Public Relations and Advertising
Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

General course introduction information

Course Code:

UTIC308

Course Name:

E-Commerce

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:

Speciality Elective

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 AYŞE NUR TOPÇUOĞLU

Course Lecturer(s):

Course Assistants:

Course Objective and Content

Course Objectives:

The aim of this course is to understand the importance of quality and standards in global and international trade and emphasize their necessity. The purpose of quality and standards is to ensure that products, services, or processes meet specific expectations and guarantee continuity. This ensures customer satisfaction, meaning that the product or service is guaranteed to meet customer needs and expectations. It also increases efficiency, reduces errors, ensures more effective use of resources, and provides a competitive advantage. Quality products and services make it easier to stand out in the market and enhance brand reliability; quality products strengthen trust in the brand. Quality management supports continuous development and encourages improvement.

Course Content:

Introduction to E-Commerce

Business Models and Strategies in E-Commerce

Payment Systems and Security in E-Commerce

Legal and Ethical Issues in E-Commerce

Logistics and Supply Chain Management in E-Commerce

Website Development for E-Commerce

Mobile Commerce and Omnichannel Strategies

Data Analytics in E-Commerce

Artificial Intelligence in E-Commerce

Digital Marketing in E-Commerce

Project Development, Implementation, and Website Creation in E-Commerce

Management in E-Commerce Companies

E-Export and Dropshipping

Government Incentives for E-Commerce and E-Export

Learning Outcomes

The students who have succeeded in this course;

Learning Outcomes

1 - Knowledge
Theoretical - Conceptual
1) • They will know the types and characteristics of the e-commerce system.
2) • They will understand and recall the main approaches of e-commerce and the concept of e-business.
3) • They will understand the functioning of the e-commerce system, its legal foundations, its establishment, and its stakeholders.
4) • They will be able to explain the payment systems, shipping, and packaging in e-commerce.
5) • They will learn how to set up a website.
6) • They will understand the e-export system.
2 - Skills
Cognitive - Practical
3 - Competences
Communication and Social Competence
Learning Competence
Field Specific Competence
Competence to Work Independently and Take Responsibility

Lesson Plan

Week	Subject	Related Preparation
1)	• Definition of the course • Understanding the increasing importance of e-commerce • Identifying key concepts related to e-commerce • Understanding e-commerce statistics and its past, present, and future	Homework: Assigned readings for the next class session.
2)	• Explanation of the system's operation before the establishment of the website • Domain name, site name, basic technical features • Areas where the system will operate and their definitions, site infrastructure • Explanation of what needs to be done and known before setting up an e-commerce site (web, SEO, hosting, domain name, etc.) • Essential elements to consider when planning e-commerce • Creating an e-business idea • Identifying the resources to be used when creating an e-business idea • E-commerce and e-business concepts	Review of Notes for Week 2
3)	• Law No. 6563 on the Regulation of Electronic Commerce • Regulation on Service Providers and Intermediary Service Providers • Law No. 4077 on the Protection of Consumers • Notification on the Trust Seal in Electronic Commerce • Law No. 6698 on the Protection of Personal Data ("KVKK") • Law No. 6493 on Payment and Securities Settlement Systems, Payment Services, and Electronic Money Institutions	Review of the topics to be covered in the next week
4)	• Contracted transportation • Cargo transportation • Inbound goods, outbound goods, and post-market logistics support, order fulfillment • Single logistics partnership, single inventory, and single e-logistics system (product storage, goods receipt, placement at the address, quality control, product picking, packaging, shipping, delivery, return acceptance, product status reporting, product control, finalization)	Review of Topics
5)	• Law No. 6493 on Payment and Securities Settlement Systems, Payment Services, and Electronic Money Institutions • PAY PORTAL • PAYLINK • CEP POS • VIRTUAL POS • TROY • BKM EXPRESS • 3D SECURE • TECHPOS • GO	Review of Topics
6)	• Definition of Mobile Commerce, its advantages and disadvantages • Mobile shopping – The future of mobile shopping • Augmented Reality (AR)/Voice Shopping/Social Media Integration/AI-supported recommendations • Chatbots • What is an API (Application Programming Interface)? • What are Multichannel and Omnichannel Strategies?	Review of topics
7)	What is the data involved in e-commerce? • What is Data Analytics? • Types of Data Analytics • Artificial Intelligence (AI) • What does Artificial Intelligence encompass? • Subfields of Artificial Intelligence: Machine Learning/Deep Learning/Natural Language Processing/Computer Vision/Expert Systems • 6 different uses of Artificial Intelligence in e-commerce	Review of topics
8)	Mıdterm Exam	-
9)	• Teaching the necessary infrastructure for quickly setting up a website with professional site support from a technical expert trainer and AI-powered design.	-
10)	• Online marketing opportunities • Marketing communication in e-commerce • Types of e-marketing • Co-branding and sponsorship • Search engines and other directory page marketing • Digital marketing • "Word of mouth" marketing (Affiliate Marketing) • Influencer marketing • Social media marketing • Viral marketing	Review of Topics
11)	• Definition of E-Advertising • Types of E-Advertising • Features of E-Advertising • Interaction in E-Advertising	Review Of topics
12)	• What is Digital Management? • Definition • Characteristics • CDO – Chief Digital Officer – Digital Leader's characteristics • Differences with senior marketing managers (CMO) • Common characteristics, management styles • Expectations from CDOs	Review of the discussed topics and the website
13)	• Essentials of selling goods to individual customers abroad through online sales channels (e-commerce site, Instagram, Facebook, etc.) • Issuing invoices for sales without VAT • Shipping orders (packages) via micro export • Exporting by regulating the Export Notification via the Electronic Trade Customs Declaration (ETGB) • What is stockless e-commerce? • Advantages • Disadvantages • Processes	Review of the topics and the website
14)	• By our Ministry of Trade • Support provided to companies engaged in e-export and e-commerce, aiming to market their products abroad and increase sales, considered as foreign exchange-earning services under e-export activities.	Review of term
15)	Final Exam	-

