Nevşehir Hacı Bektaş Veli University Course Catalogue

Information Of Programmes

TOURISM RESEARCH INSTITUTE / TT511 - TOURISM TECHNOLOGIES AND INNOVATION (MASTER'S WITH THESIS)

Code: TT511 Course Title: SEARCH ENGINES OPTIMIZATION AND MARKETING Theoretical+Practice: 3+0 ECTS: 6
Year/Semester of Study 1 / Fall Semester
Level of Course 2nd Cycle Degree Programme
Type of Course Optional
Department TOURISM TECHNOLOGIES AND INNOVATION (MASTER'S WITH THESIS)
Pre-requisities and Co-requisites None
Mode of Delivery Face to Face
Teaching Period 14 Weeks
Name of Lecturer İBRAHİM AKIN ÖZEN (akin@nevsehir.edu.tr)
Name of Lecturer(s)
Language of Instruction Turkish
Work Placement(s) None
Objectives of the Course
The aim of this course is to enable students to master and effectively use search engine optimization and to teach the digital marketing ecosystem while students acquire new digital skills.

Learning Outcomes PO MME
The students who succeeded in this course:
LO-1 Can define the concept of SEO. PO-4 Understands and applies innovation-based marketing strategies in the field of tourism.
PO-13 Understands consumer behavior in digital environments.
 		Examination
LO-2 Can create search campaigns. PO-10 Knows how to apply different management tools in tourism business with special emphasis on information and communication technologies and indicative measurements.
PO-13 Understands consumer behavior in digital environments.
 		Examination
LO-3 Can set and follow goals. PO-13 Understands consumer behavior in digital environments.
 		Examination
LO-4 Recognize and use the concept of Google Search Console. PO-13 Understands consumer behavior in digital environments.
 		Examination
LO-5 Analyzes the site and arranges the necessary SEO operations PO-13 Understands consumer behavior in digital environments.
 		Examination
PO: Programme Outcomes
MME:Method of measurement & Evaluation

Course Contents
SEO basics, technical SEO, on-page SEO, hands-on SEO tools, digital marketing, search campaigns
Weekly Course Content
Week Subject Learning Activities and Teaching Methods
1 What is search engine optimization? Expression / Question-Answer, Solving Problem, Practice
2 Technical SEO, Off-Page SEO, On-Page SEO Concept Expression / Question-Answer, Solving Problem, Practice
3 ADD Title Tag, Meta Description Usage, SEO Compatible URL Structure Expression / Question-Answer, Solving Problem, Practice
4 Correct Keyword Finding and Analysis, Intra-site Linking, Breadcrumb Expression / Question-Answer, Solving Problem, Practice
5 Content Optimization Expression / Question-Answer, Solving Problem, Practice
6 Code Text Rate, No Follow, No Index, Site Map, Robots.txt Expression / Question-Answer, Solving Problem, Practice
7 Heading Tag, ALT Tag, Image Optimization Expression / Question-Answer, Solving Problem, Practice
8 mid-term exam
9 Canonical Usage, Open Graph Expression / Question-Answer, Solving Problem, Practice
10 Applications SEO Tools Expression / Question-Answer, Solving Problem, Practice
11 Google Search Console Performance, Google Search Console Index Expression / Question-Answer, Solving Problem, Practice
12 Online strategies, Understanding Customer Behaviors Expression / Question-Answer, Solving Problem, Practice
13 Setting and Tracking Goals Expression / Question-Answer, Solving Problem, Practice
14 Creating and Managing Search Campaigns Expression / Question-Answer, Solving Problem, Practice
15 Creating and Managing Search Campaigns Expression / Question-Answer, Solving Problem, Practice
16 final exam
Recommend Course Book / Supplementary Book/Reading
1 Uzmanından Seo, Kaan Gülten, Ceres Yayınları
2 Adım Adım SEO Eğitim Kitabı, İbrahim KAVAKLI, Kodlab
Required Course instruments and materials
Lecture notes, projector, computer

Assessment Methods
Type of Assessment Week Hours Weight(%)
mid-term exam 8 1 40
Other assessment methods
1.Oral Examination
2.Quiz
3.Laboratory exam
4.Presentation
5.Report
6.Workshop
7.Performance Project
8.Term Paper
9.Project
final exam 16 1 60

Student Work Load
Type of Work Weekly Hours Number of Weeks Work Load
Weekly Course Hours (Theoretical+Practice) 3 14 42
Outside Class
       a) Reading 2 7 14
       b) Search in internet/Library 2 10 20
       c) Performance Project 4 11 44
       d) Prepare a workshop/Presentation/Report 3 5 15
       e) Term paper/Project 3 5 15
Oral Examination 0
Quiz 0
Laboratory exam 0
Own study for mid-term exam 7 2 14
mid-term exam 1 1 1
Own study for final exam 7 2 14
final exam 1 1 1
0
0
Total work load; 180