This course is a course exploring the digital media planning and management in the light of new media, social media. Students are expected to gain familiarity with the management functions, management roles, management skills in the digital arena, social media management, planning, brand management and strategies. They will also acquire skills of building a social business and the marketing of social media.
Within the frame of course, case studies and theoretical researches help students to gain knowledge about digital media planning and management. They also realize a project of digital media helping them to have a practical experience in the field of social media.
Vertical Tabs
Course Learning Outcomes
| Learning Outcomes |
Program
Outcomes |
Teaching Methods | Assessment Methods |
| 1. Identifies core marketing techniques concepts and theories. | 1 | 1,2,15 | A,C,E |
| 2. Defines digital media planning and management. | 2 | 1,2,15 | A,C,E |
| 3. Expresses communication techniques and strategies applied in new media. | 4 | 1,2,15 | A,C,E |
| 4. Adapts marketing communication to new media by case studies, campaign analysis and researches. | 5 | 1,2,15 | A,C,E |
| 5. Relates new media with marketing communication techniques with a new perspective. | 6 | 1,2,15 | A,C,E |
| 6. Develops a social business and the marketing of social media. | 4 | 1,2,15 | A,C,E |
Course Flow
| COURSE CONTENT | ||
| Week | Topics | Study Materials |
| 1 | General Presentation and Introduction of the Course and the Lectures. | |
| 2 | Definition of Basic Principles of Management, Electronic Media Management. | |
| 3 | Evolution of Management Thought, Management Functions, Management Roles. | |
| 4 | Planning and Management in Digital Media / Social Media | |
| 5 | Sales and Market Analysis in Digital Media / Engagement on the Social Web | |
| 6 | Marketing Communication in Social Media | |
| 7 | Marketing Communication Techniques, Strategies in New Media | |
| 8 | Mid-Term Examination | |
| 9 | Brand Communication / Case Studies, Social Applications, Researches | |
| 10 | Case Studies, Social Media Applications, Researches | |
| 11 | Case Studies, Social Media Applications, Researches | |
| 12 | Case Studies, Social Media Applications, Researches | |
| 13 | Research / Final Project; Presentation in class. | |
| 14 | Research / Final Project; Presentation in class. | |
| 15 | Research / Final Project; Presentation in class. | |
| 16 | Final Exam | |
Recommended Sources
| RECOMMENDED SOURCES | |
| Textbook |
Pringle, P., Starr, M. (2006). Electronic Media Management. Fifth Edition. USA: Elsevier.
Küng, L. (2008). Strategic Management in the Media. London: SAGE. Kotler, 9. (2005). A’dan Z’ye Pazarlama: Pazarlamayla ilgilenen herkesin bilmesi gereken 80 kavram. İstanbul: Mediacat. Peter, J. Paul (2001). Consumer Bahavior and Marketing Strategies. McGraw Hill. 6th edition. |
| Additional Resources | Percy, Larry. (1997). Strategies for Implementing Integrated Marketing Communication Chicago. NTC Business Book. |
Material Sharing
| MATERIAL SHARING | |
| Documents | www.coadsysexam.yeditepe.edu.tr |
| Assignments | www.coadsysexam.yeditepe.edu.tr |
| Exams | |
Assessment
| ASSESSMENT | ||
| IN-TERM STUDIES | NUMBER | PERCENTAGE |
| Mid-terms | 1 | 40 |
| Final | 1 | 60 |
| Total | 100 | |
| Contribution of Final Examination to Overall Grade | 60 | |
| Contribution of In-Term Studies to Overall Grade | 40 | |
| Total | 100 | |
Course’s Contribution to Program
| COURSE'S CONTRIBUTION TO PROGRAM | |||||||
| No | Program Learning Outcomes | Contribution | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Knows the theories, methods, strategies and techniques in the field of visual communication design. | X | |||||
| 2 | Has the knowledge to use competently the communication media tools on a professional level. | X | |||||
| 3 | Analyzes and examines diversified cultural studies of visual communication design. | X | |||||
| 4 | Associates and interprets the knowledge related to the field with various disciplines. | X | |||||
| 5 | Designs and implements creative and authentic projects using his/her technological competence. | X | |||||
| 6 | Conducts distinctive projects using different strategies by the knowledge acquired from the field. | X | |||||
| 7 | Evaluates the knowledge and skills acquired from the field with a critical approach. | X | |||||
| 8 | Tracks field knowledge and communicates with colleagues by mastering a foreign language at least at European Language Portfolio B1 general level. | X | |||||
| 9 | Cares for the national and international ethical rules and standards in visual communication design. | X | |||||
| 10 | Performs an innovative and authentic thesis study by conducting academic researches contributing to the field of visual communication design. | X | |||||
ECTS
| ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION | |||
| Activities | Quantity |
Duration (Hour) |
Total Workload (Hour) |
| Course Duration | 14 | 3 | 42 |
| Hours for off-the-classroom study (Pre-study, practice) | 14 | 3 | 42 |
| Mid-terms Exam | 1 | 40 | 40 |
| Assignment | 1 | 40 | 40 |
| Final Exam | 1 | 60 | 60 |
| Total Work Load | 224 | ||
| Total Work Load / 25 (h) | 8,96 | ||
| ECTS Credit of the Course | 9 | ||