TÜRKÇE
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Information
| Code | GZS301 |
| Name | DIGITAL MEDIA PRACTICES I |
| Term | 2024-2025 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 |
Arş.Gör.Dr. Özgür ADAN
(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
Tuten, T. L. (2023). Social media marketing. Sage publications limited. Kawasaki, G., & Fitzpatrick, P. (2014). The art of social media: Power tips for power users. Penguin. Ryan, D. (2020). Understanding digital marketing: A complete guide to engaging customers and implementing successful digital campaigns. Kogan Page Publishers.
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 | Has knowledge about the concepts and professional rules related to the profession and field of journalism. | |
| PLO02 | Bilgi - Kuramsal, Olgusal | Has knowledge about news production, consumption and distribution processes, news sources, news / media text types. | |
| PLO03 | Bilgi - Kuramsal, Olgusal | Understands theories, models and approaches related to media and communication systems. | |
| PLO04 | Bilgi - Kuramsal, Olgusal | Gains knowledge of the legal framework of journalism in Turkey and internationally, legal rights of journalists, press professional principles and ethical codes. | |
| PLO05 | Beceriler - Bilişsel, Uygulamalı | Conducts scientific research in the field of social and human sciences, especially communication and media. | |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | Gains the ability to use and develop traditional and new/digital communication technologies, computer and information systems. | |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | Produces written, visual and audio content for traditional and digital journalism/media environments. | 4 |
| PLO08 | Beceriler - Bilişsel, Uygulamalı | Synthesizes the concepts/fields of society, culture and communication. | |
| PLO09 | Beceriler - Bilişsel, Uygulamalı | Apply democratic rules, human rights and communication rights to promote social reconciliation and peace. | |
| PLO10 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Works individually and collectively in professional life. | 4 |
| PLO11 | Yetkinlikler - Öğrenme Yetkinliği | Critically examines the agenda and innovations of local, regional, national and international media from new perspectives. | |
| PLO12 | Yetkinlikler - Öğrenme Yetkinliği | To be aware of media literacy and evaluate traditional and digital media content with critical approaches. | |
| PLO13 | Yetkinlikler - Öğrenme Yetkinliği | To be able to master the professional, commercial and legal processes of journalism and media organizations, current and emerging business models. | |
| PLO14 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Recognizes the otherizing, discriminatory and hateful discourses in the media and society and stands against such discourses. | |
| PLO15 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Thanks to theoretical and practical knowledge, he/she participates in decision-making mechanisms both in the media organization where he/she works and in the society where he/she lives. | |
| PLO16 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Follows cultural, artistic and scientific activities related to the field. | 3 |
| PLO17 | Yetkinlikler - Alana Özgü Yetkinlik | Produces solutions to problems in the functioning of journalism/media organizations. | |
| PLO18 | Yetkinlikler - Alana Özgü Yetkinlik | Is competent in new generation journalism types and practices. | |
| PLO19 | Yetkinlikler - Alana Özgü Yetkinlik | Assumes duties such as press consultancy, communication coordinator, press consultancy, communication manager in various institutions and organizations. | |
| PLO20 | Yetkinlikler - Alana Özgü Yetkinlik | Pay attention to work and worker safety within the framework of laws and regulations. |
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 | Digitalization and digital transformation | Reading | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 3 | Social Media and Its Historical Development | Reading | Öğretim Yöntemleri: Anlatım |
| 4 | Zones of Social Media | Reading | Öğretim Yöntemleri: Anlatım, Tartışma |
| 5 | Social Media Platforms | Reading | Öğretim Yöntemleri: Anlatım, Tartışma |
| 6 | Social Media and Advertising | Reading | Öğretim Yöntemleri: Anlatım, Tartışma |
| 7 | Social Media Marketing Strategy | Reading | Öğretim Yöntemleri: Anlatım, Tartışma |
| 8 | Mid-Term Exam | Lecture notes | Ölçme Yöntemleri: Ödev, Proje / Tasarım |
| 9 | Social Media Campaign: Strategic Planning | Reading | Öğretim Yöntemleri: Anlatım, Tartışma |
| 10 | Targeting and Target Audience | Reading | Öğretim Yöntemleri: Anlatım, Tartışma |
| 11 | Types of Content in Social Media | Reading | Öğretim Yöntemleri: Anlatım, Tartışma |
| 12 | Search Engine Optimization (SEO) | Reading | Öğretim Yöntemleri: Anlatım, Tartışma |
| 13 | Political Communication in Social Media | Reading | 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 | ||