AS421 Media Planing

4 ECTS - 1-1 Duration (T+A)- 7. Semester- 1 National Credit

Information

Code AS421
Name Media Planing
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 Explains the basic concepts of the field, communication patterns, communication and cultural functions within the framework of communication as the basis of Communication Studies.
PLO02 Bilgi - Kuramsal, Olgusal Recognizes the national and global communication systems, the basic concepts, theories and principles. 4
PLO03 Bilgi - Kuramsal, Olgusal Holds information related to the fields as a basis; Instrumental Social Communications (Radio, TV, Film, Advertising, Public Relations, Journalism) within a terminological frame (=teleological) (Public Sphere, Public Opinion, Cultural Production Areas, Citizen Participation, Popular Culture, etc.). 2
PLO04 Bilgi - Kuramsal, Olgusal Has the knowledge and skills to use and/or explain how communication works in every aspect in different cultures, from individual to group, mass, institutional communication within the major tools of communication.
PLO05 Bilgi - Kuramsal, Olgusal Distinguishes non-scientific knowledge from the scientific method, and follows technological innovations in the field with the updated work.
PLO06 Beceriler - Bilişsel, Uygulamalı From an interdisciplinary perspective, acknowledged the concept of communication to synthesize information that Communication Studies has background from different areas like, Sociology, History, Psychology, Linguistics, Political Sciences, Anthropology and so on.
PLO07 Beceriler - Bilişsel, Uygulamalı Produces thoughts and knowledge to understand and solve communication problems encountered in size of individual to global communications.
PLO08 Beceriler - Bilişsel, Uygulamalı As a requirement of competence to communicate effectively, has the ability to express himself/herself up, facing the people with correct understanding in environments in which he/she is capable of empathy sets. 3
PLO09 Beceriler - Bilişsel, Uygulamalı Organizes and/or actively participates in the social, artistic and cultural activities, reports events. 4
PLO10 Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği Follows the local, national and international events with critical comments. 5
PLO11 Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği Is able to work in the group as well as having the competence of the individual work 4
PLO12 Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği Develops a sense of responsibility towards the society, as individuals, develops projects for the benefit of the community, leadership and entrepreneurial skills of intellectual exhibitions. 3
PLO13 Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği Improves constantly himself/herself, as well as being open to professional developments in scientific, social, cultural and artistic fields according to his/her interests and abilities, identifying needs of learning
PLO14 Yetkinlikler - Öğrenme Yetkinliği Has rational thinking skills, creative thinking in written, oral, visual and so on, as well as using the methods and strategies, for the purpose of communicating thoughts. 4
PLO15 Yetkinlikler - İletişim ve Sosyal Yetkinlik Has at least one foreign language in the European Language Portfolio (B) with the level of using the information in track and communicate with colleagues abroad.
PLO16 Yetkinlikler - İletişim ve Sosyal Yetkinlik While accessing all kinds of information, using and transmitting of all other thoughts on the process and in all other practices of the profession strives to comply with ethical requirements and endeavors. 3
PLO17 Yetkinlikler - İletişim ve Sosyal Yetkinlik Has basic skills and use these skills for mediating to the general population methods in the specific praxis areas, such as media literacy,
PLO18 Yetkinlikler - İletişim ve Sosyal Yetkinlik Is competent to use required level of knowledge of the area and use of computer software as well as all means of communication (body language, verbal and nonverbal communication, newspapers, magazines, radio, television, cinema, internet and other information / communication technologies, and mass media) 4
PLO19 Yetkinlikler - Alana Özgü Yetkinlik Identifies learning needs and future career plan and perform accordingly. 2
PLO20 Yetkinlikler - Alana Özgü Yetkinlik Has the knowledge of the legal framework related to the field. 2


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:
Anlatım, 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

Update Time: 05.05.2023 01:54