New Media
Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

General course introduction information

Course Code:

YMD201

Course Name:

Digital Advertising

Course Semester:

Fall

Course Credits:

Theoretical	Practical	Credit	ECTS
3	0	3	6

Language of instruction:

Course Requisites:

Does the Course Require Work Experience?:

Type of course:

Compulsory

Course Level:

Bachelor

TR-NQF-HE:6. Master`s Degree

QF-EHEA:First Cycle

EQF-LLL:6. Master`s Degree

Mode of Delivery:

Face to face

Course Coordinator :

Dr.Öğr.Üyesi SEMRA GEÇKİN ONAT

Course Lecturer(s):

Dr.Öğr.Üyesi SEMRA GEÇKİN ONAT

Course Assistants:

Course Objective and Content

Course Objectives:	The aim of the course is to to comprehend the structure and characteristics of advertising and marketing communication carried out in new media and social media platforms in the light of digital transformation in media and communication and and to learn strategies and methods for effective use of digital advertising tools in marketing.
Course Content:	Marketing Communication and Advertising Relationship, New media concept, Online social networks, Advertising and persuasion types, Internet ads, mobile ads, virtual advertisements, interactive advertising types, advergaming, social media marketing.

Learning Outcomes

The students who have succeeded in this course;

Learning Outcomes

1 - Knowledge
Theoretical - Conceptual
1) Following and mastering all kinds of developments in digital advertising and communication- marketing in the online world, learning to feed from other disciplines that feed the advertising field, and entering into theoretical and practical information about equipment that will provide functional benefits.
2 - Skills
Cognitive - Practical
1) To be able to use theoretical and factual information about digital advertising in personal production, to analyze existing campaigns, to be able to approach critically. To be able to interpret and evaluate campaign data by using the knowledge and skills acquired in the field of digital advertising, to identify problems in the marketing communication process.
3 - Competences
Communication and Social Competence
1) Competence to communicate with leading people and organizations related to the field of advertising (ve IAB, IAA), to convey their problems and questions in a constructive way. To be able to propose and implement constructive projects for the social environment in which he or she lives by combining his advertising knowledge and experience with the awareness of social responsibility.
Learning Competence
1) Critical approach to the information acquired in the field of advertising, making suggestions for change and implementation, determining learning needs for this and reaching its target by planning. In this sense, understanding the importance of lifelong learning and developing a tendency to apply this approach.
Field Specific Competence
1) Ability to collect, interpret and evaluate data related to the field of Digital Advertising. To act in accordance with ethical and scientific values and to make decisions.
Competence to Work Independently and Take Responsibility
1) To be able to conduct an advanced study related to the field of advertising independently, to produce for the portfolio. To take responsibility individually and as a team member to solve communicative crises in the digital world.

Lesson Plan

Week	Subject	Related Preparation
1)	Marketing Communication and Advertising Relations - Definition, Functions and Objectives of Advertising.
2)	New media concept and its historical development.
3)	Digital Advertising Concept, Historical Development, Characteristics.
4)	Types of internet advertising.
5)	The effect of internet communication and digital advertising on consumer behviours.
6)	Traditional advertising etc. Digital advertising: Advantages and Disadvantages.
7)	Midterm Exam.
8)	Development of social media - Social media ads.
9)	Types of digital ads: Mobile ads.
10)	Types of Digital ads: Virtual media ads.
11)	In-game ads - Advergaming.
12)	Types of Digital ads: Interactive ads.
13)	Social media marketing and E-Wom.
14)	Overview of course.

Sources

Course Notes / Textbooks:	-Advertising and New Media, Christina Spurgeon, Routkedge. -Digital Advertising, Andrew McStay.
References:	Dijital Reklamcılık ve Gençlik, R. Gülay Öztürk. Beta Yayınevi

