Students will learn all aspects of digital media management, including news, television, movies and games.
In this course, content marketing strategy, content marketing strategy, affective marketing, e-bulletins, social networks, message writing and content creation, receiving your message, measuring content marketing results, blog marketing, video marketing, image marketing, E-mail Marketing, Event Marketing and B2B Marketing etc. will be focused on.
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Course Learning Outcomes
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Learning Outcomes |
Program Learning Outcomes |
Teaching Methods |
Assessment Methods |
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1. He/She lists the concepts of Digital Media Management and Marketing. |
1, 15 |
1, 2, 3 |
A, C |
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2. He/She interprets Content Marketing. |
4, 8, 15 |
1, 2, 3 |
A, C |
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3. He/She classifies E-Commerce Model. |
4, 8, 15 |
1, 2, 3 |
A, C |
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4. He/She analyzes the Digital Rights Management. |
4, 7, 8, 10 |
1, 2, 3 |
A, C |
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5. He/She syntheses the changing dynamics within the constantly evolving and changing media and marketing industry. |
7, 8, 9, 11, 15 |
1, 2, 3 |
A, C |
Course Flow
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COURSE CONTENT |
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Week |
Topics |
Study Materials |
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1 |
Introduction |
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2 |
Concepts of Digital Media Management |
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3 |
Disruptive Technology and Media Business Models: The Role of Advertising |
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4 |
Content Marketing: Journalism or Marketing? |
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5 |
Storytelling and Marketing - the Craft of Content Marketing |
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6 |
New Age Media Business Models: Non-Profit / News / Public / Individual |
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7 |
Web 1.0 to 4.0 |
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8 |
Midterm |
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9 |
B2B Marketing (Business to Business E-Commerce Model) |
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10 |
B2C Marketing (Business to Customer E-Commerce Model) |
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11 |
Discussion About the Famous Blogs and V-logs in the World |
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12 |
Global Famous Blogs, Journalism and Marketing |
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13 |
User Generated Content and Ethics Issue |
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14 |
Case Study: Arab Spring and Social Media |
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15 |
Digital Rights Management |
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16 |
Case Study - Student presentations |
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Recommended Sources
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RECOMMENDED SOURCES |
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Textbook |
Belch/Belch (2004). Advertising and Promotion: An Integrated Marketing Communications Perspective (6th ed.). McGraw Hill. T. Griffin & T. Yeshin. International Marketing Communications. The Characted Institute of Marketing Series, Butterworth Heinemann. |
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Additional Resources |
D. Aaker (2002). Building Strong Brands. Free Press Business. Latour, Bruno, (2005) Reassembling the Social: An Introduction to Actor-Network-Theory, Oxford University Press. |
Material Sharing
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MATERIAL SHARING |
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Documents |
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Assignments |
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Exams |
There will be one midterm exam, two homework and discussions; two presentation sessions for each student on given topics. |
Assessment
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ASSESSMENT |
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IN-TERM STUDIES |
NUMBER |
PERCENTAGE |
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Mid-terms |
1 |
40 |
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Homework |
2 |
20 |
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Final Presentation |
1 |
40 |
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Total |
100 |
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Contribution of fınal examination to overall grade |
50 |
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Contribution of in-term studies to overall grade |
50 |
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Total |
100 |
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Course’s Contribution to Program
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COURSE'S CONTRIBUTION TO PROGRAM |
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No |
Program Learning Outcomes |
Contribution |
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1 |
2 |
3 |
4 |
5 |
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1 |
Describes the conventional and new concepts of journalism field. Ecaluates these concepts and approaches within sample cases. |
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X |
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2 |
Follows national and international developments and literature, possesses the terminalogy knowledge in native and foreign language. |
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3 |
Defines distinct concepts such as journalism ethics and news value and evaluates the changes in these concepts by beholding various parameters. |
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4 |
Defines and analyses cultural, economical, political, sociological, psychological and historical developments and events in scope of journalism principles and ethical rules. |
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X |
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5 |
Questions national and international sectoral problems with differents appraches and interprets the formations. |
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6 |
Follows the advances and developments in national and international journalism field, discusses the changes and transformations in the applications in the field of journalism in other coutries. |
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7 |
Analyses, evaluates and explains the research executed in the journalism and digital media fields. |
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X |
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8 |
Studies, discusses and interprets how the relationship between media devises, society and technology is formed. |
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X |
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9 |
Expresses the fundamentals and the historical, economical and international developments of digital media. |
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X |
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10 |
Understands the transformation of conventional journalism to digital media, evaluates the historical and economical and political processes. |
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X |
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11 |
Describes media convergence, compares and contrasts the periodical conditions and stakeholders. |
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X |
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12 |
Organises the contents production and usage of new areas in media, designs the necessary research and knowledge requirements for new media management. |
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13 |
Focuses on new media theories, exemplifies these theories and follows new perspectives. |
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14 |
Expresses technical concepts and information of communication sector that is changed due to new media and evolved with digitilization. Describes the required infrastructure necessary to use and remember the knowledge in the field. |
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15 |
Analyses the new production and marketing domains of conventional and digital media, associates these domains with new production forms. |
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X |
ECTS
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ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION |
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Activities |
Quantity |
Duration |
Total |
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Course Duration (Including the exam week: 16x Total course hours) |
16 |
3 |
48 |
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Hours for off-the-classroom study (Pre-study, practice) |
8 |
10 |
80 |
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Mid-term |
1 |
2 |
2 |
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Homework |
2 |
30 |
60 |
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Presentation |
2 |
5 |
10 |
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Total Work Load |
200 |
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Total Work Load / 25 (h) |
8 |
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ECTS Credit of the Course |
8 |
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