TÜRKÇE
ENGLISH
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 |
1 2 |
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 | 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 | 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 | ||