Course Language:
English
Courses given by:
Course Objectives:
The aim of this course is to develop an understanding of the role of strategic media planning in the overall context of marketing and advertising decisions.
Course Content:
An introduction to strategic media planning; process of media planning and the evaluation of media plans.
Course Methodology:
1-Lecture 2- Interactive Lecture 6- Case Study 8- Pairwork 11- Seminar 15- Assignment
Course Evaluation Methods:
A-Exam C- Homework
Vertical Tabs
Course Learning Outcomes
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Course Flow
| COURSE CONTENT | ||
| Week | Topics | Study Materials |
| 1 | Introduction to media planning | |
| 2 | Media landscape in Turkey | |
| 3 | Media terminology and calculation methods | |
| 4 | Features of different media channels and new trends | |
| 5 | Steps of the media planning process: From briefing to evaluation | |
| 6 | Measurement, research, consumer, industry and competitive analyses in media | |
| 7 | MIDTERM | |
| 8 | Strategic planning: Determining the role of media in brand communications | |
| 9 | Strategic planning: Defining the target audience | |
| 10 | Strategic planning: Determining the media mix and developing executional ideas | |
| 11 | Planning and buying by medium: Television | |
| 12 | Planning and buying by medium: Newspaper, magazine, cinema, outdoor and radio | |
| 13 | Planning and buying by medium: Digital | |
| 14 | Planning and buying by medium: Digital | |
| 15 | Workshop: Development of a strategic media plan and executional ideas | |
| 16 | FINAL | |
Recommended Sources
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Material Sharing
| MATERIAL SHARING | |
| Documents |
In class distribution
& www.nielsenmedia.com (Media research) www.smrb.com (Consumer data) |
| Assignments | In class distribution |
| Exams | |
Assessment
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| COURSE CATEGORY | Field Courses |
Course’s Contribution to Program
| COURSE CONTRIBUTION TO PROGRAM | ||||||
| No | Program Learning Outcomes | Contribution | ||||
| 1 | 2 | 3 | 4 | 5 | ||
| 1 | Students demonstrate knowledge on market segmentation, are able to follow the trends in consumer behavior, and create effective advertising messages suitable for target audiences | X | ||||
| 2 | Students design advertisements suitable for both traditional and digital media. | X | ||||
| 3 | Students gain awareness and knowledge on interdisciplinary subjects that are beneficial both for their professional and intellectual lives. | X | ||||
| 4 | Students demonstrate knowledge of the campaign processes in written, audio-visual, electronic, and outdoor advertising media. They plan and manage campaigns in accordance with national and international standards. | X | ||||
| 5 | Students demonstrate knowledge of the research methods related to the field of advertising and are able to use the obtained data to evaluate results in campaign processes. | X | ||||
| 6 | Students create and lead media strategies in the field of advertising. | X | ||||
| 7 | Students abide by universal values, law and ethical principles. | X | ||||
| 8 | Students follow the developments in the fields with the awareness of lifelong learning and entrepreneurial approach. They are self-confident in communicating with institutions and persons and suggest solutions to problems independently or as team members. | X | ||||
| 9 | Students adopt the critical approach in evaluating knowledge and skills related to the field. | X | ||||
| 10 | Students demonstrate knowledge and understanding of the concepts and models related to the field. | X | ||||
ECTS
| ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION | |||
| Activities | Quantity |
Duration (Hour) |
Total Workload (Hour) |
| Course Duration | 14 | 4 | 56 |
| Hours for off-the-classroom study (Pre-study, practice) | 14 | 1 | 14 |
| Mid-terms | 1 | 2 | 2 |
| Homework | 5 | 2 | 10 |
| Quizzes | 12 | 1 | 12 |
| Final examination | 1 | 2 | 2 |
| Total Work Load | 96 | ||
| Total Work Load / 25 (h) | 3,84 | ||
| ECTS Credit of the Course | 4 | ||
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