Course Code	Semester	Course Name	LE/RC/LA	Course Type	Language of Instruction	ECTS
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Course Goals	In the interactive advertising course, the concepts and terms of internet advertising and internet advertising models and types will be explained. The aim of this course is to provide students with perspectives that the ability to directly reach the target audience and serve the main purpose of advertising, to present reports that will have strategic importance to the advertiser with various measurement methods and to documenting feedback and also can teaching to contribute these proces with much lower budgets while providing more direct solutions compared to other channels. Students who gain the competence to understand and analyze Key Performance Indicators (KPIs) used in internet advertising will be able to form communication strategies in online channels.
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Special Requisite(s)
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Schedule
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Teaching Methods and Techniques
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Course Schedules
Week	Contents	Learning Methods
1. Week	Internet advertising and interactive advertising concepts and their importance - General Framework - Introduction	Lecture, presentation, research, case studies
2. Week	Differences, advantages and disadvantages between internet advertising and traditional advertising. - Digital Marketing Strategies	Lecture, presentation, research, case studies
3. Week	Digital Advertising Models - Banner (Display) - SEM & SEO - Native Ads - Remarketing - Affilliate - Advergame - Video Ads - E-mailing	Lecture, presentation, research, case studies
4. Week	Types of Advertising Used in Social Media	Lecture, presentation, research, case studies
5. Week	Influencer Marketing	Lecture, presentation, research, case studies
6. Week	Used in Advertising and Marketing Technologies Concepts & Definitions - Online Advertising Terms	Lecture, presentation, research, case studies
7. Week	Key Performance Indicators Used in Internet Advertising - KPI - Lead generation - Website & traffic metrics - SEO optimization - Paid advertising - Social media tracking	Lecture, presentation, research, case studies
8. Week	Measuring the efficiency and effectiveness of digital ads - Viewability - Viewability Rate	Lecture, presentation, research, case studies
9. Week	Data Based Marketing Technology - Data Management Platform - MarTech - AdTech	Lecture, presentation, research, case studies
10. Week	Programmatic Purchasing and Ecosystem	Lecture, presentation, research, case studies
11. Week	Guerilla Advertising in Interactive Media - Types of Fraud in Online Media	Lecture, presentation, research, case studies
12. Week	Presentation of Homework and Projects	Presentation and Evaluation of Homework & Projects - Discussion
13. Week	Presentation of Homework and Projects	Presentation and Evaluation of Homework & Projects - Discussion
14. Week	Presentation of Homework and Projects	Presentation and Evaluation of Homework & Projects - Discussion
15. Week	Final Exam	Final Exam
16. Week
17. Week

Assessments
Evaluation tools	Quantity	Weight(%)
Homework / Term Projects / Presentations	1	40
Final Exam	1	60

Program Outcomes PO-1 P O 1. To have basic knowledge about Public Relations and Advertising PO-2 P O 2. To have basic knowledge about Human Resources PO-3 P O 3. To have basic knowledge about Marketing PO-4 P O 4. To have basic knowledge about Aesthetic Arts and Fine Arts PO-5 P O 5. To have basic knowledge about information technology PO-6 P O 6. To have basic knowledge about Law PO-7 P O 7. To have basic knowledge about Project Management PO-8 P O 8. To have knowledge on Atatürk Principles and Revolution History PO-9 P O 9. To have professional English on Communication PO-10 P O 10. To have knowledge about effective Turkish Language PO-11 P O 11.To have knowledge about communication PO-12 P 0 12.To have knowledge about business functions

Learning Outcomes LO-1 Students recognize the concepts of internet advertising and know its terms. LO-2 Understands online advertising models and digital advertising types. LO-3 Measures the efficiency and effectiveness of digital ads. LO-4 Counts and analyzes key performance indicators of internet advertising. LO-5 Analyzes advertisements in digital channels.

Course Assessment Matrix:

LO 1
LO 2
LO 3
LO 4
LO 5
LO 6
LO 7
LO 8
LO 9
LO 10
LO 11
LO 12
LO 13
LO 14
LO 15
LO 16
LO 17
LO 18
LO 19
LO 20
LO 21
LO 22
LO 23
LO 24
LO 25
LO 26
LO 27
LO 28
LO 29
LO 30
LO 31
LO 32
LO 33
LO 34
LO 35
LO 36
LO 37
LO 38
LO 39
LO 40
LO 41
LO 42
LO 43
LO 44
LO 45
LO 46
LO 47
LO 48
LO 49
LO 50
LO 51
LO 52
LO 53
LO 54
LO 55
LO 56
LO 57
LO 58
LO 59
LO 60