Social Media Management

Course Code:

COMM 440

Course Type:

Elective

P:

3

Lab:

0

Credits:

3

ECTS:

5

Course Language:

English

Course Coordinator:

Nazlı ÇETİN GÜNDOĞDU

Courses given by:

Nazlı ÇETİN GÜNDOĞDU

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
Have a basic understanding of web technologies	5, 8, 9	1, 2, 6, 15	A, B, C
Have a basic understanding of liberal and critical approaches to social media	3, 9	1, 2, 6, 15	A, B, C
Have a strong understanding of the characteristics of social media	3, 5, 6, 8, 9	1, 2, 6, 15	A, B, C
Be able to articulate how social media challenge traditional media	3, 5, 6, 8	1, 2, 6, 15	A, B, C
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
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/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

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