Sources

Course Notes / Textbooks:

 Dijital Pazarın Sihirli Kapısı E-Ticaret, Mehmet Fatih Yıldırım, Verno Kitap,2024
 Dijital Kalkınma, Anonim, Gazi Kitapevi,2024
 Yeni Başlayanlar İçin E-Ticaret, Ümit Büyükyıldırım,LongPlay,2014
 Google AdWords Dinamik Anahtar Kelime Kullanımı: Google AdWords'te Etkili Reklamcılık Taktikleri, e kitap,Aktif yayınları,2015
 E–Ticaret,Mehmet Akif Çakırer Seçkin Yayınları, Şubat 2019
 Dijital Pazarlama Strateji, Yürütme ve Uygulama,Dave Chaffey,Fiona Ellis, Seçkin Yayınları Ekim 2018
 İnternette Pazarlama,Mehmet Marangoz, Seçkin Yayınları,Eylül 2018
 E–Ticaret Web Sitelerinde Müşteri Memnuniyeti,Mustafa Emre CivelekSeçkin yayınları,Temmuz 2017
 e-Ticaret,Dr.Zeynep İYİLER, e kitap, https://www.iso.org.tr/sites/1/upload/files/e-ticaret-2015-3941.pdf

References:

Course-Program Learning Outcome Relationship

Learning Outcomes	1	2	3	4	5	6
Program Outcomes
1) 1. Comprehending theories of interpersonal communication, 2. Know the basic concepts and practices of public relations and advertising,
2) 1. Understanding the basic principles and principles of communication and developing a point of view in this direction, 2. Be able to understand and interpret theoretical approaches in the field of communication, 3. Mass communicaiton theories and their comprehension and discussion to relation between the activities of professional communicators, 4. Use of information related to the fields of communication science, business management, marketing, sociology, organizational behavior, economics, political science, law, scientific research and cultural studies into public relations and advertising discipline, 5. Knowing all elements of marketing communication; strategy development, research, planning and application in issues advertisement, public relations, sales, direct marketing and e-communication, 6. Data compilation, application, analysis and interpretation of results, 7. Apply to the field and solve problems of basic behavioral sciences, 8. Ability to plan, define, model and solve related to public relations campaigns, 9. Understanding the interaction between public relations and management which is a business function, 10. Necessary research for a successful public relations application, definition of objectives, identifying target groups and corresponding messages to these, choosing the right councils and evaluating the results, 11. Related to advertising campaigns planning, definition, modelling and ability to solve, 12. Acquire and use managerial skills in the advertising sector, 13. Media research, planning and purchasing knowledge and skills, 14. Design and implement to the advertisement materials for various advertisement channels
3) 1. Make active presentations using appropriate announcement texts and visual aids for speeches and meetings; be able to express oneself and present a project, 2. Working as a team member and taking responsibility, 3. Resolve possible crises in institutions by assessing political, economic and technological all developments that will affect the field of public relations and to produce parallel strategies to the new situation, 4. Recognizing, understanding and designing elements of successful corporate communication, 5. Supply the stated or felt requirements, public relations services development in accordance with accepted professional standards, 6. Apply creative thinking methods and techniques,
4) 1. Comprehending media literacy skills in the news taking process, 2. Comprehension of conceptual connections between public relations, advertising and politics, 3. Having knowledge and interpretation about the periodical processes of advertising, 4. Identify market research required for advertisement implementations and be able to evaluate in terms of advertising,
5) 1. Ability to follow the development of education, science and technology and to recognize and describe the interaction of these elements with communication processes, 2. Applying to public relations, advertising and communication fields following new methods and technologies, 3. To use information communication technologies strategically within advertising and marketing, 4. To be able to comprehend and use contemporary techniques and software in the field of visual design, 5. To be able to follow national and international the contemporary problems, threads in the field of advertising, 6. To create a true dialectic mental, psychological and moral conditions with the Public Relations practices and acknowledging that the parties have the right to disclose their own situation and views, 7. Take care of the truth in Public Relations practices, to disseminate of information that is not based on sustainable and preconceived facts, 8. In Public Relations messages prepared for the promotion of products with regard to young people and children, they will damage their trust feelings, taking care to avoid no content that will affect psychological and physical weaknesses, 9. When practicing their profession, take care to ensure fair representation of the views of all interested parties, 10. Respecting the principle of confidentiality of confidential information that can be obtained by professions, 11. Pay attention to the fact that communication by their profession is based on open, correct, bi-directional and fully informed. 