Lect. Üsame Talha BAŞARAN, Lect. Sonıa LOTFI, Lect. Ceyda SARI
Assistant(s)
Aim
Students comprehend the basic principles of media planning and buying, learn the functions of media planning and buying agencies, media planning and buying process, it is intended to have detailed knowledge about.
Course Content
This course contains; Overview of the Advertising and Advertising Sector,Advertising Types and Advertising Campaign Processes,Advertising Channels,The concept of media planning and purchasing,Media Planning and Purchasing Sector Overview,Creating Media Planning and Purchasing Strategy,Basic Concepts in Media Planning and Purchasing-1,Basic Concepts in Media Planning and Purchasing-2,Measurement Techniques Used in Media Planning and Purchasing-1,Measurement Techniques Used in Media Planning and Purchasing-2,Media Planning Models,Creating a Media Plan- Review of Media Plan Examples,Media Purchasing Processes- Review of Media Purchasing Examples,Problems in Media Planning and Purchasing Processes.
Dersin Öğrenme Kazanımları
Teaching Methods
Assessment Methods
1.Understands the role and importance of media planning in marketing communications.
16, 9
A
2.Defines the processes of Media Planning and Purchasing.
16, 9
A
3.Understand the tools and methods of Media Planning.
16, 9
A
4.Defines Media Planning and Purchasing strategies.
16, 9
A
5. Students gain the ability to apply research results to strategic planning with the help of numerous real life case studies.
Overview of the Advertising and Advertising Sector
2
Advertising Types and Advertising Campaign Processes
3
Advertising Channels
4
The concept of media planning and purchasing
5
Media Planning and Purchasing Sector Overview
6
Creating Media Planning and Purchasing Strategy
7
Basic Concepts in Media Planning and Purchasing-1
8
Basic Concepts in Media Planning and Purchasing-2
9
Measurement Techniques Used in Media Planning and Purchasing-1
10
Measurement Techniques Used in Media Planning and Purchasing-2
11
Media Planning Models
12
Creating a Media Plan- Review of Media Plan Examples
13
Media Purchasing Processes- Review of Media Purchasing Examples
14
Problems in Media Planning and Purchasing Processes
Resources
Reklamda Rekabetin Anahtarı Medya Planlama, Belma Güneri Fırlar, Nobel Yayınları, Ankara, 2012.
Medya Planı Nasıl Hazırlanır?, Jack Z. Sissors ve Roger B. Baron, Mediacat Yayınları, İstanbul, 2008.
Bütünleşik Reklam, Tutundurma ve Pazarlama İletişimi, Nobel Yayınları, Ankara, 2016.
Reklam ve Medya Planlaması, Gülbuğ Erol, Beta Yayınları, Ankara, 2007.
Medya Planlaması, Bilgen Başal, Çantay Kitabevi, İstanbul, 1998.
Reyting Gerçeği, Başar Hatırnaz, Nobel Yayınları, Ankara, 2007.
Course Contribution to Program Qualifications
Course Contribution to Program Qualifications
No
Program Qualification
Contribution Level
1
2
3
4
5
1
Know the basic concepts of Public Relations and Publicity disciplines and the basic theories of these disciplines.
X
2
Public Relations and Publicity These data can be analyzed in various dimensions.
X
3
It uses expert knowledge and participates in decision-making mechanisms of enterprises. It identifies the problems encountered and suggests a solution.
X
4
It analyzes the institutions and prepares a communication plan in line with the needs of the institutions.
X
5
It can solve the problems caused by taking responsibility when necessary in projects related to the field.
X
6
They can participate in an organization set up for field-related projects, lead the project, manage operational plans and processes.
X
7
Analyzes the theoretical and factual problems of Public Relations and Publicity disciplines and subdisciplines with scientific methods and analyzes the findings.
X
8
As a principle, it adopts the principle of life-long learning. They follow developments, innovations, ideas, methods and changes in their field and use them effectively in their own work.
X
9
Uses fluent and correct Turkology in scientific and professional researches. At least one foreign language can read and understand.
X
10
Uses new communication technologies in their professional and scientific work and constantly monitor developments in new communication technologies.
X
11
Acts in ethical codes in professional and scientific researches.
