Code | Name of the Course Unit | Semester | In-Class Hours (T+P) | Credit | ECTS Credit |
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HIT342 | INTERNET ADVERTISING | 5 | 3 | 3 | 5 |
GENERAL INFORMATION |
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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 | Assist.Prof. DİDEM TETİK KÜÇÜKELÇİ |
Instructor(s) of the Course Unit | |
Course Prerequisite | No |
OBJECTIVES AND CONTENTS |
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Objectives of the Course Unit: | This course aims to analyze the advertising activities as part of the public relations strategy in the new media |
Contents of the Course Unit: | Contents of the course include the subjects as in definition of new media, summarizing the use of new media in terms of public relations, marketing and advertising, definition of segmentation, the link between communication technologies and marketing-consumer trio, internet ad examples. |
KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to) |
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List at least 4 of the channels in new media on which public relations campaign can be carried out |
Explain 3 of the features that an internet advertisement should have |
Explain the impact of ads published in the new media through case studies |
Decide which ad platform should be used in the current campaign by learning advertising channels and technologies |
Analyze the successful and unsuccessful advertising examples published in the new media with the information on Internet advertising planning steps |
WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY |
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Week | Preparatory | Topics(Subjects) | Method |
1 | Reading the related subject in the coursebook | Consumer Tendencies Changing with the Development of Communication Technologies, New Marketing Methods | Lecture & Question and Answer |
2 | Reading the related subject in the coursebook | Structure and Components of New Media Systems | Lecture & Question and Answer |
3 | Reading the related subject in the coursebook | Integration of New Media Systems to Corporate Public Relations Strategy 1 | Lecture & Question and Answer |
4 | Reading the related subject in the coursebook | Integration of New Media Systems to Corporate Public Relations Strategy 2 | Lecture & Question and Answer |
5 | Reading the related subject in the coursebook | New Media: Permission-Based Marketing, Mobile Marketing and Search Engine Marketing | Lecture & Question and Answer |
6 | Reading the related subject in the coursebook | Experiential Marketing in New Media, Database Marketing and Relational Marketing Practices | Lecture & Question and Answer |
7 | Reading the related subject in the coursebook | Word of Mouth Marketing on Internet | Lecture & Question and Answer |
8 | - | MID-TERM EXAM | - |
9 | Reading the related subject in the coursebook | Buzz Marketing | Lecture & Question and Answer |
10 | Reading the related subject in the coursebook | Viral Marketing, Viral Advertising | Lecture & Question and Answer |
11 | Reading the related subject in the coursebook | Advergaming, In-Game Marketing | Lecture & Question and Answer |
12 | Reading the related subject in the coursebook | Advertisements in Social Networking Sites | Lecture & Question and Answer |
13 | Reading the related subject in the coursebook | Wikis, Comment and Evaluation Sites | Lecture & Question and Answer |
14 | Reading the related subject in the coursebook | Podcasting, Weblogging | Lecture & Question and Answer |
15 | Reading the related subject in the coursebook | Vlogging, Moblogging | Lecture & Question and Answer |
16 | - | FINAL EXAM | - |
17 | - | FINAL EXAM | - |
SOURCE MATERIALS & RECOMMENDED READING |
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Mestci, A. (2013). Internette Reklamcilik. Istanbul: Pusula Publications |
Aydin, D. (2011). Reklam Hafizasi. Ankara: Nobel Akademik Publications |
Robinson, H., Wysocka, A., Hand, C. (2007). Internet advertising effectiveness: the effect of design on click-through rates for banner ads. International Journal of Advertising, 26(4): 527-541. |
Zeff, R. L. ve Aronson, B. (1999). Advertising on the Internet. John Wiley & Sons, Inc.. |
Cho, C. H. Ve Cheon, H. J. (2004). Why do people avoid advertising on the internet?. Journal of advertising, 33(4): 89-97. |
Drèze, X., & Hussherr, F. X. (2003). Internet advertising: Is anybody watching?. Journal of interactive marketing, 17(4): 8-23. |
ASSESSMENT |
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Assessment & Grading of In-Term Activities | Number of Activities | Degree of Contribution (%) | Description |
Level of Contribution | |||||
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0 | 1 | 2 | 3 | 4 | 5 |
KNOWLEDGE |
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Theoretical |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Define concepts such as management, manager and leader.
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2 |
Analyze the accuracy, reliability and validity of the new information obtained from the data.
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KNOWLEDGE |
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Factual |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Report the obtained data.
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2 |
Prepare software and projects related with the field.
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SKILLS |
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Cognitive |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Use the appropriate resources for data analysis related with the field.
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2 |
Analyze the work processes.
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SKILLS |
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Practical |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Manage projects as part of a team.
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2 |
Apply the material, techniques and analyzes in relation with the subject for project and work flows.
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OCCUPATIONAL |
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Autonomy & Responsibility |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Fulfill responsibility with a focus on result in individual and team studies.
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OCCUPATIONAL |
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Learning to Learn |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Recognizes what he/she knows about his/her field or not.
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2 |
Act the theoretical knowledge in real life with learning to learn approach.
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3 |
Apply different methods and techniques with an innovative approach in his/her research.
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OCCUPATIONAL |
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Communication & Social |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Apply the results obtained in accordance with voluntarism and social responsibility projects.
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2 |
Establish a healthy contact with colleagues
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3 |
Share the analyzes and obtained results with colleagues.
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4 |
Cooperate with colleagues at international level with the help of foreign language competency.
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OCCUPATIONAL |
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Occupational and/or Vocational |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Behave in accordance with ethical values regarding the collection, analysis and reporting of data.
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2 |
Participate the design of work processes and systems with full quality.
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3 |
Cooperate with other employees for the continuation of sustainability in the profession.
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WORKLOAD & ECTS CREDITS OF THE COURSE UNIT |
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Workload for Learning & Teaching Activities |
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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 | 3 | 42 |
Land Surveying | 0 | 0 | 0 |
Group Work | 0 | 0 | 0 |
Laboratory | 0 | 0 | 0 |
Reading | 14 | 2 | 28 |
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 | 1 | 7 | 7 |
Mid-Term Exam | 1 | 1 | 1 |
Preparation for the Mid-Term Exam | 1 | 6 | 6 |
Short Exam | 0 | 0 | 0 |
Preparation for the Short Exam | 0 | 0 | 0 |
TOTAL | 46 | 0 | 127 |
Total Workload of the Course Unit | 127 | ||
Workload (h) / 25.5 | 5 | ||
ECTS Credits allocated for the Course Unit | 5,0 |