Information Package
baskent.edu.tr

Program of Radio, Television and Cinema

İTA443

DIGITAL MARKETING

Course Code
İTA443
Semester
-
Theory+Practice
3 + 0
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. Have information about digital media, digital assets and digitalized media ecosystem.
  2. Gain knowledge and skills about digital marketing and the use of digital marketing tools.
  3. Gain the ability to organize digital media campaigns and develop ideas and practices about the creative process.
Mode of DeliveryFace to face
PrerequisitesNo
Recommended Optional Programme ComponentsNone
Course DescriptionThis course aims to enable students to master the concepts of digital marketing and the dynamics of digital marketing and to develop and implement creative campaigns by using digital marketing tools effectively.
Course Contents
WEEK TOPICS
1st Week Introduction: Explanation of course scope, goals, and objectives
2nd Week Digital assets, advantages, and opportunities
3rd Week User, target audience, and channel/environment analysis in the digital world. Data interpretation
4th Week Introduction to campaign design. Campaign types. Selecting the right channel and campaign strategy
5th Week Social media platforms and marketing tools
6th Week Search engines and marketing tools
7th Week Other components of digital marketing
8th Week Ad platforms and their features
9th Week Determining digital marketing strategy
10th Week Digital marketing campaign applications
11th Week Digital marketing campaign applications
12th Week Digital marketing campaign applications
13th Week Digital marketing campaign applications
14th Week Final presentations
Recommended or Required ReadingYüksel, Okan. (2020). Tüm Boyutlarıyla Dijital Pazarlama ve Sosyal Medya. Medya Akademi.

Mestçi, Aytaç. (2013). İnternette Reklamcılık. Pusula Yayıncılık.

Google Digital Workshop Course Resources.

Resources and readings to be given during the lesson.
Planned Learning Activities and Teaching Methods
  • Case Study
  • Practice
  • Presentation
  • Discussion
  • Problem Solving
Assessment Methods and Criteria
Quantity Percentage (%)
Mid-term 1 20
Project 1 40
Attendance 1 10
Total(%) 70
Contribution of In-term Studies to Overall Grade(%) 70
Contribution of Final Examination to Overall Grade(%) 30
Total(%) 100
ECTS Allocated Based on Student Workload
Activities Quantity Duration (Hour) Total Workload (Hour)
Midterm exam 1 1 1
Preparation for Quiz 2 18 36
Individual or group work 14 2 28
Preparation for Final exam 1 14 14
Course hours 14 3 42
Preparation for Midterm exam 1 18 18
Laboratory (including preparation) 0 0 0
Final exam 1 3 3
Homework 2 4 8
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

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