COURSE UNIT TITLE

: SOCIAL MEDIA AND DIGITAL ADVERTISING

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
ETC 5004 SOCIAL MEDIA AND DIGITAL ADVERTISING COMPULSORY 3 0 0 5

Offered By

Electronic Trade

Level of Course Unit

Second Cycle Programmes (Master's Degree)

Course Coordinator

PROFESSOR DOCTOR ZEKI ATIL BULUT

Offered to

Electronic Trade

Course Objective

The aim of this course is to teach the students how to use social media applications and how to use these platforms as an advertising medium. In addition, these two concepts are aimed to teach strategies and methods for effective use in marketing.

Learning Outcomes of the Course Unit

1   Being able to know basic concepts about digital media
2   Being able to know digital advertising types
3   Being able to have detailed information about social media tools
4   Being able to define the concept of metrics in social media
5   Being able to organize advertising campaigns on social media

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Introduction and Web 1.0-2.0-3.0 concepts
2 Effect of Internet communication on human behavior
3 Concept, development and importance of social media
4 Social media tracking and reporting
5 Social media communication plan
6 Fundamentals of social media marketing
7 Social media and marketing communication
8 Mid-term exam
9 Fundamentals of digital advertising
10 Fundamentals of digital advertising
11 Social media advertising
12 Social media advertising
13 Student presentations
14 Student presentations
15 Student presentations

Recomended or Required Reading

Textbook(s):
Erkan Akar, Sosyal Medya Pazarlaması, Sosyal Webde Pazarlama Stratejileri, Efil Yayınları, Ankara, 2010
Supplementary book(s):
Ann Handley, C.C. Chapman, Dijital Çağda Içerik Yönetiminin Kuralları, MediaCat Yayıları, Istanbul, 2012.
Philip Sheldrake, The Business of Influence, John Wiley & Sons, 2011.
Murat Kahraman, Sosyal Medya 101 2.0, Pazarlamacılar için Sosyal Medyaya Giriş, MediaCat Yayınları, Istanbul, 2010

Planned Learning Activities and Teaching Methods

1. Lectures
2. Sample applications
3. Article analysis

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 MTE MIDTERM EXAM
2 STT TERM WORK (SEMESTER)
3 FIN FINAL EXAM
4 FCG FINAL COURSE GRADE MTE * 0.20 + STT * 0.30 + FIN* 0.50
5 RST RESIT
6 FCGR FINAL COURSE GRADE (RESIT) MTE * 0.20 + STT * 0.30 + RST* 0.50


Further Notes About Assessment Methods

None

Assessment Criteria

By using mid-term exam, mid-term study and final exam, 5 learning outcomes will be measured and in-class applications will be followed to determine the stage of the student in reaching these learning outputs.

Language of Instruction

Turkish

Course Policies and Rules

1. Attending at least 70 percent of lectures is mandatory.
2. Plagiarism of any type will result in disciplinary action.
3. Students are expected tp participate actively in class discussions.
4. Students are expected to attend to classes on time.

Contact Details for the Lecturer(s)

E-mail: atil.bulut@deu.edu.tr
Phone: 0.232.3012567

Office Hours

Monday: 15.30-17.00

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 12 3 36
Student Presentations 2 3 6
Preparations before/after weekly lectures 13 3 39
Preparation for midterm exam 1 10 10
Preparation for final exam 1 15 15
Preparing assignments 1 15 15
Preparing presentations 1 5 5
Midterm 1 1 1
Final 1 2 2
TOTAL WORKLOAD (hours) 129

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10PO.11PO.12PO.13PO.14PO.15
LO.1111
LO.2111
LO.31
LO.411
LO.511

CONTACT INFORMATION
Dokuz Eylül Üniversitesi Cumhuriyet Bulvarı No: 144 35210 Alsancak / İZMİR
Phone: +90(232) 412 12 12 - Fax: +90 (232) 464 81 35

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