E-Commerce and Marketing
Course Details
KTO KARATAY UNIVERSITY
Trade and Industry Vocational School
Programme of E-Commerce and Marketing
Course Details
Trade and Industry Vocational School
Programme of E-Commerce and Marketing
Course Details
| Course Code | Course Name | Year | Period | Semester | T+A+L | Credit | ECTS |
|---|---|---|---|---|---|---|---|
| 08010104 | New Media and Advertising | 1 | Autumn | 1 | 3+0+0 | 4 | 4 |
| Course Type | Compulsory |
| Course Cycle | Associate (Short Cycle) (TQF-HE: Level 5 / QF-EHEA: Short Cycle / EQF-LLL: Level 5) |
| Course Language | Turkish |
| Methods and Techniques | - |
| Mode of Delivery | Face to Face |
| Prerequisites | - |
| Coordinator | - |
| Instructor(s) | Asst. Prof. Hacı Halil BAŞER |
| Instructor Assistant(s) | - |
Course Instructor(s)
| Name and Surname | Room | E-Mail Address | Internal | Meeting Hours |
|---|---|---|---|---|
| Asst. Prof. Hacı Halil BAŞER | C-131 | [email protected] | 7404 | Tuesday 10:00-12:00 |
Course Content
Introduction to new media and definition of basic concepts, general advertising concept, internet advertising, social media platforms and advertising content marketing, viral advertising, mobile advertising, video advertising, media planning, measuring digital advertising effectiveness, copywriting in digital advertising, brand communication in digital advertising.
Objectives of the Course
The goal of the "New Media and Advertising" course is to provide students with a comprehensive understanding of the transformative impact of digitalization and new communication technologies on advertising. This course aims to provide students with an understanding of the modern advertising landscape, particularly strategies and practices implemented through social media, mobile devices, search engines, and other digital platforms.
Contribution of the Course to Field Teaching
| Basic Vocational Courses | |
| Specialization / Field Courses | X |
| Support Courses | |
| Transferable Skills Courses | X |
| Humanities, Communication and Management Skills Courses |
Relationships between Course Learning Outcomes and Program Outcomes
| Relationship Levels | ||||
| Lowest | Low | Medium | High | Highest |
| 1 | 2 | 3 | 4 | 5 |
| # | Program Learning Outcomes | Level |
|---|---|---|
| P1 | Possesses fundamental, up-to-date, and practical knowledge related to their profession. | 5 |
| P3 | Follows current developments and practices in their profession and uses them effectively. | 5 |
| P5 | Has the ability to independently evaluate professional problems and issues with an analytical and critical approach and propose solutions. | 4 |
| P6 | Effectively communicates thoughts at the level of knowledge and skills through written and verbal communication, expressing them in a clear manner. | 4 |
| P9 | Possesses social, scientific, cultural, and ethical values in the stages of collecting, applying, and announcing the results of data related to the field. | 4 |
| P14 | Manages the digital marketing tools and methods necessary for e-commerce. | 5 |
Course Learning Outcomes
| Upon the successful completion of this course, students will be able to: | |||
|---|---|---|---|
| No | Learning Outcomes | Outcome Relationship | Measurement Method ** |
| O1 | They follow current developments in the e-commerce field and use them at a basic level. | P.3.1 | 1,3 |
| O2 | They evaluate the effectiveness of marketing strategies by analyzing digital marketing performance metrics and customer lifetime value. | P.5.1 | 1,3 |
| O3 | They refer to an effective advertising message and visual. | P.6.1 | 1,3 |
| O4 | They complies with copyright and image usage ethical guidelines. | P.9.2 | 1 |
