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, 14:00-16:45, Ataköy Campus 4C-16-18
Office Hour(s)
Thursday, 10:00-11:00, Ataköy Campus 1D-13
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
Oral presentation
2. Week
Development of the Internet: Web 1.0- Web 2.0- Web 3.0- Web 4.0
Oral presentation
3. Week
Digitalization, Society and Transforming Advertising Practices
Oral presentation
4. Week
Alternative concepts and new trends in Internet Advertising
Oral presentation
5. Week
Alternative concepts and new trends in Internet Advertising
Oral presentation
6. Week
Internet Advertising and Cross Media Strategies
Oral presentation
7. Week
Midterm Exam
Midterm Exam
8. Week
Digital Advertising types
Oral presentation
9. Week
Digital Advertising types
Oral presentation
10. Week
Mobile Communication Technologies and Social Media Advertising
Oral presentation
11. Week
User Habits and Interaction-Oriented Content in Internet Advertising
Oral presentation
12. Week
Segmentation, Targeting, Positioning and Online Advertisement Preparation Process
Oral presentation
13. Week
Segmentation, Targeting, Positioning and Online Advertisement Preparation Process
Oral presentation
14. Week
Project Presentations
Oral presentation
15. Week
Project Presentations
Oral presentation
16. Week
Project Presentations
Oral presentation
17. Week
Evaluation
Evaluation
Assessments
Evaluation tools
Quantity
Weight(%)
Midterm(s)
1
40
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 taking this course understands to define the terms internet advertising.
LO-2
Students taking this course link between internet advertising & internet marketing.
LO-3
Understand and report the types of Internet access cost calculation.
LO-4
To prepare Internet ad campaign
LO-5
To manage Internet ad campaign.
LO-6
Internet media planning process that can discover problems that may occur.