X
12
The universality of social rights, social justice, quality and cultural values, and the protection of the environment, have a consciousness of people and society
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
2
28
Guided Problem Solving
4
7
28
Resolution of Homework Problems and Submission as a Report
0
0
0
Term Project
0
0
0
Presentation of Project / Seminar
0
0
0
Quiz
0
0
0
Midterm Exam
0
0
0
General Exam
0
0
0
Performance Task, Maintenance Plan
0
0
0
Total Workload(Hour)
56
Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(56/30)
2
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 and PURCHASING
-
Fall Semester
2+0
2
4
Course Program
Prerequisites Courses
Recommended Elective Courses
Language of Course
Turkish
Course Level
Short Cycle (Associate's Degree)
Course Type
Elective
Course Coordinator
Lect. Sonıa LOTFI
Name of Lecturer(s)
Lect. Üsame Talha BAŞARAN, Lect. Sonıa LOTFI, Lect. Ceyda SARI
Assistant(s)
Aim
Students comprehend the basic principles of media planning and buying, learn the functions of media planning and buying agencies, media planning and buying process, it is intended to have detailed knowledge about.
Course Content
This course contains; Overview of the Advertising and Advertising Sector,Advertising Types and Advertising Campaign Processes,Advertising Channels,The concept of media planning and purchasing,Media Planning and Purchasing Sector Overview,Creating Media Planning and Purchasing Strategy,Basic Concepts in Media Planning and Purchasing-1,Basic Concepts in Media Planning and Purchasing-2,Measurement Techniques Used in Media Planning and Purchasing-1,Measurement Techniques Used in Media Planning and Purchasing-2,Media Planning Models,Creating a Media Plan- Review of Media Plan Examples,Media Purchasing Processes- Review of Media Purchasing Examples,Problems in Media Planning and Purchasing Processes.
Dersin Öğrenme Kazanımları
Teaching Methods
Assessment Methods
1.Understands the role and importance of media planning in marketing communications.
16, 9
A
2.Defines the processes of Media Planning and Purchasing.
16, 9
A
3.Understand the tools and methods of Media Planning.
16, 9
A
4.Defines Media Planning and Purchasing strategies.
16, 9
A
5. Students gain the ability to apply research results to strategic planning with the help of numerous real life case studies.
Overview of the Advertising and Advertising Sector
2
Advertising Types and Advertising Campaign Processes
3
Advertising Channels
4
The concept of media planning and purchasing
5
Media Planning and Purchasing Sector Overview
6
Creating Media Planning and Purchasing Strategy
7
Basic Concepts in Media Planning and Purchasing-1
8
Basic Concepts in Media Planning and Purchasing-2
9
Measurement Techniques Used in Media Planning and Purchasing-1
10
Measurement Techniques Used in Media Planning and Purchasing-2
11
Media Planning Models
12
Creating a Media Plan- Review of Media Plan Examples
13
Media Purchasing Processes- Review of Media Purchasing Examples
14
Problems in Media Planning and Purchasing Processes
Resources
Reklamda Rekabetin Anahtarı Medya Planlama, Belma Güneri Fırlar, Nobel Yayınları, Ankara, 2012.
Medya Planı Nasıl Hazırlanır?, Jack Z. Sissors ve Roger B. Baron, Mediacat Yayınları, İstanbul, 2008.
Bütünleşik Reklam, Tutundurma ve Pazarlama İletişimi, Nobel Yayınları, Ankara, 2016.
Reklam ve Medya Planlaması, Gülbuğ Erol, Beta Yayınları, Ankara, 2007.
Medya Planlaması, Bilgen Başal, Çantay Kitabevi, İstanbul, 1998.
Reyting Gerçeği, Başar Hatırnaz, Nobel Yayınları, Ankara, 2007.
Course Contribution to Program Qualifications
Course Contribution to Program Qualifications
No
Program Qualification
Contribution Level
1
2
3
4
5
1
Know the basic concepts of Public Relations and Publicity disciplines and the basic theories of these disciplines.
X
2
Public Relations and Publicity These data can be analyzed in various dimensions.
X
3
It uses expert knowledge and participates in decision-making mechanisms of enterprises. It identifies the problems encountered and suggests a solution.
X
4
It analyzes the institutions and prepares a communication plan in line with the needs of the institutions.
X
5
It can solve the problems caused by taking responsibility when necessary in projects related to the field.
X
6
They can participate in an organization set up for field-related projects, lead the project, manage operational plans and processes.
X
7
Analyzes the theoretical and factual problems of Public Relations and Publicity disciplines and subdisciplines with scientific methods and analyzes the findings.
X
8
As a principle, it adopts the principle of life-long learning. They follow developments, innovations, ideas, methods and changes in their field and use them effectively in their own work.
X
9
Uses fluent and correct Turkology in scientific and professional researches. At least one foreign language can read and understand.
X
10
Uses new communication technologies in their professional and scientific work and constantly monitor developments in new communication technologies.
X
11
Acts in ethical codes in professional and scientific researches.
X
12
The universality of social rights, social justice, quality and cultural values, and the protection of the environment, have a consciousness of people and society
