DIGITAL AND SOCIAL MEDIA ADVERTISING PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
RTI451	DIGITAL AND SOCIAL MEDIA ADVERTISING	7	3	3	7

GENERAL INFORMATION
Language of Instruction :	Turkish
Level of the Course Unit :	, TYY: + , EQF-LLL: , QF-EHEA:
Type of the Course :	Compulsory
Mode of Delivery of the Course Unit	-
Coordinator of the Course Unit
Instructor(s) of the Course Unit	Assist.Prof. AYDAN ÜNLÜKAYA ÇEVİRİCİ
Course Prerequisite	No

OBJECTIVES AND CONTENTS
Objectives of the Course Unit:	The aim of this course is to trace the changes in advertising brought about by digitalization, to become familiar with new advertising opportunities, and to make predictions about the future development of advertising.
Contents of the Course Unit:	The content of the course focuses on new advertising media that have emerged in parallel with the transformation of advertising in the context of new communication technologies, as well as the use of new digital platforms in advertising.

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)
Can explain the historical development of digitalization and the impact of digital culture on advertising.
Can apply digital marketing strategies and social media advertising methods using real-life examples.
Can evaluate digital advertising performance using metrics and targeting strategies.
Can design responsible campaigns considering ethics, sustainability, and legal regulations in digital advertising.
Can compare and assess different types of digital advertising.

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY
Week	Preparatory	Topics(Subjects)	Method
1	Weekly article readings on the related topic	Course Introduction and Overview: Presentation of the course objectives, content, methods of implementation, and evaluation criteria. Explanation of the weekly course schedule (syllabus) and reading list/references.	Lecture and question–answer method.
2	Weekly article readings on the related topic	Historical Development and Conceptual Framework of Digitalization	Lecture and question–answer method.
3	Weekly article readings on the related topic	Digital Culture	Lecture and question–answer method.
4	Weekly article readings on the related topic	Concept and Strategies of Digital Marketing	Lecture and question–answer method.
5	Weekly article readings on the related topic	Digital Advertising	Lecture and question–answer method.
6	Weekly article readings on the related topic	Types of Digital Advertising	Lecture and question–answer method.
7	Weekly article readings on the related topic	Social Media Advertising	Lecture and question–answer method.
8	Weekly article readings on the related topic	Influencer Marketing	Lecture and question–answer method.
9	Weekly article readings on the related topic	E-Commerce Models and Advertising in Digital Games (Advergaming & In-Game Advertising)	Lecture and question–answer method.
10	Weekly article readings on the related topic	MID-TERM EXAM	Lecture and question–answer method.
11	Weekly article readings on the related topic	Metrics and Targeting Strategies in Digital Marketing (Segmentation, Targeting, Positioning)	Lecture and question–answer method.
12	Weekly article readings on the related topic	Search Engine Advertising, Remarketing, and Affiliate Marketing, Digital Advertising Measurement Methods	Lecture and question–answer method.
13	Weekly article readings on the related topic	Digital Storytelling and Advertising	Lecture and question–answer method.
14	Weekly article readings on the related topic	Ethics, Sustainability, and Social Responsibility in Digital Advertising	Lecture, question–answer method, and assignment presentations.
15	Weekly article readings on the related topic	Legal Regulations in Digital Advertising	Lecture, question–answer method, and assignment presentations.
16	-	FINAL EXAM	-
17	-	FINAL EXAM	-

SOURCE MATERIALS & RECOMMENDED READING
Dyck, F. V. (2017). Yeni Nesil Reklamcılık. İstanbul: The Kitap.
Jenkins, H. (2019). Cesur Yeni Medya: Teknolojiler ve Hayran Kültürü. (N. Yeğengil, Çev.) İstanbul: İletişim Yayınları.
Kotler, P., Kartajaya, H. ve Setiawan, I. (2010). Pazarlama 3.0. İstanbul: Optimist Yayıncılık.
Kotler, P., Kartajaya, H. ve Setiawan, I. (2021). Pazarlama 5.0. İstanbul: Kapital Medya Hizmetleri A.Ş.
Kotler, P., Kartajaya, H. ve Setiawan, I. (2022). Pazarlama 4.0. İstanbul: Optimist Yayıncılık.
Tosun, N., Tüzel Uraltaş, N., Nas, A., Özkaya, B., Güdüm, S., Ertürk, B., Dönmez, M., Çerçi, M., Ülker, Y., Cesur, D., Varol, E., Kiçir, İ. (2018). Reklam Yönetimi. İstanbul: Beta Yayınları.
Gökşin, E. (2017). Dijital Pazarlama Temelleri. İstanbul.

ASSESSMENT
Assessment & Grading of In-Term Activities	Number of Activities	Degree of Contribution (%)	Description	Examination Method
Mid-Term Exam	1	50		Classical Exam
Final Exam	1	50		Classical Exam
TOTAL	2	100

Level of Contribution
0	1	2	3	4	5

KNOWLEDGE
Theoretical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Alanında ileri düzeyde bilgilere sahiptir.						5

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Reklam Tasarımı ve İletişimi alanındaki temel bilgileri disiplinler arası çalışmalarda kullanır.						5

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	1-Alana ilişkin bilgileri çalışanlar ve ekip arkadaşlarına aktarabilme becerisine sahiptir.						5
2	-Karar, uygulama ve davranışlarında alana ilişkin edindiği bilgileri kullanmak suretiyle verileri yorumlayabilme, analiz edebilme, sorunları tanımlayabilme ve çözüm önerileri getirebilme becerisine sahiptir						5

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Reklam kampanyası dahilinde iletişim programları yaratır						5

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Alana ilişkin konularda araştırma ve çalışma yapar.						5
2	Proje yürütücüsü ya da katılımcısı olarak proje hedeflerine uygun sorumluluk alır				3
3	Örgüt/Kurum için amaç ve hedef belirler.				3

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	-Edindiği bilgi ve becerileri eleştirel olarak değerlendirir.					4
2	Öğrenme gereksiniminin sürekliliğini kavradığını gösterir.					4

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	-Alanı ile ilgili edindiği bilgi ve beceriler düzeyindeki düşüncelerini ve önerilerini ilgililere yazılı ve sözlü olarak aktarır.					4
2	Mesleki alanda paydaşlarla etkili iletişim kurar.						5
3	Alanının gerektirdiği en az Avrupa Bilgisayar Kullanma Lisansı İleri Düzeyinde bilgisayar yazılımı ile birlikte bilişim ve iletişim teknolojilerini kullanır.	0
4	Bir yabancı dili en az Avrupa Dil Portföyü B1 Genel Düzeyinde kullanarak alanındaki bilgileri izler ve meslektaşları ile iletişim kurar	0

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Örgüt/Kurum, iş ve toplumsal etik değerlere uygun davranır.					4
2	Örgütün/Kurumun paydaşlarıyla ilişkilerini analiz eder ve etkin biçimde yürütür.					4
3	Yenilikleri teşvik edebilme becerisine sahiptir.					4
4	Örgüte/kuruma ilişkin eleştirel düşünür.					4
5	Sosyal hakların evrenselliği, sosyal adalet, kalite ve kültürel değerler ile çevre koruma, iş sağlığı ve güvenliği konularında yeterli bilince sahiptir.						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	5	65
Land Surveying	0	0	0
Group Work	0	0	0
Laboratory	0	0	0
Reading	13	5	65
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	5	5
Mid-Term Exam	1	1	1
Preparation for the Mid-Term Exam	1	5	5
Short Exam	0	0	0
Preparation for the Short Exam	0	0	0
TOTAL	44	0	184