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

General course introduction information

Course Code:

YMD212

Course Name:

Digital Marketing

Course Semester:

Spring

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):

Assoc. Prof. ZEYNEP GENEL
Dr.Öğr.Üyesi SEMRA GEÇKİN ONAT

Course Assistants:

Course Objective and Content

Course Objectives:	The aim of this course is to understand the trends that can shape the future of digital marketing. In this course, a company will provide the opportunity to develop information on how digital media such as internet, e-mail, mobile and interactive TV is applied in order to effectively present its goods and services to the market and to investigate e-business reality and applications.
Course Content:	Digital platforms, online and mobile marketing, e-commerce, e-mail concepts, campaign planning, effective web site building, active web content writing, mobile marketing rules and trends.

Learning Outcomes

The students who have succeeded in this course;

Learning Outcomes

1 - Knowledge
Theoretical - Conceptual
1) To be able to define the basic concepts of digital marketing such as social media, e-mail, mobile marketingi content marketing, targeting, positioning, marketing mix, digital advertising and text visuals, digital marketing activities, digital metering and conversion optimization, e-commerce and website management
2 - Skills
Cognitive - Practical
1) Uses relevant theoretical and practical information about digital marketing. Ability to prepare marketing plans and strategies required by companies and brands. Explains the basic approaches, ideas and developments about marketing.
3 - Competences
Communication and Social Competence
1) To be able to communicate with the individuals and institutions about what they learn in the basic knowledge and theoretical framework about current issues in the field of digital marketing; express their ideas and solutions in a constructive language.
Learning Competence
1) Learns the current digital marketing platforms through the knowledge and methods in digital marketing. Manages interactive, interactive marketing campaigns. Analyzes and evaluates the Web site and social media accounts of a marketing company or a brand.
Field Specific Competence
1) Acts in accordance with social, scientific and professional ethical values.
Competence to Work Independently and Take Responsibility
1) Being able to work effectively as part of a team in a group work. To be able to interact efficiently for both himself and the group.

Lesson Plan

Week	Subject	Related Preparation
1)	Introduction: A general introduction to marketing.
2)	Marketing Strategy: Marketing and Communication Strategy, Porter's 5 Power Analysis, Segmentation, Targeting, Positioning and marketing mix.
3)	Digital Ad Text and Images: Ad Title, Texts, Special Characters, Call to Action, Graphic Design.
4)	Understanding E-mail Marketing: New direct mail, What is email marketing ?, planning a campaign, measuring success, case study (Help For Heroes)
5)	Understanding Mobile Marketing: Mobile-Web 2.0, Mobile Marketing, Case study (Accor Hotels), Mobile Games, Mobile measure, Mobile Privacy, Mobile Data, Case study (Dubizzle.com)
6)	Digital Marketing Activities: Search Engine Ads, Social Media Marketing, Search Engine Optimization (SEO), Display Ads, Standard Banner Ads, Affiliate marketing
7)	Midterm exam.
8)	E-Commerce and Website Management: E-commerce overview, E-retail trends, Website management, content management system (CMS), Mobile commerce (m-commerce), Social commerce (s-commerce)
9)	Understanding Content Marketing: why content? Content strategy, content generation, the future of online content, case study (East Coast, Littlewoods, Makino)
10)	Digital Measurement and Conversion Optimization.
11)	Understanding Social Media: Forms of social media, social media boards, inclusion of social media in your site, case study (Bennetts Bike Social)
12)	Can customers find you? Dark side of search, mobile search, expectations, case study (the entertainer)
13)	Dijital Marketing - Case Studies
14)	General evaluation

Sources

Course Notes / Textbooks:	Olgu Şengül (2018), Dijital Pazarlama: 2 saatte A’dan Z ‘ye, Ceres Yayınları 3. Baskı Damian Ryan ( 2016), Dijital Pazarlama, çev. Mehmet Murat Kemaloğlu, Kültür yayınları,
References:	Philip Kotler (2017 ) , Pazarlama 4.0: Gelenekselden Dijitale Geçiş, optimist yayınları.

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.	4
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.	5
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
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
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	4

Learning Activity and Teaching Methods

Expression
Brainstorming/ Six tihnking hats
Lesson
Reading
Homework
Report Writing
Q&A / Discussion

Assessment & Grading Methods and Criteria

Written Exam (Open-ended questions, multiple choice, true-false, matching, fill in the blanks, sequencing)
Homework
Application
Group project
Presentation
Reporting

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	14	42
Study Hours Out of Class	16	128
Midterms	1	3
Final	1	3
Total Workload		176