FACULTY OF COMMUNICATION

Department of Public Relations and Advertising

PRA 422 | Course Introduction and Application Information

Course Name
Digital Media Strategies
Code
Semester
Theory
(hour/week)
Application/Lab
(hour/week)
Local Credits
ECTS
PRA 422
Fall/Spring
3
0
3
4

Prerequisites
None
Course Language
English
Course Type
Elective
Course Level
First Cycle
Mode of Delivery Online
Teaching Methods and Techniques of the Course -
Course Coordinator -
Course Lecturer(s) -
Assistant(s) -
Course Objectives To understand the complexity of the ever-evolving digital media space, how to identify platforms that will engage your target audience and how to build an effective stragtegy for your product.
Learning Outcomes The students who succeeded in this course;
  • Understand the importance of digital media
  • Be familiar with the basic terminology and elements of digital media 101
  • To learn how to build a basic digital media plan
  • Recognize the importance of who your target audience is and where they spend their time
  • Understand how brands engage in a dialogue with consumers through digial media
  • Learn how to develop engaging programs via digital platforms
Course Description In this course, students will learn the basics of digital media including terminology, advertising units, revenue streams and analytics. We will then review the industry as a whole. We’ll research all leading platforms to understand how they work, how they generate revenue, how consumers engage with them and how marketers evelauate their value when deciding to include them in digital strategies. Case studies will help provide understanding of how to create an integrated program that will incentivize consumers to engage with a campaign. Lastly, we will build a digital media strategy by evaluating company objectives, defining target audiences and identifying the appropriate digital channels and platforms.

 



Course Category

Core Courses
Major Area Courses
X
Supportive Courses
Media and Management Skills Courses
Transferable Skill Courses

 

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects Related Preparation
1 Introduction of the course and course schedule
2 What Is digital media? Define and review digital media channels, vehicles, roles in digital media and digital media planning. Sheiner, D. Z., & Earon, A. (2019). Disruptions of account planning in the digital age. Marketing Intelligence & Planning.
3 Digital Media – 101; terminology, inventory, monetization, analytics, networks, programmatic Lomborg, S., & Mortensen, M. (2017). Users across media: An introduction. Convergence, 23(4), 343-351.
4 Digital Marketing Piñeiro-Otero, T., & Martínez-Rolán, X. (2016). Understanding digital marketing—basics and actions. In MBA (pp. 37-74). Springer, Cham.
5 Top Digital Media Trends Matrix, S. (2014). The Netflix effect: Teens, binge watching, and on-demand digital media trends. Jeunesse: Young People, Texts, Cultures, 6(1), 119-138.
6 Case Study Review and Discussion. Islam, F. (2020). Digital media strategy, planning and campaign management of Robi & Airtel.
7 Mid-term
8 Digital Strategy – audience and content Ross, J. W., Beath, C. M., & Sebastian, I. M. (2017). How to develop a great digital strategy. MIT Sloan Management Review, 58(2), 7.
9 Digital Strategy –channels/platforms, engagement and revenue Westerman, G. (2018). Your company doesn't need a digital strategy. MIT Sloan Management Review, 59(3), 1-5.
10 Case Study Review and Discussion. Silvano, M. D. C. L. F. (2020). Playing against the rules: how a digital strategy can enhance a luxury business: the case of Burberry (Doctoral dissertation).
11 Case Study Review and Discussion. Silvano, M. D. C. L. F. (2020). Playing against the rules: how a digital strategy can enhance a luxury business: the case of Burberry (Doctoral dissertation).
12 Digital Strategy Guest Speaker
13 Student Strategy Presentations
14 Student Strategy Presentations
15 Review of the semester
16 Final Exam

 

Course Notes/Textbooks

Online Articles:

Digital Media 101: http://www.slideshare.net/jcancu/digital-media-101-2407573

63 terms: https://www.act-on.com/blog/63-digital-advertising-terms-every-marketer-should-know/  • http://mashable.com/2012/09/05/how-to-digital-strategy/#bALrkognB8q5  • http://digital-media-strategies-usa.com/ • https://www.themediabriefing.com/article/4-key-themes-for-digital-media-strategies-2017 • https://www.digitaldoughnut.com/articles/2014/november/4-important-digital-marketing-channels-you-should

Social media strategy: https://blog.hootsuite.com/how-to-create-a-social-media-marketing-plan/ • https://www.socialmediaexplorer.com/content-sections/tools-and-tips/10-best-social-media-strategies-2017/

Social media definitions (117) - https://www.act-on.com/blog/63-digital-advertising-terms-every-marketer-should-know/

Digital Strategy VIDEO https://www.youtube.com/watch?v=KgwrnjVRHRw

Performace and Metrics http://www.performics.com/executive-summary-advertising-expenditure-forecasts-september-2016/

Suggested Readings/Materials

 

EVALUATION SYSTEM

Semester Activities Number Weigthing
Participation
1
10
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments
Presentation / Jury
1
20
Project
Seminar / Workshop
Oral Exams
Midterm
1
30
Final Exam
1
40
Total

Weighting of Semester Activities on the Final Grade
3
60
Weighting of End-of-Semester Activities on the Final Grade
1
40
Total

ECTS / WORKLOAD TABLE

Semester Activities Number Duration (Hours) Workload
Theoretical Course Hours
(Including exam week: 16 x total hours)
16
3
48
Laboratory / Application Hours
(Including exam week: '.16.' x total hours)
16
0
Study Hours Out of Class
14
1
14
Field Work
0
Quizzes / Studio Critiques
0
Portfolio
0
Homework / Assignments
0
Presentation / Jury
1
10
10
Project
0
Seminar / Workshop
0
Oral Exam
0
Midterms
1
18
18
Final Exam
1
30
30
    Total
120

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

#
Program Competencies/Outcomes
* Contribution Level
1
2
3
4
5
1

To be able to critically interpret theories, concepts, methods, instruments and ideas that form the basis of Public Relations and Advertising field.

2

To be able to collect and use necessary data to produce content in the field of Public Relations and Advertising with scientific methods.

X
3

To be able to use theoretical knowledge gained in the field of Public Relations and Advertising in practice.

X
4

To be able to use analytical thinking skills in the field of Public Relations and Advertising.

X
5

To be able to convey creative ideas and solution suggestions supported by scientific data in written and oral form to stakeholders.

6

To be able to take responsibility as individual and group members to solve problems encountered in the practice of Public Relations and Advertising field.

7

To be able to develop solutions that favor public good and raise awareness by having knowledge about regional, national and global issues and problems.

8

To be able to relate the basic knowledge of other disciplines supporting the field of Public Relations and Advertising with his/her own field of expertise.

9

To be able to use the knowledge, skills and competencies acquired by following regulations, innovations, changes, current developments, and occupational health and safety practices closely in the field of Public Relations and Advertising; in a lifelong manner and for individual and social purposes.

X
10

To be able to collect, interpret and share data by considering social, scientific and professional ethical values in the field of Public Relations and Advertising.

11

To be able to collect data in the areas of Public Relations and Advertising and communicate with colleagues in a foreign language ("European Language Portfolio Global Scale", Level B1)

12

To be able to speak a second foreign at a medium level of fluency efficiently.

13

To be able to relate the knowledge accumulated throughout the human history to their field of expertise.

X

*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest

 


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