Your transaction is in progress.
Please Wait...

E-Commerce and Marketing

11. Program Requirements
Programme Educational Objectives (PEOs) are the those describing what the graduates are expected to attain or achieve in their academic and/or professional life after a few years of graduation. In this context, Programme Educational Objectives defined for this programme are as follows:

(Please click on the buttons below to reach the PLOs as “Conjoined” or as “Classified” under the “Knowledge”, “Skills” and “Competencies”.)
(Below, PLOs are shown as key and sub- learning outcomes.)
(In order to see the Sub-Programme Learning Outcomes (SPLOs) affiliated to Key Programme Learning Outcomes (KPLOs), please press + sign.)
P1) Possesses fundamental, up-to-date, and practical knowledge related to their profession.
P.1.1) They describe the fundamental concepts, components, and strategies of marketing, advertising, consumer behavior, and brand management.
P.1.2) They describe the basic functions of the business.
P.1.3) They describe basic computer hardware, software, and networking technologies.
P.1.4) They explain the basic concepts of accounting, the documents used, and financial statements.
P.1.5) They explain the fundamental concepts and process of visual communication design.
P.1.6) They explain the basic concepts, rules, and international market entry strategies of foreign trade.
P.1.7) They explain the fundamental concepts and sources of law.
P2) Acquires knowledge about occupational health and safety, environmental awareness, and quality processes.
P.2.1) Explains the basic rules and measures in accordance with occupational health and safety (OHS) legislation in the context of e-commerce and office environment.
P.2.2) Defines basic approaches to reducing environmental impacts (packaging waste, energy consumption, etc.) in e-commerce operations.
P.2.3) Explains the contribution of quality management systems (ISO standards, etc.) to e-commerce processes (customer service, logistics).
P.2.4) Specifies the basic quality principles for ensuring the security and data confidentiality of e-commerce information systems.
P.2.5) Evaluates the applications of sustainability principles in the field of E-Commerce and Marketing (green logistics, ethical trade).
P.2.6) Explains basic quality control processes and standards to increase customer satisfaction.
P3) Follows current developments and practices in their profession and uses them effectively.
P.3.1) They follow current developments in the e-commerce field and use them at a basic level.
P.3.2) They keep up with current developments in information technology.
P.3.3) They explain design thinking methodologies.
P.3.4) They monitor and define neuromarketing tools and their applications.
P.3.5) They follow and explain branding trends in the professional field and develop brand strategies.
P4) Effectively uses information technologies (software, programs, animation, etc.) related to their profession.
P.4.1) They learn and apply basic web design principles.
P.4.2) They describe the functions of basic web technologies such as HTML and CSS.
P.4.3) They effectively uses basic information technologies in e-commerce applications.
P.4.4) LO4.4: Integrate and use basic business software such as Customer Relationship Management (CRM) and Enterprise Resource Planning (ERP) into e-commerce processes.
P.4.5) LO4.5: Uses basic graphic/animation tools to prepare visuals and content.
P.4.6) LO4.6: Designs communication campaigns for the target audience using e-mail marketing and automation tools.
P5) Has the ability to independently evaluate professional problems and issues with an analytical and critical approach and propose solutions.
P.5.1) They evaluate the effectiveness of marketing strategies by analyzing digital marketing performance metrics and customer lifetime value.
P.5.2) They explain and evaluate the stages of the consumer decision-making process and post-purchase consumer behavior from an e-commerce perspective.
P.5.3) They use e-commerce platforms and Google Analytics tools to interpret sales and customer data, website traffic, and user behavior.
P.5.4) Applies and analyzes research methods.
P6) Effectively communicates thoughts at the level of knowledge and skills through written and verbal communication, expressing them in a clear manner.
P.6.1) They refer to an effective advertising message and visual.
P.6.2) They effectively uses office programs for professional presentations and reporting.
P.6.3) They manage media relations and prepare press release materials.
P.6.4) They evaluate and report on the performance of an existing digital marketing campaign through metrics.
P.6.5) They interpret and report the collected data using basic statistical analysis methods.
P.6.6) They analyze research data at a basic level and report the findings in an academic format.
P7) Takes responsibility as a team member to solve instructions and unforeseen complex problems in applications related to his/her field.
