TÜRKÇE
ENGLISH
Information
| Code | GZS301 |
| Name | DIGITAL MEDIA PRACTICES I |
| Term | 2022-2023 Academic Year |
| Semester | 5. Semester |
| Duration (T+A) | 1-2 (T-A) (17 Week) |
| ECTS | 4 ECTS |
| National Credit | 2 National Credit |
| Teaching Language | Türkçe |
| Level | Lisans Dersi |
| Type | Normal |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Prof. Dr. Zeynep ÖZARSLAN |
| Course Instructor |
Prof. Dr. Zeynep ÖZARSLAN
(A Group)
(Ins. in Charge)
|
Course Goal / Objective
The aim of the course is to give students a general overview of new media marketing through real-life case studies. The course covers the basic characteristics and concepts of new media marketing, specifically social media marketing and e-mail marketing.
Course Content
Defining customer journey, creating customer persona, determining marketing objective and KPI, marketing in social media (specifically Facebook and Instagram), e-mail marketing and crisis management are some of the topics which the course covers. Furthermore, students will learn how to build social media strategy and tactical plan for a selected brand and how to create, publish and manage social media posts for selected social media channels.
Course Precondition
No prerequisite
Resources
Schaffer, Neal (2013). Maximize Your Social. New Jersey: John Wiley & Sons. Bölüm 1, 2, 3 ve 4 (ss: 5-33)
Notes
Manovich, L. (1999). New Media: A User’s Guide / How Media Become New Media. http://manovich.net/content/04-projects/026-new-media-a-user-s-guide/23_article_1999.pdf
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Identify tools, platforms and applications for social media marketing and use them in a professional way. |
| LO02 | Design a marketing strategy and tactical plan for various social media channels. |
| LO03 | Create content for a selected social media channel. |
| LO04 | Develop effective social media campaigns. |
| LO05 | Assess the results of a social media marketing campaign. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Knows the theoretical approaches in the field of media and communication. | |
| PLO02 | Bilgi - Kuramsal, Olgusal | Understands developing news production models and new approaches. | |
| PLO03 | Bilgi - Kuramsal, Olgusal | Learns the concepts of communication and mass communication systems, especially journalism. | |
| PLO04 | Bilgi - Kuramsal, Olgusal | By gaining the ability to communicate effectively, knows the basic dynamics of communication processes. | 5 |
| PLO05 | Bilgi - Kuramsal, Olgusal | Learns communication models together with sociological, psychological and economic conditions. | |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | Produces, edits and manages news for all kinds of media (newspaper, magazine, website, radio, television, etc.) organizations | |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | It deals with events with a professional approach, and tries to solve problems or situations scientifically, taking into account rational reason and knowledge in critical situations. | |
| PLO08 | Beceriler - Bilişsel, Uygulamalı | Shoots photographs in many photography fields, especially in press photography.(e | 4 |
| PLO09 | Beceriler - Bilişsel, Uygulamalı | It evaluates the contents of media organizations, identifies existing problems and deficiencies, and takes an active role in eliminating such problems. | |
| PLO10 | Beceriler - Bilişsel, Uygulamalı | Undertakes duties such as press consultant, communication coordinator, communication manager in various institutions and organizations.(eril) | 3 |
| PLO11 | Beceriler - Bilişsel, Uygulamalı | Works in all kinds of national and international media (newspaper, magazine, website, radio, television, etc.) organizations. | 3 |
| PLO12 | Beceriler - Bilişsel, Uygulamalı | Easily grasps new jobs and tasks; easily adapts to new formations and trends in the developing and changing world and professional life. | 3 |
| PLO13 | Beceriler - Bilişsel, Uygulamalı | Acquires the ability to produce content suitable for developing new communication technologies. | 5 |
