Course Detail
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 | Turkish |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Required |
| Course Coordinator | Assist.Prof. Saadet UĞURLU |
| Name of Lecturer(s) | Assist.Prof. Saadet UĞURLU |
| Assistant(s) | Dr. Saadet Uğurlu |
| Aim | The successive introduction of new technologies with the large investments made in this sector has become compulsory to comprehend the whole of this sector which is in constant expansion and renewal and to solve its logic, trends and dynamics. The aim of this course is to make a media plan of traditional and new media with high frequency and access with appropriate budget for the right target audience. |
| Course Content | This course contains; Media, mass media and general definitions.,The concept of media planning, its current importance and target audience.,Traditional media 1: Tv (Usage areas, benefits, issues to be considered, concepts primetime on / off, channel, generation, frequency).,Traditional Media 2: Radio (areas of use, benefits, important considerations, drivetime, jingling, etc.).,Traditional Media3: Outdoor (Stall, billboard, wall, ...), Guerilla.,Traditional Media 4: Journal (advertorial, editorial).,7. Traditional Media 5: Newspaper Usage areas, benefits, important issues (sutunXantim, belly, insert, tape),Developing consumer, changing behavior.,Digital Media Planning and Purchasing, Examples of Digital Advertising.,Mobile Advertising and examples.,Search Engine Marketing (SEM) -Search Engine Optimization (SEO) -Search Engine Advertising (SEA).,Social Media Advertising - e WOMM, Influcer.,Real Time Marketing and Data Management.,Ethics in Digital Advertising.. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| At the end of this course, the student; 1. will be able to explain the functions of media planning. 2. will be able to define the traditional and new media models of media planning. 3. will be able to plan and implement media planning strategies. 4. will be able to organize the creative process of traditional and digital advertising campaigns. | 10, 14, 16, 2, 4 | A, D, F |
| Teaching Methods: | 10: Discussion Method, 14: Self Study Method, 16: Question - Answer Technique, 2: Project Based Learning Model, 4: Inquiry-Based Learning |
| Assessment Methods: | A: Traditional Written Exam, D: Oral Exam, F: Project Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Media, mass media and general definitions. | Can examine course concepts |
| 2 | The concept of media planning, its current importance and target audience. | The first chapter of the book 'Under the Radar Communication' can be read |
| 3 | Traditional media 1: Tv (Usage areas, benefits, issues to be considered, concepts primetime on / off, channel, generation, frequency). | The first chapter of the book 'Under the Radar Communication' can be read |
| 4 | Traditional Media 2: Radio (areas of use, benefits, important considerations, drivetime, jingling, etc.). | The first chapter of the book 'Under the Radar Communication' can be read |
| 5 | Traditional Media3: Outdoor (Stall, billboard, wall, ...), Guerilla. | The first chapter of the book 'Under the Radar Communication' can be read |
| 6 | Traditional Media 4: Journal (advertorial, editorial). | The first chapter of the book 'Under the Radar Communication' can be read |
| 7 | 7. Traditional Media 5: Newspaper Usage areas, benefits, important issues (sutunXantim, belly, insert, tape) | The first chapter of the book 'Under the Radar Communication' can be read |
| 8 | Developing consumer, changing behavior. | The presentation on the subject loaded in the course file can be examined. |
| 9 | Digital Media Planning and Purchasing, Examples of Digital Advertising. | Sample campaigns can be examined |
| 10 | Mobile Advertising and examples. | Sample campaigns can be examined |
| 11 | Search Engine Marketing (SEM) -Search Engine Optimization (SEO) -Search Engine Advertising (SEA). | The presentation on the subject loaded in the course file can be examined. |
| 12 | Social Media Advertising - e WOMM, Influcer. | The relevant presentation loaded in the course file can be examined. |
| 13 | Real Time Marketing and Data Management. | The presentation on the subject loaded in the course file can be examined. |
| 14 | Ethics in Digital Advertising. | Basic concepts can be examined |
| Resources |
| 1. Mehmet Özkundakçı: Medya Planlama, Hayat Yay.,2009. 2. Jonathan Bond,R. Kirshenbaum: Radar Altı İletişim, Mediacat Yay.,2003. 3. Sergio Zyman: Bildiğiniz Reklamcılığın Sonu, Mediacat Yay.,2003. |
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 and theoretical grounds related to the field. | X | |||||
