FACULTY OF COMMUNICATION
Department of Public Relations and Advertising
PRA 301 | Course Introduction and Application Information
| 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 | Blended | |||||
| 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. |
|
|
Core Courses |
X
|
| Major Area Courses | ||
| Supportive Courses | ||
| Media and Management Skills Courses | ||
| Transferable Skill Courses |
WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES
| Week | Subjects | Related Preparation |
| 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 |
|
EVALUATION SYSTEM
| 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 Exams | ||
| 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 |
ECTS / WORKLOAD TABLE
| Semester Activities | Number | Duration (Hours) | Workload |
|---|---|---|---|
| Theoretical Course Hours (Including exam week: 16 x total hours) |
16
|
3
|
48
|
| Laboratory / Application Hours (Including exam week: '.16.' x total hours) |
16
|
0
|
|
| Study Hours Out of Class |
14
|
1
|
14
|
| Field Work |
0
|
||
| Quizzes / Studio Critiques |
0
|
||
| Portfolio |
0
|
||
| Homework / Assignments |
1
|
13
|
13
|
| Presentation / Jury |
1
|
30
|
30
|
| Project |
1
|
15
|
15
|
| Seminar / Workshop |
0
|
||
| Oral Exam |
0
|
||
| Midterms |
1
|
30
|
30
|
| Final Exam |
0
|
||
| Total |
150
|
COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP
|
#
|
Program Competencies/Outcomes |
* Contribution Level
|
||||
|
1
|
2
|
3
|
4
|
5
|
||
| 1 | To be able to critically interpret theories, concepts, methods, instruments and ideas that form the basis of Public Relations and Advertising field. |
|||||
| 2 | To be able to collect and use necessary data to produce content in the field of Public Relations and Advertising with scientific methods. |
X | ||||
| 3 | To be able to use theoretical knowledge gained in the field of Public Relations and Advertising in practice. |
X | ||||
| 4 | To be able to use analytical thinking skills in the field of Public Relations and Advertising. |
X | ||||
| 5 | To be able to convey creative ideas and solution suggestions supported by scientific data in written and oral form to stakeholders. |
X | ||||
| 6 | To be able to take responsibility as individual and group members to solve problems encountered in the practice of Public Relations and Advertising field. |
X | ||||
| 7 | To be able to develop solutions that favor public good and raise awareness by having knowledge about regional, national and global issues and problems. |
|||||
| 8 | To be able to relate the basic knowledge of other disciplines supporting the field of Public Relations and Advertising with his/her own field of expertise. |
|||||
| 9 | To be able to use the knowledge, skills and competencies acquired by following regulations, innovations, changes, current developments, and occupational health and safety practices closely in the field of Public Relations and Advertising; in a lifelong manner and for individual and social purposes. |
|||||
| 10 | To be able to collect, interpret and share data by considering social, scientific and professional ethical values in the field of Public Relations and Advertising. |
|||||
| 11 | To be able to collect data in the areas of Public Relations and Advertising and communicate with colleagues in a foreign language ("European Language Portfolio Global Scale", Level B1) |
|||||
| 12 | To be able to speak a second foreign at a medium level of fluency efficiently. |
|||||
| 13 | To be able to relate the knowledge accumulated throughout the human history to their field of expertise. |
|||||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
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