The aim of the course is providing the knowledge to the students by investigating the topics in detail which includes the adaption of marketing concept to digital environment and how the marketing practices are carried out in digital environment.
Prerequisite(s)
-
Corequisite(s)
-
Special Requisite(s)
-
Instructor(s)
Assoc. Prof. Sevda Deneçli
Course Assistant(s)
Schedule
-Wednesday, 13.00-14.45, Atakoy Campus, Art and Desing Faculty, AKB15
Office Hour(s)
-Wednesday, 10.00-11.00, Atakoy Campus, Art and Desing Faculty, AK 1D11
Ryan, D ve Calvin, J. (2009). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, London:KoganPage.
Dietrich, G. ve Livingston, G. (2012). Marketing in the Round: How to Develop an Integrated Marketing Campaign in the Digital Era, USA: QUE.
Other Sources
Articles
Lecture notes
Course Schedules
Week
Contents
Learning Methods
1. Week
Introduction to the course and general overview to the marketing concept
Verbal lecture
2. Week
The digital marketing definition and the related concepts.
Verbal lecture
3. Week
Comparison of 1.0., Web 2.0.'ye and Web 3.0 and their implications on marketing
Verbal lecture
4. Week
Search Engine Marketing
Verbal lecture
5. Week
Search Engine Optimization
Verbal lecture
6. Week
Social Media Marketing
Verbal lecture
7. Week
Midterm Exam
Midterm Exam
8. Week
Social Media Marketing
Verbal lecture
9. Week
Content Marketing
Verbal lecture
10. Week
E- mail Marketing
Verbal lecture
11. Week
Mobile Marketing
Verbal lecture
12. Week
Affiliate Marketing
Verbal lecture
13. Week
Video Marketing
Verbal lecture
14. Week
General Overview
Evaluation
15. Week
Evaluation
Evaluation
16. Week
Evaluation
Evaluation
17. Week
Evaluation
Evaluation
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
The students will be able to describe marketing concept.
LO-2
The students will be able to describe digital marketing and related concepts.
LO-3
The students will be able to compare marketing and digital marketing.
LO-4
The students will be able to describe digital transformation.
LO-5
The students will be able to explain types of digital marketing.
