Internet and Mobile Marketing(COM421)

Course Code Course Name Semester Theory Practice Lab Credit ECTS
COM421 Internet and Mobile Marketing 7 2 0 0 2 3
Admission Requirements
Language of Instruction Turkish
Course Type Elective
Course Level Bachelor Degree
Course Instructor(s) Rıza Doruk ERCAN (Email)
Objective Technology and communication tools are developing rapidly today; advertising principles and strategies can not be expected to remain the same. With the widespread use of mobile phones and the development of digital marketing, the target audience and customers have become more accessible. In this course, it is aimed to provide students with theoretical and practical knowledge about all the aspects of mobile marketing and advertising via the leading companies and to enable them to participate in the mobile marketing and advertising processes of those companies.
Content The course will have the theoretical and practical knowledge on topics such as media planning, digital and social media advertising, measurement and analysis, mobile application development and marketing technologies, mobile commerce, and payment tools, and digital content creation and planning.
Course Learning Outcomes At the end of this course, the student;

-Will be familiar with all aspects of mobile marketing and marketing technologies, trends, and applications.
-Reinforces knowledge of new media components such as digital marketing, digital advertising, mobile marketing, mobile advertising, and social media.
-Reinforces new media terminology and embodies knowledge with educational materials and cases.
-By listening to the different approaches of leading companies in the field of mobile marketing and advertising, had the opportunity to contribute to the mobile marketing and advertising processes of these companies.
Teaching and Learning Methods Interactive Lecture, Case Study, Brainstorming, Groupwork, Fieldwork, Assignment, Guest Speaker
References Zanville, S. J., & Roger, B. (2010). Advertising media planning.
Ephron, E. (2006). Media Planning.
Kotler, P., Armstrong, G. (2001). Principles of Marketing. Prentice Hall International, New York.
Aaker, A, D. (1996). Building Strong Brands The Free Press, New York.
Chaudhuri, A. (2002). How brand reputation affects the advertising brand equity link, Journal of Advertising Research, May-June.
Edwards, H. and Day, D. (2005). Creating Passion Brands, Kogan Page, London
Öğretim elemanının ders notları.
Print the course contents
Theory Topics
Week Weekly Contents
1 Introduction, Syllabus Evaluation and Review of the Plan
2 Media Planning
3 Google Advertising Solutions
4 Meta Creative Advertising
5 Measurement & Analytical
6 Turkey in the Digital Data - Numbers
7 Student Presentations
8 Student Presentations
9 Influencer Marketing
10 Application Development
11 Games, gameplay, and e-sports
12 Mobile Commerce & Payment Tools
13 Best Cases on the Modern Marketing
14 Digital Content Creation & Planning
Practice Topics
Week Weekly Contents
Contribution to Overall Grade
  Number Contribution
Contribution of in-term studies to overall grade 1 50
Contribution of final exam to overall grade 1 50
Toplam 2 100
In-Term Studies
  Number Contribution
Assignments 0 0
Presentation 1 25
Midterm Examinations (including preparation) 1 25
Project 1 50
Laboratory 0 0
Other Applications 0 0
Quiz 0 0
Term Paper/ Project 0 0
Portfolio Study 0 0
Reports 0 0
Learning Diary 0 0
Thesis/ Project 0 0
Seminar 0 0
Other 0 0
Toplam 3 100
No Program Learning Outcomes Contribution
1 2 3 4 5
1 Will have effective written and oral communication skills in Turkish X
2 Will have a thorough knowledge of at least two foreign languages X
3 Will be informed about art and culture, human rights, social, professional and ethical values, law and legislation, quality standards, and will be aware of their responsibility on these subjects X
4 Will have sufficient knowledge about social sciences, professions and sectors in communication and media, innovative and entrepreneurial practices X
5 Will have the ability to use, in an effective and creative way, the techniques and tools and information technologies necessary for interactive and conventional media, in the context of health and safety in the workplace X
6 Will have the ability to develop documentary and fictional content related to their field for interactive and conventional media; also the ability to produce and manage this content in group X
7 Will have the theoretical knowledge and ability to carry out and share scientific work on communication environments and processes of interactive and conventional media and on the individual and social outcomes of the latter X
8 Will have the knowledge of analysis and modelling techniques to analyse interactive and conventional media and the communication environments and processes X
9 Will have the ability to question and critically analyse developments and problems concerning interactive and conventional media and the communication environments and processes, will be aware of the public interest, social responsibility and the environment, will be sensitive to contemporary world’s and Turkey's current problems; will develop a libertarian, democratic, constructive and problem-solving approach X
10 They are familiar with the historical development processes of electronic, digital media and film; and the current developments in these fields X
11 They learn sociological, cultural and aesthetic approaches in electronic, digital media and film X
Activities Number Period Total Workload
Class Hours 14 2 28
Working Hours out of Class 14 2 28
Presentation 2 10 20
Total Workload 76
Total Workload / 25 3,04
Credits ECTS 3
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