| Academic Unit: |
Faculty of Communication |
| Mode of Delivery: |
Face to face |
| Prerequisites: |
None |
| Language of Instruction: |
English |
| Level of Course Unit: |
Undergraduate |
| Course Coordinator: |
- - |
| Course Lecturer(s): |
İsmail Hakkı POLAT |
| Course Objectives: |
The students are expected to:
• Analyze contemporary and emerging new media business models and understand the economic incentives behind the new media landscape. |
| Course Contents: |
This course aims to emphasize the importance of concepts such as economy, business, entrepreneurship for new media landscape. The students will have fundamental knowledge of the changing business models in new media environment as well as digital opportunities. They will develop hands-on marketing skills and be able to gain comprehensive insights for businesses to grow. |
| Learning Outcomes of the Course Unit (LO): |
- 1- Ability to put new media business ideas into actions.
- 2- Ability to develop new media businesses that are sensitive to ever-evolving new media landscape.
- 3- Ability to evaluate the future of mobile businesses and advertising.
- 4- Ability to develop skills of reaching out to different online communities and consumer media.
- 5- Ability to add interactivity to their projects.
|
| Planned Learning Activities and Teaching Methods: |
The course consists of 3 modules. These are: 1. New Media Business Models 2. Changing Business Models and the Role of Advertisement 3. Growth-hack Your Digital Start-up The assessment is divided into three modules. The first module’s assessment is in the form of an individual reflection paper (25%). The second module’s assessment is comprised of a group (in pairs) in-class presentation (25%). In the third module, the students are required to work on an integrated marketing plan that can growth-hack a business by using a variety of media tools (50%). |
| Week | Subjects | Related Preperation |
| 1 |
Orientation Week (Introduction and course plan) |
|
| 2 |
Module (I): New Media Business Models: Broadcast media and beyond |
Individual research, receiving the brief of the reflection paper |
| 3 |
Module (I): New Media Business Models: Direct to consumer |
Individual research, class discussion, outlining ideas for the reflection paper |
| 4 |
Module (I): New Media Business Models: Business to business |
Bringing examples to class, class discussion, developing the reflection paper |
| 5 |
Module (I): New Media Business Models: How to wireframe an idea for media business? |
Class discussion, consulting with mentors on the reflection papers |
| 6 |
Module (II): Changing Business Models and the Role of Advertisement: Sales transitions and the role of advertisement |
Individual research, class discussion, deciding on partners for the group presentation |
| 7 |
Module (II): Changing Business Models and the Role of Advertisement: What you can split test in your business |
Forum discussion, pairs working on presentations |
| 8 |
Module (II): Changing Business Models and the Role of Advertisement: User-centered approach to digital advertisement |
Class discussion, discussing and receiving feedback about the group presentations from the mentor(s) |
| 9 |
Module (II): Changing Business Models and the Role of Advertisement: Working with Media Metrics |
Class discussion, peer review with other groups, final consultation with the mentor(s) about the presentations |
| 10 |
Presentations |
Pairs presenting their projects in class |
| 11 |
Module (III): Growth-hack Your Digital Start-up: How to make the most of your media? |
Brainstorming on individual project, consulting mentor(s) for ideas |
| 12 |
Module (III): Growth-hack Your Digital Start-up: How to increase the reach of your content? |
Forum discussion on case studies, finalizing individual project drafts with mentor(s) |
| 13 |
Module (III): Growth-hack Your Digital Start-up: How to leverage your audience? |
Forum discussion, submitting individual projects |
| 14 |
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At Kadir Has University, a Semester is 14 weeks; The weeks 15 and 16 are reserved for final exams.
THE RELATIONSHIP BETWEEN COURSE LEARNING OUTCOMES (LO) AND PROGRAM QUALIFICATIONS (PQ)
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PQ10 |
PQ11 |
| LO1 |
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| LO2 |
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| LO3 |
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| LO4 |
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| LO5 |
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Contribution: 1 Low, 2 Average, 3 High
