Digital Advertising(COM310)
| Course Code | Course Name | Semester | Theory | Practice | Lab | Credit | ECTS |
|---|---|---|---|---|---|---|---|
| COM310 | Digital Advertising | 6 | 2 | 2 | 2 | 2 | 3 |
| Prerequisites | |
| Admission Requirements |
| Language of Instruction | Turkish |
| Course Type | Elective |
| Course Level | Bachelor Degree |
| Course Instructor(s) | Barış KARA bkaragsu@gmail.com (Email) |
| Assistant | |
| Objective | The course will cover the areas of advertising production in the digital world. Changing consumer behaviors and communication strategies that need to be considered will be emphasized. During the course, current samples will be analyzed and applications will be made for digital advertising production. Creating a complete digital campaign strategy will give you the ability to produce in line with this strategy. |
| Content | The course will tell a theoretical framework about social media, internet based digital marketing and advertising. The theoretical framework will be supported by implementation studies. |
| Course Learning Outcomes | At the end of the course, students should have knowledge about digital marketing and advertising and be expected to gain competence in preparing digital campaigns. |
| Teaching and Learning Methods | Transfer of theoretical information and preparation of application project |
| References |
Chaffey, Dave (2009) Internet marketing: strategy, implementation and practice. 4th ed. Harlow: Financial Times Prentice Hall. Cova, B., Kozinets, R. and Shankar, A. (eds) (2007) Consumer tribes. Oxford: Butterworth-Heinemann. Cross, R. G. and Dixit, A. (2005) ‘Customer-centric pricing: The surprising secret for profitability’, Business Horizons, 48(6), pp. 483–491 Kaplan, A. M. (2012) ‘If you love something, let it go mobile: Mobile marketing and mobile social media 4x4’, Business Horizons, 55(2), pp. 129–139. Kaplan, A. M. and Haenlein, M. (2010) ‘Users of the world, unite! The challenges and opportunities of Social Media’, Business Horizons, 53(1), pp. 59–68. Strauss, Judy and Frost, Raymond (2012) E-marketing. 6th ed. Boston, [Mass.]: Pearson. |
Theory Topics
| Week | Weekly Contents |
|---|---|
| 1 | Digital world general framework |
| 2 | Digital advertising types and strategies |
| 3 | Digital content production |
| 4 | Application: production of branded content |
| 5 | Consumer and user generated content in the digital world |
| 6 | Application: include the consumer |
| 7 | Midterm |
| 8 | Social Media I |
| 9 | Social Media II |
| 10 | Social Media III |
| 11 | Applicaiton |
| 12 | Mobile advertising and marketing |
| 13 | Applicaiton |
| 14 | Advergames |
Practice Topics
| Week | Weekly Contents |
|---|
Contribution to Overall Grade
| Number | Contribution | |
|---|---|---|
| Contribution of in-term studies to overall grade | 1 | 40 |
| Contribution of final exam to overall grade | 1 | 60 |
| Toplam | 2 | 100 |
In-Term Studies
| Number | Contribution | |
|---|---|---|
| Assignments | 0 | 0 |
| Presentation | 0 | 0 |
| Midterm Examinations (including preparation) | 1 | 40 |
| Project | 0 | 0 |
| 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 | 1 | 40 |
| 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 | ||