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:
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| Knowledge
(Described as Theoritical and/or Factual Knowledge.)
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1) Know the basics of new media, discuss the advantages and disadvantages
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| Skills
(Describe as Cognitive and/or Practical Skills.)
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1) know and can improve the process of digital advertising
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2) Can develop creative ideas that can be used in new media
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| 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.)
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1) Is knowledgeable about social media management and digital advertising design
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2) Have information about virtual environments advertising
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| Week |
Subject |
Materials Sharing * |
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Related Preparation |
Further Study |
| 1) |
Introduction of the course |
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| 2) |
The development of digital advertising, Digital Advertising and its features. |
Lecture notes
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| 3) |
Digital Advertising Models |
Lecture notes
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| 4) |
Digital Advertising Strategies |
Lecture notes
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| 5) |
Digital Advertising Terms, Digital Advertising Types |
Lecture notes
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| 6) |
Digital Media Planning and Buying |
Lecture notes
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| 7) |
Mobile Advertising, Real-Time Marketing - Case Studies |
Lecture notes
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| 8) |
Midterm Exam |
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| 9) |
Search Engine Marketing (SEM) - Search Engine Optimization (SEO) - Search Engine Advertising (SEA) – Case Study |
Lecture notes
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| 10) |
Social Media Advertising - Case Study |
Lecture notes
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| 11) |
Native Advertising Models - Case Study |
Lecture notes
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| 12) |
Remarketing - Case Study,
Online Video Advertising - Case Study |
Lecture notes
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| 13) |
Global and Local Digital Measurement Agencies and Methods |
Lecture notes
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| 14) |
Ethics in Digital Advertising |
Lecture notes
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| Course Notes / Textbooks: |
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| References: |
* 6 typologies of hashtags, by Laurence Borel, Digital Marketing Consultant at LHB Digital Ltd on Dec 30, 2013
* Turkish Internet Report - Independent Technology Research, by GP Bullhound on Apr, 2013
* The Rise of Social Media & the Fall of Old School PR, by Nikki Little on Mar 26, 2011
* The role of PR in social media marketing, by Adam Vincenzini | Kamber on Mar 05, 2011
* Yeni medya nedir, by İsmail Hakkı Polat, New Media Consultant/Lecturer at Kadir Has University New Media Department on Dec 26, 2011
* Social Listening Tools by Rosie Siman, Strategist & Cultural Curator at GeniusSteals.co on Dec 16, 2011
* Social Media and Crisis Communications for PR People by Paul Marsden, Market Research, Digital Planning at www.viralculture.com on Oct 07, 2011
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Programme Learning Outcomes |
Contribution Level (from 1 to 5) |
| 1) |
To demonstrate the ability to analyze and explain the fundamental concepts, theoretical frameworks, and legal regulations pertaining to the field of e-commerce and marketing. |
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| 2) |
To possess up-to-date knowledge of the digital commerce ecosystem, consumer behavior, and marketing strategies. |
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| 3) |
To demonstrate the ability to identify challenges within digital marketing, logistics, and foreign trade processes, and to propose fundamental solutions accordingly. |
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| 4) |
To demonstrate the ability to formulate marketing strategies through the application of data analysis, search engine optimization (SEO), search engine marketing (SEM), and e-commerce software platforms. |
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| 5) |
To demonstrate the ability to integrate business management, accounting, and foreign trade knowledge into digital trade operations and processes. |
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| 6) |
To be able to effectively manage operations such as product, customer, and order management on e-commerce platforms. |
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| 7) |
To be able to follow digital transformation and technology trends with an awareness of lifelong learning. |
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| 8) |
To demonstrate the ability to critically assess advancements in the field and effectively integrate acquired knowledge into organizational and business processes. |
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| 9) |
To be able to work effectively within a team and take responsibility. |
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| 10) |
To be able to effectively use written and verbal communication skills in the workplace and prepare professional presentations for senior management. |
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| 11) |
To be able to create content targeted at the audience on social media and digital platforms, and manage digital brand communication at a basic level. |
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| WORKLOAD OF TEACHING & LEARNING ACTIVITIES |
| Teaching & Learning Activities |
# of Activities per semester |
Duration (hour) |
Total Workload |
| Course |
14 |
2 |
28 |
| 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 |
0 |
0 |
0 |
| Presentations / Seminar |
0 |
0 |
0 |
| Project |
0 |
0 |
0 |
| Homework Assignments |
0 |
0 |
0 |
| Total Workload of Teaching & Learning Activities |
- |
- |
28 |
| WORKLOAD OF ASSESMENT & EVALUATION ACTIVITIES |
| Assesment & Evaluation Activities |
# of Activities per semester |
Duration (hour) |
Total Workload |
| Quizzes |
2 |
4 |
8 |
| Midterms |
1 |
8 |
8 |
| Semester Final Exam |
1 |
8 |
8 |
| Total Workload of Assesment & Evaluation Activities |
- |
- |
24 |
| TOTAL WORKLOAD (Teaching & Learning + Assesment & Evaluation Activities) |
52 |
| ECTS CREDITS OF THE COURSE (Total Workload/25.5 h) |
4 |
ECTS Information Package / Course Catalogue
