MEDIA PLANNING

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

1. 01 Exemplify(4) an understanding of the media planning process
2. 02 Assess(5) how an effective media planning can enhance a brand or product.
3. 03 Exemplify(4) understanding of basic media planning terminology and principles.
4. 04 Exemplify(4) knowledge and skills in creating a media plan.

Course Syllabus

Reference Books & Course Materials

1. 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)
2. 02 THE MEDIA HANDBOOK: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying. 6TH Edition. Helen Katz (2019) by Routledge.
3. 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

1. L01 Exemplify(4) an understanding of media planning process SOLO 4
2. L02 Assess (5) how an effective media planning can enhance a brand or product. SOLO 5
3. L03 Exemplify(4) an understanding of basic media planning terminology and principles. SOLO 4
4. L04 Evaluate(5) likley achiement of media plan with respect to audiences and user. SOLO 5

Program Outcomes

1. P01 Apply data science principles and techniques to challenges in real life situations, and effectively communicate their solutions.
2. P02 Identify and implement data analysis methodologies based on theoretical ideas, ethical code, and in-depth knowledge of the underlying data.
3. P03 Analyze the guiding concepts and assessment procedures for information analysis in real-life applications.
4. P04 Design and apply relevant data analysis models to find obscure solutions to business-related problems.
5. P05 Utilize modern computing techniques to handle real-world problems characterized by massive amounts of data, such as parallel and distributed computing and machine learning.
6. P06 Configure and administer the software tools required to efficiently produce usable information from any size of structured and unstructured datasets.
7. P07 Administer or manage data science tools and techniques to organize and complete projects aimed at gaining useful insight from complex data.
8. P08 Think critically and imaginatively, conceiving real-world issues from several angles, and work well in a variety of teams to solve issues cooperatively.
9. P09 Be able to effectively integrate data‐based solutions into the user environment and help non-technical professionals in exploring, visualizing, and using these solutions
10. P10 Understand their obligations under professional and ethical standards in relation to matters like data ownership and citation, data security and sensitivity and the privacy implications of data analysis.

Po-Lo Matrix