GZS409 MEDIA PLANNING

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

Information

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
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 Has knowledge about the concepts and professional rules related to the profession and field of journalism.
PLO02 Bilgi - Kuramsal, Olgusal Has knowledge about news production, consumption and distribution processes, news sources, news / media text types. 4
PLO03 Bilgi - Kuramsal, Olgusal Understands theories, models and approaches related to media and communication systems.
PLO04 Bilgi - Kuramsal, Olgusal Gains knowledge of the legal framework of journalism in Turkey and internationally, legal rights of journalists, press professional principles and ethical codes.
PLO05 Beceriler - Bilişsel, Uygulamalı Conducts scientific research in the field of social and human sciences, especially communication and media. 4
PLO06 Beceriler - Bilişsel, Uygulamalı Gains the ability to use and develop traditional and new/digital communication technologies, computer and information systems.
PLO07 Beceriler - Bilişsel, Uygulamalı Produces written, visual and audio content for traditional and digital journalism/media environments.
PLO08 Beceriler - Bilişsel, Uygulamalı Synthesizes the concepts/fields 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 Works individually and collectively in professional life.
PLO11 Yetkinlikler - Öğrenme Yetkinliği Critically examines the agenda and innovations of local, regional, national and international media from new perspectives.
PLO12 Yetkinlikler - Öğrenme Yetkinliği To be aware of media literacy and evaluate traditional and digital media content with critical approaches.
PLO13 Yetkinlikler - Öğrenme Yetkinliği To be able to master the professional, commercial and legal processes of journalism and media organizations, current and emerging business models.
PLO14 Yetkinlikler - İletişim ve Sosyal Yetkinlik Recognizes the otherizing, discriminatory and hateful discourses in the media and society and stands against such discourses.
PLO15 Yetkinlikler - İletişim ve Sosyal Yetkinlik Thanks to theoretical and practical knowledge, he/she participates in 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 Follows cultural, artistic and scientific activities related to the field.
PLO17 Yetkinlikler - Alana Özgü Yetkinlik Produces solutions to problems in the functioning of journalism/media organizations.
PLO18 Yetkinlikler - Alana Özgü Yetkinlik Is competent in new generation journalism types and practices. 3
PLO19 Yetkinlikler - Alana Özgü Yetkinlik Assumes duties such as press consultancy, communication coordinator, press consultancy, communication manager in various institutions and organizations. 4
PLO20 Yetkinlikler - Alana Özgü Yetkinlik Pay attention to 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, 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

Update Time: 24.06.2024 11:52