SECTION I: GENERAL INFORMATION ABOUT THE COURSE

Course Code	Course Name	Year	Semester	Theoretical	Practical	Credit	ECTS
HIR6313	Digital Content Strategies and Management	2	Fall	3	0	3	6

Course Type :	University Elective
Cycle:	Bachelor      TQF-HE:6. Master`s Degree      QF-EHEA:First Cycle      EQF-LLL:6. Master`s Degree
Language of Instruction:	Turkish
Prerequisities and Co-requisities:	N/A
Mode of Delivery:	Face to face
Name of Coordinator:	Dr. Öğr. Üyesi ANIL SAYAN
Dersin Öğretim Eleman(lar)ı:	Dr. Öğr. Üyesi ANIL SAYAN
Dersin Kategorisi:	Competency Development (University Elective)

SECTION II: INTRODUCTION TO THE COURSE

Course Objectives & Content

Course Objectives:

The aim of this course is to enable students to develop a holistic perspective on content creation, planning, management, and distribution in the digital age. The course will cover the fundamental components of content strategy, audience analysis, brand communication, platform-specific content design, and methods of measuring content performance. In this way, students will gain the ability to develop effective content strategies at both academic and professional levels, understand the digital media ecosystem, and manage creative content processes with a professional approach.

Course Content:

The course content provides a framework that begins with the theoretical foundations of digital content strategies and extends to practical applications. Students will learn the processes of content planning, production, and distribution while exploring the dynamics of different digital platforms. In addition, the course will focus on building brand identity, engaging with target audiences, and methods for measuring and analyzing content performance. Supported by case studies, project work, and hands-on activities, the course aims to strengthen students’ creative and strategic content development skills.

Course Specific Rules

None

Course Learning Outcomes (CLOs)

Course Learning Outcomes (CLOs) are those describing the knowledge, skills and competencies that students are expected to achieve upon successful completion of the course. In this context, Course Learning Outcomes defined for this course unit are as follows:

Knowledge (Described as Theoritical and/or Factual Knowledge.)

1) Understands the fundamental concepts and components of digital content strategies.

2) Designs content planning and distribution processes through audience analysis.

Skills (Describe as Cognitive and/or Practical Skills.)

1) Develops content in line with brand identity and communication.

2) Applies skills for platform-specific content creation and management.

Competences (Described as "Ability of the learner to apply knowledge and skills autonomously with responsibility", "Learning to learn"," Communication and social" and "Field specific" competences.)

1) Measures, evaluates, and improves content performance strategically.

Weekly Course Schedule

Week	Subject	Materials Sharing *
		Related Preparation	Further Study
1)	Introduction to the course
2)	Strategy, Implementation, and Assessment in Content Marketing
3)	Creative Idea Generation and Management in Content Marketing
4)	Creating Value with Digital Content: Providing Information
5)	Entertainment-Based Value Creation in Digital Content
6)	Creating Social-Based Value in Digital Content
7)	Co-Creation of Value with User Participation in Digital Content
8)	Midterm Week
9)	Digital Content and Social Media Influencers
10)	Approaches and Methods in Content Curation
11)	Content Marketing and Sponsorship
12)	The Downside of Content Marketing
13)	Ongoing and Emerging Developments in Content Marketing
14)	Course Evaluation
15)	Final Week
16)	Final Week

*These fields provides students with course materials for their pre- and further study before and after the course delivered.

Recommended or Required Reading & Other Learning Resources/Tools

Course Notes / Textbooks:
References:	Digital Content Marketing Creating Value in Practice Materyal

DERS ÖĞRENME ÇIKTILARI - PROGRAM ÖĞRENME ÇIKTILARI İLİŞKİSİ

Contribution of The Course Unit To The Programme Learning Outcomes

Ders Öğrenme Çıktıları (DÖÇ)	1	2	3	4	5
Program Öğrenme Çıktıları (PÖÇ)
1) Can explain the fundamental concepts, theories, and models of public relations and advertising.
2) Can define ethical rules, legal regulations, and professional standards in the field of public relations, communication and advertising.
3) Can analyze the social, cultural, economic, and political contexts of public relations, media and advertising.
4) Can develop public relations and advertising campaigns through target audience analysis.
5) Can create innovative communication solutions using traditional and digital media tools.
6) Can evaluate public relations and advertising strategies by conducting effectiveness analysis.
7) Can take responsibility in public relations and advertising projects both individually and in team settings.
8) Can utilize leadership and decision-making skills when determining public relations and advertising strategies.
9) Can follow new trends and technological developments in public relations and advertising.
10) Can generate knowledge in the field of public relations and advertising by using research and analytical skills.
11) Can act in accordance with ethical and social responsibility principles in public relations and advertising.
12) Can plan and implement crisis management, reputation management, and brand management processes.
13) Can establish effective verbal and written communication in public relations and advertising processes.
14) Can develop professional relationships in multicultural and global communication contexts.
15) Can develop digital strategies in public relations and advertising using new media tools.

