Course Description
Course | Code | Semester | T+P (Hour) | Credit | ECTS |
---|---|---|---|---|---|
MEDIA PLANNING | - | Fall Semester | 3+0 | 3 | 5 |
Course Program |
Prerequisites Courses | |
Recommended Elective Courses |
Language of Course | English |
Course Level | First Cycle (Bachelor's Degree) |
Course Type | Required |
Course Coordinator | Assist.Prof. Esra OĞUZHAN |
Name of Lecturer(s) | Assist.Prof. Esra OĞUZHAN |
Assistant(s) | Related reports and analysis |
Aim | By making strategic media planning analysis; To be able to manage the media planning budget by determining the target audience, Measurements, Media planning strategies. |
Course Content | This course contains; Introduction to media planning ,Sample media plan presentation ,Relationships between media, advertising and consumers ,Basic measurements and calculations ,Marketing strategy and media planning ,Applied media plan work ,Strategy planning 1: who, where and when? ,Strategy planning 2: weighting, reach and frequency ,Choosing media classes ,Media planning principles ,Creative media plan studies ,Evaluating and selecting media tools . |
Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
prepares a detailed media plan of a selected product in a certain period | 16, 9 | A, E |
Gaining the ability to measure consumer trends, media buying, media tools | 16, 9 | A, E |
Inter-channel comparison, developing a strategy according to the advantages and disadvantages of each medium. | 16, 9 | A, E |
Teaching Methods: | 16: Question - Answer Technique, 9: Lecture Method |
Assessment Methods: | A: Traditional Written Exam, E: Homework |
Course Outline
Order | Subjects | Preliminary Work |
---|---|---|
1 | Introduction to media planning | |
2 | Sample media plan presentation | |
3 | Relationships between media, advertising and consumers | |
4 | Basic measurements and calculations | |
5 | Marketing strategy and media planning | |
6 | Applied media plan work | |
7 | Strategy planning 1: who, where and when? | |
8 | Strategy planning 2: weighting, reach and frequency | |
9 | Choosing media classes | |
10 | Media planning principles | |
11 | Creative media plan studies | |
12 | Evaluating and selecting media tools |
Resources |
Advertising Media Planning by Jack Z. Scissors and Roger B. Baron |
http://homes.ieu.edu.tr/~smisci/PRA%20301/AO_MedyaPlanlama_Kaynak.pdf |
Course Contribution to Program Qualifications
Course Contribution to Program Qualifications | |||||||
No | Program Qualification | Contribution Level | |||||
1 | 2 | 3 | 4 | 5 | |||
1 | Knows the basic concepts of Public Relations and Advertising disciplines and the basic theories of these disciplines. | X | |||||
2 | Determines facts related to Public Relations and Advertising and analyzes these facts from various dimensions. | X | |||||
3 | Using expert knowledge, takes part in the decision-making mechanisms of businesses, identifies the problems encountered and offers solutions. | X | |||||
4 | Carries out analyzes for institutions and prepares a communication plan in line with the needs of the institutions. | X | |||||
5 | Solve problems that arise in projects related to the field by taking responsibility when necessary. | X | |||||
6 | Takes part in a team established for projects related to the field, leads the project, plans and manages the events. | X | |||||
7 | Investigates theoretical and factual problems related to the disciplines and sub-disciplines of Public Relations and Advertising with scientific methods, analyzes the findings and turns them into scientific publications. | X | |||||
8 | Adopts the principle of lifelong learning. Regularly follows developments, innovations, ideas, methods and techniques in the field and uses them effectively in his/her own work. | X | |||||
9 | Communicates verbally and in writing by using English at least at the European Language Portfolio B2 General Level. | ||||||
10 | Uses new communication technologies effectively in professional and scientific studies and constantly follows the developments in new communication technologies. | X | |||||
11 | Plans social responsibility activities and takes part in the realization of these activities. | X | |||||
12 | Acts in a way that adheres to ethical codes in professional and scientific work. | X | |||||
13 | Carries out various public relations and advertising campaigns in public and private sector organizations, using methods and techniques of Public Relations and Advertising disciplines. | X | |||||
14 | Carries out measurement and evaluation of the communication activities. | X | |||||
15 | Knowledgeable about occupational health and safety and can use this information when necessary. . | X | |||||
16 | Sensitive to the environment, the universality of social rights and the protection of cultural values. | X |
Assessment Methods
Contribution Level | Absolute Evaluation | |
Rate of Midterm Exam to Success | 40 | |
Rate of Final Exam to Success | 60 | |
Total | 100 |
ECTS / Workload Table | ||||||
Activities | Number of | Duration(Hour) | Total Workload(Hour) | |||
Course Hours | 14 | 3 | 42 | |||
Guided Problem Solving | 0 | 0 | 0 | |||
Resolution of Homework Problems and Submission as a Report | 3 | 5 | 15 | |||
Term Project | 0 | 0 | 0 | |||
Presentation of Project / Seminar | 0 | 0 | 0 | |||
