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 Has knowledge of the basic concepts, theory and methods in the field of public relations, advertising, marketing and integrated marketing communications.
2. P02 Has knowledge of the appropriate media planning processes for target audiences in the field of public relations and advertising.
3. P03 Is able to write periodic reports on the activities carried out in the fields of public relations and advertising.
4. P04 Is able to use research and planning methods and techniques related to public relations and advertising.
5. P05 Knows organisational crisis management processes.
6. P06 Knows the media and digital media communication techniques and processes related to the promotion of institutions and organisations.
7. P07 Knows the creation and application of media strategy in the field of public relations and advertising.
8. P08 Has knowledge of legal regulations and ethics related to public relations and advertising.
9. P09 Is able to conduct marketing and consumer behavior research and undertake planning based on this research data.
10. P10 Is able to conduct public relations and advertising campaigns.
11. P11 Is able to use digital media and social media in the fields of public relations and advertising.
12. P12 Has the ability to use current and effective presentation techniques in the field of public relations and advertising.
13. P13 Is able to monitor social developments and changes in the behavior of the target audience and use the information obtained to design public relations and advertising campaigns.
14. P14 Is able to take initiative in solving problems in the fields of public relations and advertising by acting as a responsible individual as well as a team member.
15. P15 Is able to create and implement brand and communication strategies.
16. P16 Is able to analyse consumer behavior in traditional and digital channels of communication using scientific methods and to evaluate the unique dynamics of these channels.
17. P17 Is aware of and acts in accordance with the standards and ethical codes of national and international professional organisations in the fields of public relations and advertising.
18. P18 Can communicate effectively within an international study and work environments.
19. P19 Can apply their learning into practice in real work contexts,

Po-Lo Matrix