| 2 | Determines the facts related to Public Relations and Advertising and analyzes these facts with various dimensions. | X | |||||
| 3 | Takes place in companies’ decision making mechanism using his/her expertise; determines problems and offers solutions. | X | |||||
| 4 | Performs analysis for corporations and devises plans in order to cater the needs of the corporations. | X | |||||
| 5 | Takes responsibility when necessary in the field related projects and proposes solutions to emerging problems. | X | |||||
| 6 | Takes place as a member in a project-based teamwork; leads projects and plans events. | X | |||||
| 7 | Observes the theoretical and factual problems with scientific methods related to Public Relations and Advertising disciplines and sub-disciplines; analyzes the findings and presents them in scientific publications. | X | |||||
| 8 | Has a high awareness towards lifelong learning. Follows the developments, innovations, opinions, methods and techniques regularly and uses them efficiently. | X | |||||
| 9 | Uses Turkish language fluently and accurately in scientific and professional works. | X | |||||
| 10 | Utilizes new communication technologies efficiently in professional and scientific works and follows the developments in new communication technologies regularly. | X | |||||
| 11 | Communicates verbally and in writing using a foreign language at least at the European Language Portfolio B1 General level. | ||||||
| 12 | Acts in accordance with ethical codes in professional and scientific works. | X | |||||
| 13 | Plans social responsibility events and takes a role in implementation process. | X | |||||
| 14 | Performs the measurement and evaluation of communication activities. | X | |||||
| 15 | Knowledgeable about occupational health and safety and can use this information when necessary. | ||||||
| 16 | Sensitive to the environment, the universality of social rights and the protection of cultural values. | ||||||
| 17 | Implements public relations and advertising campaigns in public and private companies using the methods and techniques related to the field. | 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 | 14 | 5 | 70 | |||
| Resolution of Homework Problems and Submission as a Report | 5 | 3 | 15 | |||
| Term Project | 0 | 0 | 0 | |||
| Presentation of Project / Seminar | 0 | 0 | 0 | |||
| Quiz | 0 | 0 | 0 | |||
| Midterm Exam | 1 | 11 | 11 | |||
| General Exam | 1 | 12 | 12 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 150 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(150/30) | 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 | Turkish |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Required |
| Course Coordinator | Assist.Prof. Saadet UĞURLU |
| Name of Lecturer(s) | Assist.Prof. Saadet UĞURLU |
| Assistant(s) | Dr. Saadet Uğurlu |
| Aim | The successive introduction of new technologies with the large investments made in this sector has become compulsory to comprehend the whole of this sector which is in constant expansion and renewal and to solve its logic, trends and dynamics. The aim of this course is to make a media plan of traditional and new media with high frequency and access with appropriate budget for the right target audience. |
| Course Content | This course contains; Media, mass media and general definitions.,The concept of media planning, its current importance and target audience.,Traditional media 1: Tv (Usage areas, benefits, issues to be considered, concepts primetime on / off, channel, generation, frequency).,Traditional Media 2: Radio (areas of use, benefits, important considerations, drivetime, jingling, etc.).,Traditional Media3: Outdoor (Stall, billboard, wall, ...), Guerilla.,Traditional Media 4: Journal (advertorial, editorial).,7. Traditional Media 5: Newspaper Usage areas, benefits, important issues (sutunXantim, belly, insert, tape),Developing consumer, changing behavior.,Digital Media Planning and Purchasing, Examples of Digital Advertising.,Mobile Advertising and examples.,Search Engine Marketing (SEM) -Search Engine Optimization (SEO) -Search Engine Advertising (SEA).,Social Media Advertising - e WOMM, Influcer.,Real Time Marketing and Data Management.,Ethics in Digital Advertising.. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| At the end of this course, the student; 1. will be able to explain the functions of media planning. 2. will be able to define the traditional and new media models of media planning. 3. will be able to plan and implement media planning strategies. 4. will be able to organize the creative process of traditional and digital advertising campaigns. | 10, 14, 16, 2, 4 | A, D, F |
