Information Package / Course Catalogue
Social Media and Marketing
Course Code: TUİ420
Course Type: Area Elective
Couse Group: First Cycle (Bachelor's Degree)
Education Language: Turkish
Work Placement: N/A
Theory: 2
Prt.: 0
Credit: 2
Lab: 0
ECTS: 3
Objectives of the Course

The aim of this course is to understand the functions of social media and its role in marketing strategy, to analyze developments in social media in the context of marketing management.

Course Content

In this course, the interaction of social media applications with the marketing mix will be emphasized, social media management elements and effective social media management should be examined.

Name of Lecturer(s)
Lec. Mehtap YÜCEL GÜNGÖR
Learning Outcomes
1.Learning what to keep in mind when social media planning is done within the context of marketing and learning the stages of implementation process.
2.Having knowledge about developing a social media program for business.
3.To understand the basic principles of writing a news text
4.Understand how corporate identity and values will be represented in social media.
5.Understanding the advantages and weaknesses of social media channels
Recommended or Required Reading
1.İbrahim Kırcova, Ebru Enginkaya -Sosyal Medya Pazarlama (Beta Yayınları)
Weekly Detailed Course Contents
Week 1 - Theoretical
Concept, Features and Functions of Social Media
Week 2 - Theoretical
Content in social media and contribution of social media to SEO
Week 3 - Theoretical
Social media processes: listening, analyzing, interpreting and engaging
Week 4 - Theoretical
Integration of social media with other media types
Week 5 - Theoretical
Usage of Advanced Social Media Channels and Marketing Apps
Week 6 - Theoretical
B2B Marketing and Social Media Applications
Week 7 - Theoretical
Potential of social media in crisis management
Week 8 - Theoretical
Assessing the Effectiveness of Social Media Applications
Week 9 - Theoretical
Midterm exam
Week 10 - Theoretical
Evaluation of social media facilities in terms of destination promotion
Week 11 - Theoretical
Evaluation of social media facilities in terms of tourism enterprises promotion
Week 12 - Theoretical
Public relations practices in social media
Week 13 - Theoretical
Case studies for social media campaigns
Week 14 - Theoretical
The future of online advertising
Week 15 - Theoretical
Negative aspects and threats of social media from marketing point of view
Week 16 - Final Exam
Final exam
Assessment Methods and Criteria
Type of AssessmentCountPercent
Midterm Examination1%40
Final Examination1%60
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory141242
Individual Work101010
Midterm Examination1819
Final Examination110111
TOTAL WORKLOAD (hours)72
Contribution of Learning Outcomes to Programme Outcomes
PÇ-1
PÇ-2
PÇ-3
PÇ-4
PÇ-5
PÇ-6
PÇ-7
PÇ-8
PÇ-9
PÇ-10
PÇ-11
PÇ-12
PÇ-13
PÇ-14
PÇ-15
OÇ-1
5
OÇ-2
5
OÇ-3
5
OÇ-4
5
OÇ-5
5
Adnan Menderes University - Information Package / Course Catalogue
2026