TÜRKÇE
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Information
| Unit | FACULTY OF COMMUNICATION |
| JOURNALISM PR. | |
| Code | GZS409 |
| Name | MEDIA PLANNING |
| Term | 2021-2022 Academic Year |
| Semester | 7. Semester |
| Duration (T+A) | 1-1 (T-A) (17 Week) |
| ECTS | 4 ECTS |
| National Credit | 1.5 National Credit |
| Teaching Language | Türkçe |
| Level | Lisans Dersi |
| Type | Normal |
| Label | E Elective |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Dr. Öğr. Üyesi GÜLNUR KAPLAN ESEN |
| Course Instructor |
Dr. Öğr. Üyesi GÜLNUR KAPLAN ESEN
(Güz)
(A Group)
(Ins. in Charge)
|
Course Goal / Objective
This course is designed as a concepts/skills course; it will emphasize critical thinking regarding media planning for advertising, public relations, and health and political communication campaigns.
Course Content
This course provides knowledge about the basic mathematical concepts involved in media buying/planning, including the calculation of audience ratings, media share, reach and frequency, and gross rating points.The strengths and weaknesses of various media as message carriers, including newspapers, magazines, television, radio, outdoor, telephone, and the Internet is discussed. The course also includes information about the basic elements of an strategic media plan, including the advertising and media relations objectives, strategies, and tactics. A media planning software is used for the design of contemporary strategic media plans during the course.
Course Precondition
Resources
Notes
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Defines the basic mathematical concepts involved in media planning. |
| LO02 | Distinguishes the strengths and weaknesses of various media in media planning. |
| LO03 | Develops strategies through the objectives in media planning. |
| LO04 | Constitutes strategies for the target audience and develop plans within the budget for optimum effectiveness. |
| LO05 | Uses data sets to achieve goals. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Changes in Demographics, Technologies, and Economics. | Reading of literature | |
| 2 | Integrated Marketing Communications and Connections Planning. | Reading of literature | |
| 3 | Media and Estimates of Audience Size (HUT/PUT, Rating, Share, GRPs). | Reading of literature | |
| 4 | Media and Estimates of Audience Exposure (Reach, Frequency, CPM/CPP, and VPVH). | Reading of literature | |
| 5 | Media Strategy: Understanding Audiences and Connections Planning, Understanding the Competition. | Reading of literature | |
| 6 | Sales Analysis and Geographic Strategies (BDI/CDI/MSI), Weighting and Scheduling Strategies. | Reading of literature | |
| 7 | Intermedia Comparisons: Media Strengths and Weaknesses. | Reading of literature | |
| 8 | Mid-Term Exam | Taught course subjects | |
| 9 | Media Buying: Negotiating Network Upfront. | Reading of literature | |
| 10 | Combining National and Spot Market Activity - Computer Session. | Reading of literature | |
| 11 | Media Planning: Objectives, Strategies, and Plan Development. | Reading of literature | |
| 12 | Using Data to Establish Goals - Computer Session. | Reading of literature | |
| 13 | Using Paid and Unpaid Media in Strategic Planning , Setting and Allocating the Budget. | Reading of literature | |
| 14 | Preparing of Campaign | Project assignment | |
| 15 | Preparing of Campaign | Project assignment | |
| 16 | Term Exams | Taught course subjects | |
| 17 | Term Exams | Taught course subjects |
Assessment (Exam) Methods and Criteria
| Assessment Type | Midterm / Year Impact | End of Term / End of Year Impact |
|---|---|---|
| 1. Midterm Exam | 100 | 40 |
| General Assessment | ||
| Midterm / Year Total | 100 | 40 |
| 1. Final Exam | - | 60 |
| Grand Total | - | 100 |
Student Workload - ECTS
| Works | Number | Time (Hour) | Workload (Hour) |
|---|---|---|---|
| Course Related Works | |||
| Class Time (Exam weeks are excluded) | 14 | 2 | 28 |
| Out of Class Study (Preliminary Work, Practice) | 14 | 2 | 28 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 1 | 4 | 4 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 8 | 8 |
| Final Exam | 1 | 24 | 24 |
| Total Workload (Hour) | 92 | ||
| Total Workload / 25 (h) | 3,68 | ||
| ECTS | 4 ECTS | ||