SECTION I: GENERAL INFORMATION ABOUT THE COURSE

Course Code	Course Name	Year	Semester	Theoretical	Practical	Credit	ECTS
PMY7110	Digital Brand Management and Social Media	0	Fall	3	0	3	6

Course Type :	Elective Course I
Cycle:	Master TQF-HE:7. Master`s Degree QF-EHEA:Second Cycle EQF-LLL:7. Master`s Degree
Language of Instruction:	Turkish
Prerequisities and Co-requisities:	N/A
Mode of Delivery:	Face to face
Name of Coordinator:	Profesör Dr. PINAR SEDEN MERAL
Dersin Öğretim Eleman(lar)ı:
Dersin Kategorisi:

SECTION II: INTRODUCTION TO THE COURSE

Course Objectives & Content

Course Objectives:	The course aims to examine strategic brand management in digital platforms and social media environments, focusing on data-driven decision making, algorithmic visibility, and the ethical, cultural, and technological dimensions of digital brand communication. Students are expected to develop analytical and strategic competencies in managing digital brands.
Course Content:	Digital branding concepts, platform economy, social media strategies, content management, analytics, customer experience, influencer economy, digital advertising, crisis communication, algorithmic governance, digital ethics, and emerging trends.

Course Specific Rules

-No specific rules.

Course Learning Outcomes (CLOs)

Course Learning Outcomes (CLOs) are those describing the knowledge, skills and competencies that students are expected to achieve upon successful completion of the course. In this context, Course Learning Outcomes defined for this course unit are as follows:



Knowledge *(Described as Theoritical and/or Factual Knowledge.)*
1) Explain key concepts of digital brand management.
Skills *(Describe as Cognitive and/or Practical Skills.)*
1) Analyze social media strategies.
2) Evaluate the impact of digital platforms on brand communication.
3) Apply data analytics to brand strategy.
4) Discuss ethical issues in digital communication
5) Analyze algorithmic influence on marketing practices.
Competences *(Described as "Ability of the learner to apply knowledge and skills autonomously with responsibility", "Learning to learn"," Communication and social" and "Field specific" competences.)*
1) Design digital branding campaigns.

Weekly Course Schedule

Week	Subject	Materials Sharing *
		Related Preparation	Further Study
1)	Lesson information sharing Social Dilemma - Film Watching and discussion
2)	Introduction to Digital Branding
3)	Digital Ecosystem and Brand Assets
4)	Social Media Platforms and User Behavior
5)	Digital Brand Positioning
6)	Content Strategy and Content Calendar
7)	Influencer Marketing and Community Management
8)	Midterm
9)	Digital Advertising and Targeting
10)	Digital Brand Management with Artificial Intelligence
11)	Integrated Digital Campaign Development
12)	Final presentations I
13)	Final presentations II
14)	Final presentations III

*These fields provides students with course materials for their pre- and further study before and after the course delivered.

DERS ÖĞRENME ÇIKTILARI - PROGRAM ÖĞRENME ÇIKTILARI İLİŞKİSİ

Contribution of The Course Unit To The Programme Learning Outcomes

Ders Öğrenme Çıktıları (DÖÇ)	1	2	3	4	5	7	6
Program Öğrenme Çıktıları (PÖÇ)
1) Develops analyzing problems, solving them and managing the conflicts competence in the expert level.
1) .
1) Explains the basic and theoretical knowledge required in international trade and logistics.
1) .
1) .
2) Improves the vision of problem solving by taking advantage of the case method in different areas of international trade and logistics.
2) .
2) Participates as a team member in the environments that require the solving of the conflicts and acts as a leader when necessary.
2) .
2) .
3) Can use the theoretical knowledge in scientific research and decision making with efficiency and reports the results with an analytical approach.
3) Evaluates the norms and standards present in the works in which s/he takes responsibility in a critical point of view, develops innovative and entrepreneurial ideas.
3) .
4) Aware of the advanced technology and digital transformation possibilities in his/her works.
4) In addition to the bachelor level competencies already acquired, s/he acquires the competencies that develop by the expectations of business world and the society defined as the institutional outcomes of our university on the professional level in business and/or academic life.
4) .
5) .
5) By supporting the learnt courses with quantitative and qualitative data; and by using verbal and visual communication means, s/he transfers them to the groups within and outside his/her field in a systematical and effective way.
6) Has cultural awareness and s/he transfers this to the groups within and outside his/her field.

