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  1. Faculty of Communication Sciences
  2. Department of New Media and Communication (30% English)
  3. Course Structure Diagram with Credits
  4. Marketing
  5. Description
  • Description
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  • ECTS Credit Load
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Last Updated: 30/09/2026

Code - Course Title Course Type Laboratory + Practice ECTS
PZL255 - Marketing III. SEMESTER 3 +1 4.5
Language of Instruction Türkçe
Course Type Required Courses
Course Instructor(s) DOÇ. DR. ZÜLEYHA ÖZBAŞ ANBARLI
Mode of Delivery Face to face
Place of Delivery
Used Educational Platforms
Prerequisites Null
Courses Recomended Null
Recommended Resources Kotler, P., & Armstrong, G. (2017). Principles of marketing (17th ed.). Pearson.Odabaşı, Y., & Oyman, M. (2007). Pazarlama iletişimi yönetimi. Mediacat Yayınları.Belch, G. E., & Belch, M. A. (2021). Advertising and promotion: An integrated marketing communications perspective (12th ed.). McGraw-Hill Education.Uztuğ, F. (2021). İletişim ve marka yönetimi (Genişletilmiş baskı). İletişim Kitabevi.Aaker, D. A. (1996). Building strong brands. The Free Press.Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from traditional to digital. Wiley.Schultz, D. E., Tannenbaum, S. I., & Lauterborn, R. F. (1993). Integrated marketing communications: Putting it together & making it work. NTC Business Books.Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing (7th ed.). Pearson Education.Enge, E., Spencer, S., & Fishkin, R. (2015). The art of SEO: Mastering search engine optimization (3rd ed.). O’Reilly Media.Fishkin, R., & Hogenhaven, T. (2015). Inbound marketing and SEO (2nd ed.). Wiley.Ryan, D. (2016). Understanding digital marketing (4th ed.). Kogan Page.Clarke, A. (2020). SEO 2020: Learn search engine optimization with smart internet marketing strategies. Independently published.Moran, M., & Hunt, B. (2009). Search engine marketing, inc. (2nd ed.). IBM Press.Hsu, P. F., Lu, Y. H., & Chen, S. C. (2023). Creating and validating predictive personas for target marketing. International Journal of Human–Computer Studies, 178, 103285. https://doi.org/10.1016/j.ijhcs.2023.103285Lipschultz, J. H. (2020). Social media communication (3rd ed.). Routledge.
Work Placement Null
Aims of the Course

Weeks Learning Outcomes Topics Teaching Methods
Week - 1 Introduction to Marketing – Fundamental Concepts and Models
Week - 2 Marketing in the Context of New Media
Week - 3 Digital Marketing Strategies
Week - 4 Consumer Behavior and Market Segmentation
Week - 5 Brand Management and Corporate Identity
Week - 6 Integrated Marketing Communication (IMC)
Week - 7 Social Media Marketing
Week - 8 Content Marketing and Storytelling
Week - 9 SEO and SEM – Search Engine Marketing
Week - 10 Mobile Marketing and Emerging Technologies
Week - 11 Data Analytics and Digital Performance Measurement
Week - 12 Ethics and Digital Marketing Law
Week - 13 Case Studies in Campaign Analysis
Week - 14 Campaign Development Workshop

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Assessment Method and Passing Requirements
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