| Course Unit Title | Course Unit Code | Type of Course Unit | Level of Course Unit | Year of Study | Semester | ECTS Credits |
|---|---|---|---|---|---|---|
| Media Planning-ue | HIT352 | Compulsory | Bachelor's degree | 3 | Spring | 4 |
Name of Lecturer(s)
Associate Prof. Dr. Nihal TAŞOĞLU
Learning Outcomes of the Course Unit
1) Distinguish medias in terms of PR and advertising effects.
2) Recognize main terms of media planning.
3) Describe tools and methods for using media planning.
4) Evaluate a media planning of a firm.
5) Associate media planning to marketing planning.
Program Competencies-Learning Outcomes Relation
| Program Competencies | ||||||||||
| 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | ||
| Learning Outcomes | ||||||||||
| 1 | Middle | High | Middle | High | Middle | High | High | Middle | High | |
| 2 | Middle | High | Middle | High | Middle | High | Middle | High | Middle | |
| 3 | High | High | Middle | High | Middle | High | Middle | High | High | |
| 4 | Middle | High | Middle | High | Middle | High | Middle | High | High | |
| 5 | Middle | High | High | High | High | Middle | High | Middle | High | |
Mode of Delivery
e-course
Prerequisites and Co-Requisites
None
Recommended Optional Programme Components
Integrated Marketing Communication
Course Contents
In this course, it will be examine important of media planning, using media planning in PR and advertising, planning goals and methods.
Weekly Schedule
1) introduction to media planning media term2) media planning term media kinds advantages and disadvantages of media
3) Main terms about media planning (Reach, frequency, GRPs, CPM, CPP)
4) marketing strategy and media planning
5) media planning in PR media planning in advertising
6) media buying and planning in mass media
7) Buying and planning in digital media
8) intermediate exam
9) Buying and planning in local media.
10) Buying and planning in social media.
11) Media buying and planning in outdoor advertising.
12) media planning process
13) Determination of marketing goals determination of target market/audience.
14) Determination of geographical region Determination of timing.
15) Campaign period Continuous pattern Flight pattern Pulsing pattern
16) final exam
Recommended or Required Reading
1- Medya Planlaması - Bilgen Başal İstanbul: Çantay Yay. 1998
2- Medya Planlama - Arnold Barban, Steven M.Cristol, Frank J.Kopec İstanbul:Epsilon Yay. 1995
3- Medya planlama - Mehmet özkundakçı İstanbul:Hayat Yay. 2009
Planned Learning Activities and Teaching Methods
1) Lecture
2) Question-Answer
3) Discussion
4) Case Study
Assessment Methods and Criteria
Contribution of Midterm Examination to Course Grade |
20% |
|---|---|
Contribution of Final Examination to Course Grade |
80% |
Total |
100% |
Language of Instruction
Turkish
Work Placement(s)
Not Required