Course-Program Learning Outcome Relationship

Learning Outcomes	1	2	3	4	5	6
Program Outcomes
1) 1. Acquainting oneself with technologic developments which have effect on new media area. 2. Gaining the theoretical infrastructure controling the influence flow within social media, society and digital culture. 3. Implementing digital communication on productive and strategic projects by using the right applications. 4. Wining theoretical and factual infrastructure to use data which can reach the right information in an ethical way.
2) 1.Designing, strategizing and managing related processes as an active actor of the new media at the center of all transformations and changes, especially production, marketing, journalism, social relations. 2.Being able to comprehend the interdisciplinary structure of the new media and the tendency to work with traditional media such as newspapers, radio and TV, and to produce interactive content in this direction. 3.Generating a new generation of news in the context of news gathering and writing transformations; to be a new media correspondent, editor or producer in newspapers, radio or TV institutions carrying publishing activities on the Internet and mobile media. 4.Designing, producing and implementing content for public and private organizations with disciplines as public relations, trade, advertising for effective reach to target audience, productivity and competitive advantage. 5. Solving the crisis based new media at the institutions and to produce parallel strategies to the new situation. 6.Portal management, learning and implementation of stages in web design areas.
3) 1.Entrepreneurship that to be able to present thoughts and creativity in all new media platforms like web, newspaper, blog, e-commerce. 2.Informative, entertaining content production based on social existence, sharing and interaction in social media. 3.To be able to perform the profession as a team member and fulfill the responsibilities, while remaining committed to ethical values. 4.Paying attention to the fair representation of the views of all parties within the framework of accountability, equal approach to the parties and not misleading.
4) 1. Comprehension of media literacy skills in the process of news gathering. 2. Learning how to effectively use and develop new media platforms. 3. Comprehension of conceptual connections between media and politics 4. To be able to understand and question the basic principles of mass communication and the place and importance of mass communication. 5. Developing a perspective of being able to analyze and tired of economic politics, social, political and cultural influences of mass communication.
5) 1. communicating with digital agencies about new media projects in order to be a part of the solution. 2. Sharing the solution suggestions on communication area using qualitative and quantitative research. 3. Organizing and implementing projects and events for one'ssocial environment using the digital communication formats in a creative way.
6) 1. Understanding the basic principles and doctrines of communication and foprming a point of view. 2. Understanding and evaluating theoritical approach on communication. 3. Comprehension of criticism on media theories. 4. In Turkey and in the world assessing industry 4.0 strategies, Making the analysis of the practices. 5. Solving possible crises in the institutions by evaluating all technological, political and economic developments that will affect the new media field and producing parallel strategies to the new situation

Course - Learning Outcome Relationship

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Program Outcomes	Level of Contribution
1)	1. Acquainting oneself with technologic developments which have effect on new media area. 2. Gaining the theoretical infrastructure controling the influence flow within social media, society and digital culture. 3. Implementing digital communication on productive and strategic projects by using the right applications. 4. Wining theoretical and factual infrastructure to use data which can reach the right information in an ethical way.	5
2)	1.Designing, strategizing and managing related processes as an active actor of the new media at the center of all transformations and changes, especially production, marketing, journalism, social relations. 2.Being able to comprehend the interdisciplinary structure of the new media and the tendency to work with traditional media such as newspapers, radio and TV, and to produce interactive content in this direction. 3.Generating a new generation of news in the context of news gathering and writing transformations; to be a new media correspondent, editor or producer in newspapers, radio or TV institutions carrying publishing activities on the Internet and mobile media. 4.Designing, producing and implementing content for public and private organizations with disciplines as public relations, trade, advertising for effective reach to target audience, productivity and competitive advantage. 5. Solving the crisis based new media at the institutions and to produce parallel strategies to the new situation. 6.Portal management, learning and implementation of stages in web design areas.	4
3)	1.Entrepreneurship that to be able to present thoughts and creativity in all new media platforms like web, newspaper, blog, e-commerce. 2.Informative, entertaining content production based on social existence, sharing and interaction in social media. 3.To be able to perform the profession as a team member and fulfill the responsibilities, while remaining committed to ethical values. 4.Paying attention to the fair representation of the views of all parties within the framework of accountability, equal approach to the parties and not misleading.	5
4)	1. Comprehension of media literacy skills in the process of news gathering. 2. Learning how to effectively use and develop new media platforms. 3. Comprehension of conceptual connections between media and politics 4. To be able to understand and question the basic principles of mass communication and the place and importance of mass communication. 5. Developing a perspective of being able to analyze and tired of economic politics, social, political and cultural influences of mass communication.	4
5)	1. communicating with digital agencies about new media projects in order to be a part of the solution. 2. Sharing the solution suggestions on communication area using qualitative and quantitative research. 3. Organizing and implementing projects and events for one'ssocial environment using the digital communication formats in a creative way.	4
6)	1. Understanding the basic principles and doctrines of communication and foprming a point of view. 2. Understanding and evaluating theoritical approach on communication. 3. Comprehension of criticism on media theories. 4. In Turkey and in the world assessing industry 4.0 strategies, Making the analysis of the practices. 5. Solving possible crises in the institutions by evaluating all technological, political and economic developments that will affect the new media field and producing parallel strategies to the new situation	5

Learning Activity and Teaching Methods

Field Study
Expression
Brainstorming/ Six tihnking hats
Individual study and homework
Lesson
Reading
Homework
Project preparation
Q&A / Discussion
Case Study
Web Based Learning

Assessment & Grading Methods and Criteria

Written Exam (Open-ended questions, multiple choice, true-false, matching, fill in the blanks, sequencing)
Homework
Application
Individual Project
Presentation
Reporting
Bilgisayar Destekli Sunum
Case study presentation

Assessment & Grading

Semester Requirements	Number of Activities	Level of Contribution
Midterms	1	% 40
Final	1	% 60
total		% 100
PERCENTAGE OF SEMESTER WORK		% 40
PERCENTAGE OF FINAL WORK		% 60
total		% 100

Workload and ECTS Credit Grading

Activities	Number of Activities	Workload
Course Hours	16	48
Study Hours Out of Class	16	128
Midterms	1	3
Final	1	3
Total Workload		182