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 Gain the ability to apply the Pharmacy profession.
2. P02 Interpret the accuracy and reliability of the current theoretical and practical knowledge in the field of pharmacy, as well as being able to follow and evaluate innovations.
3. P03 Practically apply the knowledge they gain on pharmaceutical sciences. The acquired knowledge and skills allow the graduates to act as the closest health consultant to the public with the ability to inform the public.
4. P04 Evaluate and apply current technology related to basic subjects and principles covering pharmacy and health sciences and take part in in-service training seminars.
5. P05 Know the risks and evaluation of the use of drugs and other chemicals and safe laboratory practices (GMP).
6. P06 Acquire the ability to interpret the findings obtained by qualitative and quantitative measurements and to reach valid scientific results from the data.
7. P07 Prepare pharmaceuticals and provide guidance on the use of pharmaceutical products.
8. P08 Design research and develop projects related to pharmaceutical products; manage and share the results.
9. P09 Be competent to accurately and intelligibly communicate and transfer knowledge about prescription content and pharmaceutical products to the patient / user. The graduates are trained on taking necessary precautions for safe drug usage and encouraging rational drug use, as well as providing consultancy and supervision.
10. P10 Work in an interdisciplinary environment. Graduates can cooperate with other professional groups, participate in vocational training and activities, have proper knowledge and communication skills.
11. P11 Take part in social responsibility projects related to health. Graduates have awareness on sustainable environment and participate in activities and practices related to their profession.
12. P12 Open a community pharmacy, also work in hospital pharmacies, can work in different fields related with pharmaceuticals, cosmetics, medical and herbal products, as well as production and quality control in the pharmaceutical industry. Takes part in the professional development of herself/himself, her/his colleagues and pharmacy students.
13. P13 Implements the legal and professional law and ethics as a health professional, in issues concerning public health.
14. P14 Knows and applies the processes related to drug design from natural or synthetic sources, as well as development, preparation, analysis and metabolism of drugs in the human body.

Po-Lo Matrix