Information Package / Course Catalogue
| Course Code | : YMİ331 |
| Course Type | : Area Elective |
| Couse Group | : First Cycle (Bachelor's Degree) |
| Education Language | : Turkish |
| Work Placement | : N/A |
| Theory | : 2 |
| Prt. | : 1 |
| Credit | : 3 |
| Lab | : 0 |
| ECTS | : 5 |
The aim of this course is to examine the concept of marketing communication within the transforming structure of new media environments, and to investigate the relationship between brand, consumer, content, interaction, and strategic communication on digital platforms. The course aims to evaluate current practices ranging from traditional marketing communication to digital marketing, social media campaigns to influencer marketing, content marketing to data-driven targeting, search engine marketing to AI-powered marketing communication, from a theoretical and critical perspective. Students are expected to be able to analyze marketing communication strategies in new media environments and develop campaign designs in accordance with ethical principles.
The concept of marketing communication encompasses integrated marketing communication, new media and digital transformation, brand communication, digital consumer behavior, social media marketing, content marketing, influencer marketing, viral marketing, experiential marketing, search engine optimization, search engine advertising, data-driven targeting, mobile marketing, email marketing, online communities, user-generated content, digital campaign planning, AI-powered marketing communication, ethical issues, privacy, and consumer rights.
| 1. | It explains the fundamental concepts of marketing communication within the context of new media. |
| 2. | It evaluates the differences between traditional marketing communication and digital marketing communication. |
| 3. | It analyzes social media, content marketing, influencer marketing, and viral marketing strategies. |
| 4. | This study discusses digital consumer behavior, targeting, personalization, and measurement processes from a marketing communication perspective. |
| 5. | By evaluating ethical issues related to marketing communication in new media environments, they can create a digital campaign draft. |
| 1. | Kotler, P., Kartajaya, H., and Setiawan, I. Marketing 5.0: Technology for Humanity . Wiley, 2021. |
| 2. | Chaffey, D. and Ellis-Chadwick, F. Digital Marketing: Strategy, Implementation and Practice . Pearson, 2022. |
| 3. | Kingsnorth, S. Digital Marketing Strategy: An Integrated Approach to Online Marketing . Kogan Page, 2022. |
| 4. | Tuten, TL and Solomon, MR Social Media Marketing . SAGE Publications, 2020. |
| 5. | Ryan, D. Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation . Kogan Page, 2020. |
| 6. | Odabaşı, Y. and Oyman, M. Marketing Communication Management . MediaCat Publications. |
| Type of Assessment | Count | Percent |
|---|---|---|
| Assignment | 1 | %10 |
| Project | 1 | %10 |
| Midterm Examination | 1 | %20 |
| Final Examination | 1 | %60 |
| Activities | Count | Preparation | Time | Total Work Load (hours) |
|---|---|---|---|---|
| Lecture - Theory | 14 | 1 | 2 | 42 |
| Lecture - Practice | 14 | 0 | 1 | 14 |
| Assignment | 1 | 15 | 1 | 16 |
| Project | 1 | 20 | 1 | 21 |
| Midterm Examination | 1 | 10 | 1 | 11 |
| Final Examination | 1 | 20 | 1 | 21 |
| TOTAL WORKLOAD (hours) | 125 | |||
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 | PÇ-16 | |
OÇ-1 | 4 | 4 | 3 | |||||||||||||
OÇ-2 | 4 | 5 | 4 | |||||||||||||
OÇ-3 | 5 | 4 | 4 | 5 | ||||||||||||
OÇ-4 | 5 | 4 | 4 | |||||||||||||
OÇ-5 | 4 | 5 | 4 | 5 | ||||||||||||