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Cyprus International University
TR

MEDIA PLANNING IN ADVERTISING

Course
DMMA304 - MEDIA PLANNING IN ADVERTISING
Department
Digital Media and Marketing - English - Undergraduate
Course Type
Course
Status
Required
Language
English
Credit
3
ECTS
4
T+P+L
3 + 0 + 0
Course Coordinator(s)
-
Prerequisite
-
Keywords

Course Description

MEDIA PLANNING IN ADVERTISING

MEDIA PLANNING IN ADVERTISING

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

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

  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

No learning outcomes have been defined.

Program Outcomes

  1. P01 1. Recognized and applied all the learning tools and techniques learnt which they will implement throughout their lives and future careers.
  2. P02 2. Become confident in their knowledge and skills so that they can successfully study and work on their own.
  3. P03 3. Attained a high level of professionalism through the fundamental knowledge and skills gained in both marketing and digital fields.
  4. P04 4. Demonstrated a solid understanding of core business principles in the primary areas of digital marketing, web technologies, new media and management, as well as the interconnectedness of these disciplines in the running of an organization.
  5. P05 5. Been able to critically implement their knowledge and skills in both written, oral and digital forms to an intended audience, based on creative and analytical approaches.
  6. P06 6.Demonstrated their understanding of the ethical and protected use of various new media such as social media, mobile technology, web analytics, search engine optimization, and viral advertising in both their studies and careers.
  7. P07 7. Implemented best practices in business for planning, decision-making, and problem-solving based on collaborative work and studies.
  8. P08 8. Demonstrated effective communication skills in addition to in-depth of analysis and synthesis which are essential in multicultural educational and work contexts.
  9. P09 9. Demonstrated critical thinking characterized by the ability to define business problems with the evidence available, discern fact from opinion, determine underlying causes, formulate and evaluate potential solutions.
  10. P10 10. Been able to implement ideas and concepts through the development and creation of digital content for effective social media marketing strategies, and designing and evaluating the effectiveness of interactive web sites to increase web traffic flows, visibility, consumer satisfaction and response rates.
  11. P11 11. Embodied integrity in their work and actions, honor confidentiality, followed generally accepted codes of conduct in the digital marketing industry.
  12. P12 12. Devoted themselves to follow the codes of ethics, improve privacy issues with social media, conflict, and citizenship in order to frame a better understanding of digital marketing.

Po-Lo Matrix

The PO-LO matrix has not been populated yet.