Ders Planı

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Lesson plan / MEDIA PLANNING AND PURCHASING

Lesson Information

Course Credit	3.0
Course ECTS Credit	4.0
Teaching Language of Instruction	Türkçe
Level of Course	Bachelor's Degree, TYYÇ: Level 6, EQF-LLL: Level 6, QF-EHEA: First Cycle
Type of Course	Compulsory
Mode of Delivery	Face-to-face
Does the course require compulsory or optional work experience?	Z
Course Coordinator
Instructor (s)
Course Assistant

Purpose and Content

The aim of the course	It is aimed to teach strategies to approach to a true communication tool and target market.
Course Content	This course consists of the concepts such as advertisement and edia types,media planning and purchasing, media planning agencies, essential measurement techniques and sector investigations.

Learning Outcomes

Students have the professional field knowledge about integrated marketing, integrated marketing communication and advertising.
Students have sufficient theoretical knowledge in the field of advertising.
Students know the relationship between the target audience and the creation of advertising messages.
Students know advertising campaign processes and strategies for all communication environments.
Students will be able to know media planning and purchasing strategies for all communication environments.
Students will be able to know data literacy, research methods and techniques that will be used to create strategies in advertising.
Students know the legal regulations and ethical values in the field of communication and advertising.
Students will be able to know national and international institutions, associations and professional organizations operating in the field, legislation and quality standards of these institutions
Students know current presentation techniques and presentation in the field of communication and advertising.
Students analyze the economic, social and psychological reactions of the society and create advertising messages.
Students create advertising messages based on audience and communication environment
Students plan and execute the advertising strategy and campaign according to the different advertising characteristics of all communication environments.
Students apply the legislation and quality standards of national and international institutions, associations and professional organizations and act in accordance with ethical rules.
Students observe, analyze and reflect consumer behavior in their work.
Students create a project using current presentation techniques.
students have the ability to select and use appropriate equipment and tools to create advertising messages
Students apply creative thinking methods and techniques in their field.
Students will be able to compile, implement, analyze and interpret data in the field of communication and advertising.
Students critically evaluate the advanced knowledge and skills acquired in the field.
Students make interdisciplinary and interdisciplinary teamwork focused on solutions to problems in the field.
Students conduct an advanced study related to their field independently.
students follow the national and international contemporary problems in the field of advertising, comments, offers solutions.
students follow the innovations in advertising and form their content in this direction.
Students behave in accordance with laws, regulations, legislation and social, scientific and professional ethical values.
Students will create and apply brand and communication strategy.
students use computer and software programs in accordance with the requirements of advertising.
Students will be able to communicate effectively both in Turkish and in a foreign language.
Students will be able to apply occupational health and safety knowledge in their field.

Weekly Course Subjects

1	Types of advertising and promotion activities.
2	Media types, the common criterias and interactivity of of radio, cinema, television. The place of internet in sector.
3	Functions of advertising and media planning.
4	What is media planning?the problems is media planning.
5	Media planning agencies and the place of media planning in marketing sector
6	The phases of media planning and main parameters of media planning.
7	Target group in media planning
8	Testing students with the media planning terms and essential measurement techniques
9	The main target groups that are used in advertising sector. The main programs that media planning agencies use. IMC models.
10	Sector investigations , TV planning, newspaper planning, magazine planning and outdoor planning
11	The comparison of variety of advertising tools
12	Writing media planning and presenting, example of media planning
13	Writing media planning and presenting, example of media planning
14	Preparing media plan.

Resources

1-Jack Z. Sissors&Roger B. Baron “Medya planı nasıl hazırlanır?”,İstanbul,2010
2- Gülbuğ Erol”Reklam ve medya planlamasıİstanbul,2007,
3-Mehmet Özkundakçı”Medya planlama”,İstanbul,2008

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CLASS 2

CLASS 3

CLASS 4

Lesson Information

Purpose and Content

Learning Outcomes

Weekly Course Subjects

Resources

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