İŞL439

School of Economics and Administrative Sciences \ Business Administration

3

6

Elective

Turkish

-

Management

The aim of this course is to provide a clear understanding of the risks and advantages of digital media management and to develop effective brand management perspectives in the digital environment, including marketing elements.

1. Aktuğlu, I. K., (2004). “Marka Yönetimi: Güçlü ve Başarılı Markalar İçin Temel İlkeler”, İletişim.
2. Batı, U. (2015). “Marka Yönetimi: Vazgeçme Çağında Yüksek Sadakat Markaları Yaratmak”, Alfa Yayınları.
3. Jarvis, J., (2012). “E-Sosyal Toplum”, Mediacat Yayıncılık.
4. Vaynerchuck, G., (2014). “Markanız İçin İnterneti Nasıl kullanmalısınız”, Mediacat Yayıncılık.

To examine the historical development and characteristics of digital brand management,
To define the characteristics of digital platforms and the reasons for their use,
To increase awareness in the use of social media and to add creativity,
To provide an integrated working model for digital brand management.

1. Understands the differences and functions of digital platforms.
2. Shapes brand and marketing strategies according to the requirements of the digital world.
3. Understands the digital consumer, their behaviours and expectations.
4. Follows a correct brand strategy using digital communication techniques.
5. Gains the ability to use the right marketing tools through the right channels in digital media communication.

Week 1: Defining the new world and the new normal order, Basic approaches in scientific research
Week 2: Understanding the brand and target audience
Week 3: Strategies for Proper Branding
Week 4: Digital platforms, digital marketing, and the use of corporate social media in branding
Week 5: Advertising, Language of advertising, Digital advertising
Week 6: Guerrilla marketing and digital versions
Week 7: Social media advertising and types of advertising
Week 8: Technical tools in the digital age
Week 9: Digital crisis management
Week 10: Digital reputation
Week 11: Project presentations
Week 12: Project presentations

• Midterm 30 %
• Project Report 30 %
• Final Presentation 40 %