P.7.1) As a team member, they take responsibility for entrepreneurship, projects, and digital business models.
P.7.2) They work together to solve e-commerce and marketing problems.
P.7.3) They effectively uses technical reports, presentations, and other communication tools.
P.7.4) They communicate and collaborate effectively in their professional field.
P.7.5) They convey concepts related to her profession in a simple and understandable way.
P8) They have awareness of career management and lifelong learning issues.
P.8.1) They set personal and professional goals and develop strategies to achieve them.
P.8.2) They apply the developed methods for solving problems effectively and efficiently.
P.8.3) They know effective research and problem-solving techniques for identifying problems.
P.8.4) They follow innovations and technological developments in their field and integrate them into their professional development.
P.8.5) Manages and updates career planning processes.
P9) Possesses social, scientific, cultural, and ethical values in the stages of collecting, applying, and announcing the results of data related to the field.
P.9.1) They represent ethical, social responsibility, and sustainability issues from a marketing, consumer, and business perspective.
P.9.2) They complies with copyright and image usage ethical guidelines.
P.9.3) They know the scientific research process, its basic concepts, and ethical principles.
P.9.4) They explain the fundamental concepts, aims, and ethical dimensions of neuromarketing.
P.9.5) They identify ways to build trust and reputation in the digital environment.
P.9.6) They adhere to ethical principles in accounting and finance practices.
P10) Follows developments in their field using a foreign language and communicates with colleagues.
P.10.1) They use a foreign language to keep up with developments in their field and communicate with colleagues.
P.10.2) Reads and understands technical texts in English or another foreign language.
P.10.3) They communicate effectively in a foreign language, both in writing and orally.
P.10.4) Communicates effectively at international conferences and events.
P.10.5) They collaborate with colleagues in foreign languages ​​and contribute effectively to projects.
P.10.6) To keep up with current developments in their field, they analyze academic and technical resources in foreign languages.
P11) Explains the fundamental concepts of e-commerce, its legal aspects, and security issues.
P.11.1) They can define basic e-commerce business models; and explain the secure operation of online payment systems and digital marketing integrations at a fundamental level.
P.11.2) They explain the legal aspects of e-commerce, as well as data security and cybersecurity issues.
P.11.3) They are aware of e-commerce law, the Personal Data Protection Law (KVKK), consumer rights, and legal obligations regarding data collected on e-commerce sites, and they take security measures.
P.11.4) They explain the operating principles and rules of online marketplaces.
P.11.5) They explain the importance of consumer behavior, brand management, and customer relationship management (CRM) in e-commerce.
P12) Defines the relationship between e-commerce information systems and logistics.
P.12.1) They describe the information systems required for e-commerce infrastructure and the e-commerce logistics processes.
P.12.2) They describe the data exchange and integration between e-commerce systems and shipping/transportation systems throughout the process, from receiving an online order to delivering it to the customer.
P.12.3) They explain how logistics performance indicators, such as delivery time and shipping error rates, are collected, monitored, and reported by e-commerce information systems.
P.12.4) They identify potential problems arising from logistics integration, such as stock errors or delivery delays, and explain the key steps to resolving them.
P13) Manages processes related to e-commerce.
P.13.1) They set up an e-commerce website/store and manage its basic operations.
P.13.2) They implement product and inventory management, return and customer service processes, marketing and advertising, and pricing strategies on e-commerce platforms.
P.13.3) They develop strategies to increase brand loyalty and customer satisfaction.
P.13.4) They explain basic information about product listing in marketplaces, fundamental logistics, e-export processes, and customs regulations.
P.13.5) They explain the basics of online payment methods and how they work.
P14) Manages the digital marketing tools and methods necessary for e-commerce.
P.14.1) 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.14.2) They explain the fundamental concepts, channels, integration, differences, and working mechanisms of digital marketing.
P.14.3) They describe the process of creating a content marketing strategy using the marketing and advertising tools of online marketplaces.
P.14.4) They know how to implement compatible marketing strategies for mobile applications and mobile websites.
P.14.5) They analyze key social media metrics such as engagement and reach.
P15) Uses a foreign language at the general level of the European Language Portfolio A1-A1+.
P.15.1) Being able to use basic expressions at a simple level for daily life.
P.15.2) Being able to comprehend frequently used expressions and sentences in listening and reading texts.
