COP4317 Rhino Runner - Digital Marketing and Social Media ManagementBahçeşehir UniversityDegree Programs ENERGY SYSTEMS ENGINEERINGGeneral Information For StudentsDiploma SupplementErasmus Policy StatementNational QualificationsBologna Commission
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 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.


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
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) Build up a body of knowledge in mathematics, science and Energy Systems Engineering subjects; use theoretical and applied information in these areas to model and solve complex engineering problems.
2) Ability to identify, formulate, and solve complex Energy Systems Engineering problems; select and apply proper modeling and analysis methods for this purpose.
3) Ability to design complex Energy systems, processes, devices or products under realistic constraints and conditions, in such a way as to meet the desired result; apply modern design methods for this purpose.
4) Ability to devise, select, and use modern techniques and tools needed for solving complex problems in Energy Systems Engineering practice; employ information technologies effectively.
5) Ability to design and conduct numerical or pysical experiments, collect data, analyze and interpret results for investigating the complex problems specific to Energy Systems Engineering.
6) Ability to cooperate efficiently in intra-disciplinary and multi-disciplinary teams; and show self-reliance when working on Energy Systems-related problems
7) Ability to communicate effectively in English and Turkish (if he/she is a Turkish citizen), both orally and in writing. Write and understand reports, prepare design and production reports, deliver effective presentations, give and receive clear and understandable instructions.
8) Recognize the need for life-long learning; show ability to access information, to follow developments in science and technology, and to continuously educate oneself.
9) Develop an awareness of professional and ethical responsibility, and behave accordingly. Be informed about the standards used in Energy Systems Engineering applications.
10) Learn about business life practices such as project management, risk management, and change management; develop an awareness of entrepreneurship, innovation, and sustainable development.
11) Acquire knowledge about the effects of practices of Energys Systems Engineering on health, environment, security in universal and social scope, and the contemporary problems of Energys Systems engineering; is aware of the legal consequences of Energys Systems engineering solutions.