Week |
Subject |
Related Preparation |
1) |
Introduction to the course. What did digital communication change in people's lives and behaviors in modern and global world? |
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2) |
Introduction to digital marketing communications - Going digital and the change it brings. What did digitalization change in communication strategies? What are the digital marketing tools? |
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3) |
Display Ads, Search Engine Marketing, Mobile Marketing, Ad targeting types |
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4) |
Marketing strategies for social media. Social media usage and development in Turkey and the world. How to conduct follow-ups of social media trends? Applied examples. |
|
5) |
Rules of creating marketing communication strategies for social media. Real Social meda communication case studies. |
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6) |
Advertising models for Facebook, Twitter, Instagram and other social media channels. |
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7) |
Campaign planning for social media and important points on content management. Online Content creation work shop. |
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8) |
Summary of midterm topics and directions for midterm exam. |
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9) |
What is viral marketing and Buzz Feed? How to create and distribute content? What are channels? |
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10) |
New trends in the social media: Real Time Marketing, Inbound Marketing, Guerilla Marketing |
|
11) |
What is digital public relations? How is it different from traditional public relations efforts? Applied comparisons of traditional and digital communication campaign ideas. |
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12) |
What are Web Sites, Micro Site, Landing Page, Blog, Facebook Tab? How do the areas of usage change for each of them? |
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13) |
The importance of social media and digital strategies in corporate communication, internal and external applications. |
|
14) |
Summary of the course topics, directions and notices for the final exam. |
|
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Program Outcomes |
Level of Contribution |
1) |
To prepare the students to become communication professionals by focusing on strategic thinking, professional writing, ethical practice and innovative use of traditional and new media |
3 |
2) |
To be able to create effective public relations plans using fundamental planning components that include situation analysis, public profile, objectives, strategies and tactics. |
3 |
3) |
To be able to apply theoretical concepts related to mass communication, consumer behavior, psychology, persuasion,sociology, marketing, and other related fields to understand how public realtions works. |
3 |
4) |
To be able to have the ability to explain and identify problems associated with the relationships between events and facts in the areas of public relations, persuasive communication, communication management, corporate communications. |
2 |
5) |
To be able to analyze primary and secondary research data in the fields of perception and reputation management and corporate communication practices. |
2 |
6) |
To be able to search, write, and design articles, newsletters, and fliers, brochures, and announcements, in styles and formats appropraite various audiences, mediums and settings. |
3 |
7) |
To be able to apply the underlying theories of communication and the necessities of work safety to different types of public relations processes and campaigns. |
2 |
8) |
To be able to develop creative and persuasive management skills in terms of reputation, employee relations, leadership and similar corporate practices. |
2 |
9) |
To be able to take responsibility in an individual capacity or as a team in generating solutions to given scenarios which can occur in public relations processes. |
3 |
10) |
To be able to understand how an organizational culture works and how employees and leaders create messages as a communication tool. |
2 |
11) |
To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of public relations. |
2 |
12) |
To be able to to use information, communication technologies and computer software with the required level of public relations, marketing communication, persuasive communication, communication management, corporate communications. |
4 |
13) |
To be able to explain and describe business marketing activities, economics, business law and global business practices. |
2 |
14) |
To be able to recognize national and international, social and cultural dimensions of public relations. |
3 |