| O5 | They explain the role of new media platforms in advertising strategies and creates basic advertising campaigns on Google Ads and social media advertising platforms. | P.14.1 | 1 |
| O6 | They describe the fundamental concepts, components, and strategies of marketing, advertising, consumer behavior, and brand management. | P.1.1 | 1,3 |
| ** Written Exam: 1, Oral Exam: 2, Homework: 3, Lab./Exam: 4, Seminar/Presentation: 5, Term Paper: 6, Application: 7 | |||
Weekly Detailed Course Contents
| Week | Topics |
|---|---|
| 1 | The Relationship Between New Communication Technologies and Advertising |
| 2 | Introduction to New Media and Basic Concepts |
| 3 | General Concept and Scope of Advertising |
| 4 | Fundamentals of Internet Advertising |
| 5 | Types of Internet Advertising: Social Media Ads |
| 6 | Types of Internet Advertising: Social Media Ads |
| 7 | Types of Internet Advertising |
| 8 | Types of Internet Advertising |
| 9 | Media Planning and Buying |
| 10 | Measuring and Evaluating Digital Advertising Effectiveness |
| 11 | Creativity and Copywriting in Digital Advertising |
| 12 | Brand Communication in Digital Advertising |
| 13 | Ethics in Digital Advertising |
| 14 | Quiz + General Review |
Textbook or Material
| Resources | Abdullah ÖZKAN, Nilnur TANDAÇGÜNEŞ, Betül ONAY DOĞAN (2015). New Media and Advertising. Derin Publications. |
| Recep YILMAZ and M. Nur ERDEM (2016). Traditional and Digital Advertising in 150 Questions. Umuttepe Publications. | |
| Matthew S. EASTIN, Terry DAUGHERTY & Neal M. BURNS (2011). Handbook of Research on Digital Media and Advertising: User Generated Content Consumption. Information Science Reference. |
Evaluation Method and Passing Criteria
| In-Term Studies | Quantity | Percentage |
|---|---|---|
| Attendance | - | - |
| Laboratory | - | - |
| Practice | - | - |
| Field Study | - | - |
| Course Specific Internship (If Any) | - | - |
| Homework | 1 | 10 (%) |
| Presentation | - | - |
| Projects | - | - |
| Seminar | - | - |
| Quiz | 1 | 10 (%) |
| Listening | - | - |
| Midterms | 1 | 35 (%) |
| Final Exam | 1 | 45 (%) |
| Total | 100 (%) | |
ECTS / Working Load Table
| Quantity | Duration | Total Work Load | |
|---|---|---|---|
| Course Week Number and Time | 16 | 3 | 48 |
| Out-of-Class Study Time (Pre-study, Library, Reinforcement) | 14 | 2 | 28 |
| Midterms | 1 | 14 | 14 |
| Quiz | 1 | 5 | 5 |
| Homework | 1 | 5 | 5 |
| Practice | 0 | 0 | 0 |
| Laboratory | 0 | 0 | 0 |
| Project | 0 | 0 | 0 |
| Workshop | 0 | 0 | 0 |
| Presentation/Seminar Preparation | 0 | 0 | 0 |
| Fieldwork | 0 | 0 | 0 |
| Final Exam | 1 | 20 | 20 |
| Other | 0 | 0 | 0 |
| Total Work Load: | 120 | ||
| Total Work Load / 30 | 4 | ||
| Course ECTS Credits: | 4 | ||
Course - Learning Outcomes Matrix
| Relationship Levels | ||||
| Lowest | Low | Medium | High | Highest |
| 1 | 2 | 3 | 4 | 5 |
| # | Learning Outcomes | P1 | P3 | P5 | P6 | P9 | P14 |
|---|---|---|---|---|---|---|---|
| O1 | They describe the fundamental concepts, components, and strategies of marketing, advertising, consumer behavior, and brand management. | 4 | 4 | 4 | 4 | 5 | 4 |
| O2 | They follow current developments in the e-commerce field and use them at a basic level. | 5 | 5 | 5 | 4 | 5 | 5 |
| O3 | They evaluate the effectiveness of marketing strategies by analyzing digital marketing performance metrics and customer lifetime value. | 4 | 4 | 4 | 3 | 5 | 5 |
| O4 | They refer to an effective advertising message and visual. | 5 | 5 | 5 | 5 | 5 | 4 |
| O5 | They complies with copyright and image usage ethical guidelines. | 5 | 5 | 4 | 3 | 5 | 4 |
| O6 | They explain the role of new media platforms in advertising strategies and creates basic advertising campaigns on Google Ads and social media advertising platforms. | 5 | 5 | 5 | 4 | 4 | 5 |