P.15.3) Being able to introduce oneself in social environments, ask and answer questions about personal information.
P.15.4) Ability to express one's past, immediate environment and events in simple written and oral form.
P.15.5) Ability to fill out simple forms encountered in daily life and create short and simple notes.
P.15.6) Being able to read short and simple texts and comprehend simple contents in written texts such as announcements and posters.
P16) Being able to explain the process from the Ottoman Empire to the Republic of Turkey in broad terms and determine its position in world history.
P.16.1) To be able to express the political and social structure of the Ottoman Empire in general terms.
P.16.2) To be able to explain the motivational elements of the War of Independence period.
P.16.3) To be able to convey the establishment process of the Republic of Türkiye from different perspectives.
P.16.4) To be able to understand the basic reasons of Türkiye's political, sociocultural and socioeconomic structure.
P.16.5) Ability to present a broad perspective by analyzing Türkiye's founding process and its position in world history.
P.16.6) Ability to summarize the historical and social effects of Türkiye's establishment process and location.
P17) To understand the civilization to which our nation belongs, to act with professional ethics, and to possess a sense of social responsibility.
P.17.1) Ability to possess the basic principles of professional ethics and social responsibility awareness.
P.17.2) Being able to reflect the importance of professional ethics and social responsibility to life.
P.17.3) Ability to act in accordance with the principles of professional ethics and social responsibility awareness in working life.
P.17.4) Ability to carefully examine the concept of professional ethics and social responsibility in the field.
P.17.5) Ability to produce strategies in accordance with professional ethics for the problems encountered.
P.17.6) Evaluate the effects and consequences of social responsibility with a morality that does not surrender to things.
P18) Becoming proficient in identifying and correcting expression errors that may occur in written and spoken forms of the Turkish language, producing meaningful speech texts with correct sentences, and scientific research methods.
P.18.1) Being able to explain errors of meaning and expression.
P.18.2) Being able to distinguish spelling rules, punctuation marks and oral expression problems.
P.18.3) Ability to solve pronunciation and pronunciation problems and give original examples of correct and meaningful topics in the language.
P.18.4) To be able to classify spelling and punctuation marks in the Turkish language.
P.18.5) Ability to correctly categorize spelling and punctuation marks in written, oral and argumentative expression types of the Turkish language.
P.18.6) To be able to have knowledge about scientific research methods (choosing the topic, limiting it and scanning relevant sources), to have an idea about putting the research results into writing and to be able to choose the right source.
P19) Selects and uses OSH-related information and appropriate methods and tools to solve problems encountered in creating a healthy and safe working environment.
P.19.1) Ability to explain the concept of occupational health and safety as a whole.
P.19.2) Understanding the interactions between work and human health.
P.19.3) Ability to define workplace environment factors in work and health relations.
P.19.4) Knowing what work-related diseases are, how they occur and their effects.
P.19.5) Ability to explain work-related diseases and the measures to be taken to prevent occupational diseases.
P.19.6) Ability to identify and analyze risk factors in work environments and explain the precautions to be taken.
P.19.7) Ability to understand accident formation theories and explain risk assessment standards.
P.19.8) Knowing the legislation and legal responsibilities regarding occupational health and safety.
P20) Students gain the ability to solve problems encountered in their academic and professional lives by using information technologies effectively and efficiently.
P.20.1) Ability to define the basic concepts of information technologies and computer systems and to explain the relationships between these concepts.
P.20.2) Ability to use basic software applications (e.g. presentation software, etc.) effectively and prepare professional documents with these tools.
P.20.3) Develop the ability to search for information, access information, and share information securely using the Internet and web technologies.
P.20.4) Being aware of data security, ethics and confidentiality issues and being able to apply these principles.
P.20.5) Ability to write simple programs by understanding computer programming and algorithm logic at a basic level.
P.20.6) Understand the applications of information technologies in different disciplines and evaluate the potential impacts of these technologies.
(Below, Programme Learning Outcomes are shown as classified according to the same classification used for the Turkish Qualifications Framework (TQF-HE); that is knowledge, skills and competencies.)
(In order to see the Sub-Programme Learning Outcomes (SPLOs) affiliated to Key Programme Learning Outcomes (KPLOs), please press + sign.)
