TÜRKÇE
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Information
| Unit | FACULTY OF COMMUNICATION |
| COMMUNICATION SCIENCES PR. | |
| Code | AS409 |
| Name | Media Planning |
| Term | 2018-2019 Academic Year |
| Semester | 7. Semester |
| Duration (T+A) | 1-2 (T-A) (17 Week) |
| ECTS | 3 ECTS |
| National Credit | 2 National Credit |
| Teaching Language | Türkçe |
| Level | Üniversite Dersi |
| Type | Normal |
| Label | E Elective |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Dr. Öğr. Üyesi GÜLNUR KAPLAN ESEN |
| Course Instructor |
Dr. Öğr. Üyesi GÜLNUR KAPLAN ESEN
(Güz)
(A Group)
(Ins. in Charge)
|
Course Goal / Objective
This course is designed as a concepts/skills course; it will emphasize critical thinking regarding media planning for advertising, public relations, and health and political communication campaigns.
Course Content
This course provides knowledge about the basic mathematical concepts involved in media buying/planning, including the calculation of audience ratings, media share, reach and frequency, and gross rating points.The strengths and weaknesses of various media as message carriers, including newspapers, magazines, television, radio, outdoor, telephone, and the Internet is discussed. The course also includes information about the basic elements of an strategic media plan, including the advertising and media relations objectives, strategies, and tactics. A media planning software is used for the design of contemporary strategic media plans during the course.
Course Precondition
Resources
Notes
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Defines the basic mathematical concepts involved in media planning. |
| LO02 | Distinguishes the strengths and weaknesses of various media in media planning. |
| LO03 | Develops strategies through the objectives in media planning. |
| LO04 | Constitutes strategies for the target audience and develop plans within the budget for optimum effectiveness. |
| LO05 | Uses data sets to achieve goals. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | - | Explains the basic concepts of the field, communication patterns, communication and cultural functions within the framework of communication as the basis of Communication Studies. | 3 |
| PLO02 | - | Recognizes the national and global communication systems, the basic concepts, theories and principles. | 3 |
| PLO03 | - | Holds information related to the fields as a basis; Instrumental Social Communications (Radio, TV, Film, Advertising, Public Relations, Journalism) within a terminological frame (=teleological) (Public Sphere, Public Opinion, Cultural Production Areas, Citizen Participation, Popular Culture, etc.). | 3 |
| PLO04 | - | Has the knowledge and skills to use and/or explain how communication works in every aspect in different cultures, from individual to group, mass, institutional communication within the major tools of communication. | 2 |
| PLO05 | - | Distinguishes non-scientific knowledge from the scientific method, and follows technological innovations in the field with the updated work. | 2 |
| PLO06 | - | From an interdisciplinary perspective, acknowledged the concept of communication to synthesize information that Communication Studies has background from different areas like, Sociology, History, Psychology, Linguistics, Political Sciences, Anthropology and so on. | 0 |
| PLO07 | - | Produces thoughts and knowledge to understand and solve communication problems encountered in size of individual to global communications. | 0 |
| PLO08 | - | As a requirement of competence to communicate effectively, has the ability to express himself/herself up, facing the people with correct understanding in environments in which he/she is capable of empathy sets. | 3 |
| PLO09 | - | Organizes and/or actively participates in the social, artistic and cultural activities, reports events. | 2 |
| PLO10 | - | Follows the local, national and international events with critical comments. | 3 |
| PLO11 | - | Is able to work in the group as well as having the competence of the individual work | 4 |
| PLO12 | - | Develops a sense of responsibility towards the society, as individuals, develops projects for the benefit of the community, leadership and entrepreneurial skills of intellectual exhibitions. | 1 |
| PLO13 | - | Improves constantly himself/herself, as well as being open to professional developments in scientific, social, cultural and artistic fields according to his/her interests and abilities, identifying needs of learning | 0 |
| PLO14 | - | Has rational thinking skills, creative thinking in written, oral, visual and so on, as well as using the methods and strategies, for the purpose of communicating thoughts. | 3 |
| PLO15 | - | Has at least one foreign language in the European Language Portfolio (B) with the level of using the information in track and communicate with colleagues abroad. | 0 |
| PLO16 | - | While accessing all kinds of information, using and transmitting of all other thoughts on the process and in all other practices of the profession strives to comply with ethical requirements and endeavors. | 4 |
| PLO17 | - | Has basic skills and use these skills for mediating to the general population methods in the specific praxis areas, such as media literacy, | 2 |
| PLO18 | - | Is competent to use required level of knowledge of the area and use of computer software as well as all means of communication (body language, verbal and nonverbal communication, newspapers, magazines, radio, television, cinema, internet and other information / communication technologies, and mass media) | 2 |
| PLO19 | - | Identifies learning needs and future career plan and perform accordingly. | 3 |
| PLO20 | - | Has the knowledge of the legal framework related to the field. | 4 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Changes in Demographics, Technologies, and Economics. | Reading of literature | |
| 2 | Integrated Marketing Communications and Connections Planning | Reading of literature | |
| 3 | Media and Estimates of Audience Size (HUT/PUT, Rating, Share, GRPs) | Reading of literature | |
| 4 | Media and Estimates of Audience Exposure (Reach, Frequency, CPM/CPP, and VPVH) | Reading of literature | |
| 5 | Media Strategy: Understanding Audiences and Connections Planning, Understanding the Competition | Reading of literature | |
| 6 | Sales Analysis and Geographic Strategies (BDI/CDI/MSI), Weighting and Scheduling Strategies | Reading of literature | |
| 7 | Intermedia Comparisons: Media Strengths and Weaknesses | Reading of literature | |
| 8 | Mid-Term Exam | Taught course subjects | |
| 9 | Media Buying: Negotiating Network Upfront | Reading of literature | |
| 10 | Combining National and Spot Market Activity - Computer Session | Reading of literature | |
| 11 | Media Planning: Objectives, Strategies, and Plan Development | Reading of literature | |
| 12 | Using Data to Establish Goals - Computer Session | Reading of literature | |
| 13 | Using Paid and Unpaid Media in Strategic Planning , Setting and Allocating the Budget | Reading of literature | |
| 14 | Reviewing the concepts given in the course | Reading of literature | |
| 15 | Visiting a relevant firm to examine the business | Reading of literature | |
| 16 | Term Exams | Taught course subjects | |
| 17 | Term Exams | Taught course subjects |
Assessment (Exam) Methods and Criteria
| Assessment Type | Midterm / Year Impact | End of Term / End of Year Impact |
|---|---|---|
| 1. Midterm Exam | 100 | 40 |
| General Assessment | ||
| Midterm / Year Total | 100 | 40 |
| 1. Final Exam | - | 60 |
| Grand Total | - | 100 |