MEDIA PLANNING
- Course
- ADPR423 - MEDIA PLANNING
- Department
- Communication and Media Studies - English - Master
- Course Type
- Scientific Preparation
- Status
- Required
- Language
- English
- Credit
- 0
- ECTS
- 4
- T+P+L
- 0 + 0 + 0
- Course Coordinator(s)
- -
- Prerequisite
- -
- Keywords
Course Description
This course is designed to teach students the principals of media planning. Major media concepts, media research, and strategic media planning are explored in this course in order to help students extend their understanding of the media planning processes. Hence the course teaches students the ways in which marketing problems can be solved through an analysis of how the media operate and the relationships between the advertiser, the agency and the media. In an interactive class, drawing on real-world media situations, the students will discuss and review various decisions and problems that arise in a variety of media planning processes.
MEDIA PLANNING
Evaluation Tools (Active Term)
No evaluation items have been defined.
Course outcomes
- 01 Exemplify(4) an understanding of the media planning process
- 02 Assess(5) how an effective media planning can enhance a brand or product.
- 03 Exemplify(4) understanding of basic media planning terminology and principles.
- 04 Exemplify(4) knowledge and skills in creating a media plan.
Course Syllabus
| Week | Topic |
|---|---|
| Week 1 | Introduction to the course-Ch.1 (Sissors & Baron, 2014) |
| Week 2 | What is Media Planning? Definition of concepts-Ch.2 |
| Week 3 | Sample media plan presentation-Ch.3 |
| Week 4 | The Relationship Among Media, Advertising, and Consumers-Ch.4 |
| Week 5 | Basic Measurements and Calculations-Ch.6 |
| Week 6 | Marketing Strategy and Media Planning-Ch.7 |
| Week 7 | Planning Strategy: Who, Where and When? Reach, Frequency |
| Week 8 | MIDTERM |
| Week 9 | Choosing Media: Comparisons Among Media-Ch.9 |
| Week 10 | Principles of Planning Media Strategy-Ch.10 |
| Week 11 | Media Plan Applications / Presentations |
| Week 12 | Media Plan Applications / Presentations |
| Week 13 | Media Plan Applications / Presentations |
| Week 14 | Media Plan Applications / Presentations |
| Week 15 | End of Term Project Evaluation |
Reference Books & Course Materials
- 01 Sissors, JZ & Baron, RB 2010, Advertising Media Planning, 7th ed, McGraw-Hill, New York (Turkish transition of the book is available: Jack Sissors, Roger B. Baron, Medya Planı Nasıl Hazırlanır?, MediaCat, 2009)
- 02 THE MEDIA HANDBOOK: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying. 6TH Edition. Helen Katz (2019) by Routledge.
- 03 Kelley, L.D., & Sheehan, K.B. (2015). Advertising Media Planning: A Brand Management Approach (4th ed.). Routledge. https://doi.org/10.4324/9781315720579
Learning Outcomes
No learning outcomes have been defined.
Program Outcomes
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