Information Package
baskent.edu.tr

Program of Visual Communication Design

GİT408

ADVERTISING IN NEW MEDIA

Course Code
GİT408
Semester
-
Theory+Practice
2 + 2
ECTS
5
Course TypeElective Course
Course LevelBachelor's Degree
Year of Study-
Semester-
ECTS5
Name of Lecturer(s) -
Learning Outcomes

At the end of this course, the students;

  1. Gains basic conceptual knowledge about new media.
  2. Can use the acquired conceptual knowledge by adapting it to visual communication designs in different fields.
  3. Learns the digital language.
  4. Gains basic conceptual knowledge about digital age.
  5. Gains basic conceptual knowledge digital advertising.
  6. Can use the acquired concepts to visual communication campaigns.
  7. Gains theoretical and practical knowledge about advertising design.
Mode of DeliveryFace to face
PrerequisitesNo
Recommended Optional Programme ComponentsBrand Communication and Design, Content Design in the Internet Age
Course DescriptionDigital transformation, which is also described as Industry 4.0, shows itself in every aspect of our lives today. This includes new generation advertising and marketing activities. Digital transformation takes place with the combination of many physical and digital technologies, and this has reshaped the advertising industry. Within the scope of the course, concepts such as artificial intelligence, big data, augmented reality, internet of things, which are the basic building blocks of digital transformation, will be discussed and the opportunities and problems brought by new media advertising will be discussed. Changing consumer profiles and advertising and communication strategies to capture these profiles will be discussed.
Course Contents
WEEK TOPICS
1st Week What is New Media? Traditional Media and New Media Comparison: Similarities and Differences. Opportunities and Challenges.
2nd Week Data in New Media: Big Data, Importance of Data and Data Management.
3rd Week Advertising Ethics in New Media: KVKK Law in the Context of New Media Advertising.
4th Week Advertising in New Media: The Attention Economy. Customer Experience Design (UX). Gamification. Customer Development, Not Product. Business Model Innovation.
5th Week Technology in New Media Advertising: Augmented Reality (AR), Virtual Reality (VR), Multiple Reality (MR), Artificial Intelligence (AI), Programmatic Advertising.
6th Week New Media Advertising and Internet of Things (IOT): Industry 4.0- Smart Factories, Smart Stores, Smart Cities.
7th Week Midterm
8th Week New Media Advertising and the Metaverse: Definitions, Opportunities, Challenges. Avatar Consumerism and Virtual Influencers.
9th Week New Media Advertising and Blockchain Applications: Basic Concepts of Blockchain Technology, General Properties, Economic Effects, Future.
10th Week Brand in New Media Advertising: Identity Creation, Brand Communication and Management. Persuasion Theorem.
11th Week Customer Profile in New Media Advertising: Concept of Digital Customer ? Identities, Habits, Attitudes and Behaviors in Generation Z and Alpha
12th Week Digital Customer Experience (DCX) and Management in New Media Advertising: Customer Journey Design.
13th Week Innovation Management in New Media Advertising: Jobs-to-be-Done Theory. Experiment Design with Lean Startup Method. Conversion Optimization. Growth Hacking.
14th Week Final
Recommended or Required ReadingMandatory Reading List:

Dijital Fark, Russel Neuman, The Kitap.
Yeni Nesil Reklamcılık, Fons Van Dyck, The Kitap.
Dijital Reklamcılık Bize Ne Anlatır? Mehmet Yakın, Urzeni Yayıncılık.
Pazarlama 5.0, Philip Kotler, Nişantaşı Üniversitesi Yayınları.

Recommended Reading:

Yeni Medya ve Reklam, Abdullah Özkan, Derin Yayınları.
Dijital Kabilelerin İzinde, Kaan Varnalı, MediaCat Yayıncılık.
Dijital Pazarlamada Güncel Araştırmalar, Cansu Tor Kadıoğlu, Artikel Akademi Yayınları.
İzleniyoruz, Joseph Turow, Hil Yayınları.
Büyüme Korsanlığı Pazarlaması, Ryan Holiday, The Kitap.
Dikkat Tacirleri, Tim Wu, The Kitap.
Reklamsız Marka Yaratmak, Chris Grams, The Kitap.
Para Devrimi- Ödemenin Sosyal Medya Hali, Lana Swartz, The Kitap.
Postmodern Pazarlamayı Anlamak, Yavuz Odabaşı, The Kitap.
İş Dünyamızı Alt Üst Eden Dijital Trendler, Şerafettin Özsoy, The Kitap.
Dijital Reklamın Gizli Dünyası, Mara Einstein, The Kitap.
Planned Learning Activities and Teaching Methods
  • Lecture
  • Discussion
  • Question-Answer
  • Education-Practice
  • Project
  • Presentation
Assessment Methods and Criteria
Quantity Percentage (%)
Mid-term 1 40
Attendance 1 10
Total(%) 50
Contribution of In-term Studies to Overall Grade(%) 50
Contribution of Final Examination to Overall Grade(%) 50
Total(%) 100
ECTS Allocated Based on Student Workload
Activities Quantity Duration (Hour) Total Workload (Hour)
Midterm exam 1 4 4
Preparation for Quiz
Individual or group work 14 2 28
Preparation for Final exam 1 10 10
Course hours 14 4 56
Preparation for Midterm exam 1 4 4
Laboratory (including preparation)
Final exam 1 4 4
Homework 4 11 44
Project
Total Work Load150
Total Work Load / 30 (h)5
ECTS Credit of the Course5
Language of InstructionTurkish
Work Placement(s)No

Programme Qualifications / Learning Outcomes

LO1 LO2 LO3 LO4 LO5 LO6 LO7
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K2 X X X
K3 X X
K4 X X
K5 X
K6 X X X X X
K7 X X X X
K8 X
K9 X X
K10 X X
K11 X X X X
K12
K13 X
K14 X
K15 X X X X
K16
K17 X
K18 X X
K19