Türkçe | English
FACULTY of ECONOMICS and ADMINISTRATIVE SCIENCES / DEPARTMENT of MANAGEMENT INFORMATION SYSTEMS

Course Catalog
Web: http://www.ktu.edu.tr/ybs
Phone: +90 0462 0462 377 29 64
İİBF
FACULTY of ECONOMICS and ADMINISTRATIVE SCIENCES / DEPARTMENT of MANAGEMENT INFORMATION SYSTEMS
Katalog Ana Sayfa
  Katalog Ana Sayfa  KTÜ Ana Sayfa   Katalog Ana Sayfa
 
 
YBS3014social media marketing3+0+0ECTS:4
Year / SemesterSpring Semester
Level of CourseFirst Cycle
Status Elective
DepartmentDEPARTMENT of MANAGEMENT INFORMATION SYSTEMS
Prerequisites and co-requisitesNone
Mode of Delivery
Contact Hours14 weeks - 3 hours of lectures per week
LecturerDr. Öğr. Üyesi Gizem Dilan BOZTAŞ
Co-Lecturer
Language of instructionTurkish
Professional practise ( internship ) None
 
The aim of the course:
To ensure that students understand the structure and functioning mechanisms of social media platforms. To explain the role of social media in marketing strategies and to develop skills in creating, managing and statistically interpreting social media campaigns in line with the marketing strategies of a business.
 
Learning OutcomesCTPOTOA
Upon successful completion of the course, the students will be able to :
LO - 1 : Can use the information obtained from social media platforms and marketing areas for decision-making purposes. Can determine system requirements, conduct social media analysis and design.1 - 3 - 5 - 8
LO - 2 : Have basic competence in social media marketing operations management and system.1 - 3 - 5 - 8
LO - 3 : Can contribute to projects as a social media expert, contribute to social media projects as both a manager and employee, and produce innovative ideas.1 - 3 - 5 - 8
LO - 4 : Knows the content management process in social media, uses social media platforms more effectively, efficiently and satisfactorily.1 - 3 - 5 - 8
CTPO : Contribution to programme outcomes, TOA :Type of assessment (1: written exam, 2: Oral exam, 3: Homework assignment, 4: Laboratory exercise/exam, 5: Seminar / presentation, 6: Term paper), LO : Learning Outcome

 
Contents of the Course
1-Introduction and Basic Concepts 1.1. Definition and evolution of social media 1.2. Marketing definition and evolution 1.3. Journey from traditional marketing to digital marketing 1.4. The basic building blocks of social media marketing 1.5. Review of major social media platforms 1.6. Advantages and disadvantages of social media for businesses 2- Target Audience Analysis and Strategy Formulation 2.1. Target audience identification and analysis 2.2. Creating a social media strategy 2.3. Content planning for the target audience 3- Platform Strategies 3.1. Facebook marketing strategies 3.2. Instagram marketing strategies 3.3 Whats-up marketing strategies 3.4 Youtube marketing strategies 3.5. Other important social media platforms 3.6 Google Business 3.7 Other services offered by Google 4- Content Management and Creation 4.1. Effective content strategies 4.2. Create visual content 4.3. Use of content creation platforms (Canva-Mailchimp) 4.4. Advertising strategies and Cases 5- Monitoring and Analysis 5.1. Social media performance monitoring tools 5.2. KPIs and success metrics 5.3. Google Analytics and other statistical tools 6- Sample Campaign Analyzes and Success Stories 6.1. Successful social media campaign examples 6.2. Sectoral examples and applications
 
Course Syllabus
 WeekSubjectRelated Notes / Files
 Week 11-Introduction and Basic Concepts 1.1. Definition and evolution of social media 1.2. Marketing definition and evolution
 Week 21-Introduction and Basic Concepts 1.1. Definition and evolution of social media 1.2. Marketing definition and evolution
 Week 31-Introduction and Basic Concepts 1.5. Review of major social media platforms 1.6. Advantages and disadvantages of social media for businesses
 Week 42- Target Audience Analysis and Strategy Formulation 2.1. Target audience identification and analysis
 Week 52- Target Audience Analysis and Strategy Development 2.2. Creating a social media strategy
 Week 62- Target Audience Analysis 2.3. Content planning for the target audience
 Week 73- Platform Strategies 3.1. Facebook marketing strategies 3.2. Instagram marketing strategies
 Week 83- Platform Stratejileri 3.3 Whats-up pazarlama stratejileri 3.4 Youtube pazarlama stratejileri
 Week 93- Platform Strategies 3.5. Other important social media platforms 3.6 Google Business
 Week 103- Platform Strategies 3.7 Other services offered by Google
 Week 114- Content Management and Creation 4.1. Effective content strategies 4.2. Create visual content
 Week 124- Content Management and Creation 4.3. Use of content creation platforms (Canva-Mailchimp) 4.4. Advertising strategies and Cases
 Week 135- Monitoring and Analysis 5.1. Social media performance monitoring tools 5.2. KPIs and success metrics
 Week 145- Monitoring and Analysis 5.3. Google Analytics and other statistical tools
 Week 156- Sample Campaign Analyzes and Success Stories 6.1. Successful social media campaign examples
 Week 166- Sample Campaign Analyzes and Success Stories 6.2. Sectoral examples and applications
 
Textbook / Material
 
Recommended Reading
 
Method of Assessment
Type of assessmentWeek NoDate

Duration (hours)Weight (%)
Mid-term exam 9 04/2023 40 40
End-of-term exam 16 06/2023 50 60
 
Student Work Load and its Distribution
Type of workDuration (hours pw)

No of weeks / Number of activity

Hours in total per term