Knowledge (Described as Theoritical and/or Factual Knowledge.)
P1) Possesses fundamental, up-to-date, and practical knowledge related to their profession.
P.1.1) They describe the fundamental concepts, components, and strategies of marketing, advertising, consumer behavior, and brand management.
P.1.2) They describe the basic functions of the business.
P.1.3) They describe basic computer hardware, software, and networking technologies.
P.1.4) They explain the basic concepts of accounting, the documents used, and financial statements.
P.1.5) They explain the fundamental concepts and process of visual communication design.
P.1.6) They explain the basic concepts, rules, and international market entry strategies of foreign trade.
P.1.7) They explain the fundamental concepts and sources of law.
P2) Acquires knowledge about occupational health and safety, environmental awareness, and quality processes.
P.2.1) Explains the basic rules and measures in accordance with occupational health and safety (OHS) legislation in the context of e-commerce and office environment.
P.2.2) Defines basic approaches to reducing environmental impacts (packaging waste, energy consumption, etc.) in e-commerce operations.
P.2.3) Explains the contribution of quality management systems (ISO standards, etc.) to e-commerce processes (customer service, logistics).
P.2.4) Specifies the basic quality principles for ensuring the security and data confidentiality of e-commerce information systems.
P.2.5) Evaluates the applications of sustainability principles in the field of E-Commerce and Marketing (green logistics, ethical trade).
P.2.6) Explains basic quality control processes and standards to increase customer satisfaction.
P15) Uses a foreign language at the general level of the European Language Portfolio A1-A1+.
P.15.1) Being able to use basic expressions at a simple level for daily life.
P.15.2) Being able to comprehend frequently used expressions and sentences in listening and reading texts.
P.15.3) Being able to introduce oneself in social environments, ask and answer questions about personal information.
P.15.4) Ability to express one's past, immediate environment and events in simple written and oral form.
P.15.5) Ability to fill out simple forms encountered in daily life and create short and simple notes.
P.15.6) Being able to read short and simple texts and comprehend simple contents in written texts such as announcements and posters.
P16) Being able to explain the process from the Ottoman Empire to the Republic of Turkey in broad terms and determine its position in world history.
P.16.1) To be able to express the political and social structure of the Ottoman Empire in general terms.
P.16.2) To be able to explain the motivational elements of the War of Independence period.
P.16.3) To be able to convey the establishment process of the Republic of Türkiye from different perspectives.
P.16.4) To be able to understand the basic reasons of Türkiye's political, sociocultural and socioeconomic structure.
P.16.5) Ability to present a broad perspective by analyzing Türkiye's founding process and its position in world history.
P.16.6) Ability to summarize the historical and social effects of Türkiye's establishment process and location.
P17) To understand the civilization to which our nation belongs, to act with professional ethics, and to possess a sense of social responsibility.
P.17.1) Ability to possess the basic principles of professional ethics and social responsibility awareness.
P.17.2) Being able to reflect the importance of professional ethics and social responsibility to life.
P.17.3) Ability to act in accordance with the principles of professional ethics and social responsibility awareness in working life.
P.17.4) Ability to carefully examine the concept of professional ethics and social responsibility in the field.
P.17.5) Ability to produce strategies in accordance with professional ethics for the problems encountered.
P.17.6) Evaluate the effects and consequences of social responsibility with a morality that does not surrender to things.
P18) Becoming proficient in identifying and correcting expression errors that may occur in written and spoken forms of the Turkish language, producing meaningful speech texts with correct sentences, and scientific research methods.
P.18.1) Being able to explain errors of meaning and expression.
P.18.2) Being able to distinguish spelling rules, punctuation marks and oral expression problems.
P.18.3) Ability to solve pronunciation and pronunciation problems and give original examples of correct and meaningful topics in the language.
P.18.4) To be able to classify spelling and punctuation marks in the Turkish language.
P.18.5) Ability to correctly categorize spelling and punctuation marks in written, oral and argumentative expression types of the Turkish language.
P.18.6) To be able to have knowledge about scientific research methods (choosing the topic, limiting it and scanning relevant sources), to have an idea about putting the research results into writing and to be able to choose the right source.
P19) Selects and uses OSH-related information and appropriate methods and tools to solve problems encountered in creating a healthy and safe working environment.
