DIGITAL MARKETING PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
HRY303	DIGITAL MARKETING	7	3	3	5

GENERAL INFORMATION
Language of Instruction :	Turkish
Level of the Course Unit :	BACHELOR'S DEGREE, TYY: + 6.Level, EQF-LLL: 6.Level, QF-EHEA: First Cycle
Type of the Course :	Elective
Mode of Delivery of the Course Unit	-
Coordinator of the Course Unit	Assoc.Prof. METİN KUŞ
Instructor(s) of the Course Unit
Course Prerequisite	No

OBJECTIVES AND CONTENTS
Objectives of the Course Unit:	The purpose of this course is to ensure students to learn about digital marketing in globalizing markets.
Contents of the Course Unit:	In this course different topics are examined which enable students to judge digital platforms and digital marketing campaign management.

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)
By the end of this course, students will be able to examine innovative developments in the media, agency and advertising sectors.
By the end of this course, students will be able to plan digital marketing campaigns which brands will need.
By the end of this course, students will be able to design more effective marketing campaigns by learning digital platforms.

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY
Week	Preparatory	Topics(Subjects)	Method
1	Reading and researching on the subject	Introduction and overview to the course subjects.	Lecture and Discussion
2	Reading and researching on the subject	Internet era: Changes in how we live, interact and consume as a result of internet using.	Lecture and Discussion
3	Reading and researching on the subject	New trends and evolution of media.	Lecture and Discussion
4	Reading and researching on the subject	Basic knowledge about media placement in digital media: Rich media, advergaming, banner advertising, keyword etc.	Lecture and Discussion
5	Reading and researching on the subject	Social networking: Windows Live, Facebook, Twitter, Friendfeed and Youtube.	Lecture and Discussion
6	Reading and researching on the subject	Content creation and main chracteristics of a website.	Lecture and Discussion
7	Reading and researching on the subject	Components of branding and maintaining an interactive site.	Lecture and Discussion
8	-	MID-TERM EXAM	-
9	Reading and researching on the subject	E-mail marketing and strategies.	Lecture and Discussion
10	Reading and researching on the subject	Digital marketing and branding: Importance of being online for a brand.	Lecture and Discussion
11	Reading and researching on the subject	Successful global and local campaigns.	Lecture and Discussion
12	Reading and researching on the subject	Search and search engine marketing-	Lecture and Discussion
13	Reading and researching on the subject	Trends and dynamics in mobile marketing.	Lecture and Discussion
14	Reading and researching on the subject	Social media dynamics: Blogs, virals, advertgaming, online seeding.	Lecture and Discussion
15	Reading and researching on the subject	Managing integrated marketing communications.	Lecture and Discussion
16	-	FINAL EXAM	-
17	-	FINAL EXAM	-

SOURCE MATERIALS & RECOMMENDED READING
Karahasan, Fatoş; Taşlar Yerinden Oynarken Dijital Pazarlamanın Kuralları, Doğan Publications, İstanbul, 2012.
Çelikkol, Mehmet; Açıkel Emre, Dijitoloji: Yeni Nesil Pazarlama ve Satış, Mediacat Publications, İstanbul, 2012.
Sevinç, Salih Seçkin; Pazarlama İletişiminde Sosyal Medya, Optimist Publications, İstanbul, 2012.

ASSESSMENT
Assessment & Grading of In-Term Activities	Number of Activities	Degree of Contribution (%)	Description

Level of Contribution
0	1	2	3	4	5

KNOWLEDGE
Theoretical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	will be able to know the basic concepts of Graphic Design and to define how these concepts are reflected in designs.				3
2	will be able to know the basic concepts of Graphic Design and to define how these concepts are reflected in designs.				3
3	will be able to define the function of Graphic Design in communal and social contexts.			2
4	will be able to define the function of Graphic Design in communal and social contexts.			2

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	will be able to organize the relations between the target audience and the visual design.				3
2	will be able to organize the relations between the target audience and the visual design.				3

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	will be able to apply the past and current technical knowledge and methods in the field of Graphic Design with the competence required by the design process.			2
2	will be able to apply the past and current technical knowledge and methods in the field of Graphic Design with the competence required by the design process.			2

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	will be able to apply designs with appropriate combinations by considering the interaction of the field of Graphic Design with other disciplines.			2
2	will be able to apply designs with appropriate combinations by considering the interaction of the field of Graphic Design with other disciplines.			2

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	will be able to behave according to the values of social, cultural, scientific and professional ethics in the design process of Graphic Design.		1
2	will be able to behave according to the values of social, cultural, scientific and professional ethics in the design process of Graphic Design.		1
3	will be able to use and reflect quality, cultural values, environmental protection, occupational health and safety issues in the all kind of processes in the field.	0
4	will be able to use and reflect quality, cultural values, environmental protection, occupational health and safety issues in the all kind of processes in the field.	0
5	will be able to implements planned tasks in the desired manner and on time by organizing comprehensive design processes in the field of Graphic Design in individual or group works.			2
6	will be able to implements planned tasks in the desired manner and on time by organizing comprehensive design processes in the field of Graphic Design in individual or group works.			2

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	will be able to use and relate the information that obtained in Graphic Design education for higher academic education processes or different field disciplines.		1
2	will be able to use and relate the information that obtained in Graphic Design education for higher academic education processes or different field disciplines.		1

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	will be able to explain the theorical and applicational knowledge related to the field of Graphic Design with using appropriate presentation and communication techniques.			2
2	will be able to explain the theorical and applicational knowledge related to the field of Graphic Design with using appropriate presentation and communication techniques.			2
3	will be able to use a foreign language at least at the B1 level of the European language portfolio.	0
4	will be able to use a foreign language at least at the B1 level of the European language portfolio.	0
5	will be able to use basic computer softwares, information and communication technologies and graphic design programs as required by the field.		1
6	will be able to use basic computer softwares, information and communication technologies and graphic design programs as required by the field.		1

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	wil be able to demonstrate....				3
2	wil be able to demonstrate....				3

WORKLOAD & ECTS CREDITS OF THE COURSE UNIT
Workload for Learning & Teaching Activities
Type of the Learning Activites	Learning Activities (# of week)	Duration (hours, h)	Workload (h)
Lecture & In-Class Activities	14	3	42
Preliminary & Further Study	14	1	14
Land Surveying	0	0	0
Group Work	0	0	0
Laboratory	0	0	0
Reading	0	0	0
Assignment (Homework)	1	8	8
Project Work	0	0	0
Seminar	0	0	0
Internship	0	0	0
Technical Visit	0	0	0
Web Based Learning	0	0	0
Implementation/Application/Practice	1	8	8
Practice at a workplace	0	0	0
Occupational Activity	0	0	0
Social Activity	0	0	0
Thesis Work	0	0	0
Field Study	0	0	0
Report Writing	0	0	0
Final Exam	1	1	1
Preparation for the Final Exam	1	18	18
Mid-Term Exam	1	1	1
Preparation for the Mid-Term Exam	1	15	15
Short Exam	0	0	0
Preparation for the Short Exam	0	0	0
TOTAL	34	0	107