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Course Code: 
PRP 206
Course Period: 
Spring
Course Type: 
Core
P: 
2
Lab: 
2
Credits: 
3
ECTS: 
4
Course Language: 
English
Course Coordinator: 
Courses given by: 
Course Objectives: 
The course aims to make students understand the digital communication and marketing process, able to create digital marketing and communication strategies and comprehend the role of digital marketing for public relations.
Course Content: 

Developing digital communication strategies, social media planning, advertising on digital media, digital public relations

Course Methodology: 
1-Lecture, 2-Interactive Lecture, 15-Assignment
Course Evaluation Methods: 
A: Homework, B: Oral Exam/Presentation C: Exam

Vertical Tabs

Course Learning Outcomes

Learning Outcomes

Program Learning Outcomes

Teaching Methods

Assessment Methods

To comprehend the concept of digital communication strategies

1, 2, 3, 5, 6, 7, 10

1,2,15

A,B,C

To understand the digital components of marketing (social media, digital PR, digital advertising etc.)

1, 2, 3, 5, 6, 7, 10

1,2,15

A,B,C

To be able to create digital marketing strategies

1, 2, 3, 5, 6, 7, 10

1,2,15

A,B,C

To learn using digital media in PR and advertising

1, 2, 3, 5, 6, 7, 10

1,2,15

A,B,C

 
 

Course Flow

COURSE CONTENT

Week

Topics

Study Materials

1

Introduction

 

2

Fundamental theories

 

3

What is digital? Digital media? Digital platforms? Digital communication? Digital strategy?

 

Chaffey and Chadwick (2016) Digital Marketing

4

Digital communication terminology & Web technologies and online macro environment

Chaffey and Chadwick (2016) Digital Marketing

5

Digital models

Chaffey and Smith (2013) Digital Marketing Excellence.

6

Online Marketplace and online consumer behaviour

Chaffey and Chadwick (2016) Digital Marketing

7

Midterm presentations

 

8

Social media marketing & Influencer marketing

Kingsnorth (2016) Digital Marketing Strategy

9

Digital advertising, e-mail marketing, e- commerce, mobile marketing

 

Kingsnorth (2016) Digital Marketing Strategy

10

Traffic building

 

Chaffey and Smith (2013) Digital Marketing Excellence.

11

Search Engine Optimization

 

Kingsnorth (2016) Digital Marketing Strategy

12

Paid Search & Display

Kingsnorth (2016) Digital Marketing Strategy

13

Digital marketing strategy development

Chaffey and Smith (2013) Digital Marketing Excellence.

Chaffey and Chadwick (2016) Digital Marketing

14

Digital marketing strategy development

Chaffey and Smith (2013) Digital Marketing Excellence

Chaffey and Chadwick (2016) Digital Marketing.

15

General assessment

 

16

Final

 

 
 

Recommended Sources

RECOMMENDED SOURCES

Textbook

Chaffey and Smith (2013) Digital Marketing Excellence. Taylor and Francis

Kingsnorth (2016) Digital Marketing Strategy. Kogan Page Publishers

Chaffey and Chadwick (2016) Digital Marketing. Pearson

Additional Resources

 

 
 

Material Sharing

MATERIAL SHARING

Documents

www.coadsys.yeditepe.edu.tr

Assignments

www.coadsys.yeditepe.edu.tr

Exams

 

 
 

Assessment

ASSESSMENT

IN-TERM STUDIES

NUMBER

PERCENTAGE

Mid-terms

1

40

Participation

1

10

Assignment

5

50

Total

 

100

Contribution of Final Examination to Overall Grade

 

50

Contribution of In-Term Studies to Overall Grade

 

50

Total

 

100

 
 

Course’s Contribution to Program

COURSE CONTRIBUTION TO PROGRAM

No

Program Learning Outcomes

Contribution

1

2

3

4

5

1

S/he has theoretical knowledge about the field of public relations

 

 

x

 

 

2

S/he knows the research methods and techniques that are related to the field of public relations.

 

 

x

 

 

3

S/he has knowledge and awareness about the interdisciplinary issues that are required by the field. S/he comprehends the relation of those issues with public relations.

 

 

 

x

 

4

S/he is able to make oral presentations in English about her/his field.

 

x

 

 

 

5

S/has the digital competencies that are required by the field.

 

 

 

 

x

6

S/has the ability of creative thinking that are required by the field of public relations.

 

 

 

 

x

7

S/he has the abilities of research, planning, implementation, measurement and assessments that are necessary for a successful public relations practice.

 

 

x

 

 

8

S/he evaluates and applies the knowledge and abilities she/he has acquired in her/his field to partner organizations in the sector through teamwork. 

 

x

 

 

 

9

S/he is able to evaluate the knowledge and abilities she/he has acquired in her/his field from an analytical and critical perspective.

 

x

 

 

 

10

S/he has the awareness of practicing and developing the profession of public relations by adhering to ethical rules.

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

2

28

Mid-terms

1

14

14

Final examination

1

14

14

Total Work Load

 

 

112

Total Work Load / 25 (h)

 

 

4,4

ECTS Credit of the Course

 

 

4