| PLO14 | Yetkinlikler - Öğrenme Yetkinliği | Gains the ability of empathy to comprehend both individual and social processes. | 4 |
| PLO15 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Decision-making becomes self-confident in participating in decision-making processes and assumes responsibility for situations that may arise in such situations. | |
| PLO16 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Along with acquiring the ability to work independently / individually, she can also take part in collective work and is successful in adapting to new environments and groups.(dişil) | 5 |
| PLO17 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | It supports social reconciliation and peace; By acting as an intermediary mechanism in all kinds of conflict situations, it prioritizes the right of communication and tries to resolve the problems in peaceful and humane ways. | 2 |
| PLO18 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Reaches the consciousness to synthesize the concepts of society, culture and communication with each other. | 4 |
| PLO19 | Yetkinlikler - Alana Özgü Yetkinlik | The awareness of society and collectivism will be high, as well as being successful in individual life, they will also fulfill their duties in the social system. | |
| PLO20 | Yetkinlikler - Alana Özgü Yetkinlik | Gains competence in various branches of science, especially in social and human sciences, and conducts interdisciplinary studies and analyzes such studies. | 3 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Introducing the course syllabus and assignments; introducing the basic concepts of new media. | No need for preparation | Öğretim Yöntemleri: Anlatım |
| 2 | Brief history of new media and its basic concepts. | Lecture notes | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 3 | The Global State of Digital and Social Media Trends. | Digital 2020: Global Overview Report (We Are Social and Hootsuite) | Öğretim Yöntemleri: Anlatım |
| 4 | Customer journey and creating customer persona | Schaffer, Neal (2013). Maximize Your Social. New Jersey: John Wiley and Sons. | Öğretim Yöntemleri: Anlatım |
| 5 | A Social Media Strategy: Determining Objectives and Background for your Social Media Program. | Schaffer, Neal (2013). Maximize Your Social. New Jersey: John Wiley and Sons. | Öğretim Yöntemleri: Anlatım, Alıştırma ve Uygulama |
| 6 | Best Social Media Campaign Examples I | Lecture notes | Öğretim Yöntemleri: Anlatım, Tartışma |
| 7 | Best Social Media Campaign Examples II | Lecture notes | Öğretim Yöntemleri: Anlatım, Tartışma |
| 8 | Mid-Term Exam | Lecture notes | Ölçme Yöntemleri: Ödev, Proje / Tasarım |
| 9 | Running a Facebook Campaign | Lecture notes | Öğretim Yöntemleri: Anlatım, Tartışma |
| 10 | Running an Instagram Campaign | Lecture notes | Öğretim Yöntemleri: Anlatım, Tartışma |
| 11 | Planning budget for a Facebook and Instagram Campaign | Lecture notes | Öğretim Yöntemleri: Anlatım, Alıştırma ve Uygulama |
| 12 | E-mail marketing | Lecture notes | Öğretim Yöntemleri: Anlatım, Alıştırma ve Uygulama |
| 13 | Crisis management in social media | Lecture notes | Öğretim Yöntemleri: Anlatım, Tartışma |
| 14 | Students presentations and evaluation I | Presentation | Ölçme Yöntemleri: Ödev |
| 15 | Students presentations and evaluation II | Presentation | Ölçme Yöntemleri: Ödev |
| 16 | Term Exams | Lecture notes | Ölçme Yöntemleri: Proje / Tasarım |
| 17 | Term Exams | Lecture notes | Ölçme Yöntemleri: Proje / Tasarım |
Student Workload - ECTS
| Works | Number | Time (Hour) | Workload (Hour) |
|---|---|---|---|
| Course Related Works | |||
| Class Time (Exam weeks are excluded) | 14 | 3 | 42 |
| Out of Class Study (Preliminary Work, Practice) | 14 | 3 | 42 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 0 | 0 | 0 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 7 | 7 |
| Final Exam | 1 | 18 | 18 |
| Total Workload (Hour) | 109 | ||
| Total Workload / 25 (h) | 4,36 | ||
| ECTS | 4 ECTS | ||