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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 Face to face
Coordinator of the Course Unit Assoc.Prof.Dr. ŞÜKRAN GÜZİN ILICAK AYDINALP
Instructor(s) of the Course Unit

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

CONTRIBUTION OF THE COURSE UNIT TO THE PROGRAMME LEARNING OUTCOMES

KNOWLEDGE

Theoretical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Describe basic communication theories with the knowledge gained in public relations and publicity.
3
2
List the main features of communication in items.
3
3
Interpret the basic characteristics of communication and create a creative solution to ensure reconciliation in an existing communication problem.
3

KNOWLEDGE

Factual

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Use the basic information in the field of Public Relations and Publicity in interdisciplinary studies.
1
2
Evaluate the knowledge related to social and natural sciences and produce projects in professional life.
1
3
Tell the basic concepts of public relations and advertising in detail.
4

SKILLS

Cognitive

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Analyze and evaluate social events at national and international level in the light of current debates.
2
2
Use the leadership, communication and presentation skills in occupational events.
2

SKILLS

Practical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Follow the innovations in the field of communication and important written and oral communication tools related to the field.
4
2
Write press releases for the purpose of introducing the institution he/she works at or owns.
3
3
Create communication programs within the public relations and advertising campaign.
5

OCCUPATIONAL

Autonomy & Responsibility

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Use published domestic and foreign data sources related to public relations and advertising in the field of communication and communication area in his / her own works such as articles and projects.
5

OCCUPATIONAL

Learning to Learn

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Evaluate the planning processes of past communication programs, public relations and advertising practices.
5

OCCUPATIONAL

Communication & Social

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Use communication techniques in the right place, environment and time.
4

OCCUPATIONAL

Occupational and/or Vocational

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Plan communication programs in the awareness of ethical values in the professional work.
3

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
Total Workload of the Course Unit 127
Workload (h) / 25.5 5
ECTS Credits allocated for the Course Unit 5,0