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. NİSA GÜLENER YILDIRIM |
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 the basic concepts of economics, administrative and human sciences.
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2 |
Summarize the basic communication theories with information about the field of Radio Television and Cinema.
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3 |
Communicate and explain the current information about communication with communication theories.
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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 |
Relate the knowledge and facts in the field of communication with other areas of social sciences such as law, philosophy, economics, politics, and sociology.
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2 |
Explain the structure and operation of the radio, television and cinema industries and use this information in their professional life.
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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 |
Using the data sources published in his / her field effectively, he /she conduct research and use the results in his / her studies.
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2 |
Analyze the international media structures and choose the media structure that is appropriate for his/her community.
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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 |
Analyze and evaluate social events at national and international level through media practices.
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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 |
Apply his / her knowledge about media management and organization in his / her professional life.
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2 |
Propose individual or team solutions for any problems in professional applications and production.
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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 |
Follow the developments in the field of communication, the studies related to the field and the mass media tools, and critically discuss the acquired knowledge.
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2 |
Critically interpret the economic, political and sociological dimensions of the media.
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3 |
Recognize universal norms of law and evaluate existing structures in the field of communication in the context of communication law and communication ethics and apply these gains throughout life.
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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 |
Conduct literature research in a foreign language related to his/her field.
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2 |
Prepare presentations for the film festival in Turkey and abroad, media organizations and communication symposia by using the communication skills.
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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 |
Defend scientific, social and ethical values in his / her field studies.
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2 |
Create film history, script, fiction, audio and video techniques knowledge and designs short or feature film stages.
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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 |