Course Details Language of Instruction English Level of Course Unit Bachelor's Degree Department / Program BA Program in New Media and Communication Type of Program Formal Education Type of Course Unit Elective Course Delivery Method Face To Face Objectives of the Course This course provides an in-depth exploration of social media marketing strategies and practices. It aims to equip students with the knowledge and skills necessary to develop, manage, and evaluate social media campaigns. Combining theoretical insights with practical applications, the course addresses the evolving landscape of social media platforms and their impact on consumer behavior and brand communication. Guest speakers and field visits will further expose students to real-world industry experiences. Course Content The course covers the following topics: • Introduction to Social Media Marketing: Key concepts and platforms. • Digital Marketing Fundamentals: Marketing funnel, customer journey, and content strategies. • Brand Identity and Social Media Presence. • Influencer Marketing and Brand Collaborations. • Paid Advertising on Social Platforms: Facebook, Instagram, TikTok Ads. • Viral Marketing and Trend Analysis. • Crisis Management and Online Reputation. • Social Media Analytics and Performance Measurement. • Practical Workshop: Content Creation (Instagram, TikTok, Canva). • Case Studies and Industry Insights: Guest Speakers and Field Visits. Course Methods and Techniques The course employs a combination of instructional methods to enhance student engagement and knowledge retention: • Lectures: Introduction to core theories and practices. • Interactive Discussions: Analysis of social media trends and case studies. • Workshops: Hands-on content creation and campaign design using digital tools like Canva and TikTok. • Digital Tools: Real-time polls and Q&A via Mentimeter, collaborative brainstorming on Padlet. • Guest Lectures: Insights from industry professionals. • Field Visits: Observation of social media marketing processes in a professional setting. Prerequisites and co-requisities None Course Coordinator None Name of Lecturers Associate Prof.Dr. Mehmet KARANFİLOĞLU Assistants None Work Placement(s) No Recommended or Required Reading Resources • Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for Humanity. Wiley. • Tuten, T. L. (2020). Social Media Marketing. Sage Publications. • Scott, D. M. (2022). The New Rules of Marketing and PR. Wiley. • Chaffey, D., & Ellis-Chadwick, F. (2022). Digital Marketing: Strategy, Implementation & Practice. Pearson. • Kaplan, A. M., & Haenlein, M. (2010). “Users of the World, Unite! The Challenges and Opportunities of Social Media.” Business Horizons, 53(1), 59-68. • Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). “Elements of Strategic Social Media Marketing: A Holistic Framework.” Journal of Business Research, 70, 118-126. • Ashley, C., & Tuten, T. (2015). “Creative Strategies in Social Media Marketing: An Exploratory Study of Branded • Regular attendance and active participation in discussions and digital platforms (e.g., Mentimeter) are essential. • Weekly readings will be provided to ensure theoretical comprehension. • Students are expected to engage in practical exercises, including content creation and campaign design. • Feedback will be provided on assignments to enhance learning outcomes. • Guest speaker sessions and site visits are integrated into the schedule to bridge theory and practice. Course Category Field %100

 
 
 
 
  
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