PHOTOGRAPHY AND VIDEO
Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

Course Introduction and Application Information

Course Code	Course Name	Semester	Theoretical	Practical	Credit	ECTS
COP4317	Rhino Runner - Digital Marketing and Social Media Management	Spring Fall	3	0	3	5

This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester.

Basic information

Language of instruction:	English
Type of course:	Non-Departmental Elective
Course Level:	Bachelor’s Degree (First Cycle)
Mode of Delivery:
Course Coordinator :	Instructor SİNEM İNCE
Course Lecturer(s):	Dr. Öğr. Üyesi SELCAN YEŞİLYURT
Recommended Optional Program Components:	None
Course Objectives:	In this course, different communication techniques ranging from public relations activities to marketing strategies will be analyzed. The aim of this course is to learn the integration of social media tools to marketing communication strategies and learn about the concepts and components necessary for gainin maximum efficiency from communication activities.

Learning Outcomes

The students who have succeeded in this course;
The students who have succeeded in this course will;
1) Develop a social media strategy for marketing communications.
2) Learn how to use Facebook and Twitter communication techniques and advertisements.
3) Gain skills for creating a communication or public relations campaign utilizing social media tools.
4) Create content and copy for social media tools.
5) Learn production of social media related visuals.
6) Learn how to use Google Adwords.
7) Compare reporting techniques for social media tools.
8) Learn the components and principles necessary for buiding marketing communication related websites.

Course Content

In this course, digital marketing communications, types of digital advertisements, social media tools and communication strategies, marketing strategies in social media, content management in social media, viral marketing, digital public relations topics will be covered.

Weekly Detailed Course Contents

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?
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?
3)	Display Ads, Search Engine Marketing, Mobile Marketing, Ad targeting types
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.
6)	Advertising models for Facebook, Twitter, Instagram and other social media channels.
7)	Campaign planning for social media and important points on content management. Online Content creation work shop.
8)	Summary of midterm topics and directions for midterm exam.
9)	What is viral marketing and Buzz Feed? How to create and distribute content? What are channels?
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.
12)	What are Web Sites, Micro Site, Landing Page, Blog, Facebook Tab? How do the areas of usage change for each of them?
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.

Sources

Course Notes / Textbooks:	Dijital Halkla İlişkiler Kavram ve Araçları - Aybike Pelenk Özel & Nuray Yılmaz Sert / Taşlar Yerinden Oynarken Dijital Pazarlamanın Kuralları - Fatoş Karahasan / Dijital Çağda İçerik Yönetiminin Kuralları - Ann Handley & C.C.Chapman
References:	The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly - David Meerman Scott

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Project	1	% 50
Final	1	% 50
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 0
PERCENTAGE OF FINAL WORK		% 100
Total		% 100

ECTS / Workload Table

Activities	Number of Activities	Workload
Course Hours	14	42
Study Hours Out of Class	13	37
Project	13	39
Final	1	4
Total Workload		122

Contribution of Learning Outcomes to Programme Outcomes

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

	Program Outcomes	Level of Contribution
1)	Knowledge of photographic and video media and ability to use basic, intermediate and advanced techniques of these media.
2)	Ability to understand, analyze and evaluate theories, concepts and uses of photography and video.
3)	Ability to employ theoretical knowledge in the areas of the use of photography and video.
4)	Familiarity with and ability to review the historical literature in theoretical and practical studies in photography and video.
5)	Ability in problem solving in relation to projects in photography and video.
6)	Ability to generate innovative responses to particular and novel requirements in photography and video.
7)	Understanding and appreciation of the roles and potentials of the image across visual culture
8)	Ability to communicate distinctively by means of photographic and video images.
9)	Experience of image post-production processes and ability to develop creative outcomes through this knowledge.
10)	Knowledge of and ability to participate in the processes of production, distribution and use of photography and video in the media.
11)	Ability to understand, analyze and evaluate global, regional and local problematics in visual culture.
12)	Knowledge of and ability to make a significant contribution to the goals of public communication.
13)	Enhancing creativity via interdisciplinary methods to develop skills for realizing projects.
14)	Gaining general knowledge about the points of intersection of communication, art and technology.