12. Where it is necessary to compete in a personal or institutional level, disuses the personal / institutional links that would unfairly affect competition; secondary undertaken tasks etc. as it will serve this purpose, 13. To prevent discrimination and promote the development of positive discrimination in intra-agency communication, 14. Supporting precautionary approaches to environmental problems in the business world, 15. To support all kinds of activities and formation that will increase environmental responsibility, 16. To support the development and diffusion of environmental friendly technologies,
6) 1. Understand social organizations and institutions, family, religious institutions and their relationship with communication, 2. Carry out public relations and advertising practices based on a common and broad knowledge base, academic studies, researchs, ethical principles and performance auditing, 3. To know and understand the quality concept in public relations and advertisement, 4. In Turkey and in the world of brand management strategy evaluation, implement brand strategies and analyze various campaigns, 5. Targeting to receive a quality certificate, performance audit and to apply continuously systems to improve the quality, 6. Applying the Public Relations profession not only to the institution but also to oversee the benefit of collecting, 7. Identify messages that are appropriate for the target audience in the advertisement and choosing the right councils and evaluating the results, 8. To be able to interpret legal regulations intented for communication and advertisement field, 9. To recognize the basic principles of concord, manage the processes of concord or to work get a job in these processes, 10. Recognition of ethical principles in the International Advertising Practice Guidelines; in this respect, advertising applications integrity, honesty, social responsibility, protection of children and young people, respect for personal rights, sensitivity to health and environment, to be able to evaluate in terms of subjects such as the protection of the consumer, 11. To design, plan, implement and evaluate communication activities with the belief that all individuals should benefit from the rights arising from the Universal Declaration of Human Rights, 12. Protecting and respecting human dignity in communication activities, ensuring that everyone has their own judgment, 13. Under all conditions, in public relations practies, to behove in shape of protecting mutuall interests are served both by this assocation and by this assocation of public societies, 14. Performing public relations and advertising profession so as not to damage the public interest, 15. Observing that the communication they establish by aiming to create mutual understanding during their professional activities is not harmful attribution to the cultural values and beliefs of society in terms of both legal and ethical, 16. Acting in harmony with articles the Idea and Artworks Law during the works, 17. Do not accept tasks that are contrary to the principles of professional ethics, 18. Work to protect and upgrade the reputation and prestige of the profession, 19. Do not be in comments and behaviors that would damage the reputation of your colleagues, 20. Respect for the Press Professional Principles with the freedom of the media to receive information and to inform the public, 21. The blogs, forums, video and photo sharing sites and similiar social media tools are enriching in the sense of changing and reflecting public opinion therefore in those channels professional activities the identity of the representatives in these meetings in terms of transparency principle, 22. Do not mislead public opinion or its representatives, 23. Do not use blackmail, bribe and repression, 24. As a public relations expert, do not sign a contract with a client or employer that guarantees quantitative results, 25. Not to be included in the initiatives and commitments in feature that are contradictory to social rules, dishonest, damage human dignity and character, 26. To promote and respect human rights declared in the business world, 27. Not being complicit of human rights violations in the business world, 28. To oppose all kinds of child labor, 29. Fighting corruption in the business world, 30. To struggle with corruption in the business world, 31. To carry out professional practices in order to not violate the ethical principles in purview public relations and advertising.

