TÜRKÇE
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Information
| Unit | FACULTY OF COMMUNICATION |
| JOURNALISM PR. | |
| Code | GZS409 |
| Name | MEDIA PLANNING |
| Term | 2024-2025 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 |
| 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
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 | Lists the audience/listener/reader measurement methods used in media planning. |
| LO02 | Explains the basic mathematical concepts used in media planning. |
| LO03 | Successfully applies calculations in line with the basic components of media planning. |
| LO04 | Distinguishes the strengths and weaknesses of different media in media planning. |
| LO05 | Develops targeted strategies and tactics in media planning. |
| LO06 | Performs target audience analyses and target audience classifications for the most effective media plan. |
| LO07 | Positioning strategies for the target audience in the most effective media tools. |
| LO08 | It realises plans that will create optimum impact within the budget. |
| LO09 | Uses data sets to achieve the intended goals. |
| LO10 | Successfully manages the event calendar of the project prepared within the scope of media planning. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Defines the concepts and professional rules related to the profession and field of journalism. | |
| PLO02 | Bilgi - Kuramsal, Olgusal | Defines news production, consumption and distribution processes, news sources, news / media text types. | 4 |
| PLO03 | Bilgi - Kuramsal, Olgusal | List the theories, models and approaches related to media and communication systems. | |
| PLO04 | Bilgi - Kuramsal, Olgusal | Outlines the legal framework of journalism in Turkey and internationally, the legal rights of journalists, press professional principles, and ethical codes. | |
| PLO05 | Beceriler - Bilişsel, Uygulamalı | Designs scientific research in the field of social sciences and humanities, especially communication and media. | 4 |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | Compares traditional and new/digital communication technologies, computers and information systems. | 3 |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | Prepares written, visual and audio content for traditional and digital journalism/media environments. | |
| PLO08 | Beceriler - Bilişsel, Uygulamalı | Discusses the concepts/areas of society, culture and communication. | |
| PLO09 | Beceriler - Bilişsel, Uygulamalı | Apply democratic rules, human rights and communication rights to promote social reconciliation and peace. | |
| PLO10 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Supports individual and collective work in professional life. | |
| PLO11 | Yetkinlikler - Öğrenme Yetkinliği | Critically discusses the agenda and innovations of local, regional, national and international media with new perspectives. | |
| PLO12 | Yetkinlikler - Öğrenme Yetkinliği | Examines traditional and digital media contents with critical approaches with media literacy competence. | |
| PLO13 | Yetkinlikler - Öğrenme Yetkinliği | Describe the professional, commercial and legal processes of journalism and media organizations, current and emerging business models. | |
| PLO14 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Criticizes otherizing, discriminatory and hateful discourses in the media and society. | |
| PLO15 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Through theoretical and practical knowledge, he/she supports decision-making mechanisms both in the media organization where he/she works and in the society where he/she lives. | |
| PLO16 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Supports cultural, artistic and scientific activities related to the field. | |
| PLO17 | Yetkinlikler - Alana Özgü Yetkinlik | Design solutions to problems in the functioning of journalism/media organizations. | |
| PLO18 | Yetkinlikler - Alana Özgü Yetkinlik | Applies new generation journalism technologies. | 3 |
| PLO19 | Yetkinlikler - Alana Özgü Yetkinlik | Performs duties such as press consultancy, communication coordination, press advisory, and communication management in various institutions and organizations. | 4 |
| PLO20 | Yetkinlikler - Alana Özgü Yetkinlik | Supports work and worker safety within the framework of laws and regulations. |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Changes in Demographics, Technologies, and Economics. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 2 | Integrated Marketing Communications and Connections Planning. | Reading of literature | Öğretim Yöntemleri: Anlatım, Alıştırma ve Uygulama |
| 3 | Media and Estimates of Audience Size (HUT/PUT, Rating, Share, GRPs). | Reading of literature | Öğretim Yöntemleri: Anlatım, Alıştırma ve Uygulama, Örnek Olay |
| 4 | Media and Estimates of Audience Exposure (Reach, Frequency, CPM/CPP, and VPVH). | Reading of literature | Öğretim Yöntemleri: Soru-Cevap, Alıştırma ve Uygulama |
| 5 | Media Strategy: Understanding Audiences and Connections Planning, Understanding the Competition. | Reading of literature | Öğretim Yöntemleri: Soru-Cevap, Alıştırma ve Uygulama, Örnek Olay |
| 6 | Sales Analysis and Geographic Strategies (BDI/CDI/MSI), Weighting and Scheduling Strategies. | Reading of literature | Öğretim Yöntemleri: Anlatım, Tartışma, Örnek Olay |
| 7 | Intermedia Comparisons: Media Strengths and Weaknesses. | Reading of literature | Öğretim Yöntemleri: Soru-Cevap, Tartışma, Alıştırma ve Uygulama |
| 8 | Mid-Term Exam | Taught course subjects | Ölçme Yöntemleri: Proje / Tasarım |
| 9 | Media Buying: Negotiating Network Upfront. | Reading of literature | Öğretim Yöntemleri: Tartışma, Alıştırma ve Uygulama, Örnek Olay |
| 10 | Combining National and Spot Market Activity - Computer Session. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Alıştırma ve Uygulama |
| 11 | Media Planning: Objectives, Strategies, and Plan Development. | Reading of literature | Öğretim Yöntemleri: Soru-Cevap, Tartışma, Alıştırma ve Uygulama |
| 12 | Using Data to Establish Goals - Computer Session. | Reading of literature | Öğretim Yöntemleri: Anlatım, Alıştırma ve Uygulama |
| 13 | Using Paid and Unpaid Media in Strategic Planning , Setting and Allocating the Budget. | Reading of literature | Öğretim Yöntemleri: Alıştırma ve Uygulama, Örnek Olay |
| 14 | Preparing of Campaign | Project assignment | Öğretim Yöntemleri: Tartışma, Alıştırma ve Uygulama, Proje Temelli Öğrenme |
| 15 | Project work | Project assignment | Öğretim Yöntemleri: Alıştırma ve Uygulama, Proje Temelli Öğrenme , Grup Çalışması |
| 16 | Term Exams | Taught course subjects | Ölçme Yöntemleri: Proje / Tasarım, Performans Değerlendirmesi |
| 17 | Term Exams | Taught course subjects | Ölçme Yöntemleri: Proje / Tasarım, Performans Değerlendirmesi |
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 | ||