ADV4631 Bahçeşehir UniversityDegree Programs SOFTWARE 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
ADV4631 Digital Strategies and New Trends 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: Face to face
Course Coordinator :
Recommended Optional Program Components: None
Course Objectives: Digital marketing is the fastest growing area of business. This course provides an introduction to the field and explains its various roles in an organization's total marketing program. Students will learn about all facets of digital advertising practices.

Learning Outcomes

The students who have succeeded in this course;
I. will identify basic concepts of digital marketing.
II. will be able to identify diffrences between classic and digital media strategy.
III. will identify the new digital life concept in advertising.
IV. will grasp “What’s the Word of Mouse”
V. will be able to design digital advertising products.

Course Content

The digital age is changing everything, specially how comminication professionals communicate with consumers. In this lecture course, the defining concepts, differences, and current practices of digital advertising are covered.

Weekly Detailed Course Contents

Week Subject Related Preparation
1) Introduction to Digital Marketing. Differences between classical design and digital design.
2) New rules of Marketing & Communication in digital design world.
3) Changing Social Life; “New Digital Life” Style & Social Media. Visual design for social media applications and usability.
4) Digital Media Strategy and digital media products. Deadline for 1st Homework.
5) SEM (Search Engine Marketing) and in text advertising (classical online advertising) Typography and Kinetic Typography in digital design.
6) New online advertising.
7) Word of Mouse and Mobile Advertising Deadline for 2nd Homework.
8) Word of Mouse and Mobile Advertising
9) Advergame and Microsites
10) 3. homework critics and general rewiev.
11) Digital Marketing Communication concept. Advergame and Microsites
12) Digital Marketing Communication concept. What’s next-near future: IPTV etc.
13) Case studies: Classical advertising & digital advertising.
14) Case studies: Classical advertising & digital advertising. Deadline for 4th Homework.


Course Notes / Textbooks: • DigiMarketing: The Essential Guide to New Media and Digital Marketing, Kent Wertime, Ian Fenwick

Evaluation System

Semester Requirements Number of Activities Level of Contribution
Attendance 14 % 10
Homework Assignments 4 % 40
Midterms 1 % 15
Final 1 % 35
Total % 100
Total % 100

ECTS / Workload Table

Activities Number of Activities Workload
Course Hours 14 42
Homework Assignments 13 56
Midterms 3 15
Final 3 15
Total Workload 128

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) Be able to specify functional and non-functional attributes of software projects, processes and products.
2) Be able to design software architecture, components, interfaces and subcomponents of a system for complex engineering problems.
3) Be able to develop a complex software system with in terms of code development, verification, testing and debugging.
4) Be able to verify software by testing its program behavior through expected results for a complex engineering problem.
5) Be able to maintain a complex software system due to working environment changes, new user demands and software errors that occur during operation.
6) Be able to monitor and control changes in the complex software system, to integrate the software with other systems, and to plan and manage new releases systematically.
7) Be able to identify, evaluate, measure, manage and apply complex software system life cycle processes in software development by working within and interdisciplinary teams.
8) Be able to use various tools and methods to collect software requirements, design, develop, test and maintain software under realistic constraints and conditions in complex engineering problems.
9) Be able to define basic quality metrics, apply software life cycle processes, measure software quality, identify quality model characteristics, apply standards and be able to use them to analyze, design, develop, verify and test complex software system.
10) Be able to gain technical information about other disciplines such as sustainable development that have common boundaries with software engineering such as mathematics, science, computer engineering, industrial engineering, systems engineering, economics, management and be able to create innovative ideas in entrepreneurship activities.
11) Be able to grasp software engineering culture and concept of ethics and have the basic information of applying them in the software engineering and learn and successfully apply necessary technical skills through professional life.
12) Be able to write active reports using foreign languages and Turkish, understand written reports, prepare design and production reports, make effective presentations, give clear and understandable instructions.
13) Be able to have knowledge about the effects of engineering applications on health, environment and security in universal and societal dimensions and the problems of engineering in the era and the legal consequences of engineering solutions.