Course - Learning Outcome Relationship

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

	Program Outcomes	Level of Contribution
1)	1. Comprehending theories of interpersonal communication, 2. Know the basic concepts and practices of public relations and advertising,
2)	1. Understanding the basic principles and principles of communication and developing a point of view in this direction, 2. Be able to understand and interpret theoretical approaches in the field of communication, 3. Mass communicaiton theories and their comprehension and discussion to relation between the activities of professional communicators, 4. Use of information related to the fields of communication science, business management, marketing, sociology, organizational behavior, economics, political science, law, scientific research and cultural studies into public relations and advertising discipline, 5. Knowing all elements of marketing communication; strategy development, research, planning and application in issues advertisement, public relations, sales, direct marketing and e-communication, 6. Data compilation, application, analysis and interpretation of results, 7. Apply to the field and solve problems of basic behavioral sciences, 8. Ability to plan, define, model and solve related to public relations campaigns, 9. Understanding the interaction between public relations and management which is a business function, 10. Necessary research for a successful public relations application, definition of objectives, identifying target groups and corresponding messages to these, choosing the right councils and evaluating the results, 11. Related to advertising campaigns planning, definition, modelling and ability to solve, 12. Acquire and use managerial skills in the advertising sector, 13. Media research, planning and purchasing knowledge and skills, 14. Design and implement to the advertisement materials for various advertisement channels
3)	1. Make active presentations using appropriate announcement texts and visual aids for speeches and meetings; be able to express oneself and present a project, 2. Working as a team member and taking responsibility, 3. Resolve possible crises in institutions by assessing political, economic and technological all developments that will affect the field of public relations and to produce parallel strategies to the new situation, 4. Recognizing, understanding and designing elements of successful corporate communication, 5. Supply the stated or felt requirements, public relations services development in accordance with accepted professional standards, 6. Apply creative thinking methods and techniques,
4)	1. Comprehending media literacy skills in the news taking process, 2. Comprehension of conceptual connections between public relations, advertising and politics, 3. Having knowledge and interpretation about the periodical processes of advertising, 4. Identify market research required for advertisement implementations and be able to evaluate in terms of advertising,
5)	1. Ability to follow the development of education, science and technology and to recognize and describe the interaction of these elements with communication processes, 2. Applying to public relations, advertising and communication fields following new methods and technologies, 3. To use information communication technologies strategically within advertising and marketing, 4. To be able to comprehend and use contemporary techniques and software in the field of visual design, 5. To be able to follow national and international the contemporary problems, threads in the field of advertising, 6. To create a true dialectic mental, psychological and moral conditions with the Public Relations practices and acknowledging that the parties have the right to disclose their own situation and views, 7. Take care of the truth in Public Relations practices, to disseminate of information that is not based on sustainable and preconceived facts, 8. In Public Relations messages prepared for the promotion of products with regard to young people and children, they will damage their trust feelings, taking care to avoid no content that will affect psychological and physical weaknesses, 9. When practicing their profession, take care to ensure fair representation of the views of all interested parties, 10. Respecting the principle of confidentiality of confidential information that can be obtained by professions, 11. Pay attention to the fact that communication by their profession is based on open, correct, bi-directional and fully informed. 12. Where it is necessary to compete in a personal or institutional level, disuses the personal / institutional links that would unfairly affect competition; secondary undertaken tasks etc. as it will serve this purpose, 13. To prevent discrimination and promote the development of positive discrimination in intra-agency communication, 14. Supporting precautionary approaches to environmental problems in the business world, 15. To support all kinds of activities and formation that will increase environmental responsibility, 16. To support the development and diffusion of environmental friendly technologies,