| Teaching Methods: | 10: Discussion Method, 14: Self Study Method, 16: Question - Answer Technique, 2: Project Based Learning Model, 4: Inquiry-Based Learning |
| Assessment Methods: | A: Traditional Written Exam, D: Oral Exam, F: Project Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Media, mass media and general definitions. | Can examine course concepts |
| 2 | The concept of media planning, its current importance and target audience. | The first chapter of the book 'Under the Radar Communication' can be read |
| 3 | Traditional media 1: Tv (Usage areas, benefits, issues to be considered, concepts primetime on / off, channel, generation, frequency). | The first chapter of the book 'Under the Radar Communication' can be read |
| 4 | Traditional Media 2: Radio (areas of use, benefits, important considerations, drivetime, jingling, etc.). | The first chapter of the book 'Under the Radar Communication' can be read |
| 5 | Traditional Media3: Outdoor (Stall, billboard, wall, ...), Guerilla. | The first chapter of the book 'Under the Radar Communication' can be read |
| 6 | Traditional Media 4: Journal (advertorial, editorial). | The first chapter of the book 'Under the Radar Communication' can be read |
| 7 | 7. Traditional Media 5: Newspaper Usage areas, benefits, important issues (sutunXantim, belly, insert, tape) | The first chapter of the book 'Under the Radar Communication' can be read |
| 8 | Developing consumer, changing behavior. | The presentation on the subject loaded in the course file can be examined. |
| 9 | Digital Media Planning and Purchasing, Examples of Digital Advertising. | Sample campaigns can be examined |
| 10 | Mobile Advertising and examples. | Sample campaigns can be examined |
| 11 | Search Engine Marketing (SEM) -Search Engine Optimization (SEO) -Search Engine Advertising (SEA). | The presentation on the subject loaded in the course file can be examined. |
| 12 | Social Media Advertising - e WOMM, Influcer. | The relevant presentation loaded in the course file can be examined. |
| 13 | Real Time Marketing and Data Management. | The presentation on the subject loaded in the course file can be examined. |
| 14 | Ethics in Digital Advertising. | Basic concepts can be examined |
| Resources |
| 1. Mehmet Özkundakçı: Medya Planlama, Hayat Yay.,2009. 2. Jonathan Bond,R. Kirshenbaum: Radar Altı İletişim, Mediacat Yay.,2003. 3. Sergio Zyman: Bildiğiniz Reklamcılığın Sonu, Mediacat Yay.,2003. |
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 and theoretical grounds related to the field. | X | |||||
| 2 | Determines the facts related to Public Relations and Advertising and analyzes these facts with various dimensions. | X | |||||
| 3 | Takes place in companies’ decision making mechanism using his/her expertise; determines problems and offers solutions. | X | |||||
| 4 | Performs analysis for corporations and devises plans in order to cater the needs of the corporations. | X | |||||
| 5 | Takes responsibility when necessary in the field related projects and proposes solutions to emerging problems. | X | |||||
| 6 | Takes place as a member in a project-based teamwork; leads projects and plans events. | X | |||||
| 7 | Observes the theoretical and factual problems with scientific methods related to Public Relations and Advertising disciplines and sub-disciplines; analyzes the findings and presents them in scientific publications. | X | |||||
| 8 | Has a high awareness towards lifelong learning. Follows the developments, innovations, opinions, methods and techniques regularly and uses them efficiently. | X | |||||
| 9 | Uses Turkish language fluently and accurately in scientific and professional works. | X | |||||
| 10 | Utilizes new communication technologies efficiently in professional and scientific works and follows the developments in new communication technologies regularly. | X | |||||
| 11 | Communicates verbally and in writing using a foreign language at least at the European Language Portfolio B1 General level. | ||||||
| 12 | Acts in accordance with ethical codes in professional and scientific works. | X | |||||
| 13 | Plans social responsibility events and takes a role in implementation process. | X | |||||
| 14 | Performs the measurement and evaluation of communication activities. | X | |||||
| 15 | Knowledgeable about occupational health and safety and can use this information when necessary. | ||||||
| 16 | Sensitive to the environment, the universality of social rights and the protection of cultural values. | ||||||
| 17 | Implements public relations and advertising campaigns in public and private companies using the methods and techniques related to the field. | X | |||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |