COURSE INTRODUCTION AND APPLICATION INFORMATION


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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
Course Coordinator -
Course Lecturer(s)
Assistant(s) -
Course Objectives Understanding media dynamics and planning media of communication campaigns according to changing media world.
Learning Outcomes The students who succeeded in this course;
  • Will be able to explain basic terms in media planning and buying
  • Will be able to describe optimum media strategies according to marketing and media objectives.
  • Will be able to prepare media plans according to objectives with a certain budget
  • Will be able to compare/contrast researches used in media planning and buying
  • Will be able to explain main issues considered in media negotiations
Course Content Basic terms in media planning and buying are transferred to students, media resarches are discussed, basic calculations about media planning and buying and projects to find optimum media strategies according to media briefs are worked out. Different media strategies are also shared with case studies. The project enhances students’ media planning skills. During the project, each group’s representative consults to the instructor about their media plans and media strategies. Students develop optimum media plans with limited budgets according to their negotiations.

 



Course Category

Core Courses
Major Area Courses
Supportive Courses
Media and Managment Skills Courses
Transferable Skill Courses

 

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects Related Preparation
1 Introduction of the course and course schedule General resources for reference: www.emarketer.com www.imediaconnection.com www.adweek.com www.clickz.com www.mashable.com https://www.forrester.com/search?sort=3&N=10001+200510
2 What is media planning and buying? Media in the marketing concept Katz, H. (2017). The Media Handbook, A Complete Guide to Advertising Media Selection, Planning, Research and Buying, 6th. Edition Chapter 1,2 http://www.forbes.com/sites/davelavinsky/2013/09/30/marketing-plan-template-exactly-what-to-include/ http://contentmarketinginstitute.com/2014/01/back-to-future-strategic-marketing-plan/
3 Media in the marketing concept (CONTINUED) Katz, H. (2017). The Media Handbook, A Complete Guide to Advertising Media Selection, Planning, Research and Buying, 6th. Edition Chapter 1,2 http://www.convinceandconvert.com/social-media-strategy/how-to-create-customer-profiles-to-reach-your-target-audience/
4 Basic terms in media planning and buying Working on basic terms in media planning
5 Exploring the media: Traditional & Beyond – Digital, Mobile & Social Katz, H. (2017). The Media Handbook, A Complete Guide to Advertising Media Selection, Planning, Research and Buying, 6th. Edition Chapter 4 pp.50-103 and Edition Chapter 4, 5, 6 The Shifting Role of the Traditional TV Ad http://www.imediaconnection.com/content/38662.asp Digital Marketing https://www.forrester.com/search?sort=3&N=10001+200510+20502
6 Basic 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 http://www.admedia.org/
7 Creating the media plan Katz, H. (2017). The Media Handbook, A Complete Guide to Advertising Media Selection, Planning, Research and Buying, 6th. Edition Chapter 8 http://www.admedia.org/ A simple approach for 360-degree media plans http://www.imediaconnection.com/content/27759.asp
8 Media buying and negotiations Katz, H. (2017). The Media Handbook, A Complete Guide to Advertising Media Selection, Planning, Research and Buying, 6th. Edition Chapter 9 10 Tips for Negotiating with Media Vendors http://www.clickz.com/clickz/column/1708964/ten-tips-negotiating-with-media-vendors
9 Midterm
10 Evaluating the media plan, case studies Katz, H. (2017). The Media Handbook, A Complete Guide to Advertising Media Selection, Planning, Research and Buying, 6th. Edition Chapter 10 https://www.mediaplanoftheyear.com/
