INTERNET ADVERTISING PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
HIT342	INTERNET ADVERTISING	5	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	Prof. NEZİHA MUSAOĞLU
Instructor(s) of the Course Unit
Course Prerequisite	No

OBJECTIVES AND CONTENTS
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)
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
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
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
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	Define the basic theoretical, political, economic and administrative theories used in the field of Political Science and International Relations.
2	Explain the political history, political ideas, intellectual accumulation of understanding international relations and the way that the history of diplomacy has passed from past to present.
3	List the norms of universal law and human rights, the principles of the modern legal system, the names of modern bureaucratic and administrative structures.

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Explain the Turkish state tradition, the influence of Islam, the accumulation of political thought and its historical background, and compare this accumulation with the current approaches.
2	Evaluate the chronological development of relations between political and diplomatic developments and political / diplomatic facts / events / ideas / actors from past to present.
3	Analyze the structure and functioning of actors, organizations and organizations that determine international relations.

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	In the light of current theoretical debates, apply relevant concepts to current political and international developments.
2	Evaluate the Turkish political tradition, developments with the Turkic community.
3	Use information on the field when comparing the administrative structures of different countries and their diplomatic traditions.

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Formulate the current political developments, developments and arrangements in international relations in the historical and theoretical accumulation.
2	Analyze the functioning of modern political regimes in the light of political and public bureaucratic structures, regulations and developments.
3	Examine and analyze current political developments in the Balkans, the Middle East, Central Asia, North Africa and the Caucasus in terms of both Turkish political history and international relations discipline.

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	To conduct a field-specific study individually and to complete it with discipline and responsibility.
2	To assume duties and responsibilities in a team work as leader or team member and to fulfil them flawlessly.

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Follow the political and administrative developments in the international political system and the bureaucratic organizations operating in this system.
2	Examine the international problems and conflicts, and the problems in the field of administration and politics in detail.

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Follow the current developments in the field of Political Science and International Relations and collaborate with leading names in the field.
2	Examine and analyze academic resources and the written and oral studies on the political developments in the region and the world, especially in the Middle East.
3	Debate in the field of political science and public administration with different target groups in multicultural environments.

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	With the current historical and theoretical knowledge of the field, suggest sustainable, organizational and administrative arrangements aimed at meeting specific goals and solving certain problems.
2	Using the theoretical, economic, political and managerial knowledge, and produce reports on current developments, conflicts and agreements in geography related to world politics and especially in the Middle East.
3	Construct arguments on the current developments in Turkish politics in the light of the laws, regulations, and the important changes in the constitution and administrative law that determine Turkish political life and foreign relations.

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	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