Today, search engine optimization is one of the important applications in targeting within the framework of digital marketing and helps users / consumers to find the product and service offered quickly and accurately. In this context, this course aims to teach students about Google panel and Google Ads, Smart Campaign Models, Video and Youtube Advertising, Display Network.
Prerequisite(s)
Course Code Course Name…
Corequisite(s)
Course Code Course Name…
Special Requisite(s)
The minimum qualifications that are expected from the students who want to attend the course.(Examples: Foreign language level, attendance, known theoretical pre-qualifications, etc.)
Instructor(s)
Lecturer Ahmet Aygün Yılmaz
Course Assistant(s)
Schedule
Wednesday, 13.00 15.45, Ataköy Campus, Faculty of Arts and Design. AK 1C0305
Office Hour(s)
Wednesday, 10.00 11.00, Ataköy Campus, Faculty of Arts and Design. AK 1C0305
Teaching Methods and Techniques
-Verbal Lecture
Principle Sources
Eric Enge; Stephan Spencer (2009), The Art of Seo: Mastering Search Engine Optimization. O’Reilly Media.
Lee Odden (2012), Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing. Wiley Media.
Targeting and Identification of Keywords and use of LSI word tools
Verbal Lecture, Practice
4. Week
Application of the competition measurement study
Verbal Lecture, Practice
5. Week
Transferring content production techniques compatible with SEO
Verbal Lecture, Practice
6. Week
Linking, Wordpress and AMP implementation
Verbal Lecture, Practice
7. Week
Backlink analysis and use of Disavow tools
Verbal Lecture, Practice
8. Week
Midterm
Midterm
9. Week
Practical solution to the Cannibalization Problem
Verbal Lecture, Practice
10. Week
Transfer of Google Panel and Google Advertising dynamics
Verbal Lecture, Practice
11. Week
Video advertising application and optimization work for social media platforms
Verbal Lecture, Practice
12. Week
Project production within the scope of Smart campaign models for digital platforms
Verbal Lecture, Practice
13. Week
Project Presentations
Project Presentations
14. Week
Final Exam
Final Exam
15. Week
16. Week
17. Week
Assessments
Evaluation tools
Quantity
Weight(%)
Midterm(s)
1
40
Final Exam
1
60
Program Outcomes
PO-1
The students will be able to define all kinds of concepts related to communication, new media, art and culture (New media and communication)
PO-2
The students will be able to understand the historical developments of communication and new media issues, as cultural, social, and technological change depending on the areas of related changes. They will be able to evaluate the results.
PO-3
The students will be able to follow technological, cultural, and social changes and apply them to their fields
PO-4
The students will be able to analyze and evaluate the new media and communication issues and criticize them by interpreting their understanding.
PO-5
The students will be able to produce scientific content by researching and analyzing theoretical and conceptual issues related to new media and communication fields with a scientific approach
PO-6
The students will be able to manage time and resources effectively by improving content production and management skills on digital platforms.
PO-7
The students will be able to develop detailed and necessary knowledge in specific areas of expertise such as internet journalism, digital marketing, digital advertising, new media programming, and public relations in social media.
PO-8
The students can produce original works in various fields, such as digital animation, digital photography, interactive media design, digital game design, and application design.
PO-9
The students will be able to understand artistic works by following current and digital works of art.
PO-10
The students will be able to create strategies for institutions in social media platforms and put them into practice.
PO-11
The students will be able to put their creative ideas into practice in digital platforms and produce multimedia projects.
PO-12
The students will be able to use the necessary tools and equipments in their profession in the right place and at the right time, and relate the theoretical knowledge they have acquired to the sector practices.
PO-13
The students will be able to produce by working in a disciplined, planned and creative manner.
PO-14
The students will be able to produce projects in various competitions, exhibitions, panels, biennials and seminars etc. in national and international areas.
PO-15
The students will be able to provide solutions to the problems encountered in the communication process and will be able to use the initiative related to the topic.
Learning Outcomes
LO-1
Knows the basic concepts and processes of Google advertising
LO-2
Can create a comprehensive business plan under the Google panel
LO-3
Can create a comprehensive business plan within the framework of smart campaign models on digital platforms
LO-4
Knows the basic concepts and processes of search engine optimization
LO-5
It can develop projects within the scope of social media platforms and Google advertising within the framework of search engine optimization.