11 Evaluating the media plan, case studies Katz, H. (2017). The Media Handbook, A Complete Guide to Advertising Media Selection, Planning, Research and Buying, 6th. Edition Chapter 10 https://www.mediaplanoftheyear.com/
12 Appointments with the groups Groups determine media strategies, work on media alternatives according to the budget, buy time and place from media
13 Appointments with the groups Groups determine media strategies, work on media alternatives according to the budget, buy time and place from media
14 Appointments with the groups Groups determine media strategies, work on media alternatives according to the budget, buy time and place from media
15 Review of the semester
16 Final project
Course Textbooks The Media Handbook, A Complete Guide to Advertising Media Selection, Planning, Research and Buying, 6th. Edition, Helen Katz, Routledge: NY
References • Media Planning, A Practical Guide, Jim Sumarnek, NTC Business Books • Advertising Excellence, Courtland L. Bovée ... [et al.], New York : McGraw-Hill • When to Advertise, Simon Broadbent, Henley-on-Thames, Oxfordshire, U.K. : Admap Publications in association with Incorporated Society of British Advertisers, Institute of Practitioners in Advertising • The Media Handbook : A Complete Guide to Advertising Media Selection, Planning, Research, and Buying, Helen E. Katz, 2nd ed.. -- Mahwah, N.J. : Lawrence Erlbaum • New Media, New Policies : Media and Communications Strategies for the Future, Richard Collins, Cristina Murroni. Cambridge, MA : Published by Polity Press in association with Blackwell • Sports Media: Reporting, Producing, and Planning, Bradley Schultz, UK: Focal Press • Kampanya Planlaması : Reklam Temelli Pazarlama Planı, Jim Avery; çev. Celil Oker, İstanbul : Reklamcılık Vakfı Yayınları • Reklam ve Medya Planlaması, Gülbuğ Erol, İstanbul: Beta • Adım Adım Reklam Üretimi, Nesrin Tan Akbulut, Elif Eda Balkaş, İstanbul: Beta • Medya Planlaması, Dr. Bilgen Başal, İstanbul: Çantay Kitabevi • EFFIE Türkiye Reklam Etkinliği Yarışması/2005, İstanbul: Reklamcılık Vakfı Yayınları • EFFIE Türkiye Reklam Etkinliği Yarışması/2007, İstanbul: Reklamcılık Vakfı Yayınları • EFFIE Türkiye Reklam Etkinliği Yarışması/2009, İstanbul: Reklamcılık Vakfı Yayınları • EFFIE Türkiye Reklam Etkinliği Yarışması/2011, İstanbul: Reklamcılık Vakfı Yayınları • EFFIE Türkiye Reklam Etkinliği Yarışması/2013, İstanbul: Reklamcılık Vakfı Yayınları • EFFIE Türkiye Reklam Etkinliği Yarışması/2014, İstanbul: Reklamcılık Vakfı Yayınları • EFFIE Türkiye Reklam Etkinliği Yarışması/2015, İstanbul: Reklamcılık Vakfı Yayınları • Temel Kavramlarla Reklam Ajansı-Reklamveren İlişkileri, Işıl Karpat Aktuğlu, Ayşen Temel Eğinli, Sema Misci, Ankara: Nobel Yayıncılık • 2006 Felis Ödülleri, İstanbul: Mediacat Yayınları • DAGMAR Ölçülür Reklam Sonuçları İçin Reklam Hedeflerini Tanımak, Solomon Dutka, İstanbul: Reklamcılık Vakfı Yayınları • Hesap Verebilen Reklam – Yöneticiler ve Analistler İçin El Kitabı, Simon Broadbent, İstanbul: Reklamcılık Vakfı Yayınları • Medya Planlaması ve Reklamverenin Ajans Seçimi, Candan Çelik Dural, Türkiye Gazeteciler Cemiyeti Yayınları • Medya Planlama Nasıl Hazırlanır?, Jack Z. Sissors, Roger B. Baron, İstanbul: Mediacat Yayınları

 

EVALUATION SYSTEM

Semester Requirements Number Percentage
Participation
1
10
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Homework / Assignments
1
25
Presentation / Jury
Project
1
35
Seminar / Workshop
Portfolios
Midterms / Oral Exams
1
30
Final / Oral Exam
Total

Contribution of Semester Work to Final Grade
3
65
Contribution of Final Work to Final Grade
1
35
Total

ECTS / WORKLOAD TABLE

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
Field Work
Quizzes / Studio Critiques
Homework / Assignments
1
15
Presentation / Jury
Project
1
35
Seminar / Workshop
Portfolios
Midterms / Oral Exams
1
25
Final / Oral Exam
    Total
139

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

#
Program Qualifications / Outcomes
* Level of Contribution
1
2
3
4
5

*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest