1. SECOND CYCLE - MASTER'S DEGREE
  2. THE GRADUATE SCHOOL OF SOCIAL SCIENCES
  3. MANAGEMENT INFORMATION SYSTEMS DEPARTMENT
  4. 2315 MANAGEMENT INFORMATION SYSTEMS
Course Information Course Learning Outcomes Course's Contribution To Program ECTS Workload Course Details
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COURSE INFORMATION
Course CodeCourse TitleL+P HourSemesterECTS
YOBS 524SOCIAL MEDIA MARKETING3 + 01st Semester7,5

COURSE DESCRIPTION
Course Level Master's Degree
Course Type Elective
Course Objective The aim of the course is to use the analysis of social media for each element of the promotion mix.
Course Content The course covers the analysis of social media for each element of the promotion mix, the analysis of the content and strategies of current practices, and the analysis of the use of social media by enterprises.
Prerequisites No the prerequisite of lesson.
Corequisite No the corequisite of lesson.
Mode of Delivery Face to Face

COURSE LEARNING OUTCOMES
1The analysis of the content and strategies of current practices, and the analysis of the use of social media by enterprises.

COURSE'S CONTRIBUTION TO PROGRAM
PO 01PO 02PO 03PO 04PO 05PO 06PO 07PO 08PO 09PO 10PO 11PO 12
LO 001            
Sub Total            
Contribution000000000000

ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION
ActivitiesQuantityDuration (Hour)Total Work Load (Hour)
Course Duration (14 weeks/theoric+practical)14342
Hours for off-the-classroom study (Pre-study, practice)14342
Assignments24080
Mid-terms11313
Final examination11818
Total Work Load

ECTS Credit of the Course





195

7,5
COURSE DETAILS
 Select Year   


 Course TermNoInstructors
Details 2022-2023 Fall1OĞUZHAN AYDIN


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Course Details
Course Code Course Title L+P Hour Course Code Language Of Instruction Course Semester
YOBS 524 SOCIAL MEDIA MARKETING 3 + 0 1 Turkish 2022-2023 Fall
Course Coordinator  E-Mail  Phone Number  Course Location Attendance
Asts. Prof. Dr. OĞUZHAN AYDIN oguzhana@pau.edu.tr İİBF B0207 %70
Goals The aim of the course is to use the analysis of social media for each element of the promotion mix.
Content The course covers the analysis of social media for each element of the promotion mix, the analysis of the content and strategies of current practices, and the analysis of the use of social media by enterprises.
Topics
WeeksTopics
1 Media in the Marketing Communication mix: Role, function, planning, dynamics
2 Pazarlama İletişimi karması içinde medya: Rolü, işlevi, planlaması, dinamikleri
3 Transformation in the world of media planning: Change in media, technology impact, consumer impact
4 planning” : Alternative channels, WOM (Word of mouth communication)
5 Social Media: what is it? What is not?, content in social media, presence in social media, contribution to SEO
6 Social media processes: Listening, analysis and interpretation
7 Social media processes: Engagement
8 Social Media and brand reputation management: proactivity/reactivity, crisis moments
9 Integration of Social Media and “other media”: other dynamics/similar purposes
10 Integration of Social Media and “other media”: other dynamics/similar purposes
11 Case Studies on Social Media Campaigns
12 B2B Marketing and Social Media: B2B/B2C distinction and basic dynamics
13 B2B Marketing and Social Media: The role of social media in the B2B world
14 Demand generation through B2B Marketing and Social Media
Materials
Materials are not specified.
Resources
ResourcesResources Language
Pazarlama 4.0 Philip KotlerTürkçe
Course Assessment
Assesment MethodsPercentage (%)Assesment Methods Title
Final Exam50Final Exam
Midterm Exam50Midterm Exam
L+P: Lecture and Practice
PQ: Program Learning Outcomes
LO: Course Learning Outcomes