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 1. Having the ability to understand and discuss international relations discipline by using an interdisciplinary methodology to merge the knowledge coming from sociology, economics, psychology, political sciences well as diplomatic history.
2. P02 2. Having an adequate knowledge of the history and the epochs of international system and being able to identify historical evolution of the contemporary world politics.
3. P03 3. Recognizing local, regional and international actors functioning within the international system.
4. P04 4. Understanding the legal framework of the current international system
5. P05 5. Ability to identify the relations between the key actors of the international system – the states – from a theoretical as well as multi-dimensional scientific and academic methods.
6. P06 6. Ability to analyse the roles and positions of the non-state actors – international organizations in particular – within the current world system.
7. P07 7. Ability to recognize political, socio-economic and cultural structures embedded in international relations.
8. P08 8. Exploring the roots of conflicts among the actors and produce solutions at local, regional and international levels with an analytical focus.
9. P09 9. Being able to understand the politics and the functioning of political institutions in theory and practice.
10. P10 10. Understanding the historical emergence of various political cultures and gaining ability to assess them comparatively.
11. P11 11. Prepare international relations graduates; having a vast knowledge, academic formation and skills to work in public offices, civil society organizations, international institutions and companies at local and global levels.
12. P12 12. To have moral and ethical understanding in the field of work.

Po-Lo Matrix