Digital Communication Strategies

Course Code:

PRP 206

Course Period:

Spring

Course Type:

Core

P:

2

Lab:

2

Credits:

3

ECTS:

4

Prerequisite Courses:

Practices and Case Studies in Public Relations

Integrated Marketing Communications

Course Language:

English

Course Coordinator:

Nazlı ÇETİN GÜNDOĞDU

Courses given by:

Nazlı ÇETİN GÜNDOĞDU

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	https://yulearn.yeditepe.edu.tr/
Assignments
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
No	Program Learning Outcomes	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			114
Total Work Load / 25 (h)			4,56
ECTS Credit of the Course			5

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