Courses – SPRING

Digital Marketing, 3 ECTS

Instructor: Cihan Tınaztepe

Email: [email protected]

Faculty: Administrative Sciences

Course Description:

Digital marketing” is used to contact a specific audience, analyze their needs, promote products and services, and raise brand awareness. Digital marketing employs digital media, social media or websites, whereas traditional marketing relies on the traditional media like as magazines and newspapers. The appropriate Internet strategy could make a big difference in how well you market and sell your products. Advertisers can use an Internet to display adverts which have the ability to approach millions of people across the world.

This course covers many different aspects of digital marketing and the importance of internet in digital marketing. This course also includes the importance of Search Engine Optimization in marketing. It shows how ad ranks are important for the organizations. This course solves the basic understanding towards social media marketing viz. Facebook / LinkedIn / Twitter marketing. It also gives importance for emerging social media platforms such as Instagram and Snapchat. This course gives information about the usefulness of Search Engine advertising in Search engine marketing.

This course takes a practical approach for digital marketing learners. It covers number of web analytic tools such as Google analytics. It will cover information such as creating an ad campaign on Google / Facebook. Reader can learn about current tools and techniques of digital marketing. The reader can develop a digital marketing strategy for any business irrespective of its size, nature, product etc.

At the end of the course there will be an evaluation of students for their group work. They will practice of what they learn in the class and prepare an examination of a web page in terms of marketing perspective. These evaluations are going to be done by their group presentations which will be held on online sessions after the learning program.

Learning Outcomes: This intense digital marketing course will introduce you to the key principles and practices of digital marketing. By the end of this course, you will be able to:

1.           Describe the transition from marketing to digital marketing

2.           How digital technology is influencing consumer behavior

3.           How to assess effectiveness of websites and create compelling web content

4.           Engage consumers through email, mobile and social media marketing

5.           Comprehend what search engine marketing is and how it works

Who can participate: The course is open to undergraduate and graduate students in social sciences, business and marketing, humanities, arts, communication, political sciences, philology and journalism.

Participation Limit: 30 students

Curriculum:

 Day 1Day 2Day 3Day 4Day 5
MorningThe need of Digital marketing. Will give details of current trends in digital marketing such as Artificial Intelligence, Metaverse, Programmatic Advertising, Chatbots etc.  We will see search engine Advertisement. Will cover different buying models of digital marketing, Youtube marketing etc.  Will explain different marketing tools such as facebook ad manager etc. Will learn that how an ad on Twitter can be created.      Explaining the use of Google Analytics for measuring the performance of ad campaigns.Explaining Current trends and techniques in digital marketing such as Cross Device Marketing, Beacons, Virtual Reality, Augmented Reality, Customer relation management, Artificial Intelligence etc.  
AfternoonIt will be explained, different forms of Mobile Marketing. Will explain mobile campaign development and mobile advertising analytics.  We will explain role of influencer marketing in Social media marketing. Will help in building a successful social media strategy.  Continue with social media marketing.   Give details about Viral Marketing, Interactive Marketing, Viral Marketing and Blogs.  Explaining SEO. Will explain working of Search engine, on page and off page optimization, search engine marketing and Google SandboxEXAMINATION & CLOSURE
 Day 1 (17 April)Day 2 (20 April)
Additional (Hours of online sessions will be declared later)Online course of two hours for student group presentationsOnline course of two hours for student group presentations