6)	1. Understand social organizations and institutions, family, religious institutions and their relationship with communication, 2. Carry out public relations and advertising practices based on a common and broad knowledge base, academic studies, researchs, ethical principles and performance auditing, 3. To know and understand the quality concept in public relations and advertisement, 4. In Turkey and in the world of brand management strategy evaluation, implement brand strategies and analyze various campaigns, 5. Targeting to receive a quality certificate, performance audit and to apply continuously systems to improve the quality, 6. Applying the Public Relations profession not only to the institution but also to oversee the benefit of collecting, 7. Identify messages that are appropriate for the target audience in the advertisement and choosing the right councils and evaluating the results, 8. To be able to interpret legal regulations intented for communication and advertisement field, 9. To recognize the basic principles of concord, manage the processes of concord or to work get a job in these processes, 10. Recognition of ethical principles in the International Advertising Practice Guidelines; in this respect, advertising applications integrity, honesty, social responsibility, protection of children and young people, respect for personal rights, sensitivity to health and environment, to be able to evaluate in terms of subjects such as the protection of the consumer, 11. To design, plan, implement and evaluate communication activities with the belief that all individuals should benefit from the rights arising from the Universal Declaration of Human Rights, 12. Protecting and respecting human dignity in communication activities, ensuring that everyone has their own judgment, 13. Under all conditions, in public relations practies, to behove in shape of protecting mutuall interests are served both by this assocation and by this assocation of public societies, 14. Performing public relations and advertising profession so as not to damage the public interest, 15. Observing that the communication they establish by aiming to create mutual understanding during their professional activities is not harmful attribution to the cultural values and beliefs of society in terms of both legal and ethical, 16. Acting in harmony with articles the Idea and Artworks Law during the works, 17. Do not accept tasks that are contrary to the principles of professional ethics, 18. Work to protect and upgrade the reputation and prestige of the profession, 19. Do not be in comments and behaviors that would damage the reputation of your colleagues, 20. Respect for the Press Professional Principles with the freedom of the media to receive information and to inform the public, 21. The blogs, forums, video and photo sharing sites and similiar social media tools are enriching in the sense of changing and reflecting public opinion therefore in those channels professional activities the identity of the representatives in these meetings in terms of transparency principle, 22. Do not mislead public opinion or its representatives, 23. Do not use blackmail, bribe and repression, 24. As a public relations expert, do not sign a contract with a client or employer that guarantees quantitative results, 25. Not to be included in the initiatives and commitments in feature that are contradictory to social rules, dishonest, damage human dignity and character, 26. To promote and respect human rights declared in the business world, 27. Not being complicit of human rights violations in the business world, 28. To oppose all kinds of child labor, 29. Fighting corruption in the business world, 30. To struggle with corruption in the business world, 31. To carry out professional practices in order to not violate the ethical principles in purview public relations and advertising.

Learning Activity and Teaching Methods

Expression
Brainstorming/ Six tihnking hats
Individual study and homework
Lesson
Group study and homework
Reading
Problem Solving
Project preparation
Report Writing
Application (Modelling, Design, Model, Simulation, Experiment etc.)
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
Observation

Assessment & Grading

Semester Requirements	Number of Activities	Level of Contribution
Attendance	1	% 5
Homework Assignments	1	% 5
Presentation	1	% 20
Midterms	2	% 40
Final	1	% 30
total		% 100
PERCENTAGE OF SEMESTER WORK		% 70
PERCENTAGE OF FINAL WORK		% 30
total		% 100

Workload and ECTS Credit Grading

Activities	Number of Activities	Duration (Hours)	Workload
Course Hours	14	3	42
Study Hours Out of Class	14	8	112
Homework Assignments	1	8	8
Midterms	2	2	4
Final	1	2	2
Total Workload			168