DIGITAL ADVERTISING AND SOCIAL MEDIA MARKETING PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
ELT403	DIGITAL ADVERTISING AND SOCIAL MEDIA MARKETING	7	3	3	8

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 :	Compulsory
Mode of Delivery of the Course Unit	-
Coordinator of the Course Unit	Assoc.Prof. MUSTAFA ÇANAKÇIOĞLU
Instructor(s) of the Course Unit	Assist.Prof. PINAR BACAKSIZ
Course Prerequisite	No

OBJECTIVES AND CONTENTS
Objectives of the Course Unit:	The main aim of the course is to provide an understanding of advertising strategies and social media applications in digital platforms that differentiate with the developing technology.
Contents of the Course Unit:	Digital advertising techniques, social media applications, advertising in social media

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)
To be able to comprehend the concept of digital advertising and digital advertising environments
To be able to understand the evolution of the internet and the transformation in the field of communication
Ability to analyze comparisons between digital advertising and traditional traditional advertising
Developing advertising applications on social media

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY
Week	Preparatory	Topics(Subjects)	Method
1	Examining lecture notes	Development of internet, new media features, comparison of new media and traditional media	Lecture, presentation, question and answer
2	Examining lecture notes	Concept of advertising, history of advertising, hierarchy of effects, channels and techniques	Lecture, presentation, question and answer
3	Examining lecture notes	Marketing Communication and Advertising Relationship	Lecture, presentation, question and answer
4	Examining lecture notes	Digital advertising, its types and techniques	Lecture, presentation, question and answer
5	Examining lecture notes	Advertising effectiveness measurement, ROI concept	Lecture, presentation, question and answer
6	Examining lecture notes	Search engines, Adwords and social media advertising environments	Lecture, presentation, question and answer
7	Examining lecture notes	SEO (Search engine optimization) applications	Lecture, presentation, question and answer
8	-	MID-TERM EXAM	-
9	Examining lecture notes	SEM applications	Lecture, presentation, question and answer
10	Examining lecture notes	The concept of social media and the development of social media	Lecture, presentation, question and answer
11	Examining lecture notes	Social media channels and tools	Lecture, presentation, question and answer
12	Examining lecture notes	Innovations and changes brought by social media to the field of advertising	Lecture, presentation, question and answer
13	Examining lecture notes	Digital advertising case studies	Lecture, presentation, question and answer
14	Examining lecture notes	Social media advertising case studies	Lecture, presentation, question and answer
15	Examining lecture notes	End of term repetition and project evaluation	Lecture, presentation, question and answer
16	-	FINAL EXAM	-
17	-	FINAL EXAM	-

SOURCE MATERIALS & RECOMMENDED READING
Dijital reklamcılık ve gençlik / R. Gülay Öztürk.
İletişim çalışmaları / Ed. Filiz Aydoğan.

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	Learns the basic information about electronic commerce.						5
2	Gains awareness about project and risk management skills and the importance of entrepreneurship, innovation and sustainable development.					4

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Follows new generation marketing strategies by learning digital marketing.						5

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Correctly relates the relationship between electronic commerce and information and communication technologies.					4

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Applies the knowledge and skills related to the field, taking into account its social and ethical responsibilities.						5

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Researches developments in science and technology and understands the importance of constantly renewing themselves adopting lifelong learning as a principle.						5

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Gains skills in web and graphic design.				3
2	Has the ability to produce innovative works by learning to use digital tools effectively.				3

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Evaluates the developments in the world from an intellectual perspective in the light of the joint faculty courses taken.					4

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Analyzes the current e-commerce environment.						5

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	13	6	78
Land Surveying	0	0	0
Group Work	0	0	0
Laboratory	0	0	0
Reading	0	0	0
Assignment (Homework)	0	0	0
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	0	0	0
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	7	6	42
Mid-Term Exam	1	1	1
Preparation for the Mid-Term Exam	5	8	40
Short Exam	0	0	0
Preparation for the Short Exam	0	0	0
TOTAL	41	0	204