Course Name | Media Planning and Buying |
Code | Semester | Theory (hour/week) | Application/Lab (hour/week) | Local Credits | ECTS |
---|---|---|---|---|---|
PRA 301 | Fall | 3 | 0 | 3 | 5 |
Prerequisites | None | |||||
Course Language | English | |||||
Course Type | Required | |||||
Course Level | First Cycle | |||||
Mode of Delivery | - | |||||
Teaching Methods and Techniques of the Course | DiscussionGroup WorkProblem SolvingCase StudyQ&ACritical feedbackLecture / Presentation | |||||
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 and developing media enviorenment and planning the media accordingly. |
Learning Outcomes | The students who succeeded in this course;
|
Course Description | The course covers the position and importance of the media planning and buying in communication strategy & marketing objectives; the media environment in Turkey 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 course schedule | https://www.ted.com/talks/adam_alter_why_our_screens_make_us_less_happy/transcript optional - The Social Dilemma (Netflix Movie) |
2 | Media in the marketing concept | Katz, H. (2007). The Media Handbook, A Complete Guide to Advertising Media Selection, Planning, Research and Buying, 3th. Edition Chapter 1,2 / Başal, Bilge (2018). Yeni Medya Planlama ve Tüketici Davranışları. Medya Planlamasının Anlamı, Günümüzde Medya Planlama Uzmanının Değişen Rolü ve Değişim Nedenleri.Bölüm 1. |
3 | What is media planning and buying? | Katz, H. (2007). The Media Handbook, A Complete Guide to Advertising Media Selection, Planning, Research and Buying, 3th. Edition Chapter 1,2 / Olcay, K. N. (2012). Medya Planlamaya Stratejik Bakış. Markaloji Markaya Dair Her Şey, F. Otay Demir (ed.), İstanbul: Giza Yayıncılık. |
4 | What is media planning and buying? (cont) Media Environment in Turkey | Katz, H. (2017). The Media Handbook, A Complete Guide to Advertising Media Selection, Planning, Research and Buying, 6th. Edition Chapter 1,2 Başal, Bilge (2018). Yeni Medya Planlama ve Tüketici Davranışları. Medya Planlamasının Anlamı, Günümüzde Medya Planlama Uzmanının Değişen Rolü ve Değişim Nedenleri.Bölüm 1. |
5 | Strategy Building in Media Planning | Katz, H. (2017). The Media Handbook, A Complete Guide to Advertising Media Selection, Planning, Research and Buying, 6th. Edition Chapter 3 Olcay. Neslihan (2012). Markaloji- Markaya Dair Her Şey . ed. Filiz Otay Demir. Medya Planlamaya Stratejik Bakış. sf.143-184 |
6 | Basic terms and calculations in media planning | Katz, H. (2017). The Media Handbook, A Complete Guide to Advertising Media Selection, Planning, Research and Buying, 6th. Edition Chapter 7 https://www.slideshare.net/slideshow/embed_code/key/HbdCxQy4tdhyNW https://www.slideshare.net/cassiestox/media-terminology-basic-calculations-11613 |
7 | Midterm | |
8 | Digital media planning | 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 |
9 | Creating, Presenting & Measurment of the media plan | Katz, H. (2017). The Media Handbook, A Complete Guide to Advertising Media Selection, Planning, Research and Buying, 6th. Edition Chapter 8 Olcay. Neslihan (2012). Markaloji- Markaya Dair Her Şey . ed. Filiz Otay Demir. Medya Planlamaya Stratejik Bakış. sf.143-184 |
10 | The future of media planning & creativity in media | https://www.warc.com/content/paywall/article/admap/the_future_for_media_planning_and_buying/113313 |
11 | Purposeful Marketing and Media Planning | Guest Lecturer |
12 | Appointments with the groups | Groups determine media objectives and strategies, work on media alternatives according to the budget, buy time and place from media |
13 | Appointments with the groups | Groups determine media objectives and strategies, work on media alternatives according to the budget, buy time and place from media |
14 | Appointments with the groups | Groups determine media objectives and strategies, work on media alternatives according to the budget, buy time and place from media |
15 | Review of the semester | |
16 | Final project |
Course Notes/Textbooks |
| |
Suggested Readings/Materials |
|
Semester Activities | Number | Weigthing |
Participation | 1 | 10 |
Laboratory / Application | ||
Field Work | ||
Quizzes / Studio Critiques | ||
Portfolio | ||
Homework / Assignments | 1 | 15 |
Presentation / Jury | 1 | 30 |
Project | 1 | 15 |
Seminar / Workshop | ||
Oral Exam | ||
Midterm | 1 | 30 |
Final Exam | ||
Total |
Weighting of Semester Activities on the Final Grade | 3 | 55 |
Weighting of End-of-Semester Activities on the Final Grade | 2 | 45 |
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 | 14 | 1 | 14 |
Field Work | |||
Quizzes / Studio Critiques | |||
Portfolio | |||
Homework / Assignments | 1 | 13 | |
Presentation / Jury | 1 | 30 | |
Project | 1 | 15 | |
Seminar / Workshop | |||
Oral Exam | |||
Midterms | 1 | 30 | |
Final Exams | |||
Total | 150 |
# | Program Competencies/Outcomes | * Contribution Level | ||||
1 | 2 | 3 | 4 | 5 |
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest