| MATHEMATICS (TURKISH, PHD) | |||||
| PhD | TR-NQF-HE: Level 8 | QF-EHEA: Third Cycle | EQF-LLL: Level 8 | ||
| Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
| ADV4645 | Programatic Media and Buying | Fall | 3 | 0 | 3 | 5 |
| The course opens with the approval of the Department at the beginning of each semester |
| Language of instruction: | En |
| Type of course: | Departmental Elective |
| Course Level: | |
| Mode of Delivery: | Face to face |
| Course Coordinator : | Prof. Dr. HASAN KEMAL SUHER |
| Course Objectives: | Programmatic media is a rapidly growing field in the business world. This course is an introduction to this field. Various roles of organizations in total marketing programs will be explained, students will learn all aspects of digital advertising applications. This course will provide students with 360 degree programmatic advertising information and aim to gain the ability to use programmatic advertising formats, programmatic advertising participants, all media buying methods. Another aim of the course is to train future and new age advertisers with the skill of using the new age media, creating alternative channels and necessary application techniques. |
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The students who have succeeded in this course; 1) to learn the basic principles of digital media and programmatic media theories. 2) to distinguish between classical and digital media strategies. 3) to grasp the concept of new digital life in advertising. 4) to understand the concept of "Word of Mouse (Computer to computer advertising)". 5) to learn about the main participants in the programmatic advertising ecosystem. 6) to learn basic and advanced tactics followed by publishers to manage ad inventory, increase ad viewability, increase ad revenues. 7) to learn about the main challenges faced by advertisers and publishers in the programmatic advertising environment. 8)to learn different ways to buy media programmatically. |
| The program is designed to enable students to find insights and answers in databases and real-time data streams using their intellectual curiosity. In today's industry, those who can not only understand but strategically activate data will have opportunities to move into specialized roles as an ad account manager, media planner, media sales representative, and programmatic advertising specialists or digital advertising analysts. |
| Week | Subject | Related Preparation | |
| 1) | Orientation | ||
| 2) | Programmatic Advertising and Media Buying Fundamentals | ||
| 3) | Programmatic Advertising as a New Method Used in Digital Marketing and Its Importance | ||
| 4) | Conceptually Programmatic Advertising | ||
| 5) | Evolution of Programmatic Advertising | ||
| 6) | Users of Programmatic Advertising | ||
| 7) | Midterm | ||
| 8) | Advantages and Disadvantages of Programmatic Advertising, How Programmatic Advertising Works | ||
| 9) | Programmatic Ad Buying Algorithm and Programmatic Transactions | ||
| 10) | Effects of Programmatic Advertising | ||
| 11) | Examining Programmatic Advertising Examples | ||
| 12) | Final Project Brief Announcement | ||
| 13) | Final Project Idea Critics | ||
| 14) | Final Project Draft Critics | ||
| Course Notes: | O, Busch (2016). (Programmatic Advertising : The Successful Transformation to Automated, Data-Driven Marketing in Real-Time/ edited by Oliver Busch, Springer. |
| References: |
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | % 0 | |
| Laboratory | % 0 | |
| Application | % 0 | |
| Field Work | % 0 | |
| Special Course Internship (Work Placement) | % 0 | |
| Quizzes | % 0 | |
| Homework Assignments | % 0 | |
| Presentation | % 0 | |
| Project | % 0 | |
| Seminar | % 0 | |
| Midterms | 1 | % 30 |
| Preliminary Jury | % 0 | |
| Final | 1 | % 70 |
| Paper Submission | % 0 | |
| Jury | % 0 | |
| Bütünleme | % 0 | |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 30 | |
| PERCENTAGE OF FINAL WORK | % 70 | |
| Total | % 100 | |
| Activities | Number of Activities | Duration (Hours) | Workload |
| Course Hours | 13 | 3 | 39 |
| Laboratory | 0 | 0 | 0 |
| Application | 0 | 0 | 0 |
| Special Course Internship (Work Placement) | 0 | 0 | 0 |
| Field Work | 0 | 0 | 0 |
| Study Hours Out of Class | 15 | 5 | 75 |
| Presentations / Seminar | 0 | 0 | 0 |
| Project | 0 | 0 | 0 |
| Homework Assignments | 1 | 3 | 3 |
| Quizzes | 0 | 0 | 0 |
| Preliminary Jury | 0 | 0 | 0 |
| Midterms | 1 | 4 | 4 |
| Paper Submission | 0 | 0 | 0 |
| Jury | 0 | 0 | 0 |
| Final | 1 | 4 | 4 |
| Total Workload | 125 | ||
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution |