| Course Name | Media Planning and Buying |
| Code | Semester | Theory (hour/week) | Application/Lab (hour/week) | Local Credits | ECTS |
|---|---|---|---|---|---|
| MI 558 | Fall/Spring | 3 | 0 | 3 | 5 |
| Prerequisites | None | |||||
| Course Language | English | |||||
| Course Type | Elective | |||||
| Course Level | - | |||||
| Mode of Delivery | - | |||||
| Teaching Methods and Techniques of the Course | ||||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | Understanding the position of media and media planning in overall marketing and communication processes; making sense of constantly changing&developing media enviorenment and planning the media accordingly. |
| Learning Outcomes | The students who succeeded in this course;
|
| Course Description | The class covers the position and importance of the media planning and buying in communication strategy & marketing objectives; the media environment in TR is evaluated. The basic terms and rules of media planning are explained with a strategic point of view along with the strengths and weaknesses of all media channels in details. The aim is to provide a general media, planning & buying literacy, core information about the future of media planning and innovation with case studies. General guidance is provided to team members of final projects. |
| Related Sustainable Development Goals | |
|
| Core Courses | |
| Major Area Courses | ||
| Supportive Courses | ||
| Media and Managment Skills Courses | ||
| Transferable Skill Courses |
| Week | Subjects | Required Materials |
| 1 | Introduction of the course and the course schedule | |
| 2 | What is media planning and buying?? The importance of media planning in marketing. | Kılıç, Hilal (2012). Markaloji- Markaya Dair Her Şey . ed. Filiz Otay Demir. Pazar ve Pazarlama İletişiminin Değişen Yapısı bölüm 1, sf.19-44 Olcay. Neslihan (2012). Markaloji- Markaya Dair Her Şey . ed. Filiz Otay Demir. Medya Planlamaya Stratejik Bakış. sf.143-184 |
| 3 | What is a media agency? The emergence and the development of media planning. | Başal, Bilge (2018). Yeni Medya Planlama ve Tüketici Davranışları. Medya Planlamasının Anlamı, Günümüzde Medya Planlama Uzmanının Değişen Rolü ve Değişim Nedenleri.Bölüm 1. |
| 4 | Media enviorenment in Turkey. The basic terms and rules in media planning and buying. | https://www.slideshare.net/slideshow/embed_code/key/HbdCxQy4tdhyNW Başal, Bilge (2018). Yeni Medya Planlama ve Tüketici Davranışları. Medya Planlamasında Kullanılan Temel Kavramlar. Bölüm 14. |
| 5 | Basic strategy and calcultations in media planning | Olcay. Neslihan (2012). Markaloji- Markaya Dair Her Şey . ed. Filiz Otay Demir. Medya Planlamaya Stratejik Bakış. sf.143-184 https://www.slideshare.net/cassiestox/media-terminology-basic-calculations-11613 |
| 6 | Buying & Bargaining processes in media buying & case studies | |
| 7 | The charactesitics of media channels & case studies | Olcay. Neslihan (2012). Markaloji- Markaya Dair Her Şey . ed. Filiz Otay Demir. Medya Planlamaya Stratejik Bakış. sf.143-184 |
| 8 | Midterm | |
| 9 | Insight & consumer in media planning & case studies | Başal, Bilge (2018). Yeni Medya Planlama ve Tüketici Davranışları. Tüketici Davranışları ve Satın Alma Süreci. Bölüm 6. |
| 10 | The real planning process: Create, present & report | Olcay. Neslihan (2012). Markaloji- Markaya Dair Her Şey . ed. Filiz Otay Demir. Medya Planlamaya Stratejik Bakış. sf.143-184 |
| 11 | The future in media planning and innovation in media | Dijitalin Reklamın Markaya Etkisi: https://www.slideshare.net/slideshow/embed_code/key/2dd8Dfm3WtyD8k Programatik:https://www.iabturkiye.org/UploadFiles/PageFiles/Programatik_Ekosistem1072018175924.pdf https://www.iabturkiye.org/UploadFiles/Reports/programatik05072017170851.pdf |
| 12 | Obstacles in the media planning and buying process & case studies | |
| 13 | Consultancy sessions with project teams | |
| 14 | Consultancy sessions with project teams | |
| 15 | Review of the semester | |
| 16 | Final Project |
| Course Notes/Textbooks | |
| Suggested Readings/Materials | Markaloji- Markaya Dair Her Şey, 2012 Editor, Filiz Otay Demir Yeni Medya Planlama ve Tüketici Davranışları, 2018 Doc. Dr Bilgen Başal |
| Semester Activities | Number | Weigthing |
| Participation | 1 | 20 |
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments | 1 | 20 |
| Presentation / Jury | ||
| Project | 1 | 35 |
| Seminar / Workshop | ||
| Oral Exam | ||
| Midterm | 1 | 25 |
| Final Exam | ||
| Total |
| Weighting of Semester Activities on the Final Grade | ||
| Weighting of End-of-Semester Activities on the Final Grade | ||
| Total |
| Semester Activities | Number | Duration (Hours) | Workload |
|---|---|---|---|
| Course Hours (Including exam week: 16 x total hours) | 16 | 3 | 48 |
| Laboratory / Application Hours (Including exam week: 16 x total hours) | 16 | ||
| Study Hours Out of Class | 16 | 1 | 16 |
| Field Work | |||
| Quizzes / Studio Critiques | |||
| Portfolio | |||
| Homework / Assignments | 1 | 15 | |
| Presentation / Jury | |||
| Project | 1 | 35 | |
| Seminar / Workshop | |||
| Oral Exam | |||
| Midterms | 1 | 25 | |
| Final Exams | |||
| Total | 139 |
| # | Program Competencies/Outcomes | * Contribution Level | ||||
1 | 2 | 3 | 4 | 5 | ||
| 1 | To be able to apply knowledge on processes, methods and techniques that enable developing original and creative strategies in the field of brand communication. | X | ||||
| 2 | To be able to solve problems that require expertise in brand communication by using interdisciplinary approach and research methods. | X | ||||
| 3 | To be able to integrate the connections between different disciplines (marketing, advertising, public relations, corporate communication, marketing communication etc.) related to the field of brand communication. | X | ||||
| 4 | To be able to evaluate strategies and solution methods developed in brand communication. | X | ||||
| 5 | To be able to understand the basic principles of corporate communication management and gain the skills to apply them. | |||||
| 6 | To be able to plan, develop, manage and evaluate an integrated brand communication campaign. | |||||
| 7 | To be able to convey solution suggestions related to the field of brand communication and corporate communication in written and oral form to stakeholders. | |||||
| 8 | To be able to perform studies and practices in accordance with professional and social ethical values. | |||||
| 9 | To be able to carry out an independent study on subjects requiring expertise in the field of brand communication. | |||||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
