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. Should be able to write effective reports, understand written reports, and prepare design and production reports.
2. Should have the ability to make effective presentations.
3. Should have the ability to give and have clear and understandable instructions.
4. Should gain consciousness (awareness) about the necessity of lifelong learning.
5. Should have the ability to access information.
6. Should have the ability to follow developments in science and technology and constantly renew himself/herself.
7. Should gain the awareness of professional and ethical responsibility and should act in accordance with ethical principles.
8. Should gain knowledge about the standards used in engineering applications.
9. Should gain knowledge about project management, risk management, and change management practices in business life.
10. Should gain awareness about entrepreneurship, and innovation.
11. Should gain knowledge about development in sustainability.
12. Should gain knowledge about the effects of engineering practices on health, environment, and security at universal and social dimensions and the problems of the age reflected in the field of engineering.
13. Awareness should be gained about the legal consequences of engineering solutions.
14. Should have sufficient knowledge in mathematics, science, and subjects specific to the relevant engineering discipline.
15. Should have the ability to use theoretical and applied knowledge in mathematics, science, and related engineering disciplines in complex engineering problems.
16. Should have the ability to detect, define, formulate, and solve complex engineering problems.
17. Should have the ability to select and apply appropriate analysis and modeling methods to solve complex engineering problems.
18. Should have the ability to design a complex system, process, device, or product to meet specific requirements under realistic constraints and conditions.
19. Should have the ability to apply modern design methods.
20. Should have the ability to develop, select, and use modern techniques and tools necessary for the analysis and solution of complex problems encountered in engineering applications.
21. Should have the ability to use information technologies effectively.
22. Should have the ability to design experiments, for the study of complex problems or discipline-specific research topics.
23. Should have the ability to conduct experiments, collect data, analyze and interpret results for the study of complex problems or discipline-specific research topics.
24. Should have the ability to work in intradisciplinary teams.
25. Should have the ability to work in interdisciplinary teams.
26. Should have the skills to work individually.
27. Should have the ability to communicate effectively verbally and in writing.
28. Should have the knowledge of at least one foreign language.

Po-Lo Matrix