| Course Objectives: |
This course aims to introduce and enhance the attendants' understanding of new media and help them generate the state of mind about how it is facilitated by public and private institutions. This is done through explaining the current uses and how new creative ideas are generated, how their success is measured, how accounts on such networks can be managed centrally, how to effect and penetrate through authors and thought-leaders, as well as the commercial value in doing these.
This course only requires its attendants to know the basic methods of communication through internet and have at least an account on one of the social networks. |
| Course Content: |
The course will heavily depend on the following topics of the communication science: digital mass penetration, digital communication process management, and effective measurement of the communication. Through explaining the definition of new media,; platforms, strategies, classification, priorities, targets and its execution will be the main topics of content. In order to have the public relations students to build, manage, measure and report their communications with the press and thought-leaders as well as their advertisement strategies on digital sources, this lecture provides them with the necessary qualifications and awareness. |
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) |
New media, introduction to digital advertising... |
none
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| 2) |
The definition and presentation of digital media advertising platforms, measurement methods of web sites/portals and the purpose of measurement. |
Students are expected to make a preliminary study about the visit statistics of the websites they use everyday.
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| 3) |
Digital Advertising Models and Publications...
Will be discussed about the online publication of all types of advertising models and their application techniques with technical language and calculation methods have been used as forms of media and agency. |
Students are expected to have been observed the advertising models.
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| 4) |
The measuring methods of advertising performance and kpi reviews. |
none
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| 5) |
Our guest, expert in digital planning, will tell important points of planning |
Students are expected to show up with the notes of reasons of which advertisement platforms they would choose if they managed a company
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| 6) |
Quiz & Review on web sites in Turkey and abroad and interpretation of these websites with what we have learned before.. |
Students are expected to parcipate the lesson by the knowledge they have gained from previous classes.
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| 7) |
An expert guest will be invited about social media and e-commerce.. |
None
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| 8) |
Midterm Exam |
Attendees are asked to review the previous classes.
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| 9) |
Best digital advertising works , award-winning applications and interpretation of examples of 360 projects . |
Students are expected to research about award-winning applications
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| 10) |
A guest' who is an expert in SEO and SEM, will be invited. |
none
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| 11) |
Homeworks will be presented. |
Students are expected to have done their homework
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| 12) |
Social media usage and advertising strategies in social media ... A Twitter phenomenon will be invited. |
Students are expected to examine the phenomenons and to take notes about common points of them.
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| 13) |
quiz /Media consumption rates, online growth percentages , the reasons to use digital advertising |
Students are expected to look at the datas from the website of the advertisers association.
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| 14) |
The approach of advertisers to advertising - A guest from a company who is an expert about digital advertising will be invited |
Students are expected to examine the digital advertisements of the company
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| 15) |
review before the final exam |
none
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| Course Notes / Textbooks: |
Dersler süresince öğrencilerin kendi ders notlarını oluşturmaları beklenmektedir.
Students are expected to create their own notes through the lectures.
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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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(KPLOs and SPLOs are the abbreviations for Key & Sub- Programme Learning Outcomes, respectively. )
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Programme Learning Outcomes |
Contribution Level (from 1 to 5) |
1) |
Ability to evaluate artistic, cultural, aesthetic developments and influences through historical and contemporary art and design products, |
5 |
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1.1 Has theoretical knowledge in the field of communication theories, visual culture, art and cinema history, advertising, brand and media management. |
5 |
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1.2 Has the theoretical knowledge about new media technologies, interactive media design, multi-media management, web design, oyun digital game design ından which are various fields of digital design. |
5 |
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1.3 Has theoretical knowledge in photography, film language and production processes, video post production, three dimensional design. |
3 |
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1.4 Has the knowledge to plan and conduct projects in the field and to make monitoring and evaluation. |
3 |
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2) |
Develops creative designs with the knowledge acquired in the field. |
2 |
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2.1 Has practical knowledge of creative directing during commercial shooting. |
2 |
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2.2 To make manual and computer aided drawing |
4 |
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2.3 Uses current graphics software in computer environment. |
4 |
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2.4 Having basic video capture and camera usage information; Video montage, Know editing techniques, |
2 |
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2.5 Web designing, developing and managing a web page effectively and effectively, |
3 |
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2.6 To be able to use current graphics software in computer environment, |
5 |
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2.7 Designs computer games and mobile applications in a manner that dominates digital and design areas. |
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2.8 To be able to use the technical equipments related to photography and image effectively and effectively, |
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2.9 Plans and conducts marketing activities of institutions and organizations through digital media and social media. |
3 |
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3) |
Having enough knowledge to make creative directives during commercials, |
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3.1 Experience all processes in business life. |
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3.2 Takes part in the activities related to the field of education in an enterprise operating in its field. |
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3.3 Compares theoretical knowledge and application. |
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3.4 Compiles the knowledge and experience gained in the field. |
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4) |
Gaining the competencies defined as the institutional outcomes of our university at the basic level in relation to the field, developing in line with the expectations of the business world and society. |
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4.1 Gains the ability to analyze and solve problems. |
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4.2 Has ethical and social responsibility awareness. |
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4.3 Takes responsibility as a team member in the field of business and operations. |
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4.4 Be aware of written, oral communication and interaction. |
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4.5 Follows advanced technologies and developments related to digital transformation. |
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4.6 Gain awareness of lifelong learning. |
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4.7 Has awareness of citizenship competence. |
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4.8 Evaluates the developments in the field with an entrepreneurial understanding. |
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4.9 To be able to communicate in a Foreign Language (English) defined at least at the A2 level of the European Language Portfolio. |
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| WORKLOAD OF TEACHING & LEARNING ACTIVITIES |
| Teaching & Learning Activities |
# of Activities per semester |
Duration (hour) |
Total Workload |
| Course |
15 |
2 |
30 |
| Laboratory |
0 |
0 |
0 |
| Application |
4 |
4 |
16 |
| Special Course Internship (Work Placement) |
0 |
0 |
0 |
| Field Work |
0 |
0 |
0 |
| Study Hours Out of Class |
3 |
12 |
36 |
| Presentations / Seminar |
0 |
0 |
0 |
| Project |
0 |
0 |
0 |
| Homework Assignments |
1 |
8 |
8 |
| Total Workload of Teaching & Learning Activities |
- |
- |
90 |
| WORKLOAD OF ASSESMENT & EVALUATION ACTIVITIES |
| Assesment & Evaluation Activities |
# of Activities per semester |
Duration (hour) |
Total Workload |
| Quizzes |
1 |
5 |
5 |
| Midterms |
1 |
10 |
10 |
| Semester Final Exam |
1 |
10 |
10 |
| Total Workload of Assesment & Evaluation Activities |
- |
- |
25 |
| TOTAL WORKLOAD (Teaching & Learning + Assesment & Evaluation Activities) |
115 |
| ECTS CREDITS OF THE COURSE (Total Workload/25.5 h) |
4 |
ECTS Information Package / Course Catalogue