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 | |