SECTION III: RELATIONSHIP BETWEEN COURSE UNIT AND COURSE LEARNING OUTCOMES (CLOs)

Level of Contribution of the Course to PLOs

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Programme Learning Outcomes	Contribution Level (from 1 to 5)
1)	Develops analyzing problems, solving them and managing the conflicts competence in the expert level.
1)	.
1)	Explains the basic and theoretical knowledge required in international trade and logistics.
1)	.
1)	.
2)	Improves the vision of problem solving by taking advantage of the case method in different areas of international trade and logistics.
2)	.
2)	Participates as a team member in the environments that require the solving of the conflicts and acts as a leader when necessary.
2)	.
2)	.
3)	Can use the theoretical knowledge in scientific research and decision making with efficiency and reports the results with an analytical approach.
3)	Evaluates the norms and standards present in the works in which s/he takes responsibility in a critical point of view, develops innovative and entrepreneurial ideas.
3)	.
4)	Aware of the advanced technology and digital transformation possibilities in his/her works.
4)	In addition to the bachelor level competencies already acquired, s/he acquires the competencies that develop by the expectations of business world and the society defined as the institutional outcomes of our university on the professional level in business and/or academic life.
4)	.
5)	.
5)	By supporting the learnt courses with quantitative and qualitative data; and by using verbal and visual communication means, s/he transfers them to the groups within and outside his/her field in a systematical and effective way.
6)	Has cultural awareness and s/he transfers this to the groups within and outside his/her field.

SECTION IV: TEACHING-LEARNING & ASSESMENT-EVALUATION METHODS OF THE COURSE

Teaching & Learning Methods of the Course

(All teaching and learning methods used at the university are managed systematically. Upon proposals of the programme units, they are assessed by the relevant academic boards and, if found appropriate, they are included among the university list. Programmes, then, choose the appropriate methods in line with their programme design from this list. Likewise, appropriate methods to be used for the course units can be chosen among those defined for the programme.)

Teaching and Learning Methods defined at the Programme Level	Teaching and Learning Methods Defined for the Course
Lectures
Discussion
Case Study
Views
Reading
Project Preparation
Individual and Group Work
Active Participation in Class

Assessment & Evaluation Methods of the Course

(All assessment and evaluation methods used at the university are managed systematically. Upon proposals of the programme units, they are assessed by the relevant academic boards and, if found appropriate, they are included among the university list. Programmes, then, choose the appropriate methods in line with their programme design from this list. Likewise, appropriate methods to be used for the course units can be chosen among those defined for the programme.)

Aassessment and evaluation Methods defined at the Programme Level	Assessment and Evaluation Methods defined for the Course
Midterm
Presentation
Final Exam

Contribution of Assesment & Evalution Activities to Final Grade of the Course

Measurement and Evaluation Methods	# of practice per semester	Level of Contribution
Midterms	1	% 40.00
Semester Final Exam	1	% 60.00
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 40
PERCENTAGE OF FINAL WORK		% 60
Total		% 100

SECTION V: WORKLOAD & ECTS CREDITS ALLOCATED FOR THE COURSE

WORKLOAD OF TEACHING & LEARNING ACTIVITIES
Teaching & Learning Activities	# of Activities per semester	Duration (hour)	Total Workload
Course	14	3	42
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	1	20	20
Presentations / Seminar	0	0	0
Project	0	0	0
Homework Assignments	0	0	0
Total Workload of Teaching & Learning Activities	-	-	62
WORKLOAD OF ASSESMENT & EVALUATION ACTIVITIES
Assesment & Evaluation Activities	# of Activities per semester	Duration (hour)	Total Workload
Quizzes	0	0	0
Midterms	1	35	35
Semester Final Exam	1	50	50
Total Workload of Assesment & Evaluation Activities	-	-	85
TOTAL WORKLOAD (Teaching & Learning + Assesment & Evaluation Activities)			147
ECTS CREDITS OF THE COURSE (Total Workload/25.5 h)			6

Course Notes / Textbooks:
References:	Philip Kotler, Pazarlama 5.0 Pınar Seden Meral, Dijital Markalama Philip Kotler, Meta Pazarlama Philip Kotler, Perakendeyi Yeniden Tanımlamak Daniel Rowles, Digital Branding: A Complete Step-by-Step Guide to Strategy, Tactics, Tools and Measurement Dave Chaffey & Fiona Ellis-Chadwick, Digital Marketing