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 :	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. YELDA ÜLKER
Instructor(s) of the Course Unit	Res.Asisst. 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	Historical Development and Conceptual Framework of Digitalization	Lecture and question–answer method.
2	Weekly article readings on the related topic	Digital Culture	Lecture and question–answer method.
3	Weekly article readings on the related topic	Concept and Strategies of Digital Marketing	Lecture and question–answer method.
4	Weekly article readings on the related topic	Digital Advertising	Lecture and question–answer method.
5	Weekly article readings on the related topic	Types of Digital Advertising	Lecture and question–answer method.
6	Weekly article readings on the related topic	Social Media Advertising	Lecture and question–answer method.
7	Weekly article readings on the related topic	Influencer Marketing	Lecture and question–answer method.
8	-	MID-TERM EXAM	-
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	Metrics and Targeting Strategies in Digital Marketing (Segmentation, Targeting, Positioning)	Lecture and question–answer method.
11	Weekly article readings on the related topic	Search Engine Advertising, Remarketing, and Affiliate Marketing	Lecture and question–answer method.
12	Weekly article readings on the related topic	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	Has advanced knowledge in the field.						5

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Uses the basic information in the field of Advertising in interdisciplinary studies.						5

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Has the ability to transfer the knowledge of the field to employees and teammates.						5
2	Has the ability interpret and analyze data, define problems and propose solutions using acquired information relating to the area by using the information in decisions, practices and behaviors.						5

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Creates communication programs within the advertising campaign.						5

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Conducts research and studies on subjects related to the field.						5
2	Takes responsibility in accordance with the project objectives as a project manager or participant.				3
3	Sets the purpose and target for the organization / institution.				3

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Evaluates critically the acquired knowledge and skills.					4
2	Shows that he/she understands the continuity of the learning need.					4

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Conveys his / her thoughts and suggestions at the level of knowledge and skills related to the field to those concerned in written and verbal form.					4
2	Communicates effectively with stakeholders in the professional field.						5
3	Uses information and communication technologies together with computer software at minimum advanced level of European Computer Driving License required by the field.	0
4	Follows the information in the field and communicates with colleagues by using a foreign language at least at the European Language Portfolio B1 General Level.	0

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Behaves in accordance with organization/institution, business and social ethical values.					4
2	Analyzes the relations of the organization/institution with its stakeholders and executes them effectively.					4
3	Has the ability to encourage innovations.					4
4	Thinks critically about the organization / institution.					4
5	Has sufficient awareness of the universality of social rights, social justice, quality and cultural values, environmental protection, occupational health and safety.						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