Quiz | 0 | 0 | 0 | |||
Midterm Exam | 1 | 30 | 30 | |||
General Exam | 1 | 30 | 30 | |||
Performance Task, Maintenance Plan | 3 | 10 | 30 | |||
Total Workload(Hour) | 147 | |||||
Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(147/30) | 5 | |||||
ECTS of the course: 30 hours of work is counted as 1 ECTS credit. |
Detail Informations of the Course
Course Description
Course | Code | Semester | T+P (Hour) | Credit | ECTS |
---|---|---|---|---|---|
MEDIA PLANNING | - | Fall Semester | 3+0 | 3 | 5 |
Course Program |
Prerequisites Courses | |
Recommended Elective Courses |
Language of Course | English |
Course Level | First Cycle (Bachelor's Degree) |
Course Type | Required |
Course Coordinator | Assist.Prof. Esra OĞUZHAN |
Name of Lecturer(s) | Assist.Prof. Esra OĞUZHAN |
Assistant(s) | Related reports and analysis |
Aim | By making strategic media planning analysis; To be able to manage the media planning budget by determining the target audience, Measurements, Media planning strategies. |
Course Content | This course contains; Introduction to media planning ,Sample media plan presentation ,Relationships between media, advertising and consumers ,Basic measurements and calculations ,Marketing strategy and media planning ,Applied media plan work ,Strategy planning 1: who, where and when? ,Strategy planning 2: weighting, reach and frequency ,Choosing media classes ,Media planning principles ,Creative media plan studies ,Evaluating and selecting media tools . |
Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
prepares a detailed media plan of a selected product in a certain period | 16, 9 | A, E |
Gaining the ability to measure consumer trends, media buying, media tools | 16, 9 | A, E |
Inter-channel comparison, developing a strategy according to the advantages and disadvantages of each medium. | 16, 9 | A, E |
Teaching Methods: | 16: Question - Answer Technique, 9: Lecture Method |
Assessment Methods: | A: Traditional Written Exam, E: Homework |
Course Outline
Order | Subjects | Preliminary Work |
---|---|---|
1 | Introduction to media planning | |
2 | Sample media plan presentation | |
3 | Relationships between media, advertising and consumers | |
4 | Basic measurements and calculations | |
5 | Marketing strategy and media planning | |
6 | Applied media plan work | |
7 | Strategy planning 1: who, where and when? | |
8 | Strategy planning 2: weighting, reach and frequency | |
9 | Choosing media classes | |
10 | Media planning principles | |
11 | Creative media plan studies | |
12 | Evaluating and selecting media tools |
Resources |
Advertising Media Planning by Jack Z. Scissors and Roger B. Baron |
http://homes.ieu.edu.tr/~smisci/PRA%20301/AO_MedyaPlanlama_Kaynak.pdf |
Course Contribution to Program Qualifications
Course Contribution to Program Qualifications | |||||||
No | Program Qualification | Contribution Level | |||||
1 | 2 | 3 | 4 | 5 | |||
1 | Knows the basic concepts of Public Relations and Advertising disciplines and the basic theories of these disciplines. | X | |||||
2 | Determines facts related to Public Relations and Advertising and analyzes these facts from various dimensions. | X | |||||
3 | Using expert knowledge, takes part in the decision-making mechanisms of businesses, identifies the problems encountered and offers solutions. | X | |||||
4 | Carries out analyzes for institutions and prepares a communication plan in line with the needs of the institutions. | X | |||||
5 | Solve problems that arise in projects related to the field by taking responsibility when necessary. | X | |||||
6 | Takes part in a team established for projects related to the field, leads the project, plans and manages the events. | X | |||||
7 | Investigates theoretical and factual problems related to the disciplines and sub-disciplines of Public Relations and Advertising with scientific methods, analyzes the findings and turns them into scientific publications. | X | |||||
8 | Adopts the principle of lifelong learning. Regularly follows developments, innovations, ideas, methods and techniques in the field and uses them effectively in his/her own work. | X | |||||
9 | Communicates verbally and in writing by using English at least at the European Language Portfolio B2 General Level. | ||||||
10 | Uses new communication technologies effectively in professional and scientific studies and constantly follows the developments in new communication technologies. | X | |||||
11 | Plans social responsibility activities and takes part in the realization of these activities. | X | |||||
12 | Acts in a way that adheres to ethical codes in professional and scientific work. | X | |||||
13 | Carries out various public relations and advertising campaigns in public and private sector organizations, using methods and techniques of Public Relations and Advertising disciplines. | X | |||||
14 | Carries out measurement and evaluation of the communication activities. | X | |||||
15 | Knowledgeable about occupational health and safety and can use this information when necessary. . | X | |||||
16 | Sensitive to the environment, the universality of social rights and the protection of cultural values. | X |
Assessment Methods
Contribution Level | Absolute Evaluation | |
Rate of Midterm Exam to Success | 40 | |
Rate of Final Exam to Success | 60 | |
Total | 100 |