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 Integrate knowledge of interior architecture principles, spatial organization, and visual perception to develop user-centered, functional, aesthetically enriching, and innovative spatial solutions.
2. P02 Analyze and evaluate the relationships among user needs, functional constraints, ergonomics, accessibility, and universal design principles to develop interior architecture solutions across different design scales and contexts.
3. P03 Research, analyze, and relate historical, cultural, and theoretical knowledge to justify design decisions that respect local values while responding to global cultural diversity.
4. P04 Communicate design ideas effectively by integrating visual communication tools, manual and digital representation techniques, and appropriate digital technologies, including artificial intelligence-assisted visualization methods, where appropriate.
5. P05 Evaluate and synthesize appropriate materials, color schemes, lighting, and furniture systems using up-to-date technologies and aesthetic principles to shape experiential atmospheres.
6. P06 Integrate environmental responsibility, occupant health, and ethical principles to develop sustainable, safe, and healthy interior architecture solutions and justify design decisions.
7. P07 Collaborate and coordinate with professionals from architecture, landscape architecture, engineering, and related disciplines by integrating multidisciplinary knowledge to develop comprehensive spatial solutions.
8. P08 Critically evaluate research, contemporary approaches, and artificial intelligence-assisted design and research methods to generate innovative knowledge and design solutions while sustaining lifelong learning and professional development.
9. P09 Justify professional decisions by integrating ethical principles, cultural, societal, and aesthetic responsibilities with the responsible, legal, and ethical use of digital technologies, including artificial intelligence.
10. P10 Plan, manage, and evaluate interior architecture projects by integrating technical systems, user-centered design methods, regulatory requirements, and contemporary digital project management and design technologies.
11. P11 Evaluate and reinterpret existing and historic interiors by integrating conservation principles, adaptive reuse strategies, and digital documentation techniques to support cultural continuity and sustainable heritage conservation.
12. P12 Integrate inclusive and socially responsible design approaches with entrepreneurship, lifelong learning, professional collaboration, and adaptation to technological transformation to contribute to the sustainable advancement of the profession and society.

Po-Lo Matrix