -Panel introduction
Verbal lecture, presentation
5. Week
What is Google Analytics? - 2 Explanation of report screens
Verbal lecture, presentation
6. Week
What is Google Analytics? - 3 Explanation of report screens
Verbal lecture, presentation
7. Week
How to Debug Google Analytics Applications?
Verbal lecture, presentation
8. Week
What is Google Tag Manager? - 1 -Introduction -Screens -What can be done?
Verbal lecture, presentation
9. Week
What is Google Tag Manager? - 2 -Components and Working Principle
Verbal lecture, presentation
10. Week
Google Tag Manager Applications
Verbal lecture, presentation
11. Week
Google Data Studio Report Preparation Screens
Verbal lecture, presentation
12. Week
General applications
Verbal lecture, presentation
13. Week
General applications
Verbal lecture, presentation
14. Week
General applications
Verbal lecture, presentation
15. Week
16. Week
17. Week
Assessments
Evaluation tools
Quantity
Weight(%)
Midterm(s)
1
35
Final Exam
1
65
Program Outcomes
PO-1
Learning the basic concepts of Electronic Commerce
PO-2
To be able to analyze the relationship between Electronic Commerce and Internet correctly
PO-3
To fully grasp the legal dimension of Electronic Commerce
Learning Outcomes
LO-1
Websites, mobile marketing, digital advertising
LO-2
To have knowledge about and apply data literacy and data management
LO-3
To be able to master changing communication strategies and technologies, to manage processes
LO-4
Gaining the skills of producing, presenting and managing content within the scope of communication studies
LO-5
To be aware of the responsibilities and ethical obligations required by the profession, to act within the framework of the rules.
LO-6
In working life; to be an effective, productive and responsible individual in teamwork, to gain practical problem-solving skills for the problems that arise in business life.
LO-7
To be able to follow the speed of the digital age and to keep the information about the field up to date.
LO-8
To have theoretical and practical knowledge about Digital Media and Marketing.
LO-9
To be able to think critically, freely, original and creatively, to be able to produce
LO-10
To be able to relate different areas of communication with each other, to develop strategies, to create interaction
