TEXTILE AND FASHION DESIGN | |||||
Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 |
Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
COP4317 | Rhino Runner - Digital Marketing and Social Media Management | Spring | 3 | 0 | 3 | 5 |
This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester. |
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. |
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. |
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. |
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 |
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 |
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 |
No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
Program Outcomes | Level of Contribution |