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. KAMİL KAYA
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	Students define the concepts they learned and match them with their corresponding phenomena in the social world.
2	Students interpret concepts and theories taking into account their historical-cultural contexts.
3	Students compare sociological theories with reference to social problems.
4	Students distinguish the significance of ecological, social and economical sustainability for world’s future.
5	Students develop their knowledge on sustainability by the use of information and communication technologies.

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Students evaluate qualitative and quantitative data of sociological research studies.
2	Students analyse the complicated interactions between the social, cultural, political, economical and demographical phenomena of the global world.

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Students design a research by their acquired knowledge and experience.

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Students research field study considering the principle of cultural relativity, scientific and ethical values.
2	Students efficiently apply the most suitable information and communication technologies in their studies.
3	Students use their knowledge on ecological, social and economical sustainability in all aspects of their lives.

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Students research on problems which reflect on their fields in the global world undergoing rapid and profound change.

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Students criticize their advanced knowledge and skills in an analytical manner.
2	Students develop their knowledge and skills within the frame of scientific, technological and current developments via adopting the principle of lifelong learning.
3	Students act ethically impartial in their research studies.

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Students criticize their advanced knowledge and skills in an analytical manner.

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Students apply the principle of cultural relativity, scientific and ethical values with reference to sustainability throughout their studies in their careers.

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