The New Era in Digital Marketing With MMA

Course Code:

ADV 410

Course Type:

Elective

P:

2

Lab:

2

Credits:

3

ECTS:

15

Course Language:

English

Courses given by:

Elvin ALTUN

Course Objectives:

Technology and communication tools are developing rapidly today; advertising principles and strategies can not be expected to remain the same. With the widespread use of mobile phones and the development of digital marketing, the target audience and customers have become more accessible. In this course, it is aimed to provide students with theoretical and practical knowledge about all the aspects of mobile marketing and advertising via the leading companies and to enable them to participate in the mobile marketing and advertising processes of those companies.

Course Content:

Students will be familiar with all aspects of mobile marketing and advertising and will have theoretical and practical knowledge on topics in the education agenda which is coordinated by the Mobile Marketing Association (MMA).

Course Methodology:

1-Lecture 2- Interactive Lecture 6- Case Study 7- Brainstorming 12- Groupwork 13- Fieldwork 15- Assignment 19- Guest Speaker

Course Evaluation Methods:

A-Exam B- Oral Exam / Presentation C- Homework E- Project / Design

Vertical Tabs

Course Learning Outcomes

Learning Outcomes	Program Learning Outcomes	Teaching Methods	Assessment Methods
1) Reinforcing knowledge of the new media components such as digital marketing, digital advertising, mobile marketing, mobile advertising and social media.	1, 2, 4, 5, 6, 8	1, 2, 6, 7, 15, 19	A, C
2) Reinforcing new media terminology	1, 4, 6, 8	1, 2, 15	A, C
3) Knowledge about trends and new technologies	1, 2, 4, 6, 8	1, 2, 6, 7, 15, 19	A, B, C, E
4) Reinforcing knowledge with educational materials and cases	1, 2, 3, 4, 5, 6, 7, 8	1, 2, 6, 7, 12, 13, 15, 19	B, C, E
5) Listening to different approaches of leading companies in the field of mobile marketing and advertising and contributing to their mobile marketing and advertising processes	1, 2, 4, 5, 6, 8	2, 6, 7, 12, 13, 15, 19	B, C, E

Course Flow

COURSE CONTENT
Week	Topics	Study Materials / Related Preparation
1	Introduction, Syllabus Evaluation and Review of the Plan	NMA
2	Turkey in the Digital Data - Numbers	Kantar
3	Google Advertising Solutions	Google
4	Facebook Creative Advertising	Facebook
5	Measurement & Analytical	Adjust
6	Digital Content Creation & Planning	Onedio
7	MID TERM
8	Influencer Marketing	GoogleAdLab
9	Application Development	AppSamurai
10	Games, gameplay, and e-sports	Gameloft
11	Mobile Commerce & Payment Tools	Gitti Gidiyor-Sahibinden
12	Data: Data types, data storage and usage	Zubizu-IBM
13	Other Advertising Types	GroupM / Publicis
14	Media Planning	Mediacom
15	Final discussion on digital marketing
16	FINAL EXAM

Recommended Sources

RECOMMENDED SOURCES
Textbook	Advertising Media Planning, Seventh Edition (Jack Z. Sissors, Roger B. Baron), 2010 Media Planning (Ephron, Ervin.) 2006
Additional Resources	Lecturer’s course notes

Material Sharing

MATERIAL SHARING
Documents	Course notes will be given weekly.
Assignments	Assignments will be given in class.
Exams

Assessment

ASSESSMENT
IN-TERM STUDIES	NUMBER	PERCENTAGE
Mid-term	1	20
Projects	5	40
Presentations	5	40
Total		100
Contribution of Final Examination to Overall Grade		60
Contribution of In-Term Studies to Overall Grade		40
Total		100

COURSE CATEGORY

Elective Courses

Course’s Contribution to Program

COURSE CONTRIBUTION TO PROGRAM
No	Program Learning Outcomes	Contribution
No	Program Learning Outcomes	1	2	3	4	5
1	Students demonstrate knowledge on market segmentation, are able to follow the trends in consumer behavior, and create effective advertising messages suitable for target audiences					X
2	Students design advertisements suitable for both traditional and digital media.					X
3	Students gain awareness and knowledge on interdisciplinary subjects that are beneficial both for their professional and intellectual lives.				X
4	Students demonstrate knowledge of the campaign processes in written, audio-visual, electronic, and outdoor advertising media. They plan and manage campaigns in accordance with national and international standards.					X
5	Students demonstrate knowledge of the research methods related to the field of advertising and are able to use the obtained data to evaluate results in campaign processes.			X
6	Students create and lead media strategies in the field of advertising.					X
7	Students abide by universal values, law and ethical principles.			X
8	Students follow the developments in the fields with the awareness of lifelong learning and entrepreneurial approach. They are self-confident in communicating with institutions and persons and suggest solutions to problems independently or as team members.					X
9	Students adopt the critical approach in evaluating knowledge and skills related to the field.	X
10	Students demonstrate knowledge and understanding of the concepts and models related to the field.					X

ECTS

ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION
Activities	Quantity	Duration (Hour)	Total Workload (Hour)
Course Duration	14	4	56
Hours for off-the-classroom study (Pre-study, practice)	14	12	168
Mid-terms	1	4	4
Projects	5	25	125
Presentations	5	2	10
Final	1	4	4
Total Work Load			367
Total Work Load / 25 (h)			14,68
ECTS Credit of the Course			15

None

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