• Türkçe
  • English
Course Code: 
ADV 302
Course Period: 
Spring
Course Type: 
Core
P: 
2
Lab: 
2
Credits: 
3
ECTS: 
4
Course Language: 
English
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

Learning Outcomes  Program Learning Outcomes Teaching Methods  Assessment Methods 
  1. Defines strategic media planning 
3, 6, 10 1, 2 A, C
  1. Explains role of media in delivering messages to customers and potential customers 
4, 6, 7, 8, 9 1, 2, 6, 15 A, C
  1. Explains components of a communications plan
1, 2, 4, 5 1, 2, 8, 11, 15 A, C
  1. Defines target audiences
1 1, 2, 8, 11, 15 A, C
  1. Evaluates media plans 
6, 9 1, 2, 8, 11, 15 A, C

 

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

RECOMMENDED SOURCES
Textbook Surmanek, J. (2004). Advertising media A to Z : the definitive resource for media planning, buying, and research. McGraw-Hill.

 

Additional Resources Kelley. L. D & Jugemheimer D.W. Jugenheimer (2004). Advertising media planning: A brand management approach. New York: Routledge.

 

Sissors,J. Baron,R. (2010).  Advertising media planning. New York: McGraw Hill.

 

www.nielsenmedia.com (Media research) 

www.smrb.com (Consumer data) 

www.sriresearch.com
www.adcritic.com

 

&

 

Professor’s course notes

Material Sharing

MATERIAL SHARING
Documents In class distribution

&

www.nielsenmedia.com (Media research) 

www.smrb.com (Consumer data) 

www.sriresearch.com
www.adcritic.com

Assignments In class distribution
Exams  

Assessment

ASSESSMENT
IN-TERM STUDIES NUMBER PERCENTAGE
Mid-terms 1 20
Quizzes 12 20
Assignment 5 60
Total   100
Contribution of Final Examination to Overall Grade   60
Contribution of In-Term Studies to Overall Grade   40
Total   100

 

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