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Information
| Code | AIS329 |
| Name | Social Media Management |
| Term | 2022-2023 Academic Year |
| Semester | 5. Semester |
| Duration (T+A) | 3-0 (T-A) (17 Week) |
| ECTS | 5 ECTS |
| National Credit | 3 National Credit |
| Teaching Language | Türkçe |
| Level | Lisans Dersi |
| Type | Normal |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Prof. Dr. MUZAFFER SÜMBÜL |
| Course Instructor |
Prof. Dr. Zeynep ÖZARSLAN
(A Group)
(Ins. in Charge)
|
Course Goal / Objective
The aim of the course is to give students a general overview of new media marketing through real-life case studies. The course covers the basic characteristics and concepts of new media marketing, specifically social media marketing and e-mail marketing.
Course Content
Defining customer journey, creating customer persona, determining marketing objective and KPI, marketing in social media (specifically Facebook and Instagram), e-mail marketing and crisis management are some of the topics which the course covers. Furthermore, students will learn how to build social media strategy and tactical plan for a selected brand and how to create, publish and manage social media posts for selected social media channels.
Course Precondition
No prerequisite
Resources
Schaffer, Neal (2013). Maximize Your Social. New Jersey: John Wiley & Sons. Bölüm 1, 2, 3 ve 4 (ss: 5-33)
Notes
Manovich, L. (1999). New Media: A User’s Guide / How Media Become New Media. http://manovich.net/content/04-projects/026-new-media-a-user-s-guide/23_article_1999.pdf
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Identify tools, platforms and applications for social media marketing and use them in a professional way. |
| LO02 | Design a marketing strategy and tactical plan for various social media channels. |
| LO03 | Create content for a selected social media channel. |
| LO04 | Develop effective social media campaigns. |
| LO05 | Assess the results of a social media marketing campaign. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Graduates have advanced theoretical and practical knowledge supported by research methods and techniques applied in the field of radio, television and cinema and other sources. | |
| PLO02 | Bilgi - Kuramsal, Olgusal | Graduates have knowledge about different areas of communication. | 5 |
| PLO03 | Bilgi - Kuramsal, Olgusal | Graduates have knowledge about program production and directing related to audio and visual broadcasting. | 3 |
| PLO04 | Beceriler - Bilişsel, Uygulamalı | Graduates gain skills in writing various forms of scripts and producing programs for cinema, television and radio. | |
| PLO05 | Beceriler - Bilişsel, Uygulamalı | Graduates gain critical thinking and interpretation skills in the field of radio, television and cinema. | |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | Graduates have the knowledge of thinking in different disciplines of social sciences and adapting them to their own specialisation through research. | |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | Graduates gain the ability to plan and organize all kinds of content for audio-visual activities from design to editing and broadcasting. | 5 |
| PLO08 | Beceriler - Bilişsel, Uygulamalı | Graduates establish a connection between art, aesthetics, law and general culture knowledge related to the field. | 3 |
| PLO09 | Beceriler - Bilişsel, Uygulamalı | Graduates have know-how and skills about production and broadcasting technologies. | 2 |
| PLO10 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Graduates work both individually and as a team in the field. | 4 |
| PLO11 | Yetkinlikler - Öğrenme Yetkinliği | Graduates are able to follow social problems at national and international level and adapt them to professional studies. | |
| PLO12 | Yetkinlikler - Öğrenme Yetkinliği | Graduates gain the competence of using communication technologies, monitoring changes and continuous self-improvement. | 3 |
| PLO13 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Graduates participate in various social, cultural and artistic activities in the field. | |
| PLO14 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Graduates are able to carry out the tasks expected from him/her as a team member in the applications in his/her field with an interdisciplinary perspective. | 3 |
| PLO15 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Graduates are able to use information and communication technologies together with the computer software required by the field. | 4 |
| PLO16 | Yetkinlikler - Alana Özgü Yetkinlik | Graduates produce visual and audio content with the scientific formation acquired. | 5 |
| PLO17 | Yetkinlikler - Alana Özgü Yetkinlik | Graduates can analyze a film, a script or a television program from a technical, aesthetic and ideological perspective. | |
| PLO18 | Yetkinlikler - Alana Özgü Yetkinlik | Graduates are committed to ethical principles in their professional practice, free from prejudice and against discrimination. | |
| PLO19 | Yetkinlikler - Alana Özgü Yetkinlik | Graduates support the universality of social and cultural rights, gains awareness of social justice, protects cultural heritage. | |
| PLO20 | Yetkinlikler - Alana Özgü Yetkinlik | Graduates prepare working environments such as studio and set in accordance with quality management processes and occupational health/safety. |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Introduction of the course; emphasizing the importance of the course in the curriculum and its interaction with other courses, remembering the basic concepts of new media | Lecture notes | Öğretim Yöntemleri: Anlatım |
| 2 | A brief history of new media and social media | Lecture notes | Öğretim Yöntemleri: Anlatım |
| 3 | Global digital media reports | Digital 2020: Global Overview Report (We Are Social and Hootsuite) | Öğretim Yöntemleri: Anlatım |
| 4 | Customer journey and customer profile (persona) determination | Schaffer, Neal (2013). Maximize Your Social. New Jersey: John Wiley and Sons. | Öğretim Yöntemleri: Anlatım |
| 5 | Developing social media strategy and tactics | Schaffer, Neal (2013). Maximize Your Social. New Jersey: John Wiley and Sons. | Öğretim Yöntemleri: Anlatım |
| 6 | Examples of the best social media campaigns I | Lecture notes | Öğretim Yöntemleri: Anlatım |
| 7 | Examples of the best social media campaigns II | Lecture notes | Öğretim Yöntemleri: Anlatım |
| 8 | Mid-Term Exam | Exam | Ölçme Yöntemleri: Yazılı Sınav |
| 9 | Facebook Advertising | Lecture notes | Öğretim Yöntemleri: Anlatım |
| 10 | Instagram advertising | Lecture notes | Öğretim Yöntemleri: Anlatım |
| 11 | Budget in Facebook and Instagram Advertising | Lecture notes | Öğretim Yöntemleri: Anlatım |
| 12 | Email advertising | Lecture notes | Öğretim Yöntemleri: Anlatım |
| 13 | Crisis management in social media | Lecture notes | Öğretim Yöntemleri: Anlatım |
| 14 | evaluation of student projects | Lecture notes | Öğretim Yöntemleri: Anlatım |
| 15 | Presentation and evaluation of student projects | Lecture notes | Öğretim Yöntemleri: Tartışma, Gösteri |
| 16 | Term Exams | Exam | Öğretim Yöntemleri: Tartışma, Gösteri |
| 17 | Term Exams | Exam | Ölçme Yöntemleri: Yazılı Sınav |
Student Workload - ECTS
| Works | Number | Time (Hour) | Workload (Hour) |
|---|---|---|---|
| Course Related Works | |||
| Class Time (Exam weeks are excluded) | 14 | 3 | 42 |
| Out of Class Study (Preliminary Work, Practice) | 14 | 3 | 42 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 0 | 0 | 0 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 12 | 12 |
| Final Exam | 1 | 18 | 18 |
| Total Workload (Hour) | 114 | ||
| Total Workload / 25 (h) | 4,56 | ||
| ECTS | 5 ECTS | ||