This course aims to enable students to grasp the role and importance of social media in modern marketing, become closely familiar with social media and its history, and understand the relationship between social media and traditional media, along with their distinguishing characteristics. The course further aims to help students learn about social media channels and their service formats, understand the relationship between advertising, retailing, and politics within social media channels, evaluate the advantages and disadvantages of social media marketing, keep up with emerging concepts and new channels in the field, and examine social media marketing through examples such as blogs, microblogs, wikis, and forums.

The course teaches students to understand, plan, and develop marketing activities on social media by explaining how social media differs from other media channels. Topics include the concept of marketing and the elements of the marketing mix, the place of social media within them, the concept and history of social media, social media channels and their service formats, and the advertising, retailing, and political communication activities carried out through these channels. The advantages and disadvantages of social media marketing, emerging concepts in the field, and examples of blogs, microblogs, wikis, and forums are examined to enable the use of social media as a tool that contributes to the marketing process within the overall marketing mix.