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Course Code: 
COMM 440
Course Type: 
Elective
P: 
3
Lab: 
0
Credits: 
3
ECTS: 
5
Course Language: 
English
Course Coordinator: 
Courses given by: 
Course Objectives: 
The main aim of the course is to provide students with a comprehensive understanding of how digital technologies and the rise of social media are changing marketing strategies and tactics across different industries.
Course Content: 

This course analyzes social media in its socio-historical context and ever-changing theoretical perspectives. New media technologies enable various new features and have many different characteristics compared to traditional media. This course will outline these new features of new media technologies and examine how to use these features for a good social media management.

Course Methodology: 
1-Lecture, 2-Interactive Lecture, 6-Case study, 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 
  1. Have a basic understanding of web technologies
5, 8, 9 1, 2, 6, 15 A, B, C
  1. Have a basic understanding of liberal and critical approaches to social media
3, 9 1, 2, 6, 15 A, B, C
  1. Have a strong understanding of the characteristics of social media
3, 5, 6, 8, 9 1, 2, 6, 15 A, B, C
  1. Be able to articulate how social media challenge traditional media
3, 5, 6, 8 1, 2, 6, 15 A, B, C
  1. Have a strong grasp of key examples of good social media management
3, 5, 6, 8 1, 2, 6, 15 A, B, C

Course Flow

 

COURSE CONTENT
Week Topics Study Materials
1 Information about the aim and scope of the course  
2 Definition and history of social media, differences from traditional media and web technologies Kawasaki, G., & Fitzpatrick, P. (2014). The art of social media
3 Characteristics of social media Kawasaki, G., & Fitzpatrick, P. (2014). The art of social media
4 Social media theories Kawasaki, G., & Fitzpatrick, P. (2014). The art of social media
5 Social media marketing Tuten, T. L., & Solomon, M. R. (2017). Social media marketing
6 Influencer marketing Tuten, T. L., & Solomon, M. R. (2017). Social media marketing
7 Midterm   
8 Social media management  Tuten, T. L., & Solomon, M. R. (2017). Social media marketing
9 Social Media Optimization Tuten, T. L., & Solomon, M. R. (2017). Social media marketing
10 Content development and management strategies in social media Tuten, T. L., & Solomon, M. R. (2017). Social media marketing
11 Content development and management strategies in social media Tuten, T. L., & Solomon, M. R. (2017). Social media marketing
12 Challenges and opportunities of social media Kawasaki, G., & Fitzpatrick, P. (2014). The art of social media
13 Critical approaches to social media Kawasaki, G., & Fitzpatrick, P. (2014). The art of social media
14 Critical approaches to social media Kawasaki, G., & Fitzpatrick, P. (2014). The art of social media
15 General assessment  
16 Final  

 

Recommended Sources

 

RECOMMENDED SOURCES
Textbook Kawasaki, G., & Fitzpatrick, P. (2014). The art of social media: Power tips for power users. Penguin. 

Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. Sage.

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
Assignment 2 60
Total   100
Contribution of Final Examination to Overall Grade   60
Contribution of In-Term Studies to Overall Grade   40
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/he 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 3 42
Hours for off-the-classroom study (Pre-study, practice) 10 2 20
Mid-terms 1 14 14
Final examination 1 40 40
Total Work Load     116
Total Work Load / 25 (h)     4,6
ECTS Credit of the Course     5