TÜRKÇE
ENGLISH
Information
| Code | GZS409 |
| Name | MEDIA PLANNING |
| Term | 2023-2024 Academic Year |
| Semester | 7. Semester |
| Duration (T+A) | 1-1 (T-A) (17 Week) |
| ECTS | 4 ECTS |
| National Credit | 1 National Credit |
| Teaching Language | Türkçe |
| Level | Lisans Dersi |
| Type | Normal |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Dr. Öğr. Üyesi GÜLNUR KAPLAN ESEN |
| Course Instructor |
Dr. Öğr. Üyesi GÜLNUR KAPLAN ESEN
(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
None
Resources
Sissors, J. Z. & Baron, R. B. (2008). Medya Planı Nasıl Hazırlanır?. Melisa Kesmez (Çev.), İstanbul: MediaCat.
Notes
Electronic resources on the subject.
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 |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Knows the theoretical approaches in the field of media and communication. | |
| PLO02 | Bilgi - Kuramsal, Olgusal | Understands developing news production models and new approaches. | |
| PLO03 | Bilgi - Kuramsal, Olgusal | Learns the concepts of communication and mass communication systems, especially journalism. | 4 |
| PLO04 | Bilgi - Kuramsal, Olgusal | By gaining the ability to communicate effectively, knows the basic dynamics of communication processes. | 3 |
| PLO05 | Bilgi - Kuramsal, Olgusal | Learns communication models together with sociological, psychological and economic conditions. | |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | Produces, edits and manages news for all kinds of media (newspaper, magazine, website, radio, television, etc.) organizations | 3 |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | It deals with events with a professional approach, and tries to solve problems or situations scientifically, taking into account rational reason and knowledge in critical situations. | |
| PLO08 | Beceriler - Bilişsel, Uygulamalı | Shoots photographs in many photography fields, especially in press photography.(e | |
| PLO09 | Beceriler - Bilişsel, Uygulamalı | It evaluates the contents of media organizations, identifies existing problems and deficiencies, and takes an active role in eliminating such problems. | |
| PLO10 | Beceriler - Bilişsel, Uygulamalı | Undertakes duties such as press consultant, communication coordinator, communication manager in various institutions and organizations.(eril) | 4 |
| PLO11 | Beceriler - Bilişsel, Uygulamalı | Works in all kinds of national and international media (newspaper, magazine, website, radio, television, etc.) organizations. | |
| PLO12 | Beceriler - Bilişsel, Uygulamalı | Easily grasps new jobs and tasks; easily adapts to new formations and trends in the developing and changing world and professional life. | 3 |
| PLO13 | Beceriler - Bilişsel, Uygulamalı | Acquires the ability to produce content suitable for developing new communication technologies. | 4 |
| PLO14 | Yetkinlikler - Öğrenme Yetkinliği | Gains the ability of empathy to comprehend both individual and social processes. | |
| PLO15 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Decision-making becomes self-confident in participating in decision-making processes and assumes responsibility for situations that may arise in such situations. | 2 |
| PLO16 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Along with acquiring the ability to work independently / individually, she can also take part in collective work and is successful in adapting to new environments and groups.(dişil) | 2 |
| PLO17 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | It supports social reconciliation and peace; By acting as an intermediary mechanism in all kinds of conflict situations, it prioritizes the right of communication and tries to resolve the problems in peaceful and humane ways. | |
| PLO18 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Reaches the consciousness to synthesize the concepts of society, culture and communication with each other. | |
| PLO19 | Yetkinlikler - Alana Özgü Yetkinlik | The awareness of society and collectivism will be high, as well as being successful in individual life, they will also fulfill their duties in the social system. | |
| PLO20 | Yetkinlikler - Alana Özgü Yetkinlik | Gains competence in various branches of science, especially in social and human sciences, and conducts interdisciplinary studies and analyzes such studies. | 3 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Changes in Demographics, Technologies, and Economics. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 2 | Integrated Marketing Communications and Connections Planning. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 3 | Media and Estimates of Audience Size (HUT/PUT, Rating, Share, GRPs). | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Alıştırma ve Uygulama, Beyin Fırtınası |
| 4 | Media and Estimates of Audience Exposure (Reach, Frequency, CPM/CPP, and VPVH). | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Alıştırma ve Uygulama, Beyin Fırtınası |
| 5 | Media Strategy: Understanding Audiences and Connections Planning, Understanding the Competition. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Alıştırma ve Uygulama, Beyin Fırtınası |
| 6 | Sales Analysis and Geographic Strategies (BDI/CDI/MSI), Weighting and Scheduling Strategies. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Alıştırma ve Uygulama, Beyin Fırtınası |
| 7 | Intermedia Comparisons: Media Strengths and Weaknesses. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Alıştırma ve Uygulama, Beyin Fırtınası |
| 8 | Mid-Term Exam | Taught course subjects | Öğretim Yöntemleri: Bireysel Çalışma, Proje Temelli Öğrenme |
| 9 | Media Buying: Negotiating Network Upfront. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Alıştırma ve Uygulama, Beyin Fırtınası |
| 10 | Combining National and Spot Market Activity - Computer Session. | Reading of literature | Öğretim Yöntemleri: Soru-Cevap, Tartışma, Alıştırma ve Uygulama, Beyin Fırtınası |
| 11 | Media Planning: Objectives, Strategies, and Plan Development. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Alıştırma ve Uygulama, Beyin Fırtınası |
| 12 | Using Data to Establish Goals - Computer Session. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Alıştırma ve Uygulama, Beyin Fırtınası |
| 13 | Using Paid and Unpaid Media in Strategic Planning , Setting and Allocating the Budget. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Alıştırma ve Uygulama, Beyin Fırtınası |
| 14 | Preparing of Campaign | Project assignment | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Alıştırma ve Uygulama, Bireysel Çalışma, Proje Temelli Öğrenme |
| 15 | Project work | Project assignment | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Alıştırma ve Uygulama, Bireysel Çalışma, Proje Temelli Öğrenme |
| 16 | Term Exams | Taught course subjects | Öğretim Yöntemleri: Grup Çalışması, Proje Temelli Öğrenme |
| 17 | Term Exams | Taught course subjects | Öğretim Yöntemleri: Grup Çalışması, Proje Temelli Öğrenme |
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 | ||