P.19.1) Ability to explain the concept of occupational health and safety as a whole.
P.19.2) Understanding the interactions between work and human health.
P.19.3) Ability to define workplace environment factors in work and health relations.
P.19.4) Knowing what work-related diseases are, how they occur and their effects.
P.19.5) Ability to explain work-related diseases and the measures to be taken to prevent occupational diseases.
P.19.6) Ability to identify and analyze risk factors in work environments and explain the precautions to be taken.
P.19.7) Ability to understand accident formation theories and explain risk assessment standards.
P.19.8) Knowing the legislation and legal responsibilities regarding occupational health and safety.
P20) Students gain the ability to solve problems encountered in their academic and professional lives by using information technologies effectively and efficiently.
P.20.1) Ability to define the basic concepts of information technologies and computer systems and to explain the relationships between these concepts.
P.20.2) Ability to use basic software applications (e.g. presentation software, etc.) effectively and prepare professional documents with these tools.
P.20.3) Develop the ability to search for information, access information, and share information securely using the Internet and web technologies.
P.20.4) Being aware of data security, ethics and confidentiality issues and being able to apply these principles.
P.20.5) Ability to write simple programs by understanding computer programming and algorithm logic at a basic level.
P.20.6) Understand the applications of information technologies in different disciplines and evaluate the potential impacts of these technologies.
Skills (Describe as Cognitive and/or Practical Skills.)
P2) Acquires knowledge about occupational health and safety, environmental awareness, and quality processes.
P.2.1) Explains the basic rules and measures in accordance with occupational health and safety (OHS) legislation in the context of e-commerce and office environment.
P.2.2) Defines basic approaches to reducing environmental impacts (packaging waste, energy consumption, etc.) in e-commerce operations.
P.2.3) Explains the contribution of quality management systems (ISO standards, etc.) to e-commerce processes (customer service, logistics).
P.2.4) Specifies the basic quality principles for ensuring the security and data confidentiality of e-commerce information systems.
P.2.5) Evaluates the applications of sustainability principles in the field of E-Commerce and Marketing (green logistics, ethical trade).
P.2.6) Explains basic quality control processes and standards to increase customer satisfaction.
P3) Follows current developments and practices in their profession and uses them effectively.
P.3.1) They follow current developments in the e-commerce field and use them at a basic level.
P.3.2) They keep up with current developments in information technology.
P.3.3) They explain design thinking methodologies.
P.3.4) They monitor and define neuromarketing tools and their applications.
P.3.5) They follow and explain branding trends in the professional field and develop brand strategies.
P4) Effectively uses information technologies (software, programs, animation, etc.) related to their profession.
P.4.1) They learn and apply basic web design principles.
P.4.2) They describe the functions of basic web technologies such as HTML and CSS.
P.4.3) They effectively uses basic information technologies in e-commerce applications.
P.4.4) LO4.4: Integrate and use basic business software such as Customer Relationship Management (CRM) and Enterprise Resource Planning (ERP) into e-commerce processes.
P.4.5) LO4.5: Uses basic graphic/animation tools to prepare visuals and content.
P.4.6) LO4.6: Designs communication campaigns for the target audience using e-mail marketing and automation tools.
P5) Has the ability to independently evaluate professional problems and issues with an analytical and critical approach and propose solutions.
P.5.1) They evaluate the effectiveness of marketing strategies by analyzing digital marketing performance metrics and customer lifetime value.
P.5.2) They explain and evaluate the stages of the consumer decision-making process and post-purchase consumer behavior from an e-commerce perspective.
P.5.3) They use e-commerce platforms and Google Analytics tools to interpret sales and customer data, website traffic, and user behavior.
P.5.4) Applies and analyzes research methods.
P6) Effectively communicates thoughts at the level of knowledge and skills through written and verbal communication, expressing them in a clear manner.
P.6.1) They refer to an effective advertising message and visual.
P.6.2) They effectively uses office programs for professional presentations and reporting.
P.6.3) They manage media relations and prepare press release materials.
P.6.4) They evaluate and report on the performance of an existing digital marketing campaign through metrics.
P.6.5) They interpret and report the collected data using basic statistical analysis methods.
P.6.6) They analyze research data at a basic level and report the findings in an academic format.
