FACULTY OF COMMUNICATION
Department of Public Relations and Advertising
PRA 487 | Course Introduction and Application Information
| Course Name |
Digital Media Planning
|
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
|
PRA 487
|
Fall/Spring
|
3
|
0
|
3
|
5
|
| Prerequisites |
None
|
|||||
| Course Language |
English
|
|||||
| Course Type |
Elective
|
|||||
| Course Level |
First Cycle
|
|||||
| Mode of Delivery | Online | |||||
| Teaching Methods and Techniques of the Course | - | |||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | - | |||||
| Assistant(s) | - | |||||
| Course Objectives | |
| Learning Outcomes |
The students who succeeded in this course;
|
| Course Description |
|
|
Core Courses | |
| Major Area Courses |
X
|
|
| Supportive Courses | ||
| Media and Management Skills Courses | ||
| Transferable Skill Courses |
WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES
| Week | Subjects | Related Preparation |
| 1 | What is online media planning and buying? What are the benefits of online media in the marketing context | Hemann, C & Burbary, K (2013) Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World. Chapter 1,2 pp 1-30 |
| 2 | Bayram Holiday | |
| 3 | Main Tools of Online Media (Display, Video, Search, Social Media, Mobile, Direct Response Campaigns) | IAB Interactive Advertising Wiki: http://www.iab.net/wiki/index.php/Category:Glossary Hemann, C & Burbary, K (2013) Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World. Chapter 4,5 pp 45-89 |
| 4 | Characteristics of Online Targeting and Basic Digital Terms | IAB Display Guideline: http://www.iab.net/guidelines/508676/508767/displayguidelines Google Support Center: https://support.google.com/adwords/answer/6056342?hl=en&rd=1 IAB Interactive Advertising Wiki: http://www.iab.net/wiki/index.php/Category:Glossary |
| 5 | Video Solutions- Video formats, Youtube, Video Networks of Media Agencies, GRP (Reach, Frequency, Incremental Reach TV-Digital) | IAB Video Advertising Guidelines http://www.iab.net/guidelines/508676/digitalvideo Colligan,P (2014) YouTube Strategies 2014: Making And Marketing Online Video |
| 6 | Search (Paid a/o Natural Search and SEO) Examples (Different bussiness goals/Different Solutions, Potential Customers, different channels) | Fox,V (2012) Marketing in the Age of Google, Revised and Updated: Your Online Strategy IS Your Business Strategy Google Support Center: https://support.google.com/adwords/answer/3415605?hl=en&ref_topic=3415591 |
| 7 | Social Media (Engagement, Fan, Follower) Gamification (Game thinking and Mechanics to Engage Audiences in Online World) Mobile Advertising | IAB Social Media Buyer’s Guide: http://www.iab.net/guidelines/508676/801817 PHD & Atkinson,C & Malcolm,D & Holden,M (2013) – Game Change IAB Mobile Buyer’s Guide: http://www.iab.net/media/file/Mobile_Buyer%27s_Guide_2012revision-final-a.pdf |
| 8 | Midterm | |
| 9 | Google Online Advertising Products: Adwords:Search, Display, Text / Adsense | Google Support Center: https://support.google.com/adwords/topic/4580287?hl=en&ref_topic=3119106 |
| 10 | Programmatic Advertising (Overview, Salesforce Models, Transparency and RTB) | IAB Programmatic and RTB: http://www.iab.net/programmatic |
| 11 | Real Time and Data-Driven Buying (Ad Exchanges, Data Exchanges, Media Buying through Real Time Bidding (Auction Based Buying), Unique Statistical Performance Analysis - Utilizing some examples) | Google White Paper (2011)The Arrival of Real Time Bidding: https://docs.google.com/a/google.com/viewer?url=http%3A%2F%2Fwww.google.com%2Fdoubleclick%2Fpdfs%2FGoogle-White-Paper-The-Arrival-of-Real-Time-Bidding-July-2011.pdf |
| 12 | Google Adwords and Importance of Keyword Selection | Google Support Center – How to Build the Best Keyword List: https://support.google.com/adwords/answer/2453981?hl=en |
| 13 | Deciding the KPI’s and Forming a Media Plan Measuring the success of the campaign according to media objectives | Utilizing Case Histories Flores,L (2013) How to Measure Digital Marketing: Metrics for Assessing Impact and Designing Success |
| 14 | Project Presentation | |
| 15 | Project Presentation | |
| 16 | Evaluation of Projects |
| 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
|
15
|
15
|
| Presentation / Jury |
1
|
30
|
30
|
| Project |
1
|
13
|
13
|
| 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. |
|||||
| 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. |
|||||
| 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. |
X | ||||
| 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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