SECTION III: RELATIONSHIP BETWEEN COURSE UNIT AND COURSE LEARNING OUTCOMES (CLOs)

Level of Contribution of the Course to PLOs

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Programme Learning Outcomes	Contribution Level (from 1 to 5)
1)	Can explain the fundamental concepts, theories, and models of public relations and advertising.	2
2)	Can define ethical rules, legal regulations, and professional standards in the field of public relations, communication and advertising.	4
3)	Can analyze the social, cultural, economic, and political contexts of public relations, media and advertising.	2
4)	Can develop public relations and advertising campaigns through target audience analysis.	2
5)	Can create innovative communication solutions using traditional and digital media tools.	2
6)	Can evaluate public relations and advertising strategies by conducting effectiveness analysis.	2
7)	Can take responsibility in public relations and advertising projects both individually and in team settings.	2
8)	Can utilize leadership and decision-making skills when determining public relations and advertising strategies.	2
9)	Can follow new trends and technological developments in public relations and advertising.	2
10)	Can generate knowledge in the field of public relations and advertising by using research and analytical skills.	4
11)	Can act in accordance with ethical and social responsibility principles in public relations and advertising.	4
12)	Can plan and implement crisis management, reputation management, and brand management processes.	4
13)	Can establish effective verbal and written communication in public relations and advertising processes.	4
14)	Can develop professional relationships in multicultural and global communication contexts.	4
15)	Can develop digital strategies in public relations and advertising using new media tools.	4

SECTION IV: TEACHING-LEARNING & ASSESMENT-EVALUATION METHODS OF THE COURSE

Teaching & Learning Methods of the Course

(All teaching and learning methods used at the university are managed systematically. Upon proposals of the programme units, they are assessed by the relevant academic boards and, if found appropriate, they are included among the university list. Programmes, then, choose the appropriate methods in line with their programme design from this list. Likewise, appropriate methods to be used for the course units can be chosen among those defined for the programme.)

Teaching and Learning Methods defined at the Programme Level	Teaching and Learning Methods Defined for the Course

Assessment & Evaluation Methods of the Course

(All assessment and evaluation methods used at the university are managed systematically. Upon proposals of the programme units, they are assessed by the relevant academic boards and, if found appropriate, they are included among the university list. Programmes, then, choose the appropriate methods in line with their programme design from this list. Likewise, appropriate methods to be used for the course units can be chosen among those defined for the programme.)

Aassessment and evaluation Methods defined at the Programme Level	Assessment and Evaluation Methods defined for the Course
Midterm
Final Exam
Quiz
Active Participation in Class
Participation in Discussions

Contribution of Assesment & Evalution Activities to Final Grade of the Course

Measurement and Evaluation Methods	# of practice per semester	Level of Contribution
Quizzes	2	% 20.00
Midterms	1	% 30.00
Semester Final Exam	1	% 50.00
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 50
PERCENTAGE OF FINAL WORK		% 50
Total		% 100

SECTION V: WORKLOAD & ECTS CREDITS ALLOCATED FOR THE COURSE

WORKLOAD OF TEACHING & LEARNING ACTIVITIES
Teaching & Learning Activities	# of Activities per semester	Duration (hour)	Total Workload
Course	14	3	42
Laboratory	0	0	0
Application	0	0	0
Special Course Internship (Work Placement)	0	0	0
Field Work	0	0	0
Study Hours Out of Class	14	3	42
Presentations / Seminar	0	0	0
Project	0	0	0
Homework Assignments	0	0	0
Total Workload of Teaching & Learning Activities	-	-	84
WORKLOAD OF ASSESMENT & EVALUATION ACTIVITIES
Assesment & Evaluation Activities	# of Activities per semester	Duration (hour)	Total Workload
Quizzes	2	1	2
Midterms	1	35	35
Semester Final Exam	1	32	32
Total Workload of Assesment & Evaluation Activities	-	-	69
TOTAL WORKLOAD (Teaching & Learning + Assesment & Evaluation Activities)			153
ECTS CREDITS OF THE COURSE (Total Workload/25.5 h)			6