GRADUATE SCHOOL
Brand Communication
MI 553 | Course Introduction and Application Information
| 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 | face to face | |||||
| Teaching Methods and Techniques of the Course | DiscussionGroup WorkQ&ACritical feedbackJuryLecture / Presentation | |||||
| 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. |
|
|
Core Courses | |
| Major Area Courses |
X
|
|
| Supportive Courses | ||
| Media and Management Skills Courses | ||
| Transferable Skill Courses |
WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES
| Week | Subjects | Related Preparation |
| 1 | Introduction of the course and the course schedule | |
| 2 | Basic Digital Terms, Digital Communication in Turkey | Bulunmaz, B. (2016). Gelişen teknolojiyle birlikte değişen pazarlama yöntemleri ve dijital pazarlama. Trt Akademi, 1(2), 348-365. |
| 3 | 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 |
| 4 | Digital Strategy | Ceren Sağlam & Erol Batislam. her markanın pupose’ı olmnalı mı? Taş Kağıt Makas Podcast. https://open.spotify.com/episode/6mwDmkm27A5TrvwvgS4XO8?si=BXLmJQi0RQ2UwN6G6Ub_Gg |
| 5 | Digital Creativity | Dijital Çağda Ogilvy’ye Göre Reklamcılık, 98-119 |
| 6 | Social Media Marketing | Alan, A. K., KABADAYI, E. T., & Erişke, T. (2018). İletişimin Yeni Yüzü: Dijital Pazarlama Ve Sosyal Medya Pazarlamasi. Elektronik Sosyal Bilimler Dergisi, 17(66), 493-504. |
| 7 | Content Marketing | Benli, T., & Karaosmanoğlu, K. (2017). Bir pazarlama stratejisi olarak içerik pazarlama. Mesleki Bilimler Dergisi (MBD), 6(1 (DÜZELTME)), 27-38. |
| 8 | Midterm | |
| 9 | Determination of Presentation Topics | |
| 10 | Digital Media Planning | Dijital Çağda Ogilvy’ye Göre Reklamcılık, 132-149 |
| 11 | Performance Marketing and Programmatik 1 | https://www.thinkwithgoogle.com/marketing-strategies/performance-marketing-case-studies/ |
| 12 | SEO, Analytics & Data | 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 |
| 13 | Project Presentations | |
| 14 | Evaluation of the Projects | |
| 15 | Semester Review | |
| 16 | Semester Review |
| Course Notes/Textbooks | ||
| Suggested Readings/Materials |
|
EVALUATION SYSTEM
| Semester Activities | Number | Weigthing |
| Participation |
1
|
10
|
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments |
1
|
20
|
| Presentation / Jury |
1
|
30
|
| Project |
1
|
40
|
| Seminar / Workshop | ||
| Oral Exams | ||
| Midterm | ||
| Final Exam | ||
| Total |
| Weighting of Semester Activities on the Final Grade |
4
|
100
|
| Weighting of End-of-Semester Activities on the Final Grade | ||
| Total |
ECTS / WORKLOAD TABLE
| Semester Activities | Number | Duration (Hours) | Workload |
|---|---|---|---|
| Theoretical Course Hours (Including exam week: 16 x total hours) |
16
|
3
|
48
|
| Laboratory / Application Hours (Including exam week: '.16.' x total hours) |
16
|
0
|
|
| Study Hours Out of Class |
12
|
2
|
24
|
| Field Work |
0
|
||
| Quizzes / Studio Critiques |
0
|
||
| Portfolio |
0
|
||
| Homework / Assignments |
1
|
24
|
24
|
| Presentation / Jury |
1
|
18
|
18
|
| Project |
1
|
36
|
36
|
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
0
|
||
| Final Exam |
0
|
||
| Total |
150
|
COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP
|
#
|
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