Competences (Described as "Ability of the learner to apply knowledge and skills autonomously with responsibility", "Learning to learn"," Communication and social" and "Field specific" competences.)
P7) Takes responsibility as a team member to solve instructions and unforeseen complex problems in applications related to his/her field.
P.7.1) As a team member, they take responsibility for entrepreneurship, projects, and digital business models.
P.7.2) They work together to solve e-commerce and marketing problems.
P.7.3) They effectively uses technical reports, presentations, and other communication tools.
P.7.4) They communicate and collaborate effectively in their professional field.
P.7.5) They convey concepts related to her profession in a simple and understandable way.
P8) They have awareness of career management and lifelong learning issues.
P.8.1) They set personal and professional goals and develop strategies to achieve them.
P.8.2) They apply the developed methods for solving problems effectively and efficiently.
P.8.3) They know effective research and problem-solving techniques for identifying problems.
P.8.4) They follow innovations and technological developments in their field and integrate them into their professional development.
P.8.5) Manages and updates career planning processes.
P9) Possesses social, scientific, cultural, and ethical values in the stages of collecting, applying, and announcing the results of data related to the field.
P.9.1) They represent ethical, social responsibility, and sustainability issues from a marketing, consumer, and business perspective.
P.9.2) They complies with copyright and image usage ethical guidelines.
P.9.3) They know the scientific research process, its basic concepts, and ethical principles.
P.9.4) They explain the fundamental concepts, aims, and ethical dimensions of neuromarketing.
P.9.5) They identify ways to build trust and reputation in the digital environment.
P.9.6) They adhere to ethical principles in accounting and finance practices.
P10) Follows developments in their field using a foreign language and communicates with colleagues.
P.10.1) They use a foreign language to keep up with developments in their field and communicate with colleagues.
P.10.2) Reads and understands technical texts in English or another foreign language.
P.10.3) They communicate effectively in a foreign language, both in writing and orally.
P.10.4) Communicates effectively at international conferences and events.
P.10.5) They collaborate with colleagues in foreign languages ​​and contribute effectively to projects.
P.10.6) To keep up with current developments in their field, they analyze academic and technical resources in foreign languages.
P11) Explains the fundamental concepts of e-commerce, its legal aspects, and security issues.
P.11.1) They can define basic e-commerce business models; and explain the secure operation of online payment systems and digital marketing integrations at a fundamental level.
P.11.2) They explain the legal aspects of e-commerce, as well as data security and cybersecurity issues.
P.11.3) They are aware of e-commerce law, the Personal Data Protection Law (KVKK), consumer rights, and legal obligations regarding data collected on e-commerce sites, and they take security measures.
P.11.4) They explain the operating principles and rules of online marketplaces.
P.11.5) They explain the importance of consumer behavior, brand management, and customer relationship management (CRM) in e-commerce.
P12) Defines the relationship between e-commerce information systems and logistics.
P.12.1) They describe the information systems required for e-commerce infrastructure and the e-commerce logistics processes.
P.12.2) They describe the data exchange and integration between e-commerce systems and shipping/transportation systems throughout the process, from receiving an online order to delivering it to the customer.
P.12.3) They explain how logistics performance indicators, such as delivery time and shipping error rates, are collected, monitored, and reported by e-commerce information systems.
P.12.4) They identify potential problems arising from logistics integration, such as stock errors or delivery delays, and explain the key steps to resolving them.
P13) Manages processes related to e-commerce.
P.13.1) They set up an e-commerce website/store and manage its basic operations.
P.13.2) They implement product and inventory management, return and customer service processes, marketing and advertising, and pricing strategies on e-commerce platforms.
P.13.3) They develop strategies to increase brand loyalty and customer satisfaction.
P.13.4) They explain basic information about product listing in marketplaces, fundamental logistics, e-export processes, and customs regulations.
P.13.5) They explain the basics of online payment methods and how they work.
P14) Manages the digital marketing tools and methods necessary for e-commerce.
P.14.1) 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.14.2) They explain the fundamental concepts, channels, integration, differences, and working mechanisms of digital marketing.
P.14.3) They describe the process of creating a content marketing strategy using the marketing and advertising tools of online marketplaces.
P.14.4) They know how to implement compatible marketing strategies for mobile applications and mobile websites.
P.14.5) They analyze key social media metrics such as engagement and reach.