| Course Name | Digital Communication |
| Code | Semester | Theory (hour/week) | Application/Lab (hour/week) | Local Credits | ECTS |
|---|---|---|---|---|---|
| MI 553 | Fall/Spring | 3 | 0 | 3 | 5 |
| Prerequisites | None | |||||
| Course Language | Turkish | |||||
| Course Type | Elective | |||||
| Course Level | Second Cycle | |||||
| Mode of Delivery | - | |||||
| Teaching Methods and Techniques of the Course | ||||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | Explaning the digital communication concept shaped by the changing consumer habits in a world which develops and transforms with digital information and technology to create digital thinking habit by internalizing the main concepts / information necessary for digital understanding |
| Learning Outcomes | The students who succeeded in this course;
|
| Course Description | To create digital thinking mindset and create branded digital communication strategies the course covers the changing digital communication concept inline with the changing consumer expectations due to digital and technolojic transformations. The transformation of the digital communication with new trends and developments will be explained in every class. Understanding the digital consumer and the ways to reach them to create an effective digital strategy is the core of the class. Digital communication is to be covered with an understanding of how it contributes to overall brand communication objectives. Communication channels to be explained in detail are diplay, video, social media, mobile, ecommerce, seo, sem, gaming, content, native, programmatic and data. |
| Related Sustainable Development Goals | |
|
| Core Courses | |
| Major Area Courses | X | |
| Supportive Courses | ||
| Media and Managment Skills Courses | ||
| Transferable Skill Courses |
| Week | Subjects | Required Materials |
| 1 | Introduction of the course and the course schedule | |
| 2 | The Concept of Communication with a Historial Perspective and the Roots of Digital Communication | Hilal Kılıç, Pazar ve Pazarlama İletişiminin Değişen Yapısı (Markaloji- Markaya Dair Her Şey, bölüm 1, sf.19-44) Clay Shirky, How social media can make history, https://www.ted.com/talks/clay_shirky_how_cellphones_twitter_facebook_can_make_history/transcript |
| 3 | Basic Digital Terms, Digital Communication in Turkey | Türkiye Reklam Yatırımları: http://rd.org.tr/doc/RD_TABLO_2017_EYLUL.pdf BTK Pazar verileri raporu, Internet ve Genişbant: https://www.btk.gov.tr/File/?path=ROOT%2f1%2fDocuments%2fSayfalar%2fPazar_Verileri%2f2017-Q2.pdf |
| 4 | Digital Communication through Display and Video Formats | Görünürlük: http://www.iabturkiye.org/UploadFiles/Reports/IAB%20T%C3%BCrkiye%20A%C3%A7%C4%B1kl%C4%B1yor-G%C3%B6r%C3%BCn%C3%BCr-Reklam05072017170735.pdf - Video: http://www.iabturkiye.org/UploadFiles/Reports/Video%20ad%20INFOG05072017170213.pdf |
| 5 | Communication on Mobile | BTK Pazar verileri raporu, Mobil Pazar https://www.btk.gov.tr/File/?path=ROOT%2f1%2fDocuments%2fSayfalar%2fPazar_Verileri%2f2017-Q2.pdf http://www.iabturkiye.org/mobil-app-vs-mobil-web |
| 6 | Consultancy on Midterm Papers | |
| 7 | Communication through Social Media | We Are Social & Hootsuite, İnternet Ve Sosyal Medya Kullanıcı İstatistikleri 2017Slides: 135-156http://www.dijitalajanslar.com/internet-ve-sosyal-medya-kullanici-istatistikleri-2017/ Alexis Ohanian, How to make a splash in social mediahttps://www.ted.com/talks/alexis_ohanian_how_to_make_a_splash_in_social_media/discussion |
| 8 | Midterm Paper Presentations | |
| 9 | Search Engine Marketing & Optimasation (SEM&SEO) | Dijital pazarlama için AdWords'ü kullanma https://support.google.com/adwords/answer/6227565 SEO: https://support.google.com/webmasters/answer/35291?hl=tr |
| 10 | New Era of Digital Communication: Programmatic (Smart Targeting Systems), Data & Content Marketing | http://www.iabturkiye.org/UploadFiles/Reports/programatik05072017170851.pdf http://www.iabturkiye.org/UploadFiles/Reports/veri-kullanimi05072017170940.pdf http://www.iabturkiye.org/UploadFiles/Reports/native05072017170556.pdf |
| 11 | Ecommerce | Türkiye e-Ticaret Raporu http://www.eticaretraporu.org/wp-content/uploads/2017/04/TUSIAD_E-Ticaret_Raporu_2017.pdf |
| 12 | Consultancy on Final Papers | |
| 13 | Gaming | |
| 14 | Dijital Trends (AR, VR, Adblocking...) | http://www.iabturkiye.org/UploadFiles/Reports/iab_adblocker05072017171807.jpg |
| 15 | Evaluation | |
| 16 | Final Project |
| Course Notes/Textbooks | |
| Suggested Readings/Materials | Markaloji- Markaya Dair Her Şey, 2012 Editor, Filiz Otay Demir Digital resources (IAB Turkey, selective TED talks & presentations) |
| Semester Activities | Number | Weigthing |
| Participation | 1 | 20 |
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments | 1 | 20 |
| Presentation / Jury | 2 | 20 |
| Project | 1 | 40 |
| Seminar / Workshop | ||
| Oral Exam | ||
| Midterm | ||
| Final Exam | ||
| Total |
| Weighting of Semester Activities on the Final Grade | 5 | 100 |
| Weighting of End-of-Semester Activities on the Final Grade | ||
| Total |
| Semester Activities | Number | Duration (Hours) | Workload |
|---|---|---|---|
| Course Hours (Including exam week: 16 x total hours) | 16 | 3 | 48 |
| Laboratory / Application Hours (Including exam week: 16 x total hours) | 16 | ||
| Study Hours Out of Class | 16 | 0 | |
| Field Work | |||
| Quizzes / Studio Critiques | |||
| Portfolio | |||
| Homework / Assignments | 1 | 10 | |
| Presentation / Jury | 2 | 20 | |
| Project | 1 | 50 | |
| Seminar / Workshop | |||
| Oral Exam | |||
| Midterms | |||
| Final Exams | |||
| Total | 148 |
| # | Program Competencies/Outcomes | * Contribution Level | ||||
1 | 2 | 3 | 4 | 5 | ||
| 1 | To be able to apply knowledge on processes, methods and techniques that enable developing original and creative strategies in the field of brand communication. | |||||
| 2 | To be able to solve problems that require expertise in brand communication by using interdisciplinary approach and research methods. | X | ||||
| 3 | To be able to integrate the connections between different disciplines (marketing, advertising, public relations, corporate communication, marketing communication etc.) related to the field of brand communication. | X | ||||
| 4 | To be able to evaluate strategies and solution methods developed in brand communication. | X | ||||
| 5 | To be able to understand the basic principles of corporate communication management and gain the skills to apply them. | X | ||||
| 6 | To be able to plan, develop, manage and evaluate an integrated brand communication campaign. | |||||
| 7 | To be able to convey solution suggestions related to the field of brand communication and corporate communication in written and oral form to stakeholders. | |||||
| 8 | To be able to perform studies and practices in accordance with professional and social ethical values. | |||||
| 9 | To be able to carry out an independent study on subjects requiring expertise in the field of brand communication. | |||||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
