|
|
| YBS3014 | social media marketing | 3+0+0 | ECTS:4 | | Year / Semester | Spring Semester | | Level of Course | First Cycle | | Status | Elective | | Department | DEPARTMENT of MANAGEMENT INFORMATION SYSTEMS | | Prerequisites and co-requisites | None | | Mode of Delivery | | | Contact Hours | 14 weeks - 3 hours of lectures per week | | Lecturer | Dr. Öğr. Üyesi Bilgen AKMERMER | | Co-Lecturer | | | Language of instruction | Turkish | | Professional practise ( internship ) | None | | | | The aim of the course: | | To ensure that students understand the structure and functioning mechanisms of social media platforms. To explain the role of social media in marketing strategies and to develop skills in creating, managing and statistically interpreting social media campaigns in line with the marketing strategies of a business. |
| Learning Outcomes | CTPO | TOA | | Upon successful completion of the course, the students will be able to : | | | | LO - 1 : | Can use the information obtained from social media platforms and marketing areas for decision-making purposes. Can determine system requirements, conduct social media analysis and design. | 1,3,5,8 | | | LO - 2 : | Have basic competence in social media marketing operations management and system. | 1,3,5,8 | | | LO - 3 : | Can contribute to projects as a social media expert, contribute to social media projects as both a manager and employee, and produce innovative ideas. | 1,3,5,8 | | | LO - 4 : | Knows the content management process in social media, uses social media platforms more effectively, efficiently and satisfactorily. | 1,3,5,8 | | | CTPO : Contribution to programme outcomes, TOA :Type of assessment (1: written exam, 2: Oral exam, 3: Homework assignment, 4: Laboratory exercise/exam, 5: Seminar / presentation, 6: Term paper), LO : Learning Outcome | | |
| 1-Introduction and Basic Concepts
1.1. Definition and evolution of social media
1.2. Marketing definition and evolution
1.3. Journey from traditional marketing to digital marketing
1.4. The basic building blocks of social media marketing
1.5. Review of major social media platforms
1.6. Advantages and disadvantages of social media for businesses
2- Target Audience Analysis and Strategy Formulation
2.1. Target audience identification and analysis
2.2. Creating a social media strategy
2.3. Content planning for the target audience
3- Platform Strategies
3.1. Facebook marketing strategies
3.2. Instagram marketing strategies
3.3 Whats-up marketing strategies
3.4 Youtube marketing strategies
3.5. Other important social media platforms
3.6 Google Business
3.7 Other services offered by Google
4- Content Management and Creation
4.1. Effective content strategies
4.2. Create visual content
4.3. Use of content creation platforms (Canva-Mailchimp)
4.4. Advertising strategies and Cases
5- Monitoring and Analysis
5.1. Social media performance monitoring tools
5.2. KPIs and success metrics
5.3. Google Analytics and other statistical tools
6- Sample Campaign Analyzes and Success Stories
6.1. Successful social media campaign examples
6.2. Sectoral examples and applications |
| |
| Course Syllabus | | Week | Subject | Related Notes / Files | | Week 1 | 1-Introduction and Basic Concepts
1.1. Definition and evolution of social media
1.2. Marketing definition and evolution | | | Week 2 | 1-Introduction and Basic Concepts
1.1. Definition and evolution of social media
1.2. Marketing definition and evolution | | | Week 3 | 1-Introduction and Basic Concepts
1.5. Review of major social media platforms
1.6. Advantages and disadvantages of social media for businesses
| | | Week 4 | 2- Target Audience Analysis and Strategy Formulation
2.1. Target audience identification and analysis | | | Week 5 | 2- Target Audience Analysis and Strategy Development
2.2. Creating a social media strategy | | | Week 6 | 2- Target Audience Analysis
2.3. Content planning for the target audience | | | Week 7 | 3- Platform Strategies
3.1. Facebook marketing strategies
3.2. Instagram marketing strategies | | | Week 8 | 3- Platform Stratejileri
3.3 Whats-up pazarlama stratejileri
3.4 Youtube pazarlama stratejileri | | | Week 9 | 3- Platform Strategies
3.5. Other important social media platforms
3.6 Google Business | | | Week 10 | 3- Platform Strategies
3.7 Other services offered by Google | | | Week 11 | 4- Content Management and Creation
4.1. Effective content strategies
4.2. Create visual content | | | Week 12 | 4- Content Management and Creation
4.3. Use of content creation platforms (Canva-Mailchimp)
4.4. Advertising strategies and Cases | | | Week 13 | 5- Monitoring and Analysis
5.1. Social media performance monitoring tools
5.2. KPIs and success metrics | | | Week 14 | 5- Monitoring and Analysis
5.3. Google Analytics and other statistical tools | | | Week 15 | 6- Sample Campaign Analyzes and Success Stories
6.1. Successful social media campaign examples | | | Week 16 | 6- Sample Campaign Analyzes and Success Stories
6.2. Sectoral examples and applications | | | |
| Method of Assessment | | Type of assessment | Week No | Date | Duration (hours) | Weight (%) | | Mid-term exam | 9 | 04/2023 | 40 | 40 | | End-of-term exam | 16 | 06/2023 | 50 | 60 | | |
| Student Work Load and its Distribution | | Type of work | Duration (hours pw) | No of weeks / Number of activity | Hours in total per term | | | | | |
|